UKGC Issues new Online Guidance
Te UK Gambling Commission has issued new guidance for online operators to ensure consumers are further protected during lockdown
Te majority of those gambling indicate that they have not increased the time or money they have spent
UK LEGISLATION
Te UK Gambling Commission has issued new guidance for online operators. It ensures that consumers are further protected following the publication of new evidence that shows some gamblers may be at greater risk of harm during lockdown. Included in the guidance is the need for affordability checks, prevention of reverse withdrawals and restrictions on bonus offers.
Te new guidance follows the Commission publishing data showing the impact that Covid- 19 is having on consumers and the industry so far. Collected through the gambling industry and also through YouGov surveys this data shows that during lockdown gambling participation is down overall. Tis reflects the closure of land based venues and the cancellation of sporting events, with only a small number of people starting to gamble for the first time.
However, while there is no evidence to suggest an increase in problem gambling, the shift in the market as a result of Covid-19 evidence shows an increase in the use of certain gambling products such as online slots, poker, casino
gaming and virtual sports. Te majority of those gambling indicate that they have not increased the time or money they have spent, two thirds (64 per cent) of more engaged gamblers reported that they have increased the time or money that they are spending on at least one online gambling activity including National Lottery products. Te data also shows that in terms of time spent gambling, while overall session length has decreased, there has been an increase in the number of sessions that are played for over an hour.
Te guidance from the UKGC means that operators need to interact with customers who have been playing for an hour in a single session of play, review thresholds and triggers for new customers to reflect the operator’s lack of knowledge of that individual’s play and spend patterns and conduct affordability assessments for individuals picked up by existing or new thresholds and triggers which indicate consumers experiencing harm - limiting or blocking further play until those checks have been concluded and supporting evidence obtained.
Romania Greentube strengthens Romanian footprint
Greentube has further strengthened its presence in Romania after going live with Baumbet.
Launching via the Pariplay platform for the first time, a wide range of Greentube’s market- leading games are now available on
Baumbet.ro, including Sizzling Hot deluxe, Book of Ra deluxe, Lucky Lady’s Charm deluxe and Dolphin’s Pearl deluxe. Plenty on Twenty, a favourite among local players, has also gone live, as well as many more top-performing NOVOMATIC games tailored for the Romanian market.
Baumbet is a prominent name in Romania, with its retail operations spanning over 25 years and having built a strong online presence since the market opened in 2018. Te integration marks another significant step for Greentube as the company continues to gain market share in the Eastern European territory, building on a
period of rapid expansion after going live two years ago.
Michael Bauer, Greentube CFO/CGO, commented on the deal: “Launching with such an established operator further demonstrates the high demand for our portfolio among local players. We expect our games will be an instant hit with Baumbet’s customers. Romania has quickly proven to be a strong market for Greentube as our classic titles and new, modern content continues to perform strongly.”
Daniel Cordos, Baumbet COO, said: “Greentube has more than lived up to its reputation for creating quality interactive games that stand the test of time both in the land-based market and online. Teir diverse range of content is already ranking high with our players and will contribute to our goal of providing an online casino experience that outperforms the market.”
Bulgaria
CT Gaming Interactive has announced a content distribution deal with MrSlotty. Te deal was recently penned between the two gaming companies and CT Gaming Interactive's content will be available through MrSlotty's platform shortly.
“We are happy to conclude the deal and soon we will provide the innovative game aggregator with entertainment-driven experiences,” commented Lachezar Petrov, Head of CT Gaming Interactive on the new partnership. CT Gaming Interactive will enrich the ever-expanding collection of games at MrSlotty platform with the player's favourite Duck of Luck, 40 Treasures, Lucky Clover and many more as well as the latest game releases such as Hit the Hot and 40 Roosters. We look forward to strengthening our relationship further.”
SPAIN – Spain's Consumer Protection Minister Alberto Garzón has confirmed that online gambling has fallen in the past month, due to the gambling ban brought in in April, which will be maintained during the lock down. The ban will apply at least until May 24. Mr. Garzón said in in front of the House of Commons Health and Consumption Committee that the advertising limitations had ‘made an impact.’ Mr. Garzón explained: “The vulnerability of the economically disadvantaged sectors to television news, good or bad, is much greater and the impact of television is huge. This worried us about advertising for gambling and betting, which - at least in our opinion - has increased massively during the first few weeks of the exit restrictions.”
The ban also includes a complete ban on promotions such as bonuses, a ban on broadcasting on television and radio with the exception of the hours from 1:00am to 5:00am and the strict ban on advertising on the Internet and social media.
UK – 1X2 Network, the game developer and content aggregator behind the 1X2gaming and Iron Dog Studio brands, has identified a new standard that helps operators market games to players more ethically and profitably. The Probability of Getting Your Money Back (PMB) standard identifies a 3D footprint of a game and combined with mathematical equations, determines the odds of the player achieving specific returns after set spin amounts. Armed with this information, operators can then target specific games to specific player types instead of the current scattergun approach to the industry non standardised term of volatility.
For example, player one likes to deposit £100 per month at an online casino and spends £0.50 per spin. Player two deposits £3,000 and spends £50 per spin. Player one is satisfied with their playing session when they double their bankroll, while player two will only withdraw when they have multiplied their bankroll by 10.
Based on volatility alone, operators would usually market lower volatility slots to player one and higher volatility slots to player two. But in reality, volatility alone is too basic. This is because it does not consider additional factors such as typical budget, bet per spin and cashout value, all of which can impact the suitability of a game.
By using PMB, operators can know more about the games than just high>low volatility, allowing them to clearly identify which games best meet the needs of each type of player. This not only improves their return on marketing investment, but also ensures games are being ethically marketed to players based on their affordability and appetite for risk.
NEWSWIRE / INTERACTIVE / MARKET DATA P15 EMEA
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