15 minutes to read
Regulatory and Product Compliance Manager
Imagine a gaming environment where player well-being is paramount. Responsible Gambling initiatives strive to create such a space by implementing safeguards against gambling-related harm. This means protecting vulnerable players, including those prone to compulsive behaviors, and ensuring transparency and fairness. It's about empowering them to make informed choices and enjoy gambling without falling into its pitfalls.
But what is happening in reality? Could 2025 be the year we strike the balance, creating a secure and enjoyable gaming environment? Will it be the year of delivering iGaming excitement in a way that benefits players, communities, and the industry as a whole? Here, I highlighted the key iGaming trends for 2024 and the developments that will shape player protection in 2025.
In 2024, we moved beyond the checkbox approach to player protection and embraced a commitment to safeguarding players. Governments' aim to gain more control over the industry and develop a sustainable gaming environment motivated these changes.
The momentum behind RG is growing, with 2024 being a year of heightened legal and social responsibility. The United Kingdom is actively reviewing its regulations, exploring measures like affordability checks and stricter advertising controls to enhance online player protection. Initiatives like Safer Gambling Week in the UK have already demonstrated the positive impact of promoting tools like deposit limits and reality checks.
Another player here is New Zealand, a nation taking bold strides with its comprehensive “Strategy to Prevent and Minimize Gambling Harm.” This ambitious plan, backed by significant investment, signals a deep commitment to addressing the complexities of gambling-related harm. Furthermore, their planned licensing system for online casinos promises to raise the bar for consumer protection in the digital realm.
But the UK and New Zealand are not alone. Countries worldwide are recognizing the need for stronger responsible gambling frameworks.
France is poised to define responsible gambling by legalizing online casinos, a move that will usher in stricter responsible gambling requirements for operators.
Spain, already proactive in this arena, is set to further enhance its regulations in 2025, with a focus on curbing excessive gambling advertising and strengthening self-exclusion tools.
The Netherlands, having recently regulated its online gambling market, is doubling down on its commitment to player protection, with the Dutch Gaming Authority actively enforcing online responsible gambling requirements and working to prevent addiction.
And in Germany, the new Interstate Treaty on Gambling has introduced a range of safeguards, including deposit limits and a nationwide self-exclusion register to facilitate responsible conduct of gambling online.
Latin America is also steadily advancing toward more sustainable and responsible gambling, with several countries taking steps to ensure player safety and industry transparency. Peru, for instance, enacted a bill to regulate online gambling in June 2023, followed by the publication of regulations in October. As of February 2024, operators can apply for licenses to offer online gambling services. Chile is expected to introduce comprehensive regulations by the end of 2024, aiming to bring more clarity and control to its gambling market.
Brazil is also making strides, with the Chamber of Deputies approving Bill 3,626/2023 to regulate sports betting and reauthorize gambling activities, marking a major step forward for one of the region’s largest markets. Colombia, a pioneer in the LatAm iGaming sector, has maintained its leadership since becoming the first country in the region to regulate online gambling in 2016, offering a robust and established framework.
Finally, India, another iGaming powerhouse, is also making notable progress in regulating its responsible conduct of gambling online, focusing on sustainable practices and enhanced player protection. In April 2023, the Ministry of Electronics and Information Technology (MeitY) amended the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, introducing a framework to govern online gaming.
These amendments initially proposed self-regulatory bodies (SRBs) to oversee the sector, but the government later opted to take direct regulatory control of responsible gambling programs, signaling its commitment to robust oversight. Key player protection measures include mandatory user verification for real-money games, requirements for intermediaries to publish clear privacy policies and terms of use, and the establishment of grievance redressal mechanisms.
Responsible gambling trends of 2024 have also been implemented, such as age verification tools, options for players to set spending and playtime limits, and adherence to the Advertising Standards Council of India (ASCI) code for responsible advertising. Additionally, a 28% tax on user deposits has been introduced, though this has sparked debate among stakeholders. While these regulations aim to create a safer, more sustainable gambling environment, challenges persist, particularly the lack of uniformity across states and the potential for conflicts between central and state laws.
This list is obviously incomplete because practically all countries that allow online gambling are moving toward creating and fostering a safe player environment, but our list clearly shows how the industry is aligning with broader expectations.
As we see, many governments and regulatory bodies are stepping up efforts to promote RG practices, but some have adopted particularly stringent measures that go beyond promoting responsible gaming. These measures aim to significantly reduce the ability of online gambling operators to market their services.
The country is set to fully regulate its sports betting and online gaming market starting January 1, 2025. Players accessing licensed platforms will require facial recognition for account authentication, a measure introduced under Ordinance 1,857, published on November 26, 2024. This regulation, issued by the Ministry of Finance’s Secretariat for Prizes and Bets (SPA), mandates that operators migrate player data and funds from offshore sites to licensed platforms with explicit user consent and identity validation. Operators must also submit formal requests for SPA approval by December 13, 2024. These measures are designed to protect consumers and ensure compliance with Brazil’s General Data Protection Law (LGPD).
Companies must meet stringent requirements to obtain a license in Brazil, including an R$30 million licensing fee, technical compliance certifications, and a local structure where a Brazilian partner holds at least 20% of shares. Moreover, companies must prove financial reserves of at least R$35 million. Some 114 initial applicants, like Superbet, have already made significant strides by confirming their fee payments.
Argentina adopts a province-by-province approach, with Buenos Aires leading the charge by implementing a licensing system for online gambling. Argentina’s Chamber of Deputies recently approved a Federal Bill to ban online gambling and sports betting advertisements nationwide. The proposed legislation, pending Senate approval, aims to protect children from cyber gambling addiction. It prohibits ads across platforms, including TV, radio, social media, the Internet, streaming services, and gaming platforms. Public advertising, such as billboards and posters, and sponsorships of sports teams, athletes, and cultural events are also restricted.
In July 2023, the Netherlands introduced a partial ban on gambling advertising. This includes prohibitions on traditional media like TV, radio, and print and ads in public spaces. However, it permits targeted advertisements on streaming platforms, social media, direct mail, and within online gaming environments, highlighting a more selective regulatory approach.
Lithuania’s parliament approved gambling advertising restrictions set to take effect in July 2025. These include a general ban on gambling advertising, except for sports competitions, events, sponsorships, and broadcasts. Notably, these exceptions have a transitional period lasting until January 1, 2028, allowing industries time to adjust.
Denmark has yet to implement a total ban on gambling advertisements, but public support for stricter measures is growing. The Center for Gambling in Denmark advocates for a complete ban to protect young people from gambling addiction, arguing that partial bans are ineffective. Since the gambling industry’s self-regulation agreement in 2019, gambling ads in Denmark have increased, fueling calls for stronger action.
I believe that in 2025, the industry will continue to implement the best practices that were developed during 2024. Government regulations and technologies are not implemented quickly, and the process takes time.
The regulatory landscape varies significantly across different regions. While some trends are already being adopted in certain countries, they have not yet gained widespread acceptance in others, especially in emerging markets.
The hype stage is over – it's time for implementation. Artificial intelligence is the most significant trend poised to dominate 2025 and beyond. With its ability to process vast amounts of data and deliver actionable insights, AI transforms how gambling operators monitor, support, and protect players.
Proactively Identifying Risk With Predictive Behavior Modeling: At the forefront of AI’s capabilities is predictive behavior modeling, which analyzes a player’s actions to detect signs of potential harm. Algorithms track indicators such as betting frequency, deposit amounts, game choices, and subtle patterns like chasing losses or rapid wagering. AI monitors for red flags like sharp increases in bets, extended late-night play, or ignored deposit limits, assigning players a real-time risk score. This approach allows operators to intervene early and prioritize assistance for at-risk people.
Support, Not Policing: AI is about creating safer, more balanced gaming environments. Players flagged as at-risk may receive tailored messages encouraging breaks, setting deposit limits, or using responsible gaming tools. These messages are designed to be supportive, nonjudgmental, and aligned with the player’s behavior. For example, AI might recommend lower-risk games, suggest a cooling-off period, or gently nudge players to track their sessions. The goal is empowerment, helping players stay in control without feeling targeted.
Second Wind For Compliance and Regulation: AI’s influence extends beyond player protection. It is redefining how regulators enforce advertising bans and age restrictions. AI ensures compliance with evolving regulations by analyzing ad patterns, flagging gambling-related content, and tracking advertising shifts across platforms. Tools like facial recognition and biometrics are also being deployed to block underage access and enforce strict age verification standards.
Customer interaction is the practice of directly engaging with players to monitor their gambling behavior, identify signs of harm, and offer support or interventions when needed. It involves tracking player activity, setting limits, and providing tools to help users stay in control. At its core, customer interaction is about using data and communication to ensure gambling remains safe.
More and more countries, including the United Kingdom, Denmark, Germany, Spain, Finland, Australia, Singapore, and Norway, require customer interaction for iGaming businesses.
Reality checks, already in use across many markets, are setting the stage for the future of responsible gaming. These tools provide players with periodic updates on their gambling activity, such as time spent, money wagered, and overall session outcomes. Designed to encourage informed decision-making and promote safer habits, reality checks are evolving from optional features to mandatory standards in regulatory frameworks worldwide.
This tool is very effective in highly engaging games like slots and live dealer products, where players can easily lose track of time. What reality checks are about:
Governments and regulators are increasingly mandating their implementation, and this trend is expected to grow in the coming years as more jurisdictions adopt similar measures. As for now, reality checks are present in the United Kingdom, Malta, Denmark, Singapore, and Australia.
It’s like the Face ID on the iPhone. Face recognition makes it easier to enforce self-exclusion rules on the spot and identify players in real-time, so action can be taken immediately if someone banned tries to get in. This tech simplifies the process, which cuts down on mistakes and boosts security by spotting players with a history of fraud or gambling problems.
The use of facial recognition is limited worldwide. For instance, Brazil started requiring all licensed gambling sites to use facial recognition in 2025 to verify identities correctly. Australia and New Zealand are experimenting with face recognition to assist players with issues. Meanwhile, the UK and Malta are looking into how they can weave it into more extensive responsible gaming plans, making sure operators follow strict rules to protect privacy.
The real connection with today’s players comes from showing that you genuinely care about their well-being. RG is all about players feeling safe, supported, and understood. Whether it’s through personalized tools that help players stay in control, empathetic messaging that speaks to their unique needs, or gamified incentives that make responsible play fun, the goal is the same: to balance excitement with responsibility.
Responsible online gambling strategies are shifting from mere compliance to a player-first mindset. Proactive communication, such as 24/7 access to support via chatbots or real-time interventions, ensures players feel protected and valued.
Futuristic not in terms of technology but in terms of implementation. For example, blockchain and gamification hold transformative potential, and some platforms are experimenting with them. Still, they remain more of a vision for the future—concepts that could reshape the industry beyond 2025, but not in the near term.
Blockchain technology promises a new level of transparency in online gambling by acting as a “digital notary,” ensuring every transaction—every bet, win, and loss—is tamper-proof and independently verifiable.
This could lead to “provably fair” gaming, where cryptographic hashing allows players to confirm the fairness of each outcome. Transparent algorithms, decentralized random number generators (RNGs), and the elimination of third-party audits would empower players with unprecedented trust in the system. Yet, despite its allure, the widespread adoption of blockchain faces significant hurdles, including technical integration, cost, and industry readiness. For now, its promise remains an intriguing possibility rather than a pressing trend.
Gamification has already proven its value in customer engagement, and its application to responsible gambling (RG) offers a compelling extension. Personalized dashboards could allow players to track their gambling activities, earn points for responsible actions like setting deposit limits or taking breaks, and unlock rewards such as badges and achievements. Leaderboards might even introduce a community aspect, fostering friendly competition and encouraging healthier gambling habits.
While some operators are exploring these features, the full gamification of RG tools is a long-term concept. Customizing experiences to align with individual player preferences and tapping into the psychology of gamification are complex tasks that require significant investment and fine-tuning. Operators may find these innovations lucrative in the future, but their implementation on a large scale is likely still years away.
Wearables are becoming a major player in responsible online gambling. They offer a window into your physical and mental state, continuously monitoring vital signs like heart rate and sleep patterns – invaluable insights into your stress levels and overall well-being. Elevated heart rates during a tense poker game? Changes in sleep patterns after a late-night casino session? These subtle cues might signal heightened stress or anxiety, prompting a gentle nudge towards responsible play.
Smartwatches could vibrate, suggesting a moment to take a deep breath and regain composure. Mobile apps might send notifications encouraging breaks or offering relaxation techniques. The beauty of these interventions lies in their timeliness, offering support precisely when it's needed most.
Advanced IoT systems will even recognize and analyze your emotional expressions. Facial expression analysis might detect frustration during a losing streak, while voice analysis could gauge your emotional tone, identifying potential distress.
As we move into 2025, we expect changes due to a global focus on responsible gambling. But let's look at RG not just as a set of rules to follow but also as an opportunity. By adopting responsible gambling practices, operators can boost their reputation and enter markets with strict regulations. Additionally, these practices can help lower the risk of legal issues and financial penalties for non-compliance.
Operators who make responsible gambling a key part of their business can meet and even surpass regulatory requirements, setting a new standard for the industry. Promoting safer gambling stands out in crowded markets and earns the trust of both players and regulators. Those who lead in responsible gambling adoption will influence the industry's future.
Our platform is ready to operate in regulated markets. Secure your players with deposit limits, loss limits, bet limits, playtime limits, self-exclusion, play breaks, and other legal operations tools.
GR8 Tech promotes responsible gambling. The content on this website is intended solely for B2B industry professionals and individuals who have reached the minimum age required for online gambling in their jurisdiction.
