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LeoVegas Mobile Gaming Group: Ardalan’s pyrrhic victory risks torpedoing Swedish gambling regulations

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Open letter to Minister for Public Administration Ardalan Shekarabi

Ardalan’s pyrrhic victory risks torpedoing Swedish gambling regulations

– If players leave, companies will follow suit

On January 1, 2019, new gambling regulations were introduced in Sweden. Minister for Public Administration Ardalan Shekarabi spearheaded the reform, with cooperation from the opposition, resulting in broad support in the Swedish Parliament. The overall mantra was that the state should regain control of the gambling market after decades of gambling moving to companies that operated in Sweden without a license. Parliament’s preferred method of effective gambling market control is what is known as channelling, i.e. regulating what percentage of Swedish consumers choose to play with Swedish-licenced companies.

As expected, this resulted in a crossroads where companies, with the aim of maintaining a long-term business model, welcomed more insight into operations and greater control over players’ behaviour in exchange for a well-functioning and sustainable gaming market. In order to ensure responsible gaming, companies were required to implement a number of measures, such as age verification, bonus limits, limits on deposits and time played, as well as extensive processes to prevent money laundering and unhealthy gambling habits. This became a matter of importance for the 90 companies that chose to apply for a Swedish gaming license and together laid the foundation for a new Swedish gaming market that focused on strong consumer protections.

But not everyone jumped on the Ardalan train. Many companies felt there was more to gain from staying out of the system and continuing to offer games beyond the reach of taxes, controls, and other responsible gaming measures – the so-called black market.

Today, only a year later, it turns out that the “package” that the licensed companies chose to buy and sign onto has changed character completely and thus risks losing all its appeal, benefitting companies that chose to operate on the black market. We must remember that it is the customers who choose where the best product is. In a digital world, that power does not lie with the state, or with us as corporations for that matter.

We operate in a digital world and have direct access to all the relevant data needed to evaluate what measures can help strengthen our players’ safety and security while still providing attractive offers and products. The sad thing is that the government, with Ardalan Shekarabi at the forefront, does not want to talk to us about how we can work together and, with help from the insights we possess, develop a well-functioning Swedish gambling market. This became especially clear when the Minister, on April 23, proposed new emergency restrictions, proclaiming that, “The Government sees major risks in the gambling sector right now.” But the overall gambling industry (private and state) doesn’t see the same pattern at all. Instead, we see how gambling has diminished compared to what it looked like before the covid-19 crisis struck.

This week, the independent research firm Copenhagen Economics published a report describing how more and more players are choosing to spend their time with companies operating on the black market. This can be seen as nothing other than a failing grade for the government, which has completely failed to defend its own licensing system. The biggest drop was among online casinos, where approximately every fourth krona gambled goes to an unlicensed company instead of a company with a Swedish license.

Minister Shekarabi knows about this; he also has access to statistics that reveal a reduction in channelling. But for some inexplicable reason, he doesn’t seem worried that more and more players are going to the uncontrolled black market. The purpose of the re-regulation, which had broad support in the Swedish Parliament, was to create a more sustainable gambling market that functioned well in the long term. Now the minister is about to create a “Wild West 2.0” in the gambling market, and he’s doing it in the name of consumer protection. It is now clear to us that Ardalan Shekarabi does not share our ambition to create a sustainable and safe gambling market since his latest proposal is perhaps the best advertisement yet for players to abandon licensed companies in favour of the black market.

Every company, regardless of industry, wants to be where the customers are. If the customers leave, the companies will follow suit. The Swedish gambling market not only provides safety and security to players but also contributes billions annually in much-needed tax revenue and investment in sports. By slowly eroding the Swedish gaming market month by month, the government risks bringing about major cuts in security, tax revenue, and societal investment.

We can only be left to wonder why Ardalan Shekarabi wants to torpedo his own gambling regulations.

Stockholm 2020-04-30

Pontus Lindwall, CEO, Betsson AB

Henrik Tjärnström, CEO, Kindred Group

Gustaf Hagman, Group CEO, LeoVegas

Therese Hillman, CEO, NetEnt AB

Ulrik Bengtsson, Group CEO, William Hill Plc

Source: leovegas.mynewsdesk.com

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NCPG Announces 2025 Board of Directors Election Results and Board Leadership

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The National Council on Problem Gambling (NCPG) has announced the newly elected members of its Board of Directors, as well as the slate of officers who will lead the organization for the upcoming year.

Following the annual election in June, NCPG members voted to elect the following individuals to serve on the Board of Directors from 2025 to 2028:

• Diana Goode – Affiliates Seat

• Wiley Harwell – Affiliates Seat

• Lori Manson – Affiliates Seat

• Glenn Yamagata – Affiliates Seat

• Jamie McKelvey – Organizations Seat

• Amanda Quintana – Organizations Seat

• Brian Ward – Individuals Seat

Glenn Yamagata and Jamie McKelvey will serve a two-year term from 2025 to 2027.

In addition, the Board has elected the following officers to lead NCPG for the 2025–26 term:

• President: Derek Longmeier, Executive Director, Problem Gambling Network of Ohio

• Vice President: Christina Gray, Executive Director, Indiana Council on Problem Gambling

• Secretary: Wiley Harwell, Executive Director, Oklahoma Council on Problem Gambling and Gaming

• Treasurer: Amanda Quintana, Player Health Manager, Colorado Lottery

The Board’s esteemed leadership and expertise are instrumental in fostering NCPG membership, shaping policies, implementing strategies, and attaining organizational objectives. By leveraging their subject matter knowledge, skills, and experience, Board members are dedicated to serving all NCPG stakeholders through the development of comprehensive policies and programs for all those affected by problem gambling.

The post NCPG Announces 2025 Board of Directors Election Results and Board Leadership appeared first on Gaming and Gambling Industry in the Americas.

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How European Tax Changes Are Reshaping iGaming Media Budgets in 2025

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Throughout 2025, European iGaming markets have faced a new layer of complexity: shifting tax and licensing rules that directly impact marketing costs. Governments continue to increase gross gaming revenue (GGR) tax rates and impose stricter reporting standards.

As of July 2025, these changes have become a critical factor in how operators and agencies plan, distribute, and optimize user acquisition budgets. RockApp analysis indicates that tax policy is fundamentally reshaping the planning process for performance marketing across Europe.

European Tax Environment in 2025

Several major European markets have introduced or expanded gambling tax rules over the last 18 months:

  • Germany: GGR tax increased from 5.3% to 7% in mid-2024. By Q2 2025, operators are recalibrating CPA targets and revising bonus strategies to preserve margin.
  • Netherlands: New compliance requirements implemented in January 2025 include enhanced KYC/AML reporting, adding operational costs and slowing onboarding funnels.
  • Eastern Europe: Romania and Poland are reviewing GGR tax bands, with planned 1–2% increases included in government budgets for H2 2025.

These changes raise per-user acquisition costs and reduce flexibility on pricing incentives. Media buyers now need to plan budgets and creative strategy with greater precision to maintain efficiency.

RockApp data, drawn from over 120 active campaigns in 2025, demonstrates how these pressures translate into real shifts in buying behavior and budget allocation.

Budget Impact on Media Buying Strategies

Analysis of campaign performance in 2025 reveals several clear trends:

  • Shift to Tier-2 GEOs: Markets with lower tax pressure (such as CIS, Balkans, and LATAM) are seeing 30-40% more acquisition budget allocation compared to 2023.
  • CPA Adjustments: Average first-time-depositor CPA in regulated Western European markets has risen from ~€120 in 2023 to €145–160 in 2025, driven by increased taxation and competitive auction dynamics.
  • Creative Cost Pressures: Bonus-focused creatives now demand tighter payout modeling to balance user appeal with higher GGR liabilities.

As a result, buying strategies have moved away from broad, high-volume campaigns toward segmented, CPA-focused plans with more granular GEO targeting.

Budget Impact on Media Buying Strategies

Tax policy changes don’t just influence operator balance sheets. They force a recalibration of the entire media buying strategy.

RockApp data from over 120 active campaigns in 2025 shows clear budget trends:

  • Shift to Tier-2 GEOs: Markets with lower tax pressure (e.g., CIS, Balkans, LATAM) now see 30-40% more acquisition budget allocation compared to 2023.
  • CPA Adjustment: Average first-time-depositor CPA in regulated Western Europe has climbed from €120 in 2023 to €145-160 in 2025, driven by both taxation and competitive auction prices.
  • Creative Cost Pressure: Bonus-focused creatives need tighter payout modelling, balancing marketing appeal with GGR realities.

For media teams, the result is a move away from broad, high-volume campaigns toward precisely segmented, CPA-optimized buying with robust GEO-targeting logic.

GEO Diversification as Strategic Response

For many brands, geo diversification has become the simplest and most effective hedge against rising tax costs.

According to Appsflyer’s mid-2025 install cost benchmarks, CPIs in markets such as Brazil, India, and select African countries remain stable or are falling – averaging $0.60–$1.20 per pre-install, compared to $3+ in Western Europe.

RockApp’s planning data shows clear reallocation trends:

  • LATAM budgets up ~35% year over year.
  • Eastern Europe spending stable, with modest CPA increases.
  • Western Europe budgets flattening or declining, with more investment going toward targeted retargeting and high-value lookalike segments.

Diversifying GEO strategy is emerging as a necessary planning approach to balance premium Tier-1 acquisition costs with Tier-2 scale opportunities.

Tactical Media Buying Adjustments in 2025

In response to new taxation and compliance demands, advertisers are refining their acquisition tactics. Effective strategies seen across European campaigns this year include:

  • Hyper-segmentation: Adapting CPA targets at the micro-GEO, channel, and audience level.
  • Creative Flexibility: Developing multiple bonus tiers and transparent CTAs designed for localized regulations.
  • Source Tiering: Prioritizing verified, high-retention traffic sources over pure volume channels.
  • Automated Bidding Rules: Aligning bid pacing and budget allocation with region-specific margin goals and user lifetime value curves.

RockApp analysis suggests that these shifts are helping operators maintain acquisition efficiency in the face of rising costs and regulatory complexity.

Advice for Q3 and Q4 Planning

With peak acquisition season approaching, several planning considerations stand out:

  • Leverage Q3’s traditionally lower competition to test new channels and creative variations cost-effectively.
  • Prepare Q4 budgets for elevated CPA levels, using segmented bidding strategies and clear ROI targets.
  • Integrate compliance checks and fraud-control measures early in creative production to avoid approval delays and wasted spend.

RockApp data indicates that campaigns investing in upfront planning and testing see more stable CPA performance even in high-demand periods.

Conclusion

European tax changes have become a defining variable in iGaming growth strategy. These aren’t simply operational details – they now shape how marketing teams approach channel selection, creative design, and budget allocation at the most fundamental level.

RockApp continues to monitor these shifts across campaigns and regions, helping operators and agencies adapt media buying systems to maintain acquisition efficiency in a more complex regulatory environment.

The post How European Tax Changes Are Reshaping iGaming Media Budgets in 2025 appeared first on European Gaming Industry News.

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IGT Celebrates Milestone Achievement

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IGT has hosted a special customer event to celebrate a 2500-plus unit installment milestone in Spain’s Amusement with Prize (AWP) salones sector.

Presented in partnership with gaming distributor Orenes Grupo, the event was held at the historic Retuerta LeDomaine Hotel in Valladolid, Spain. IGT representatives were onsite to demonstrate the Company’s Salones Espana multi-level progressive (MLP) portfolio featuring the high-performing Diamond Mania and Treasure Box Link games on the BINTIA 27 cabinet.

“IGT was thrilled to bring our customers together in a world-class venue to demonstrate our top-performing MLP innovations and celebrate our growth in Spain’s Salones Sector. As reflected by our 2500-plus unit installment milestone, IGT is committed to building a successful roadmap in Spain by delivering market-attuned MLP experiences that align with localized player preferences,” said Marilu Aldana, IGT Director of Sales, Western Europe and Africa.

The post IGT Celebrates Milestone Achievement appeared first on European Gaming Industry News.

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