As the effects of the £19.2 million fine continue reverberating across the gaming industry, Williams offers a new perspective on the situation, concluding with a warning to all operators considering investing in the UK. While 888 has agreed to pay up without much hassle and implemented substantial remedial measures, the data implies that William Hill’s disregard for player safety temporarily bolstered customer spending, setting a dangerous precedent.

888’s Commitment to the Purchase Was a Calculated Risk

The UK Gambling Commission (UKGC)’s record-breaking £19.2 million fine was the biggest in the regulator’s history, significantly souring 888’s recent purchase of the offending operator. At one point in the investigation, William Hill even ostensibly risked losing its license to operate in the island nation, potentially making 888’s investment even riskier.

William Hill recognized its failings and worked with the commission to make improvements, but 888’s willingness to proceed with the purchase despite the ongoing investigation raises some questions. Keystone Law regulatory lawyer Richard Williams shared his take on a situation in an interview with gaming news outlet Gambling Insider, breaking down the finer implications.

When 888 acquired the non-US assets of William Hill…, it would have known about the Gambling Commission’s ongoing investigation.

Richard Williams, regulatory lawyer at Keystone Law

Williams argued that 888 was completely aware of the potential fine when closing the £1.95 billion purchase. However, with William Hill’s license potentially on the line, the prospective buyer must have had an unhealthy risk appetite. 888 likely believed that timely reforms and a change in management would be sufficient to appease the UKGC, giving the operator a relatively clean slate when taking over.

The Case Revealed Deep-Seated Issues

According to Williams, 888’s cooperation was the deciding factor behind the UK regulator’s decision to settle for a fine. He noted that the situation had improved significantly since the takeover as the new management finally took the necessary steps to resolve the systemic issues plaguing the UK operator. However, Williams argued that such measures were not without financial consequences.

Implementing rigorous anti-money laundering and social responsibility procedures is likely to slow down customer spending and ultimately reduce revenue for the combined business.

Richard Williams, regulatory lawyer at Keystone Law

Such statements are dangerous in the context of the wider industry, implying that skirting player safety and AML measures can bolster profits. According to Williams, the entire debacle should alarm everyone looking to invest in UK-facing operators. However, it is also indicative of deep-rooted problems and regulatory impotence.

The £19.2 million fine is just a slap on the wrist for 888, which can earn that back in less than four days. Despite its posturing, the UKGC will likely face a fierce legal battle if it does decide to take the license of a high-profile operator like William Hill. If the regulator continues to shirk its duties, systematic violations will likely continue to be the norm.

Booming Games, a rapidly-expanding developer of slots, has unveiled two new additions to its team. The iGaming experts Kaska Pysz and Dorota Gruszka will be joining the company as product owner and marketing manager respectively, the supplier announced.

Booming Games explained that both of its new members boast years of experience in the iGaming sector and will be valuable additions to its team.

Pysz Boasts 15 Years in Gaming

Pysz, for example, is a product and gamification specialist with an impressive track record in gambling. She has more than 15 years of experience in the sector, having worked with both land-based and iGaming companies. Her time at brick-and-mortar casinos helped her learn first-hand about player behavior.

Pysz graduated from the University of Cracow with a Degree in Marketing and Management. She has already leveraged this experience during her time working on gamification tools that enhance customer experience.

The new product owner said that she is very excited to join Booming Games’ amazing team and that she is looking forward to bolstering its pipeline. Pysz added that she is also thrilled to be working with Gruszka whom she considers a friend and a talented marketer.

Gruszka Is Passionate about Marketing

Speaking of Gruszka, Booming Games’ new marketing manager joined the iGaming sector 7 years ago. For the past few years, she has worked in various departments for various operators and providers and has acquired significant experience.

A few years ago, Gruszka discovered her passion for marketing and dedicated her efforts to mastering her marketing skills. She will put these skills into good use, overseeing Booming Games’ marketing department, as well as developing and deploying new campaigns for the studio.

Gruszka praised Booming Games as an innovator that is truly dedicated to diversity. The company’s team has people from more than 40 nationalities, which has proven instrumental in creating varied and engaging slots.

Gruszka said that she is very happy to join the organization and added that she is “super excited” to be teaming up with Pysz once again.

The Leadership Welcomed the New Hires

Moritz Blume, Booming Games’ director of product, welcomed the new hires on board. He said that the company doubled in size over 2022 and is constantly looking for experienced professionals.

I am convinced that Kaska and Dorota will add significant value to our company, and I am delighted to start working with them both.

Moritz Blume, director of product, Booming Games

The company’s chief commercial officer, Frederik Nielsen, also welcomed Pysz and Gruszka to the company. He noted that the company’s hiring spree has helped it bring many talented individuals on board. Nielsen said that he is looking forward to working with all of them.

The iGaming software and sportsbook solutions provider, Altenar, announced a new deal, expanding further its European footprint. The company confirmed on Wednesday that via a deal with BetMarket, it expanded further its presence to the regulated gambling market in Bulgaria. The new deal marks an important achievement for Altenar as it continues to expand further into the region and reaches new audiences.

BetMarket is an operator with a rich history in Bulgaria. It was more than two decades ago, in 1997, when the company first launched its services. Although it initially offered slot games and bingo, it has since grown into the sports betting vertical as well. Now, BetMarket offers plenty of wagering options and a variety of betting markets for its players.

Currently, the operator is already live with leading products from Altenar such as virtual sports as well as player props markets. Thanks to the recent deal, the duo is expected to take their business relationship to even greater heights. At the same time, the iGaming collaboration creates new growth opportunities for Altenar, as well as BetMarket.

“Partnering with a truly established sportsbook and casino offering such as Altenar’s is a massive step forward for us.“

Hristo Markov, product manager at BetMarket

Hristo Markov, BetMarket’s product manager, acknowledged that the partnership with Altenar helps strengthen the company’s casino and sportsbook offering. Moreover, he pointed out that the collaboration represents a major achievement for BetMarket. Finally, Markov predicted that the deal will help boost BetMarket’s presence and deliver thrilling and engaging content for the company’s customers.

The Company Continues to Grow

Currently, Altenar has a presence in 13 different jurisdictions. The company holds certification from the MGA and the UKGC and is continuously growing the reach of its sportsbook products with new partners.

Last year, the company was recognized within the gambling sector after securing multiple awards. Altenar won prizes from the Baltic and Scandinavian Gaming Awards, as well as SBC Latin America, EGR Italy and the MiGEAs.

“We are delighted to have expanded our presence in Bulgaria as it is an exciting and vast market for us.“

Aggelos Stravelas, account manager at Altenar

Aggelos Stravelas, an account manager at Altenar, explained that the company is excited to boost its presence in the market in Bulgaria via the new deal. He acknowledged that the Balkan region holds significant potential. Finally, Stravelas pointed out that the deal with BetMarket will enable the company to continue growing along with the operator.

The battle between pro-skill games and anti-skill games groups in Kentucky continues. Pace-O-Matic, a Georgia-based developer of such products, teamed up with other industry bodies to file a lawsuit over House Bill 594, which would see vertical banned.

Skill games are a type of electronic terminals that offer real-money gaming. Despite their inherent similarities to slots, these machines have a skill element to them (thus the name), requiring players to react quickly and make the right decisions.

While many argue that skill games should not be put in the same category as slots, others believe that the concept is too similar and that skill games should be regulated like all other gambling terminals.

Currently, skill machines are somewhat of a gray area. Still, some want to ban them, as attested by House Bill 594. Introduced earlier this month, the measure would see skill games banned. Opponents of the vertical say that the proliferation of these machines, paired with their unregulated nature, is sure to lead to crime.

Unfortunately for the skill game industry, House Bill 594 was written into law. It will come into power 90 days from the conclusion of the General Assembly session, at which point venues offering skill games will face fines of up to $25,000 per device.

Despite the efforts to ban the machines, the skill game industry will not go down without a fight.

Pace-O-Matic Takes Matters to Court

Pace-O-Matic and several local venues that offer skill games joined forces in a lawsuit against the measure, which they believe is “unconstitutional.” Filed in Franklin Circuit Court yesterday, the lawsuit will see the provider and proponents of the vertical defend the legality of skill games in court.

Michael Barley, chief public affairs officer at Pace-O-Matic said that the industry is prepared to fight back against the unconstitutional ban. He argued that many local businesses rely on such games for income. Barley slammed the opponents of skill gaming, saying that they serve the horse racing industry’s interests and seek to monopolize entertainment in Kentucky.

Plaintiffs will try to block the measures outlined in House Bill 594, at least while the case is being heard.

Kentucky attorney general Daniel Cameron will serve as the defendant in this lawsuit and will try to ensure that the ban on skill games is not impeded. Skill games have been a controversial topic in several states for similar reasons as the ones listed above. However, banning the vertical has proven to be surprisingly hard.

Virginia, for example, introduced a law that bans skill-based machines. That law, however, was quickly squandered by an injunction issued by a local judge. Opponents of the machines could not get them banned in Pennsylvania either.

Ireland’s government is planning to restrict gambling advertising but the Labour Party wants to take things a step further and completely ban ads. Supporters of this measure argue that it will protect high-risk gamblers from problem gambling.

Senator Mark Wall spoke on behalf of the Labour Party, detailing the reasoning behind the proposed ban. He said that banning gambling ads is the right thing to do as it will not only protect vulnerable people but will also reduce the gambling content young people are exposed to.

The government’s new gambling control bill proposes the introduction of a ban on all gambling advertising between 5:30 am and 9 pm. However, Wall argued that people’s addiction does not go away after 9 pm.

Unfortunately for those experiencing gambling addiction, this does not go away after 9 pm. From the moment we get up in the morning to the moment we go to sleep at night, the gambling companies know they have us in their grip.

Mark Wall

Wall noted that it is difficult to pick up a smartphone or watch a YouTube video without being bombarded with ads. As a result, he believes that the government should “go the full way” and ban operators from advertising their products. He described the measure as “taking control back from the gambling companies.”

Ads Encourage Harm, Wall Says

According to Wall, the gambling industry has forced people to associate major sporting events with wagering. As a result, gambling harm rates continue to be a major problem which is further fueled by the constant stream of gambling ads.

These ads are pushing people to gamble and there are no controls in place to protect those who are vulnerable to addiction.

Mark Wall

Wall praised Belgium for opting to implement a full ban on gambling ads in July. He hopes that the Irish government will be just as brave and will do the right thing and rid people of gambling ads.

Wall noted that banning ads will help people struggling with addiction and will also help the younger generations to learn to enjoy sports, entertainment and politics without needing to gamble. The senator noted that a concerningly-high number of young people gamble. Research shows that 9.3% of the people aged 17-20 have taken part in online gambling and that 7.2% are regular gamblers.

The senator said that he is certain that the ads are pushing this behavior. He said that the levels of addiction demand serious action.

“We had this argument around the tobacco. Time is ticking. Let’s follow the Belgian lead and ban gambling ads in Ireland,” Wall concluded.

The Empire State has made it clear that it intends to continue taxing the sports betting vertical with the original 51% tax rate, which was welcomed with grumping approval when companies found out that they would be allowed on the country’s most populous state, and flog their sports betting products there, but is now the source of constant worries about sportsbooks’ long-term fortunes on the market.

Big Tax Is Here to Stay in New York

Many thought that the 51% tax, threatening as it was at the time, would eventually be reduced to a more amenable levy that would allow big players to score more on the market. This, though, is not likely to happen.

Speaking to PlayUSA, Assemblyman Gary Pretlow, one of the longest-standing proponents of regulated gambling in New York, told the publication that the tax rate is very unlikely to change. Pretlow himself has attempted to seek reason with fellow lawmakers and regulators and convince them that a lower rate would make more sense.

But his changing the tune means that the rate may indeed be not moving an inch. Pretlow spent the last decade fighting for regulated gambling in New York. He has been a friend of the poker, casino and sports betting industries and has seen the reason for pushing bills through.

Pretlow proved tireless, bringing and revisiting bills every year to pull these industries from the grips of the offshore industry and make sure that they contribute to the state instead. Of course, the 51% tax rate is not exactly sitting well with the sports businesses that operate in these conditions.

The state is naturally doing well, having collected close to $900 million from tax revenue. However, the sportsbooks that operate in the Empire State seem to be not doing so well. A report by the New York Post has said that sports betting operators have already lost $200 million in the state.

Handle to Contract, Lawmakers Won’t Budge Until Then

Many have reduced their bonuses and promotions and are trying to figure out a sustainable way to operate. One of the ideas that sportsbooks have is to offer slightly less favorable odds, which means that sports fans, especially those who have been around for a while, could seek their good fortunes elsewhere – this means either traveling to another state or worse, turning to offshore markets.

FanDuel’s Christian Genetski expects sports betting handle to begin dropping by 20% annually should the rate remain unchanged, having mostly to do with sportsbooks being unable to galvanize fans as they have nothing worthy to offer with mounting tax challenges, the executive told PlayUSA.

Big taxes are not the problem, the sportsbooks argue – it’s rather unsustainable tax rates that are the issue. Lawmaker intransigence can be remedied, but it might take time for officials to see that the industry is bringing in less money – for as long as it is going strong, legislators are unlikely to show immediate concern.

The Athletic reported that in a major shift in stance towards sports betting, NFL owners have voted to allow physical sportsbooks to operate on game days starting from the 2023 season, according to league sources. The vote occurred on Monday at the NFL owners’ meetings in Scottsdale, Arizona.

The NFL Goes All-In on Sports Betting with Seven Approved Outlets

Currently, only four teams operate sportsbooks at their stadiums, with the Washington Commanders being the only team with a sportsbook inside their stadium. The Arizona Cardinals, New York Giants, and Jets all have sites located outside their stadiums. The NFL had already announced its first sportsbook partnerships in April 2021, and now has seven outlets approved to operate sportsbooks.

While the move will certainly generate additional revenue for the teams, many bettors already use apps on their phones to place bets. The shift is therefore seen as more symbolic than a significant revenue booster. However, it marks a significant turning point in the relationship between the NFL and sports betting, particularly given the league’s previously conservative attitude towards gambling.

Despite the fact that Texas, Florida, and California have not yet legalized sports betting, the NFL’s continued embrace of the industry suggests it is only a matter of time before they do. The vote to allow physical sportsbooks at stadiums on game days is the latest sign of the NFL’s growing acceptance of legalized sports gambling.

The move comes as legal sports betting has expanded rapidly across the US, with 33 states now allowing legalized sports betting. The NFL’s new stance on sports betting has evolved to such an extent that the league now stages events in Las Vegas, including next year’s Super Bowl. 

NFL Teams to Pool Sportsbook Revenue After Hitting $20 Million Mark

Revenue from the sportsbooks will not be shared with other teams until a certain threshold is exceeded, believed to be around $20 million, after which it will be pooled with the other 31 clubs. Teams have traditionally shared local gate revenue, but not other non-national revenues, such as club sponsorships. 

Sportsbook revenues, on the other hand, are viewed within the NFL as a category that should be shared. However, as sportsbook revenue is not the same as gate receipts, a certain amount of revenue will be allowed to be kept by local teams before hitting a cap, with the remainder shared with the rest of the league. Revenue from sportsbook sponsorships, which many teams currently have, will not be shared.

The bill, pitched by Senate President Dominick Ruggiero, is looking to expand the scope of betting in the state and allow Rhode Island residents and visitors to bet on teams that are based on the state.

Betting on College Teams in RI Gains Momentum

This applies to collegiate teams that may soon be a viable betting option. Across the United States, there are different rules for college betting. Some states allow all forms of it, while others, such as Rhode Island, explicitly prohibit betting on college sports teams that are based in the state.

Rule differentiations also exist across jurisdictions – when these teams play in another state, a bet may be acceptable, but when playing at home – not really. The new legislative proposal seeks to do away with restrictions, however.

The Senate bill pitched by Ruggiero does come with a few conditions of its own, however. Notably, sports fans would be able to bet on Rhode Island collegiate teams when a competition involves at least four teams.

Should the bill clear the floor and be subsequently approved by all remaining legislators, it should allow sports fans to bet on pre-season invitationals and conference tournaments. Most importantly of all, though, the bill could make it possible for sports fans to bet on Rhode Island college teams competing in March Madness.

Of course, there is opposition. The main idea behind banning betting on in-state college teams is that some bettors are very likely to have more information about the team than the general public. However, Ruggiero believes that the nature of sports betting and the industry has shifted a lot.

Athletes are not going to sacrifice their status in the sports ecosystem and risk being involved in betting, Ruggiero believes. Furthermore, there are better safeguards today that train athletes how not to participate in match-fixing.

Not Just Sports Betting – iGaming Too

Ruggiero is not quite willing to draw the line at sports betting on college events, though, as the legislator is also looking into the possible legislation of online casinos, usually referred to as iGaming in industry parlor. Speaking to the media in February, Ruggiero said that the segment had become a big driver of revenue.

“I’m also looking at iGaming. I think that will be a substantial revenue generator down the line where people can stay at home and do everything similar to what they do on sports betting,” the senator said.

Yet, making a slight amendment to the existing sports betting infrastructure is child’s play compared to the Herculean efforts that would be needed to compel legislators to throw their support behind online casinos in the state.