Industry News
EGBA Publishes Pan-European Code for Responsible Advertising for Online Gambling
The European Gaming and Betting Association (EGBA) has published the first pan-European Code of Conduct for responsible advertising for online gambling.
The Code has a particular focus on minor protection and introduces essential standards for advertising content, across all media platforms, and dedicated measures for social media. The Code intends to strengthen the existing legal and self-regulatory frameworks for online gambling advertising in Europe.
The Code has been developed in the context of the EU Audio Visual Media Services Directive, which emphasises the important role of self and co-regulation in protecting minors from exposure to gambling advertising.
The “Code of Conduct for responsible advertising for online gambling” applies to EGBA members and is open for signature by online gambling companies licensed in the EU/EEA and UK, other gambling associations and representation bodies of the media sector.
The Code sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible gambling advertising during the coronavirus.
“We’re very pleased to present EGBA’s Code of Conduct for responsible gambling advertising, which promotes high standards for minor protection and socially responsible advertising content. Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites. But advertising should be responsible and protect consumers, particularly minors. We encourage other gambling companies to sign up to the Code and look forward to engaging with Europe’s authorities to ensure its success,” Maarten Haijer, Secretary-General of EGBA, said.
EGBA has mandated a third-party to assess the impact of the Code on existing national regulations and self-regulation and a summary of the analysis will be published on the EGBA website in May 2020.
Source: EGBA
Encore Boston Harbor
The Massachusetts Gaming Commission Releases February 2024 Casino and Sports Wagering Revenue
The Massachusetts Gaming Commission reported that the month of February 2024 at Plainridge Park Casino (PPC), MGM Springfield (MGM) and Encore Boston Harbor (EBH) generated approximately $100.57 million in Gross Gaming Revenue (GGR).
Additionally, approximately $52.55 million in taxable sports wagering revenue (TSWR) was generated across the eight mobile/online sports wagering licensees and the three in-person licensees for the month of February.
Gross Gaming Revenue (Casino Gaming)
PPC, a category 2 slots facility, is taxed on 49% of GGR. Of that total taxed amount, 82% is paid to Local Aid and 18% is allotted to the Race Horse Development Fund. MGM Springfield and Encore Boston Harbor, category 1 resort-casinos, are taxed on 25% of GGR; those monies are allocated to several specific state funds as determined by the gaming statute.
To date, the Commonwealth has collected approximately $1.677 billion in total taxes and assessments from the casino operations of PPC, MGM and Encore since the respective openings of each gaming facility.
Sports Wagering Revenue
EBH, MGM, and PPC are licensed as Category 1 Sports Wagering Operators, which allows them to operate a retail sportsbook at their respective property. Category 1 operators are taxed on 15% of TSWR.
BetMGM, Betr, Caesars Sportsbook, DraftKings, Fanatics Betting & Gaming, FanDuel, Penn Sports Interactive, and WynnBet are licensed as Category 3 Sports Wagering Operators, which allows them to operate a mobile or online sportsbook. Category 3 operators are taxed on 20% of TWSR.
Of the total taxed amount for all operators, 45% is allotted to the General Fund, 17.5% to the Workforce Investment Trust Fund, 27.5% to the Gaming Local Aid Fund, 1% to the Youth Development and Achievement Fund, and 9% to the Public Health Trust Fund.
To date, the Commonwealth has collected approximately $118.56 million in total taxes and assessments from the sports wagering operations of licensed operators since sports wagering began in person on January 31, 2023 and online on March 10, 2023.
When an operator’s adjusted gross sports wagering receipts for a month is a negative number because the winnings paid to wagerers and excise taxes paid pursuant to federal law exceed the operator’s total gross receipts from sports wagering, the Sports Wagering Law allows the operator to carry over the negative amount in tax liability to returns filed for subsequent months.
Industry News
Entain Examines Possible Sale of Overseas Gambling Brands
Entain has hired advisers to oversee the possible sale of several of its overseas brands, according to reports.
These brands include Netherlands-based BetCity, which the gambling firm had bought last year.
The Netherlands, last year proposed a plan for tighter deposit limits from the second quarter, which is expected to hit Entain’s annual revenue and profit, the company said earlier this month.
A local offshoot of Ladbrokes in Australia, Sweden-based Enlabs and Georgia-based CrystalBet are other brands that are not integrated into Entain’s main tech platform and under review, reports said.
Wall Street boutique advisory Moelis is advising Entain’s board and the group’s recently formed capital allocation committee, and any disposals will be of brands that are not integrated into the company’s technology platform, which makes them easier to sell.
Entain, like other gambling firms, gained from a rise in online betting during the pandemic, but stiffer regulations in its main markets have hurt its bottom line.
The UK, the gambling firm’s largest market, is expected to put out a review this year, which is said to include a stake cap on slots at 5 pounds ($6.37) and increased affordability checks.
Entain expects its core profit to incur a 40 million pounds hit in 2024 from the regulatory moves in the UK and Netherlands.
Industry News
Flexion “Direct-to-Consumer” Talks with Top Mobile Game Developers at GDC Will Define the Future
Executives from Flexion, the games marketing company, will hold a series of summit talks with top developers at GDC in San Francisco (18 to 22 March 2024) to discuss how direct-to-consumer (D2C) services could enhance revenue.
The D2C’24 Summit will focus on the opportunities offered to developers by recent moves freeing up the mobile games market and, in particular, on new routes to user acquisition. The aim will be to align the industry on the best way forward in light of changes in the app stores.
Flexion is already the leader in accessing alternative markets including Amazon, Samsung, Huawei, Xiaomi, Aptoide, DT Hubs and ONEstore, boosting revenue for top games without upfront costs or significant effort. It is building on its partnerships with these platforms and other industry leading companies from UA to 3rd party billing to meet future developer needs.
“We have many years of experience and the know-how in taking an existing game and finding new revenue sources. We have also built partnerships across the industry – including with alternative app stores – that will allow us to help developers go much further in future,” Jens Lauritzson, CEO of Flexion, said.
In the last quarter, Flexion saw a 64% increase in its own revenue, as an increasing number of developers took the plunge into alternative markets. Through working with Flexion, developers see a more than 10% average boost in revenue (over marketing in Google Play alone) without significantly adding to their costs.
Jens said: “Developers have been frustrated by difficult user acquisition, where it is challenging to achieve positive returns due to changes in tracking and high store fees. But with the DMA in Europe and court cases in the US forcing Google and Apple to ease their stranglehold on the mobile games market, now is an excellent time for developers to re-engage directly with consumers.
“Many will hesitate at the underlying complexity and size of investment needed to exploit these opportunities, and so third-party services, like those being developed by Flexion, are going to be vital in making the ROI figures work.”
Through the D2C’24 Summit, Flexion will canvas opinions and share its ideas on direct-to-consumer marketing with top developers. The goal will be to create a consensus on the tools and services developers will need to maximise returns.
“We’re at the edge of a step change in the mobile games market and it’s important for the industry that we get things right. That’s why we’ve invited developers to these talks, and I’d be happy to hear from anyone else who would like to contribute to the discussion,” Jens said.
Ben Anquetil’s appointment as Head of Business Development is an important part of Flexion’s future-focused strategy. He has a brief to evaluate the company’s value proposition for D2C with the aim of ensuring that developers generate better return on their marketing spend going forward.
“I’m delighted to welcome Ben to the Flexion family at such an exciting time. He has a wealth of experience in the alternative distribution space and in strategic initiatives that generate more revenue and audiences for developers. With his help, Flexion will grow a whole new aspect of its business, offering developers easy access to the burgeoning range of markets that will become the norm,” Jens said.
“I foresee amazing opportunities for developers. By using D2C services, they will be able to enhance user engagement and retention for their games while improving margin. These factors will give them the freedom to grow revenue and audiences,” Ben said.
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