Australia
Exclusive Q & A with Marc Edwards, CEO of ORDER
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.
Australia
Crown Perth Announces Two Leadership Appointments

The Crown Perth Board (Burswood Limited) has announced two significant leadership appointments, subject to regulatory approval.
Ben Wyatt was appointed Director and Chair-Elect to the Board of Crown Perth, bringing a wealth of experience to the position and having previously held range of Ministerial portfolios during his 15 years in the West Australian State Parliament, including as Treasurer.
Current Chair John Van Der Wielen will remain on the board over the coming months to ensure a smooth transition.
In addition to this, the Board has appointed Brian Pereira as Crown Perth CEO, pending regulatory approvals.
Mr Pereira joined Crown in 2023 as Chief Financial Officer having previously held the role of CFO at Perth Airport. He brings more than 30 years of financial and corporate strategic leadership experience in the tourism, entertainment, aviation and banking sectors, in both Australia and UK.
Mr John Borghetti, Chair of Crown Resorts, said: “Both of these appointees are highly regarded and are ideally positioned to lead Crown Perth. I would also like to thank John Van Der Wielen for his leadership and dedication to Crown over the last three years and deeply appreciate his decision to remain with Crown to ensure a smooth transition.”
Crown Resorts CEO David Tsai said: “I am confident that these two appointments, with their deep local knowledge of the WA tourism sector and economy, are the right people to lead the Perth team into the next exciting era of growth for the State’s only fully integrated entertainment resort.”
Crown Perth Board Chair John Van Der Wielen said: “My appointment as Crown Perth Chair in 2022 has been a great challenge, assisting the team in undertaking one of the most complex transformations in Australia. Appointing a new CEO and Chair-Elect brings to fruition much of the significant work undertaken in the last three years and I am very confident the business will prosper with so many new and exciting opportunities.”
Chair-Elect Ben Wyatt said: “As Western Australia’s largest single site employer, Crown is a key part of the Western Australian economy, and I am excited to be joining a business that delivers some of Perth’s most exciting developments, entertainment offerings and tourism opportunities.”
Crown Perth CEO Brian Pereira said: “I couldn’t be prouder to have been appointed to lead the great team of more than 5000 people here at Perth’s ultimate entertainment destination. It is an enormous privilege to be appointed to this role, and I look forward being a part of a growing business that continues to create memorable guest experiences, supports the local economy and gives back to our community.”
The post Crown Perth Announces Two Leadership Appointments appeared first on European Gaming Industry News.
Australia
ACMA Imposes $1 Million Fine on Unibet

The Australian Communications and Media Authority (ACMA) has imposed a fine of $1,014,120 on Betchoice Corporation Pty Ltd, trading as Unibet, for failing to close the accounts of 954 of its customers who had registered with BetStop – the National Self-Exclusion Register (NSER).
An ACMA investigation found more than 100,000 contraventions by Unibet of the Interactive Gambling Act 2001 (IGA rules) for not closing the accounts of 954 customers as soon as practicable after they had registered on the NSER.
The investigation found that 45 of these customer accounts remained open for 190 days or more, including many who had registered to self-exclude from online and telephone betting on the first day of the NSER. While none of these self-excluded customers were able to place bets during their self-exclusion period, the accounts should have been closed.
The company also provided wagering services to 45 customers after they ceased to be registered with the NSER, using old accounts that should have been closed. The ACMA found evidence that these customers were able to place thousands of bets through these accounts after their NSER registration ended, including one customer who placed more than 1200 bets on their old account.
Under the IGA rules, once an individual registers with the NSER, wagering service providers must close that person’s account as soon as practicable, with additional contraventions for each day the account remains open. If the person’s self-exclusion ends and they choose to place bets again, they must be required to open a new account rather than being allowed to log into their old account.
ACMA member and gambling lead Carolyn Lidgerwood said this was a significant lapse in Unibet’s NSER compliance processes.
“Our investigation found very serious breaches by Unibet over a sustained period of time,” Ms Lidgerwood said.
“Taking in some cases 190 days to close accounts is clearly unacceptable and does not reflect the decisions made by Unibet customers to seek support to help them not gamble.
“The NSER rules are also there to ensure that people are making a clear and deliberate choice to recommence gambling. That is not the case if they can simply access old accounts.
“We recognise that no bets were made from these Unibet accounts or marketing sent while customers were self-excluded. However, this outcome puts the industry on notice that they must comply with the rules or face potential financial penalties and other actions available to the ACMA under the IGA,” she said.
In addition to the first financial penalty imposed by the ACMA for breaches of NSER rules, the ACMA has accepted a 2-year court-enforceable undertaking from Unibet. The undertaking commits Unibet to a comprehensive independent review of its compliance systems and processes and the implementation of recommended improvements.
Unibet has also voluntarily undertaken to issue refunds to affected customers who were able to access accounts that should have been closed. The ACMA considers these important commitments from Unibet, directed at ensuring future compliance.
The post ACMA Imposes $1 Million Fine on Unibet appeared first on European Gaming Industry News.
Australia
ACMA Imposes Fine of $500,800 on PointsBet

The Australian Communications and Media Authority (ACMA) has imposed a fine of $500,800 on PointsBet Australia Pty Ltd for breaching the e-marketing and gambling self-exclusion laws.
Investigations by the Australian Communications and Media Authority (ACMA) found that the company sent more than 800 messages that breached Australia’s spam laws.
PointsBet also contravened laws relating to BetStop – the National Self-Exclusion Register (NSER), by delaying closing accounts of customers who had registered and sending marketing messages to self-excluded persons.
Between September and November 2023, PointsBet sent 705 emails containing a direct link to its betting products without including an unsubscribe function.
The emails were mischaracterised by PointsBet as “non-commercial” despite promoting their services, making them subject to the spam rules.
PointsBet also sent seven marketing emails without recipient consent and 90 commercial texts that did not have sender contact information.
The NSER investigation found PointsBet sent 508 marketing messages to self-excluded individuals in August and September 2023. Under the NSER laws, people registered with the NSER must not be sent marketing materials from a licensed wagering service.
ACMA Chair Nerida O’Loughlin said there are no excuses for gambling companies that fail to understand their legal obligations given the risks to people experiencing gambling harms.
“It is deeply concerning that these failures have impacted PointsBet’s customers, some of whom had taken proactive steps to exclude themselves from online wagering,“ Ms O’Loughlin said.
“People signing up to the NSER are taking positive steps to remove online gambling from their lives. Their decision must not be compromised by companies like PointsBet.
“Wagering providers must also appropriately identify where messages promote or advertise their services and ensure that those messages comply with the rules, including the obligation to promote the NSER.”
The ACMA found that no excluded customers were able to place bets with PointsBet during the period investigated. The ACMA has accepted comprehensive court-enforceable undertakings from PointsBet committing it to reviews into its compliance with spam and NSER laws, actioning any recommended improvements and providing regular training for all relevant staff.
“This action should serve as a warning to all wagering providers that they must meet their legal obligations or face the consequences. We will closely monitor PointsBet’s compliance with its undertakings and with the spam and NSER laws,” Ms O’Loughlin said.
The imposition of a financial penalty was not available to the ACMA for the NSER breaches due to the complex and novel matters investigated. However, a failure to comply with an enforceable undertaking can lead to court-ordered financial penalties.
Compliance with interactive gambling safeguards and misleading spam messages are both current compliance priorities for the ACMA. This is the first enforceable action announced under the NSER rules, and businesses have paid more than $14 million in spam penalties over the last 18 months.
The post ACMA Imposes Fine of $500,800 on PointsBet appeared first on European Gaming Industry News.
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