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Events G2E LAS VEGAS IAGA Conference Sessions


marketing materials to excluded persons, compliance obligations within the US differ, and contrast with those outside the US Te licensing and regulation of marketing affiliates is another disparate area, and has caused much confusion. Speaking of confusion, jurisdictions have divergent laws and procedures regarding the use and deductibility of an important marketing tool - promotional credits. Te list could go on…and on… . Ten there are the non-gaming laws and regulations discussed above, along with a few more regarding Internet marketing, especially in reference to privacy and children.


WHAT ABOUT SOCIAL CASINOS? A discussion regarding the marketing and


promotional activities of social casinos must be divided into three operator groups - purely social gaming operators, regulated land-based operators that want to use social gaming as a marketing tool, and regulated iGaming operators seeking to do the same.


Te purely social operator is subject to the myriad of


non-gaming laws and rules previously discussed, but not to gaming laws and regulations. On the other hand, the casino hosting “free play” or other social games on their website to drive customers to their brick and mortar casino is also subject to the non- uniform gaming regulatory requirements just discussed, plus a few more. Notably, some jurisdictions require identical odds and percentage payouts for games that are played on both an operator’s website and casino floor. Te rationale is to prevent a transitioning player being misled by “loose” free games.


Not surprisingly, certain jurisdictions also apply this requirement to the third operator group, regulated iGaming operators hosting free play sites. Likewise, some jurisdictions with time limits on real money play count free play toward the time limit. In a final example, New Jersey iGaming regulations provide


that social games requiring payment for specific game features may not be fundable or accessible from a patron's Internet gaming account.


Gaming operators deserve kudos for the successful campaigns that have been launched - including loyalty card programs - despite the maze of laws and requirements. Tere have been great marketing successes and very few compliance breakdowns. But creativity has been stymied, and compliance costs are considerable. Is there a solution?


Yes. Although casino advertising, marketing, and promotional activities are governed by numerous non-gaming agencies worldwide, inconsistent gaming laws and regulations have been the primary inhibitor of tactile and economically reasonable cross- jurisdictional advertising, marketing and promotional efforts. Te only remedy is one most readers have heard before - uniform gaming regulatory standards.


As the focus of the gaming industry becomes more and more Internet and mobile based, modernising our regulatory approach to mirror the seamless interconnectivity of the Internet is necessary for both operators and regulators. In fact, it is essential to the economic growth and success of the gaming industry. With uniformity, operators can implement marketing and promotional activities more quickly and less expensively cross-jurisdictionally. With uniformity, new suppliers, with fresh marketing and promotional ideas and products, will have inducement to enter regulated markets. With uniformity, compliance can be more easily achieved and monitored, and player protection concerns can be clearly and unequivocally addressed. Push-pull will become push-push.


THINKING UNIFORMITY CAN NEVER HAPPEN? I was a nay-sayer. Now I believe it must happen, and


our help is needed. Let’s continue to be part of the “push” so our advertising, marketing and promotional efforts achieve the needed “push-push”.


As the focus of the gaming


industry becomes more and more Internet and mobile based, modernising our regulatory approach to mirror the seamless interconnectivity of the


Internet is necessary for both operators and regulators. In fact, it is essential to the economic growth and


success of the gaming industry.


G2E IAGA Panel Session 13:15-14:45, September 26, 2016


How to Coexist: Proper Compliance and Compelling Marketing The highly regulated environment within which casinos operate internationally includes restrictions that on promotions, marketing and advertising. While these vary widely across jurisdictions, they’re essential


for maintaining compliance. l Discuss cross-regulatory impact and restrictions


l Learn operational challenges raised by new gaming types (i.e., social, mobile, online)


l Explore ways to work collaboratively across departments to ensure compliance


NEWSWIRE / INTERACTIVE / 247.COM P65


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