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Exclusive Q & A with Marc Edwards, CEO of ORDER  

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Q. Congratulations on joining ORDER as the new CEO! What are your early reactions to the job?

A. It is an exciting time to join the organisation. I had been working for ORDER in a consultancy capacity for 6 months prior to joining as CEO, so the transition has been relatively seamless. My early impressions are full of opportunity and growth. The industry is forging ahead and receiving a lot of attention from mainstream media and non-endemic brands looking to be involved in the space, and with ORDER being a first mover in esports and now 4 years later is well established, we are looking forward to this next stage of our evolution.

Q. Do you find heading an Esports team much different than leading an organization in traditional sports or motor sports, where you had spent most of your career?

A. There are a lot of similarities with the support structure of esports and traditional sports, especially when it comes to fostering a culture of high performance and professionalism. And now as we look ahead, player welfare and grass roots programs are firmly on the agenda to ensure we are both looking after our professional players, but also playing a role as a leader in the industry to provide pathways for the next generation of talent. If we look at the commercial side of the industry there are certainly some parallels to draw with sponsorship, brand activations and fan engagement and how these are delivered to offer the best value to brands. The real difference in this area of the business is the ability to innovate and execute on new ideas without the constraint of governing or league bodies. Further, we also see the customer facing area of our business as a far more creative than traditional sports – more along the lines of a music label. Essentially our talent, who are professional gamers and content creators, are at the core and the support crew we build around them to bring this to life are creatives, e.g. content managers, creative directors, digital marketers and brand builders.

Q. For the outside world, Australia, where ORDER is based, is known for its outdoor sports. How is esports catching up in the country? How does its popularity compare with that of traditional sports?

A. Traditional sports are fed by generations of participation and ultimately viewership. Right now the esports industry in Australia is no more than 5 years old, yet despite the lack of history and level of unfamiliarity the fan base has more than doubled in the past 2 years alone. With the majority of esports fans being in the 18 to 34 age bracket and skewing male, there has been a natural migration of fans from traditional sport into esports, which is a sign of how Australia’s deep passion for sport is changing. Esports provides this generation an alternative outlet for entertainment and it’s being supported big time. While the current audience base skews male there is a ground swell of engagement coming from the female audience and is being driven by women gamers increasingly turning professional.

Q. ORDER has recently raised a $5.3 million funding? What are the immediate plans to drive the growth?

A. We will solidify our position in Oceania esports while continuing to look at opportunities in other esports titles. The real growth for ORDER though will be in content creation and production and building an audience around our brand. To do that we are looking for content creators across multiple platforms and gaming influencers who will become part of the ORDER crew and benefit from our administrative support and enabled to continue to grow their current activities. Also, in a first for an esports organisation the region, earlier this year ORDER took residency at our new facility in Collingwood Melbourne, which will feature the Alienware esports high performance room, Logitech streaming room, production studio and administrative offices.

Q. Could you talk about the new diversification initiatives that are in pipeline?

A. Outside of what I have mentioned above, ORDER will continue to evolve our gaming production capabilities, with a bespoke offering across events and licensed content. We are also looking towards collaborations with creatives and artists across music, fashion, and art. We see gaming as aligning strongly with the future of pop culture and these pursuits have paved the way for gaming to move from a subculture to pop culture in its own right.

Q. It appears that the lock down forced by the Covid 19 pandemic has turned out to be a turning point for esports in general. How did it affect the growth of ORDER?

A. For ORDER, and most esports organisations, the events of the last year or so have put greater emphasis on the need for online event capability, content production and building a mass audience. While much of this growth is still in it’s infancy, the realignment of strategy in the early stage of 2020 provided us a long enough runway to start executing and importantly secure significant funding to accelerate our growth ambitions.

 

 

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AUSTRAC Launches Civil Penalty Proceedings Against Mounties

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AUSTRAC has launched Federal Court civil penalty proceedings against Mount Pritchard District and Community Club (Mounties), for alleged serious and systemic non-compliance with Australia’s anti-money laundering and counter-terrorism financing (AML/CTF) laws.

AUSTRAC alleges that Mounties contravened the AML/CTF Act, providing gaming services to its customers in circumstances where it had not adopted and maintained an AML CTF programme in compliance with the AML/CTF Rules.

AUSTRAC CEO Brendan Thomas said AUSTRAC alleges failures in Mounties’ approach to its anti-money laundering obligations have left it open to criminal exploitation.

“Mounties is one of the largest and most profitable club groups in NSW. It owns 10 venues, 8 of which operate approximately 1,400 poker machines and it makes hundreds of millions of dollars in revenue from money gambled on those machines,” Mr Thomas said.

“This is a big company with an even bigger responsibility to ensure its clubs are managing the risks that criminals can run dirty money through its gaming machines.

“AUSTRAC’s 2024 Money Laundering in Australia National Risk Assessment identified pubs and clubs as a medium risk sector, but when those businesses are exposed to cash, especially in circumstances where known money laundering risks are not being managed, the risk increases.”

“A business operating at this scale, in a cash intensive sector, is exposed to a high degree of money laundering risk. In 2022 for example, the NSW Crime Commission released its Project Islington report which determined that billions of the approximately $95b gambled in NSW poker machines in 2021-22 was likely to be dirty money.”

AUSTRAC alleges Mounties AML/CTF programme:

• did not have an adequate risk assessment

• did not contain appropriate staff risk awareness training

• did not contain appropriate risk based systems and controls in its transaction monitoring programme

• did not include appropriate risk based systems and controls in its enhanced customer due diligence processes

• was not subject to an independent review that met the requirements of the Rules

• and that Mounties failed to appropriately monitor a number of its customers with a view to identifying, mitigating and managing the money laundering risk that Mounties faced.

AUSTRAC also alleges Mounties failed to appropriately maintain its AML/CTF Programme, with aspects of its programme outsourced to a third party provider, Betsafe – which also provides AML/CTF programmes to a number of other pubs and clubs.

“Like many other AUSTRAC reporting entities, Mounties outsources aspects of its AML/CTF program but what it can’t outsource is its AML/CTF obligations.”

“Relying on third party providers doesn’t absolve a business of its obligations under the AML/CTF Act. If a reporting entity outsources key parts of its program to a service that is not fit for purpose – especially without proper oversight or resourcing – they run a real risk of non-compliance.

“All reporting entities, regardless of size, must stay actively involved in how their AML/CTF program is designed, implemented and monitored and I would say the same thing to other pubs and clubs who think bringing in a provider is a set and forget solution.”

AUSTRAC also alleges a number of specific instances where Mounties failed to appropriately monitor specific customers, despite the money laundering risks they presented.

“Customer due diligence and transaction monitoring in a club that processes hundreds of millions of dollars a year through its poker machines, a significant amount of which is cash, is going to require a robust approach when it comes to verifying a customer’s source of funds,” said Mr Thomas.

It is now a matter for the Federal Court of Australia to determine whether Mounties contravened the Act and, if so, what orders to make.

The post AUSTRAC Launches Civil Penalty Proceedings Against Mounties appeared first on European Gaming Industry News.

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Australia

BetMakers Partners with The Bookie Group

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BetMakers Technology Group has entered into a partnership with The Bookie Group (TBG), who announced the appointment of veteran wagering executive Jason Scott as part of their growth and brand expansion strategy.

Scott, formerly CEO of Racing Queensland and a senior executive with Entain and BetMGM, brings a wealth of global racing and sports betting experience to TBG. His arrival marks a significant step as the group accelerates development of its multi-brand strategy, building on the early success of PonyBet, currently live and trading in the Australian market.

TBG’s growth is underpinned by its strategic partnership with BetMakers Technology Group, leveraging the newly launched Apollo platform to deliver highly personalised, agile wagering experiences.

“The early success of PonyBet on the Apollo platform has been fantastic to see and a great endorsement of the BetMakers solution. We’re excited to partner closely with Jason, Brian and the TBG team as they execute on their vision for a dynamic, multi-brand wagering business,” said Martin Tripp, Chief Operating Officer at BetMakers Technology Group.

“I’ve been incredibly impressed with the Apollo platform and the team behind it. The technology gives us the flexibility to move fast and innovate, and I’m excited to work with BetMakers to deliver unique and engaging products that modern punters are looking for,” said Jason Scott.

TBG has plans to launch several new betting brands throughout 2025 and 2026, focusing on personalisation, entertainment, and operational excellence. With Scott at the helm and BetMakers providing the technology backbone, the group is well-positioned to deliver differentiated products to market at speed and scale.

The post BetMakers Partners with The Bookie Group appeared first on European Gaming Industry News.

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VGCCC Fines Werribee RSL for Self-exclusion Failures

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The Victorian Gambling and Casino Control Commission (VGCCC) has fined the Werribee RSL $30,000 for failing to prevent 2 self-excluded customers from gambling.

VGCCC CEO Suzy Neilan said: “This is the first time the VGCCC has taken disciplinary action against a club or hotel for self-exclusion breaches.

“Self-exclusion programs empower people to manage their gambling by registering to be temporarily or permanently blocked from entering gambling areas of clubs, pubs and casinos.

“By failing to respect a person’s decision to self-exclude, a venue may put customers who have decided to take a break from gambling, or quit altogether, at risk of experiencing gambling harm.”

In January 2024, the VGCCC received an anonymous tip-off that a self-excluded person entered the Werribee RSL gaming room and used the poker machines. The venue self-reported a second breach in May 2024, after realising a different customer had gambled at the venue on at least 4 occasions between February and May 2024.

Ms Neilan said: “Taking disciplinary action is the last resort. We would prefer venues take their harm minimisation responsibilities seriously by complying with their legal obligations, including through the effective implementation of tools like self-exclusion.

“Venues and their staff are the last line of defence for self-excluded customers, who should be able to trust that their decision to self-exclude will be respected. They must have the appropriate controls in place to prevent self-excluded people from entering gaming rooms.”

The VGCCC acknowledged that Werribee RSL cooperated with the investigations and has since taken steps to strengthen its procedures. These include improved and regular staff training, daily audits of the self-exclusion register and greater use of technology to identify self-excluded customers who attempt to enter the gaming room.

This remedial action was taken into consideration in determining the amount of the fine.

The post VGCCC Fines Werribee RSL for Self-exclusion Failures appeared first on European Gaming Industry News.

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