But as technology develops even further, and more players opt for hand-held devices rather than the more ‘traditional’ desktop counterpart, Vlad Horianskyi – chief marketing officer at TVBET – has advised both bookmakers and casinos to pay considerably more attention to the development of mobile products.

The use of mobile devices for gaming can allow bettors to play casino games on the go – and with the development of mobile technologies, players need not worry about the lack of the internet and access to the network.

Surveys in 2017 showed that only 10 per cent of users regularly use mobiles to play gambling games. By contrast, a joint digital report from the European Gaming and Betting Association and H2 Gambling Capital showed that in 2020, 45.6 per cent of digital gambling profits were generated through mobile devices. 

At the same time, experts believe that by 2022, this figure will reach 50.8 per cent, exceeding the share of traffic from PCs for the first time. This trend will continue, and by 2025 the share of online gambling revenues generated through smartphones and tablets will grow to 58.2 per cent.

In addition to the growth in the number of gamblers using mobile gadgets to access gambling establishments, the amount of time they spend on smartphones will also increase. 

Thus, mobile technologies are not only becoming more affordable but also characterised by better performance and usability; even slots with 3D graphics or live games can run without interruptions or loss of quality.

TVBET believes that bookmakers and online casinos need to create and integrate such products and services that will run well from mobile devices. In this regard, the provider of live games takes care of the mobile adaptation of its solutions. 

Today, TVBET products with betting mechanics are presented on more than 400 websites all around the globe, and mobile versions of our games have commercial success as well.

To ensure that our games are tailored towards those players which bet via desktops and mobile devices, we use our iFrame. This ensures that players can play our complete portfolio of 12 live games.

The success of this is shown in the number of punters placing bets on our games from smartphones, indicating that our mobile-adapted games are commercially successful. The TVBET technical platform also allows for the correct running of all our games without a glitch.

We attribute our successes to American broadcasting technology and workstations, strong knowledge of high-end 3D animation, green screen keying technology which leads to realistic 3D scenery and detailed animation, broadcasts in full HD as well as a high-speed internet connection of two stand-alone channels, with a backup channel each.

All the functions for betting on live games are saved in the mobile TVBET iFrame as well. The interface is easy to understand and intuitive. 

So punters will have no troubles while making bets on TVBET games from mobile devices. All is done with the aim to keep up with the times and stay in tune with the interests of the players. 

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In a statement on its website, the EGBA has asked for the country’s government officials to utilise the ongoing negotiations to reform the current gambling system.

The association said: “The country’s outdated gambling monopoly framework not only falls behind contemporary European standards but actively undermines consumer protection, regulatory oversight, and tax generation.

“While 21 EU member states have already fully modernised their online gambling frameworks through multi-licensing for online casino gaming, Austria remains locked in the past alongside only Poland in maintaining a monopoly system. 

“The consequences are clear: a thriving black market where thousands of Austrian players gamble on unregulated websites beyond the reach of local consumer protection measures or government oversight.”

The EGBA is asking for Austria’s Chancellor Nehammer (ÖVP), Chairman Babler (SPÖ), and Chairwoman Meinl-Reisinger (NEOS) to introduce multi-licensing for online casino gaming and “build on the foundation of reforms initiated by former Finance Minister Brunner and bring Austria’s gambling regulation into the 21st century”.

The association noted three key benefits of online casino multi-licensing: better player protection tools and measures, improved regulatory oversight to monitor gambling in a market and greater economic benefits through additional tax revenue from licensed operations.

“The evidence from across Europe is clear and compelling: multi-licensing works,” commented Maarten Haijer, Secretary General of EGBA.

“It brings gambling activity into the regulated market, protects consumers, and generates significant tax revenue.”

The EGBA added that Austria is currently at a crossroads and that it can “learn from two decades of regulatory experience across Europe and design a best-in-class framework that protects players while maximising the economic benefits”.

As such, the association listed four essential steps for reform: create a competitive licensing framework with strong safeguards, establish a dedicated gambling authority to monitor compliance and market integrity, strengthen consumer protection and design a smart tax policy.

Haijer continued: “With government negotiations underway, Austria has a golden opportunity to modernise its approach to online casino regulation and benefit from the proven regulatory approaches elsewhere. The time to act is now.”

Multi-licensing developments in other European countries were also highlighted by the association, such as Finland which is expected to introduce a licensing system by no later than January 2026.

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As part of its EGBA membership, LeoVegas will contribute to the association’s working groups and initiatives covering responsible advertising, safer gambling, and the implementation of EU anti-money laundering rules, helping to advance industry cooperation and standards.

“As a company committed to safer gambling and technological innovation, we look forward to contributing our expertise to EGBA’s important work,” commented Carl Brincat, Director of Policy & Regulatory Affairs at LeoVegas Group.

“This partnership aligns perfectly with our vision of leading the way towards a sustainable and well-regulated gambling industry in Europe.”

With its headquarters in Stockholm, Sweden, LeoVegas offers online casino, live casino, and sports betting across nine brands in 10 jurisdictions. It has also been a subsidiary of MGM Resorts International since 2022.

Maarten Haijer, Secretary General of EGBA, added: “We’re delighted to welcome LeoVegas Group to EGBA’s membership and pleased to close the year with another new member. 

“As a leader in our industry and with strong Nordic market presence, LeoVegas Group brings valuable expertise to our association and will enhance our collective efforts to promote a well-regulated and sustainable gambling sector in Europe. 

“We look forward to working closely with our new colleagues on our shared commitment to high industry standards.”

Earlier this month, the EGBA reported record participation for 2024’s European Safer Gambling Week.

The fourth annual campaign took place between 18 and 24 November across social media and with special events, highlighting safer gambling messaging and resources and encouraging industry collaboration.

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The 2024 campaign took place between 18 and 24 November across social media and with special events, highlighting safer gambling messaging and resources and encouraging industry collaboration.

The EGBA noted that European Safer Gambling Week 2024 achieved record participation with 195 partners, up 20% compared to 2023. Eight national gambling authorities took part, more than double the previous year, by participating in the social media campaign or speaking at events.

In total, the campaign reached 26 countries, a 30% increase year-over-year, with partners in Croatia, Serbia, Slovakia and Ukraine joining for the first time. Social media graphics were also available in the local languages of 27 countries.

The full list of participating countries included: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Gibraltar, Greece, Hungary, Italy, Latvia, Malta, Netherlands, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Spain, Sweden and Ukraine.

“The success of this year’s edition reflects the sector’s deepening commitment to player protection,” commented Maarten Haijer, Secretary General at the EGBA. 

“The significant increase in participation, especially from health organisations and regulatory authorities, demonstrates the common purpose and growing unity in our approach to safer gambling. 

Across social media platforms Facebook, Instagram, LinkedIn and X, the European Safer Gambling Week campaign reached 3.1 million users and generated 1,169 posts, up 67% from the previous year.

20 specialised events also took place, an 11% increase from 2023. With 4,500 registrations and 3,000 attendees, these events explored trends in AI, problem gambling prevalence reporting and innovations in safer gambling tools and messaging. 

105 speakers participated in these events, including senior representatives from gambling authorities in Belgium, Denmark, France and the UK.

Haijer continued: “Through this collaboration, we’ve reached a record number of Europeans with crucial safety messages during the campaign. Together, we’re making gambling safer and we already look forward to building on this success in next year’s edition.”

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With its membership, Superbet Group will contribute to the ongoing work of the EGBA, including responsible advertising, safer gambling, and guidelines for the implementation of the newly agreed EU anti-money laundering rules. 

“We’re delighted to welcome Superbet Group to EGBA, further strengthening our industry representation,” said Maarten Haijer, Secretary General of EGBA. 

“Superbet’s expertise and market focus will be invaluable to call upon as EGBA continues its drive to set high industry standards and promote a safe and competitive online gambling environment in Europe. We look forward to working with our new colleagues.”

Founded in 2008, Superbet Group’s brands include Superbet, Napoleon Sports & Casino and Lucky Days. The group is also a member of the International Betting Integrity Association (IBIA).

Albert Simsensohn, Chief Operating Officer of Superbet Group, added: “This is an important chapter in our journey, as becoming members of EGBA demonstrates our commitment to nurture a sustainable growth for our company, while adhering to the highest standards of compliance across all our markets. 

“We are prepared to work closely with EGBA, exchanging industry best practices and ensuring that our industry operates in a fair and properly regulated European environment.”

Last month, the EGBA commented on Finland’s online gambling legislation proposal to introduce a licensing system for gambling in the country, covering online casino and online sports betting and taking away the monopoly status of state-owned operator Veikkaus.

Haijer noted that the proposal is “heading in the right direction” but it needs “some fine-tuning”, spotlighting the proposed marketing restrictions and the proposed blanket ban on bonuses within the legislation.

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However, a joint CEO letter within the report also raised concerns about the growth of the illegal online gambling market in Europe, with the CEOs mentioning that it “underscores the urgent need for national policymakers to take decisive action to protect their players”.

EGBA’s Sustainability Report 2024, the association’s fourth annual sustainability report, noted that over half of the 21 million customers used safer gambling tools voluntarily, which is a 14 per cent increase year-over-year.

The report – which “outlines the joint efforts and progress made by its members to promote a sustainable approach to gambling and contribute positively to society in Europe” – highlighted a record 67.6 million safer play messages sent by operators to customers, up 49 per cent YoY, of which 23 million were personalised based on customer behaviour.

Maarten Haijer, Secretary General of EGBA, commented: “We’re pleased to publish our latest sustainability report, highlighting significant progress by our members in many areas of safer gambling, particularly in the roll-out of safety tools and their direct interactions with players about their playing behaviour. 

“This demonstrates their collective efforts to embed a sustainable approach to gambling at the heart of what they do.”

Key sustainability report data

The EGBA’s annual sustainability report aims to “track yearly progress, support transparency, and reinforce a strong culture of social responsibility”.

The 2024 report includes sustainability highlights, customer data points collected, safer gambling tools and promotion, social contributions, employment and diversity, as well as energy and environment.

Alongside the previously mentioned figures, the EGBA noted that key data from the report includes that deposit limits were the most used tool by customers of EGBA members, with 70 per cent of customers using the tool voluntarily.

As for safer gambling promotion, the report stated that 70 per cent of all personalised messages were delivered by on-screen pop-ups, while 25 per cent were delivered via email.

In addition, 80 per cent of all member employees – over 45,000 employees across online and land-based operations – received dedicated safer gambling training.

The report also spotlighted how safety messages have improved in their effectiveness, as it noted that of customers who showed potentially problematic play, 65 per cent either improved or stabilised their play following safety messages. 

Of the 65 per cent, the EGBA said that 45 per cent improved their play, 10 per cent refrained from playing and 10 per cent stabilised their play. 32 per cent also voluntarily activated or strengthened safety tools, including self-exclusion, in response to safety messages.

Regarding customer accounts, the association stated that the total number of accounts rose by four per cent YoY to 32.5 million, with 72 per cent of customers being male (2022: 74 per cent) while 28 per cent were female (2022: 26 per cent). Collectively, 59 per cent of customers were either aged 26-35 or 36-50.

EGBA members also allocated €61.2m to problem gambling research, education, and treatment services, while €151.4m was donated to charities and community initiatives across Europe.

The report noted that across land-based and online operations, its members had 58,633 employees – 57 per cent male and 43 per cent female.

Meanwhile, total energy consumption across operations was 253.4 GWh, with 71.8 per cent sourced from renewable energy. Greenhouse gas emissions amounted to 0.93 million tonnes CO2e.

Illegal online gambling market concerns

The report also featured a joint letter from six gambling industry CEOs: John Coates, Joint Group Chief Executive of bet365; Stella David, interim CEO of Entain; Peter Jackson, CEO of Flutter Entertainment; Jesper Svensson, CEO of Betsson Operations; Per Widerström, CEO of evoke; and Nils Andén, CEO of Kindred.

The letter highlighted how “both human expertise and advanced technologies” have been used to “proactively protect and support” players around the clock, but it also raised concerns about the growth of the illegal online gambling market in Europe and how they lack “even the most basic consumer protections”.

The letter also mentioned the regulatory frameworks in several European countries and stated that this has “exacerbated the problem”, adding that the worsening situation “underscores the urgent need for national policymakers to take decisive action to protect their players”.

“While we strongly support enforcement measures against black market websites, competitive, regulated online gambling markets are the only effective solution,” the letter said.

“We call on national policymakers to design regulatory frameworks that balance robust consumer protections with a competitive and innovative online gambling environment that is attractive to players. Regulations should not inadvertently make unsafe alternatives more appealing, especially to vulnerable players.  

“Taking a balanced approach is essential. By doing so, policymakers can mitigate the consumer protection risks associated with the black market and uphold the integrity and sustainability of their regulatory frameworks.”

Haijer added: “In the report, our CEOs also quite rightly flag their concerns about the growing black market in Europe and the risks it poses to players and the progress made in safer gambling. We’re pleased to expand our reporting this year with specific new metrics about the use of safety tools and messages to promote safer play.”

To read the full EGBA Sustainability Report 2024, click here.

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Sumsub’s membership with the EGBA has been described as a strategic partnership that reinforces the two parties’ “joint commitment to promoting a safe and secure online gaming and betting environment in Europe”.

Joining as an associate member, Sumsub will provide its identity verification expertise to support the association’s ID verification awareness and position, as well as its mission of promoting high KYC and fraud prevention standards.

“We are honoured to join EGBA as an associate member and collaborate with industry leaders to drive innovation and compliance in Europe’s online gaming sector,” stated Kris Galloway, Head of iGaming Product at Sumsub.

“As the regulatory landscape continues to evolve, we remain committed to empowering operators and platforms with cutting-edge solutions, tailored to their players’ user profiles. These will enable them to increase efficiency while ensuring security, transparency and protection.”

With a “full-cycle platform” that integrates user verification, anti-fraud and compliance solutions, Sumsub assists operators with streamlining their customer onboarding processes in addition to ensuring regulatory compliance. 

Operators can utilise Sumsub’s solution toolkit to “secure the entire player lifecycle, mitigate fraud risks and uphold regulatory standards across their platforms”.

“We are delighted to welcome Sumsub as an associate member and look forward to collaborating with their team,” added Maarten Haijer, Secretary General of EGBA.

“The addition of their expertise in identity verification will be extremely valuable to our association as we continue our efforts to promote a safe, secure and sustainable online gaming and betting environment in Europe. By opening up our membership to include companies like Sumsub, we aim to better unite the industry’s voice.”

Last month, the EGBA welcomed the finalisation of the European Union’s new anti-money laundering framework, believing the standardised rules and reporting requirements will benefit online gambling operators.

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Approved by the European Parliament in April and by the European Council earlier this week, the final step of the EU legislative process, the AML package includes the establishment of the European Anti-Money Laundering Authority, the sixth AML Directive and a new AML regulation.

Based in Frankfurt, the AMLA will have “direct and indirect supervisory powers to ensure compliance with AML requirements, working in tandem with national AML authorities” and will also be “responsible for a large amount of technical and implementing rules that will directly apply to the online gambling sector”.

The sixth AML Directive will contain “national provisions on supervision and the powers of national AML authorities, including their access to requisite and reliable information such as beneficial ownership registers”.

As for the new AML regulation, it will include “requirements for conducting due diligence, transparency of beneficial owners and much more, directing practitioners through the whole AML process for obliged entities” in addition to setting “a limit of €2000 for conducting due diligence on players for online gambling operators”.

The new AML package will also see the creation of a “harmonised reporting format” for Suspicious Transaction Reports. Overseen by AMLA, online operators will now find the same STR requirements across all EU member states, reducing administrative burdens and costs.

Dr Ekaterina Hartmann, Director of Legal and Regulatory Affairs at the EGBA, commented: “We welcome the finalisation of the new anti-money laundering package. 

“EGBA has actively followed and contributed to the revision of the AML rules at EU-level and believes the new rules will benefit Europe’s online gambling operators, especially those operating in multiple jurisdictions, by ensuring a single regulatory approach across EU member states.”

Industry-specific guidelines have been developed by the EGBA to assist online gambling operators on AML. These guidelines “apply a risk-based approach and include practical measures” to help operators with AML compliance in the EU. 

While EGBA members already apply the guidelines and submit annual reports and summaries about their progress in implementing its measures to the association, the guidelines are also open to all EU-based operators.

The guidelines also take into account the European Commission’s original AMLR proposal and will be updated to match the final versions of the EU legislation.

The new AML regulation will come into force three years after it is published in the Official Journal of the EU, the next step in the process.

Hartmann continued: “With the finalisation of the new rules, EGBA will review and update its industry guidelines on AML to ensure their alignment with the rules. 

“By signing up to the guidelines, operators can begin preparing themselves for the EU rule changes and join our members in their efforts to proactively and positively contribute to the fight against money laundering in the EU.”

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In response to the analysis, the Brussels-based trade association’s Secretary General, Maarten Haijer, stated that full multi-licensing momentum “is undeniable” and that the approach is the “best pathway” and should be embraced as the “optimal form of online regulation”.

EGBA research discovered that 27 out of 31 European countries now utilise some variation of multi-licensing for online gambling, whereas 15 years ago, most countries either didn’t have dedicated online gambling regulations or were operating under exclusive rights models where only state-owned entities had an online gambling monopoly.

The multi-licensing model allows multiple companies to offer online gambling services within a country, so long as they are compliant with strict regulatory obligations.

In 2009, only seven countries – Croatia, Czech Republic, Estonia, Italy, Latvia, Malta and the UK –  had a multi-licensing model for online gambling.

The trade association has found that of those 27 countries with the multi-licensing model, 23 have a full multi-licensing model for all regulated online gambling products.

Haijer noted: “The momentum towards full multi-licensing for online gambling in Europe is undeniable. While a few exceptions still exist, governments are concluding that public policy objectives, particularly related to consumer protection and tax generation, are more effectively met through well-regulated online competition.”

The EGBA stated that four countries currently do not have any form of multi-licensing. Finland, Iceland and Norway maintain exclusive rights models with state-owned entity monopolies, while Luxembourg lacks dedicated regulations for online gambling.

However, Finland is currently undergoing legislative reforms and a multi-licensing framework for online gambling is expected to be established in the country by 2026.

“Finland’s current transition towards multi-licensing signals the impending end of the last online gambling monopoly in the EU, marking a significant regulatory milestone,” added Haijer.

“Similar deliberations regarding the future of the online monopoly are inevitable in Norway and Iceland. Furthermore, the handful of countries with either partial monopolies or product prohibitions should strive for greater consistency and effectiveness in their policies by phasing these out.”

Elsewhere, the EGBA said that four countries have a mixed model with partial multi-licensing. Online sports betting monopolies exist in Slovenia and Switzerland, while online casino gaming and poker monopolies are present in Austria and Poland, with multi-licensing for all other online gambling products.

Product-specific prohibitions exist in Cyprus (casino gaming and poker) and France (casino gaming) as well, but both countries have multi-licensing in place for all other regulated online gambling.

Haijer concluded: “With over 15 years of regulatory experience in Europe, it’s clear that full multi-licensing offers the best pathway to enhance consumer protection, increase tax revenues and ensure stronger regulatory control. The time has come for the last remaining European countries to embrace this optimal form of online regulation.”

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The EGBA believes the changes will strengthen the EU’s approach to tackling money laundering and “benefit online gambling operators by standardising AML rules and reporting requirements across member states”.

With formal adoption by the Council of the EU expected in May, before being published in the EU’s Official Journal, the new package will contain:

• A single rulebook regulation – provisions on conducting due diligence on customers, transparency of beneficial owners and the use of crypto-assets.
• The sixth Anti-Money Laundering Directive – national provisions on supervision and national AML authorities, as well as on the access of authorities to necessary and reliable information, eg beneficial ownership registers.
• The establishment of the European Anti-Money Laundering Authority – AMLA – will have supervisory and investigative powers to ensure compliance with AML requirements, operating in conjunction with national AML authorities.

In addition, the EGBA noted that online gambling operators will benefit from the creation of a harmonised reporting format for suspicious transaction reports under the competence of the AMLA, having the same STR requirements across member states and “setting clear and consistent expectations that will reduce administrative burdens and costs”.

Dr Ekaterina Hartmann, Director of Legal and Regulatory Affairs of EGBA, commented: “We welcome the European Parliament’s approval of the new anti-money laundering package. The new framework will set high standards and ensure greater consistency in the application of AML rules across the EU. 

“Online gambling operators, especially those operating in multiple countries, will benefit from a single rulebook and harmonised reporting requirements that will unravel national complexities. We will look to review our industry guidelines on AML to ensure their alignment with the new EU rules.”

Last year, the EGBA developed industry-specific AML guidelines to help operators comply with the new rules. These guidelines “apply a risk-based approach and include practical measures that operators can take – on customer and business risk assessments, customer due diligence processes, suspicious transaction reporting and record-keeping”.

Members already apply the guidelines and submit annual reports to the association summarising their measure implementation progress, but these guidelines are also open to all operators based in the EU.

Hartmann concluded: “By signing up to the guidelines, operators can already prepare themselves for the incoming changes in the EU rules and join our members in their efforts to proactively and positively contribute to the EU’s fight against money laundering.”

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