Infinity Gaming Magazine December 2023 by Clever Duck Media

InfinityGaming www.gaming-awards.com | ISSUE149

MEET THE GUYS AT MINDWAY AI THE HISTORY OF US SPORTS BETTING

GAMING + ARTICLES + BUSINESS+ GLOBAL + ONLINE + NEWS+ AWARDS + etc

24 MINDWAY AI THE STORY

38 US SPORTS BETTING HISTORY

44 EVOLUTION OF ONLINE GAMBLING

Opinion Disclaimer: The views and opinions expressed in all external articles are those of the authors and do not necessarily reflect the official policy or position of The Infinity Gaming Magazine Any content provided by our feature writers or authors are of their opinion, and are not intended to malign any religion, ethic group, club, organization, company, individual or anyone or anything.

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4 EDITOR NOTES Editor welcomes you to the latest edition of Infinity Gaming Magazine.

6 FINALISTS ANNOUNCED 17 PLAYTECH OFFER MADE 35 AFFORDABILITY CHECKS 36 NO HARM TO MENTAL HEALTH

IGA FINALISTS ANNOUNCED

52 ADVERTISING SPEND +

NEWS & MORE NEWS from the gaming industry

AI-DRIVEN IGAMING YOUTUBE

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A note from the editor for helping us make the IGA what it is, the most respected awards event in the gaming industry, they are Digitain, Betconstruct, Gamomat, Pragmatic Play, 1xBet, Galaxy Entertainment, Pilot Games, Bragg, Videoslots, Games Global,

Ultraplay,

Delasport,

Alea,

Spribe, Le Casino Monte Carlo, IGT and SOFTSWISS.

The Finalists Are Here”

Now on to the magazine, we have a super article by our resident writer the

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superb Lynn Pearce on The Power of AI in iGaming Marketing, we talk to the

Lana Thompson - Editor in-Chief

guys at Mindway AI, we also look at the latest report into mental health and the social media and gaming study. Then we have the evolution of online gam-

The Latest Edition of the Infinity Gaming Magazine

bling and how sports betting in the US all started. Well all that should keep you busy over the festive holidays, we certainly gave you a bumper edition to keep you go-

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ing.

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and after a huge 750 plus nominations

All that is left for me to say is have a

our amazing judges has whittled down

super festive season and a superb New

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the list to release our finalists.

Year and will see you all in 2024.

Welcome to the latest and last edition of the 2023 Infinity Gaming Magazine

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Inside the magazine you will see the lucky companies that made the final list and with over 55 jurisdictions enter-

“To Infinity and Beyond!”

ing the nominations the finalists have made a great impression on our judges

Regards,

to make it this far!

Lana

All that is left to do is book your places at the 5th February event at the iconic Savoy Hotel and enjoy a superb evening, oh and well done to all you finalists that has been audited by leading accountancy firm Moore. Of course all this would not be possible without our wonderful sponsors

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Editorial Content & PR

The Editor in-Chief

2024 Internati Awards F Affiliate Company of the Year

Australia Asia Focused Technology

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BBIN Funky Games PopOK Gaming SA Gaming SimplePlay TrafficGuard

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Charitable Community Award Amusnet Flutter Entertainment Galaxy Entertainment LiveScore Group Melco Resorts & Entertainment Microgaming Pilot Games Sands China Ltd

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1xBet

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eSports Innovator of the Year

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Great Place to Work (Operator)

Bragg Gaming Group

Betsson Group

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GAMING NEWS

Playtech Offered £700 Million For 888 Holdings

t has been revealed in a Times Newspaper article that gambling tech provider Playtech made a £700 million offer to acquire William Hill owner 888 Holdings. The written indicative approach by Playtech to acquire 888 Holdings at a price of 156p a share in July was, however, rejected as undervaluing the company. This has once again has put additional pressure on Lord Jonathan Mendelsohn, the Labour peer who chairs 888’s board, as he strives to address the plummeting share price. Playtech, a FTSE 250 company, is Known for its “white label” gambling technology business, which is used by various brands to run their gaming websites, Playtech also operates its own leading Italian betting brand called Snai. One suggestion put forward by individuals familiar with Play-

tech’s thinking is to combine 888’s brands with Snai and subsequently separate Playtech’s business-to-business operation as a distinct company. This strategy could potentially lead to significant savings, with estimates of up to £170 million in possible integration synergies. Despite the potential benefits, 888 Holdings rejected Playtech’s approach, citing an undervaluation of the company. This decision has had a significant impact on 888’s share price, which has fallen approximately 80% since Lord Mendelsohn’s appointment as chairman in March 2021. Notably, the appointment of Per Widerström, a gambling industry veteran, as the new chief executive in October failed to prevent 888 Holdings from being removed from the FTSE 250 index. The declining share

price and removal from the index have raised concerns about the company’s performance and prospects. Lord Jonathan Mendelsohn, the chairman of 888 Holdings, has a noteworthy background in business and politics. Previously serving as Labour’s business and international trade spokesman and a leading New Labour adviser during the 2000s, Mendelsohn’s role in the company has come under scrutiny due to the declining share price. Additionally, there have been claims of early-stage merger discussions between Lord Mendelsohn and Jason Robins, the founder of American gambling giant DraftKings. These discussions occurred before 888 Holdings acquired William Hill and highlight the potential strategic considerations within the industry.

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Unleashing the Power of AI-Driven iGaming Marketing on YouTube: A Deep Dive into Channel Growth, Monetization, and Insights

By Lynn Pearce Lynn is an accomplished CMO with over 15+ years of experience in the igaming industry. Throughout her career, she has demonstrated expertise in strategic planning, creative direction, branding, procurement, resource allocation, and staff mentoring. With her deep understanding of the industry and consumer preferences, she has created content strategies that attract, engage, and retain customers. Lynn’s ability to negotiate, manage, and maintain successful partnerships has helped her create lasting relationships that drive revenue and create value for all parties. She has a keen focus on maximizing revenue potential while effectively managing expenses and consistently driving top-line growth for the companies she has worked for.

Arobust content strategy is essential for YouTube channel growth in the iGaming sector. From live-streamed interactive gameplay to exclusive behind-the-scenes content, understanding the preferences of the target audience is crucial. AI-driven analytics tools come into play here, providing insights into user behavior, preferences, and trending topics to shape an engaging content strategy.

n the fast-paced realm of iGaming, where innovation meets entertainment, leveraging the power of YouTube is proving to be a game-changer. As iGaming brands seek to connect with a global audience, the strategic intersection of AI-driven marketing, YouTube channel growth, insightful analyticsand monetization, is emerging as a dynamic force shaping the future of the industry.

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The cornerstone of iGaming marketing on YouTube lies in the art of channel growth, laying the foundational element of marketing on the YouTube platform. The conceptof this involves creating an immersive narrative that captivates audiences, crafting a storyline that deeply involves and engages the audience and keeps them coming back for more, which is one of the most critical factor for success.

The art of channel growth is not just about increasing the number of subscribers or view, but doing it in a strategic manner, involving the understanding of the YouTube algorithm, the creation of engaging content that is interesting, entertaining, and implementing several techniques to attract and retain viewersin order to build a loyal and sustainable audience. Our role as marketers extends beyond just views, we need to ensure sustainability in order to generate income, monetizing our efforts on the YouTube

platform by converting attention and views into tangible financial returns, because the real value lies in what can be extracted economically from those views. Successful monetization involves a deliberate and planned effort to transform the active engagement of users, such as views, likes, comments, and shares, into tangible revenue streams, strategically converting user engagement. In the vast ocean of YouTube content, brand awareness and visibility are key. SEO optimization, backed by AI algorithms, ensures that iGaming content ranks high in search results. This involves strategic placement of keywords, crafting compelling titles, and utilizing tags that resonate with the gaming community. The power of influencers cannot be overstated in the YouTube landscape. Identifying influencers aligned with the iGaming brand’s

ethos and leveraging AI tools for influencer analytics can result in strategic collaborations that boost organic reach and foster a sense of community among viewers. AI technologies play a pivotal role in uncovering meaningful insights that guide decisions and optimize performance, shaping strategies for success.The true power of YouTube marketing unfolds when datadriven insights inform advanced growth strategies. In addition, managing Google Ads campaigns is a linchpin for successful iGaming monetization on YouTube. A driven Google Ads Campaign Manager, armed with AI-driven insights, can construct, optimize, and maintain campaigns that align with performance targets. This involves adjusting budgets, creatives, and targeting based on real-time performance recommendations.

Unlocking additional revenue streams for iGaming marketing on YouTube involves a multifaceted approach, seamlessly blending channel memberships, exclusive content, loyalty programs, and gamification. By integrating these elements and leveraging AI-driven personalization, iGaming brands can create a dynamic ecosystem that not only boosts revenue with paying subscribers, but also cultivates a loyal and engaged community. Strategic partnerships and brand integrations offer another avenue for iGaming monetization on YouTube. AI analytics can aid in identifying potential sponsors and negotiating deals that align with the brand’s identity. These collaborations not only generate revenue but also enhance the overall viewing experience.

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Accelerating Revenue

The synergy of channel memberships, exclusive content, loyalty programs, and gamification serves a dual purpose. It not only generates revenue directly through paid subscriptions but also incentivizes users to participate actively in the community, creating a self-sustaining cycle of engagement and financial support. Loyalty programs add an extra layer to the user experience. Rewarding users for their continued engagement and support with loyalty points, badges, or exclusive in-game items creates a gamified environment that encourages long-term commitment.

programs, and gamification not only generates revenue directly through paid subscriptions, but also incentivizes users to participate actively in the community, creating a self-sustaining cycle of engagement and financial support.

iGaming on YouTube. These analytics forecast trends, user behavior shifts, and emerging content preferences, enabling iGaming brands to stay one step ahead in their content creation and marketing strategies.

Users who feel appreciated and rewarded are more likely to become brand advocates, promoting the brand organically. This sense of belonging enhances the overall brand image and contributes to sustained growth.

In the dynamic landscape of iGaming, continuous improvement is non-negotiable. AI-powered competitor analysis allows brands to benchmark their performance metrics, identify successful strategies used by competitors, and adapt their own strategies for sustained growth and competitiveness.

AI algorithms analyze user data, including preferences, watching habits, and engagement levels, to tailor offerings and rewards to different audience segments. Personalization ensures that loyalty programs and gamification efforts align with individual user interests, maximizing their impact.

Combining channel memberships, exclusive content, loyalty programs, and gamification efforts, all driven by AI-powered personalization, creates a powerful framework for marketing on YouTube. This approach not only unlocks diverse revenue streams but also cultivates a dedicated and engaged community that forms the backbone of a successful and sustainable YouTube channel.

The synergy of channel memberships, exclusive content, loyalty

Predictive analytics, fueled by AI, provide a glimpse into the future of

In conclusion, the future of AIdriven iGaming marketing on YouTube lies at the crossroads of channel growth, monetization, and insights. As the industry continues to evolve, those who harness the full potential of AI-driven technologies, strategic collaborations, and data-driven decision-making will navigate the ever-changing media landscape with innovation and success.

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GAMING NEWS

Macau GGR Falls In November

acau experienced a decline in its casino gross gaming revenue (GGR) in November compared to the previous month. According to data released by the Macau Gaming Inspection and Coordination Bureau (DICJ), the GGR for November amounted to MOP16 billion ($2 billion), representing a 17.7 percent drop from October’s MOP19.5 billion ($2.42 billion). However, despite the monthly decline, Macau’s GGR for the first 11 months of 2023 has seen a significant increase compared to the previous year, reaching MOP164.5 billion ($20.4 billion). Macau’s GGR in November 2023 marks a 435 percent increase from the same period the previous year. This substantial growth can be attributed to the lift-

ing of Covid-related travel restrictions, allowing more visitors to engage in the city’s vibrant gambling scene. However, the decline from October’s GGR highlights the volatility of the industry and the influence of various factors on monthly performance. The expansion of Macau’s annual Grand Prix, held in November, is one such factor that had both positive and negative impacts on the GGR. While the event aimed to attract more visitors to the gambling hub, congestion and accessibility concerns pushed some punters away, resulting in a double-digit decline in GGR for the month. Despite the monthly decline in GGR, Macau’s tourism industry has made significant strides in its recovery. From

January to October, the Asian gaming hub welcomed nearly 22.7 million tourists, representing a remarkable 359 percent increase compared to the same period the previous year. Although this number is still below the pre-pandemic levels of 2019, where visitor arrivals reached 33.41 million, it showcases a positive trend in the revival of Macau’s tourism sector. Looking ahead, the Macau Government has projected a positive outlook for the city’s gambling industry. It expects Macau’s GGR to climb to MOP$216 billion ($26.8 billion) in 2024, indicating confidence in the continued recovery and growth of the sector. This projection reinforces Macau’s position as a leading global gambling destination.

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The story of Mindway AI The Evolution of Solutions

n In a world where technology intertwines with our daily lives, ensuring responsible engagement in various activities has become a growing concern. One domain where this balance is crucial is the gambling industry.As the gambling industry across the world continues to grow and bring in significantly more players, responsible gambling has also emerged as a crucial concern for governments, operators, regulatory authorities and indeed the general public.Early detection is an effective if not the most important building block for the prevention of problem gambling. A Humble Beginning Starting out as idea born as a spinout of Aarhus University in Denmark’s second largest city, Mindway AI made its beginnings in 2018. The company was the brainchild of Kim Mouridsen, Professor of Neuroscience at the university which is consistently ranked as one of the top universities in Europe. Kim saw great potential in applying insights from neuroscience to AI tech-

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nology in the pursuit of better player protection, through this he converted more than ten years of research into what has now become world renowned safer gambling solutions.

helping and empowering operators meet and exceed player protection requirements and make a real difference for millions of players around the world.

Today Kim serves on Mindway AI’s Board of Directors whilst also is CEO of CercareMedical which is an AI-powered imaging solution for brain CT and MRIassessment.

The Evolution of Solutions Operators are however not faced with a straightforward task, and they often struggle to identify players at an early stage as they are veering towards problematic gambling behaviour. Across the board also operators in general find difficulties in providing specific assistance to help these players in regaining control.

Although the gambling industry has changed rapidly even in the space of 5 years, Mindway AI’s core principals remain the same-to improve player protection in the gambling industry by

The story of Mindway AI

This is where artificial intelligence (AI) comes into the foreground – allowing for a fully-automated early, precise, and individualized detection and intervention of problem gambling behaviour. Neuroimaging has been compared to being the window to the brain. Using advanced brain scanning, it is possible to investigate the biological processes underlying normal and problematic gambling behaviour. Mindway AI draws upon human expertise from a highly experienced panel of gambling addiction experts, researchers, and psychologists to meticulously analyse several thousand player gambling patterns. Their assessments are used to train and continuously updateGameScanner’salgorithm. TheGameScanner solution acts as ‘a virtual psychologist’ with AI-software based on real human psychologist expert’s assessments, thus providing automated psychologists’ assessments.

GameScanner monitors and detects at-risk and problem gambling behaviour 24/7 for operators on their full customer database, enabling them to reach out, on a tailored, individualized basis to at-risk players at a very early stage. Studies show that intervention in the early stages of problematic play is when the problem is most treatable also when intervention is the most subtle. The comparison for the software is akin to a lane keeping assistant in a car, providing an opportunity for the operator to steer the player back to the middle or safe zone on the road.

GameScanner output goes through proper training to understand the system and its output to aim for AI should be explainable to each and every user.

GameScanner provides an overview of an operator’s entire customer database to identify the overall “health” of their customers. For operators to be able to use the GameScanner functionality properly, Mindway AI provides extensive training sessions along with detailed documentation. It is recommended that any RG staff member who’s taking actions based on the

Gamalyze draws on insights from neuroscience and analyses each player’s decisions while they play. From this a report is generated with actionable feedback on the player’s strategy and sensitivity to rewards and losses, as well as specific advice to the individual player based on the individual gambling behaviour detected.

Mindway AI’s second solution Gamalyze, based on neuroscience, is an innovative way of reinventing self-tests as a card game. The idea was driven by the vision of developing a more engaging/actionable, and less biased self-test. This is in comparison with traditional self-test questionnaires which have shown that up to 26% of questions are misinterpreted or misunderstood.

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MASTER THE ELEMENTS ON JANUARY 11TH

The story of Mindway AI

The cornerstone of Mindway AI’s success lies in the state-of-the-art, evidence-based solutions. The unique amalgamation of AI, neuroscientific insights, and the expertise of seasoned psychologists sets them leagues apart from their counterparts. This fusion fuels the commitment to enhancing player protection. As can often be the problem in the RG landscape,some attempts to show responsibility appear to be more about paying lip service and completely undermines the power of addiction. However, in recent years the focus to reduce gambling-related harms has intensified across global markets with more and more stakeholders joining the conversation. So much so that this is reflected in substantial growth in the past 3-year period for Mindway AI. In 2021, GameScanner was running in 3 jurisdictions with 125k Active Players detected monthly, growing to

18 jurisdictions with 1.4 million Active Players detected monthly in 2022. And today,over 7.5 million Active Players detected monthly and now running in 61 jurisdictions, in 4 continents and counting. Making Waves Mindway AI took the initiative, as the first RG provider globally, to ask GLI to test and validate the effectiveness and accuracy of GameScanner. GLI concluded that in at least 87% of cases GameScanner identifies the same problem gamblers as human psychologist experts. This illustrated when deployed in the right manner this automated intervention may lead to more sustainable gambling patterns, less churn due to severe PG cases, and better allocation of RG employee resources at gambling operators.

with gambling operators, regulatory bodies, and experts to develop and implement best practices for safer gambling. Partnerships include Gordon Moody, EPIC Risk Management, DouraSchawohl Consulting and AnonyMind, as well as several regulators both in Europe and in the US. In October 2023 the National Council on Problem Gambling (NCPG) and Mindway AI announced their strategic partnership. The partnership involved the integration of Mindway AI’s innovative Gamalyze solution into NCPG’s flagship responsible gambling website, ResponsiblePlay.org. ResponsiblePlay. org provides important resources for those who choose to gamble to keep their gambling fun but safe and shares information about how to gamble responsibly. ResponsiblePlay.org is supported by the NFL via the NFL Foundation.

The company has actively collaborated

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The story of Mindway AI

Targeting the US market is a substantial focus for Mindway AI. Although it is important to note that perceptions of RG or SG vary greatly from jurisdiction to jurisdiction. For example, some sentiments shared from industrypeers in North America allude to the need to redefine the terminology and a need to determine how to position RG programs to make them relevant within the minds of all customers. This ties into the wider conversation thatpersonalization for players is no longer a luxury. Personalised responsible gambling measures must be at the heart of any solution in order for operator CRM teams to install and administer these controls while also managing communications in a relevant way. This can include specific educational messaging but also personalised based on the location of the player including cultural considerations and language(of which Mindway AI’s solutions have been deployed in 14 different languages across 36 countries). Chain Reaction

In order to operate effectively on a global scale, staying ahead of competitors means being able to react to market changes and challenges. Staying up to date on relevant legislation and regulation is crucial to give operators the best RG systems possible. An example of this can be illustrated in relation to regulatory changes earlier in the year in the Spanish Royal Decree on Responsible Gaming Environments where within a few weeks Mindway AI had updated their solutions to fit the new requirements. This can also be demonstrated in the fact that Mindway AI is a key participant, as one of the only detection solution providers, in the EU-based project “Standardization of markers of harm”, initially initiated by EGBA, but now anchored at EU’s standardization body the European Committee for Standardisation (CEN). A Growing Ecosystem

to the more regulated markets. As the online gambling market globally grows organically and with new market openings the maturing of the markets imply that the more regulation and RG follow-thru. This again means that the market Mindway AI address globally is growing alongside the industry as well. In parallel, industry collaboration on RG is in focus and is significantly increasing. At Mindway AI this is utilized in a lot of different ways as they truly believe that collaboration with the best in class, when you also aim to be best in class is the right way forward. Mindway AI have actively collaborated with gambling operators, regulatory bodies, and experts to develop and implement best practices for safer gambling. Such collaborations include sharing knowledge and participating in industry initiatives aimed at minimizing gambling-related harm.

Over the past few years, the gambling industry has come a long way when it comes to enhancing player protection. However, this still mostly apply

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GAMING NEWS

Star Given A Little More Time By Regulators

ustralian casino operator Star Entertainment recently received a reprieve from the New South Wales (NSW) regulators after months of uncertainty over tax rate increases that posed a threat to its business. Regulators in NSW and Queensland, where The Star operates casinos in Brisbane and the Gold Coast, extended the terms of their respective independent managers. This extension provided the company with more time to undertake necessary remediation steps. To navigate the challenges it faced, The Star Entertainment Group underwent a strategic review, which led to a refinancing process. The company secured $450 million in new debt facilities from Barclays and Westpac. This move not only strengthened its financial position but also demonstrated the confidence of these financial institutions in the company’s future prospects. Barrenjoey Capital Partners played a crucial role in conducting the strategic review.

The casino operator is fully committed to its transformation journey and has developed a comprehensive remediation plan for its operations in NSW and Queensland. The plan is designed to address the issues the company faced, including fines levied by financial crimes watchdog AUSTRAC, class actions, and revoked state casino licenses. The implementation of this multi-year program requires utmost rigor and discipline, and The Star Entertainment Group is dedicated to tracking and being held accountable throughout the process. A spokesperson for The Star Entertainment Group emphasized the company’s unwavering focus on transformation. They stated, “We know the implementation of the remediation plan in NSW and Queensland requires the utmost rigour and discipline. This plan will track and hold us accountable throughout the multi-year program we are committed to delivering.”

Entertainment Group’s CEO, Robbie Cooke, made a significant decision. He had previously considered selling the company’s Sydney business after a substantial reduction in the value of its three casinos. However, in August, he announced that selling the Sydney business was off the cards, indicating a shift in the company’s strategy. Despite the hurdles, The Star Entertainment Group demonstrated impressive revenue growth in the last financial year. Its revenue climbed by 22 percent to $1.9 billion, a remarkable achievement considering the impact of COVID-19 restrictions on the previous year’s figures. The company’s statutory earnings, excluding any significant items, exceeded previously announced guidance, reaching $317 million for the year ending June 30. This marked an increase of $79 million.

In the face of challenges, The Star

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GAMING NEWS

Maryland Residents Favour Online Casinos

ccording to the survey conducted by a local group, a majority of Marylanders are in favour of legalizing online casino table games. The popularity of online gaming has been steadily increasing, and the demand for convenient and accessible gambling options has grown. With online casino table games, Maryland residents would have the opportunity to play slots, poker, and other table games from the comfort of their own homes or on their mobile devices. This convenience factor has contributed to the high level of support for legalizing online casino gambling in the state. Legalizing online casino gambling in Maryland could have a significant impact on the state’s revenue. A report from the Maryland Lottery and Gaming Control agency suggests that the state could generate $533 million in the first year alone if online casino table games are legalized. This substantial amount of revenue could be a game-changer for Maryland, providing much-needed funds for various

initiatives. Currently, Maryland’s six casinos generate a considerable amount of revenue from slot machines and table games. In November 2023, these casinos collectively generated over $157 million in revenue. By legalizing online casino gambling, the state would be able to tap into a new source of income and potentially increase its overall revenue significantly. A portion of this revenue could be allocated to the Education Trust Fund, further benefiting the state and its residents.

ing various sectors and contributing to the overall prosperity of the state. Several states have already embraced online casino gaming, including Delaware, Pennsylvania, and West Virginia. These states have recognized the potential benefits of legalizing online gambling and have taken steps to capitalize on this opportunity. Maryland could learn from the experiences of these states and implement similar regulations and policies to ensure a smooth transition into the world of online casino gambling.

Legalizing online casino gambling in Maryland could have a positive impact on the local economy. Dan Bradley, a gambling content writer for mdbetting.com, believes that the introduction of online casino table games would lead to a successful endeavour. Bradley suggests that the legalization of online casino gambling would not only create job opportunities but also have a positive effect on the local economy as a whole. The influx of revenue from online gaming could stimulate economic growth, benefit-

Maryland Senator Ron Watson expressed his support for the legalization of online casino gambling. Watson believes that online gaming has the potential to surpass the success of sports betting, which has already made a significant impact in the state. The senator suggests that legalizing online casino gambling would allow casinos to reach new customers, eliminate table limits, and generate more revenue for the state.

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GAMING NEWS

UK Parliament Could Debate Affordability Checks

he British government’s plan to introduce affordability checks in the gambling industry has faced strong opposition from racing, a petition, backed by the sport, has raised over 100,000 signatures, calling for the scrapping of these measures. The concept of affordability checks was first introduced when the government published its gambling white paper in April. While these checks have not yet become official government policy, bookmakers have already implemented similar measures under pressure from the Gambling Commission. A recent survey revealed that one in four gamblers has already been affected by these checks, with more than half stating their willingness to reduce their betting or abandon the sport entirely due to the controversial proposals.

The petition, titled ‘Stop the implementation of betting affordability/ financial risk checks,’ was launched by Jockey Club chief executive Nevin Truesdale. As it reached 10,000 signatures, the government was required to respond. The petition argues that affordability checks, which may include assessing individuals’ risk of harm based on factors such as postcode or job title, are inappropriate and discriminatory. Critics also fear that more intrusive checks triggered at a low threshold could drive bettors towards the unregulated black market, where consumer protections and safer gambling tools are absent. The potential financial loss for British racing over the next five years, resulting from affordability checks, is estimated to be around £250 million. David Armstrong, the CEO of the Racecourse Association (RCA), has warned that the sport is heading for a

challenging period, with affordability measures contributing to a significant drop in betting revenues this year. This forecast raises concerns about the future viability of British racing and its ability to sustain its current level of prize money. In response to the petition, the government has affirmed its commitment to proportionate and frictionless checks on bettors. However, it also acknowledges concerns expressed by industry stakeholders and the Gambling Commission regarding the proposed system of financial risk checks. While awaiting a frictionless solution, the government has challenged operators to be more transparent with punters in the interim. It remains to be seen how these ongoing discussions will shape the final implementation of affordability checks in the gambling industry.

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No Harm To Mental Health Following Social Media & Gaming Study

n recent years, concerns about the negative impact of smartphones and social media on mental health have become increasingly prevalent. Many have speculated that the digital era has led to a decline in psychological well-being and a global mental health epidemic. However, a ground breaking global study conducted by the University of Oxford challenges these assumptions and sheds light on the true relationship between technology and mental health. The study, overseen by Professor Andrew Przybylski of the Oxford Internet Institute, surveyed a staggering two million individuals from 168 countries, ranging in age from 15 to 89. Spanning from 2005 to 2022, the research aimed to explore whether the introduction

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of smartphones and the internet had indeed caused widespread damage to mental health. Contrary to popular belief, the study found no evidence to support the notion that the digital era has coincided with broad declines in psychological wellbeing. In fact, overall life satisfaction appeared to have remained stable over the past two decades. Professor Przybylski states, “We looked very hard for a ‘smoking gun’ linking technology and wellbeing, and we didn’t find it.” This ground breaking finding challenges the widely held view and assumptions that smartphones and the internet have been detrimental to mental health. One of the prevailing beliefs is that

the introduction of the internet and smartphones has led to a global mental health epidemic, particularly among young people. However, the Oxford study found no evidence to substantiate this claim. While individuals, including children, have undoubtedly been harmed by various forms of online exploitation, there is no indication of a broader pattern of internet-fuelled misery. Professor Przybylski emphasizes that until now, the assumption that technology has been universally detrimental to mental health has gone unproven. The study’s findings challenge this assumption, highlighting the need for a more nuanced understanding of the relationship between technology and mental well-being.

To further investigate the impact of internet use on mental health, the researchers analysed data on wellbeing and mental health using surveys that asked participants questions such as “Did you smile or laugh a lot yesterday?” and “Did you learn or do something interesting yesterday?” Additionally, participants were asked to rate their life satisfaction on a scale of one to 11, with 11 representing “the best possible life for you.” Interestingly, the study found no significant changes in psychological wellbeing coinciding with landmark dates in technology, such as the release of the first iPhone in 2007 or Facebook’s acquisition of Instagram in 2012. This suggests that the introduction of smartphones and

social media did not herald the anticipated negative effects on mental health. Furthermore, the study revealed no evidence of particular groups being more vulnerable to negative effects from activities such as social media or online gaming. Across the two decades covered by the study, life satisfaction actually increased for females in the average country. This finding challenges the notion that certain groups are more at risk and highlights the need for a more balanced understanding of the impact of technology on mental health. While the study’s findings offer valuable insights into the relationship between technology and mental health, the researchers argue that more data is

needed to fully understand the effects of internet use. They call upon large technology companies to provide access to the data necessary for researchers to conduct further investigations. In a paper published in the journal Clinical Psychological Science, the researchers write, “Research on the effects of internet technologies is stalled because the data most urgently needed are collected and held behind closed doors by technology companies and online platforms.” By opening up access to this crucial data, researchers can gain a deeper understanding of the true impact of technology on mental health.

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GAMING NEWS

Pilot Games Reaches Four Finals At IGA 2024

he 17th charity focused International Gaming Awards (IGA) has revealed its finalists for the 2024 industry’s most prestigious awards ceremony. The IGA’s Judging panel comprising 52 industry experts – leading industry professionals, specialized journalists, analysts and consultants after evaluating over 650 entries of businesses and gaming products, named Pilot Games in the finals of Charitable Community Award, Game of the Year for “Hot Zone”, Unique Gaming Company and US Gaming Company of the Year. Pilot Games, the industry leader in charitable electronic pull tab and linked bingo games is powering through the US expanding now in North Dakota and have big plans for 2024 in terms of further expansion and also winning an award or awards at the most respected and transpar-

ent awards ceremony for the gaming industry. Jon Weaver the CEO and Founder of Pilot Games commented on the company making an historic four finals, “Pilot Games has worked so hard this year in developing the most innovative and unique games for our customers and we are so proud that the IGA Judges have recognised this be placing our game Hot Zone in such a list of excellent games, we can’t wait to attend the IGA Awards in February and celebrating with the entire global gaming industry.” The IGA Awards ceremony will take place on the 5th February at the iconic Savoy Hotel in London with all the world’s leading figures celebrating the achievements over the last 12 months in support of deserving charities.

About Pilot Games: PilotGames.com is a leading egaming operator and creator of casual innovative games with highly entertaining experiences that are designed and distributed via Pilot Games charitable gambling site for licensed organizations. Pilot Games offers a unique experience in a nontraditional casino market. The company received the Best Innovative Bingo Product of the Year title and the US Gaming Company at the 2023 International Gaming Awards and was awarded Unique Gaming Company at the 2022 International Gaming Awards in April of 2022. Pilot Games is leading an expansion into other major states over the next year and aims to bring their own unique charitable focused games to more customers.

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DraftKings Says Considerable Changes Made

raftKings recently found itself in hot water after allowing a controversial 9/11-themed parlay to go live on its platform. This incident drew sharp criticism and led to a meeting between DraftKings and New York State Gaming Commission (NYSGC) regulators. In September of this year, DraftKings made a misstep when it offered a “Never Forget” parlay that invited users to bet on the New York Jets, Mets, and Yankees to win on September 11, at odds of +651. The parlay, which invoked the tragic events of 9/11, quickly sparked a backlash, including strong condemnation from New York regulators. Brian O’Dwyer, Chair of the NYSGC, expressed his appalled reaction to the parlay and emphasized the need for responsible betting practices. Following the outcry, the NYSGC took swift action and met with DraftKings CEO Jason Robins to address the issue. During this meeting, DraftKings

assured the regulators that significant changes had been implemented to prevent similar incidents in the future. O’Dwyer reported that DraftKings had taken the matter seriously and had put in place new safeguards to ensure responsible bet approvals. DraftKings’ response to the 9/11 parlay incident was met with cautious optimism by O’Dwyer. The company stated that it had undertaken a thorough review of all bets and had made considerable changes to its approval process. These changes aimed to ensure that all bets were reviewed responsibly before going live on the platform. This commitment to responsible betting practices was well-received by the NYSGC, as O’Dwyer expressed his satisfaction with DraftKings’ response. The 9/11 parlay incident served as a wake-up call for DraftKings and the entire legal sports betting industry. It highlighted the need for operators to exercise caution and sensitivity

when creating and promoting betting opportunities. The incident also shed light on the challenges faced by online sports betting providers, who strive to churn out premade parlays in an attempt to tap into current events and attract customers. However, as the 9/11 parlay incident demonstrated, there are limits to what is considered acceptable and appropriate. During an event for analysts and investors in online gaming companies, DraftKings’ CEO, Jason Robins, underscored the importance of timeliness and relevance in attracting and retaining customers. Robins acknowledged that while marketing efforts play a role, there are instances where the timing of a betting opportunity is crucial. This perspective resonates with the challenges faced by operators like DraftKings, who aim to strike a balance between capturing the interest of bettors and maintaining responsible betting practices.

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Illegal Gambling In France Worth €1.5bn per year

llegal gambling in France has emerged as a significant issue, with its market potentially worth up to €1.5bn. The staggering figure accounts for more than 10% of the total wagered across the country each year. A recent study conducted by the French gambling regulator, l’Autorité Nationale des Jeux (ANJ), revealed that there are 510 illegal websites generating substantial traffic, with 21 of them alone estimated to generate 60% of the illegal gambling traffic. The study, carried out by PwC, delved into the estimated gross gaming revenue (GGR) generated by illegal gambling, which ranges between €748m and €1.5bn. This constitutes between 5% and 11% of the total gambling market, which reached a record-breaking €12.9bn in 2022. One of the most concerning findings of the study is that 79% of the gross gaming revenue (GGR) generated by the illegal online gambling market comes from high-risk gamblers. These individuals are attracted to illegal gambling due to the absence of

wagering limits and identity checks. Moreover, they are enticed by the expectation of higher winnings and a broader range of available games. The study also revealed that half of the identified illegal gambling websites are owned by companies registered in Curaçao. Furthermore, online casino games and slot machines account for approximately 50% of the overall illegal online gambling traffic. In light of these findings, l’Autorité Nationale des Jeux (ANJ) has unveiled an action plan to combat illegal gambling effectively. While France has 18 ANJ-licensed operators and the FDJ, which can legally offer online gambling, unlicensed operators rarely pay out winnings and fail to protect minors and other vulnerable individuals. To address this issue, ANJ plans to take several actions. Firstly, it will report to the authorities to initiate proceedings against operators in Curaçao and Cyprus who run these illegal sites. Currently, these opera-

tors operate with impunity, beyond ANJ’s jurisdiction. ANJ will also warn software publishers and hosting solution providers associated with illegal sites. Additionally, ANJ will take action against payment service providers facilitating financial flows between illegal operators and players. ANJ aims to enhance information exchange and share best practices with its European counterparts through the GREF. Lastly, ANJ will prioritize raising public awareness of the dangers associated with illegal gambling. Despite the challenges posed by illegal gambling, the legal gambling market in France experienced a record-breaking year in 2022. The gross gaming revenue (GGR) reached an impressive €12.9bn, marking a 20% year-on-year increase. Online gambling played a significant role in this growth, contributing €2.17bn to the overall GGR. This included €1.38bn from online sports betting, €442m from online poker, and €346m from online horse racing bets.

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The Evolution of Online Gambling This article provides a comprehensive overview of the history and growth of online gambling. From its humble beginnings in the mid-90s to the multi-billion dollar industry it is today, we explore the key milestones, pioneering companies, regulatory developments, technological advancements, and future prospects of online gambling. So, fasten your seatbelts and let’s dive into the fascinating history of online gambling.

he inception of the internet revolutionized various industries, and gambling was no exception. While gambling has been around for centuries, it wasn’t until the mid-90s that online gambling emerged as a phenomenon. The introduction of the internet paved the way for the birth of a multi-billion dollar online casino industry. But how did it all start? Let’s take a closer look. The Free Trade and Processing Act One significant event that marked the beginning of online gambling occurred when the island nation of Antigua and Barbuda passed the Free Trade and Processing Act in 1994. This act granted licenses to companies looking to provide gambling services over the internet. It opened the floodgates for the online gambling industry and set the stage for its rapid growth. The Gaming Club and Microgaming In the same year, Microgaming was established. They created the first online casino known as The Gaming Club. Although other companies made similar claims, The Gaming Club is often credited as the first establishment to offer real money online casino gaming. Microgaming’s influence and longevity

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have solidified its place as a key player in the online gambling industry. CryptoLogic and InterCasino Another company that emerged in the mid-90s was CryptoLogic, the owner of InterCasino, which was established in 1996. Both Microgaming and CryptoLogic have existed for so long that it’s difficult to determine which one was the true pioneer. Nevertheless, these early companies played a crucial role in laying the foundation for the online gambling industry.

The Rise of Online Casinos After the initial breakthroughs in the mid-90s, the number of online casinos grew exponentially. By 1997, there were already over 200 online casinos worldwide. That same year, the industry reached a milestone when its annual revenue surpassed $1 billion. This significant achievement marked the beginning of a thriving era for online gambling.

The Transformation of Online Casinos The online casino experience has come a long way from its humble beginnings in the 90s. In its early stages, the options were limited, and the games lacked the intuitive gameplay and crisp graphics we see today. However, as the market became more competitive, game providers began harnessing technology to create highquality and unique games. Improvements in Gaming Quality Online casinos recognized the need to please customers and attract new players. To achieve this, they started offering generous bonuses and attractive loyalty schemes. The overall quality of online gaming improved significantly, with new features constantly being rolled out. Game providers introduced features like video slots, progressive jackpots, and multiplayer games, enticing more customers and driving profits for the industry. Online Gaming Regulators and Testing Companies In 1994, Antigua and Barbuda started issuing licenses, and The Kahnawake Gaming Commission in Quebec followed suit in 1996. Today, there are over 10 online gambling licensing authorities worldwide, each with its own set of regulations. These authorities ensure that online casinos operate within the confines of the law and maintain fair gaming practices. Additionally, in 2003, the eCommerce and Online Gaming Regulation Act (eCOGRA) was established. This independent authority focuses on fair gaming, player protection, and responsible operator conduct. Its certification is highly regarded within the online gambling industry and provides reassurance to players about the

legitimacy of online casinos. The Evolution of Online Gaming

The future of mobile gambling looks promising, with further advancements expected in the coming years.

Over the past two decades, online casinos have undergone a remarkable transformation. From beautifully designed video slots with immersive gameplay and stunning graphics to live dealer games that recreate the traditional casino experience, the growth is undeniable. Online casino operators are continuously leveraging the latest technology to enhance the overall gaming experience, whether you’re playing on a computer or smartphone.

The Future of Online Gambling

The Rise of Mobile Gambling

Regulatory Developments

With the increasing popularity of smartphones, it was only a matter of time before mobile gambling took the industry by storm. In 2005, Playtech launched the first mobile-based casino software, coinciding with the rise of smartphones. Today, many online casinos offer mobile websites and downloadable apps, catering to the growing number of mobile users.

As the online gambling industry expands, regulatory developments will play a crucial role in shaping its future. Governments and regulatory bodies will continue to refine their laws and regulations, ensuring a safe and fair environment for players. Stricter regulations may be implemented to combat issues such as problem gambling and money laundering.

As technology continues to advance, the online gambling industry shows no signs of slowing down. The industry has already come a long way, offering a wide range of casino options, impressive bonuses, stringent verification methods, and seamless gaming experiences. However, there is still room for further development and innovation.

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GAMING NEWS

Alabama Looking At Legalising Gambling In 2024

labama’s constitution strictly forbids both lotteries and games of chance. However, certain local amendments have allowed for the operation of electronic bingo in some counties. Nevertheless, the Alabama Supreme Court has interpreted these amendments narrowly, rendering much, if not all, of the gambling activities in the state illegal. This lack of clarity and consistency has created a challenging environment for both players and operators alike. Rep. Lovvorn acknowledges the need for a uniform approach to gambling in Alabama. He highlights the fact that each county has different perspectives on what is legal and what is illegal, creating a fragmented landscape. To address this issue, legislators will examine potential solutions and policies during the upcoming legislative session. One of the primary arguments in favour of legalizing and regulating gambling in Alabama is the potential economic boost it can bring. Many states have successfully leveraged gambling as a source of revenue, generating funds for education, infrastructure, and public services. By legalizing and regulating gambling, Alabama could tap into this potential

economic benefit. Legalized gambling has the potential to create numerous job opportunities. Casinos, sportsbooks, and other gambling establishments require staff for operations, management, and customer service. In a state grappling with a labour shortage, these job opportunities could provide a muchneeded boost to the economy and employment rates. Gambling destinations often attract tourists from near and far, contributing to the growth of the tourism and hospitality industries. Alabama, with its rich history, natural beauty, and cultural heritage, could become an attractive destination for gambling enthusiasts. This, in turn, would benefit hotels, restaurants, and other businesses in the tourism sector. While the potential benefits of legalized gambling are enticing, it is essential to address the challenges associated with the industry. By acknowledging and proactively addressing these challenges, Alabama can create a robust and responsible gambling ecosystem. One of the most significant concerns surrounding gambling is the potential for addiction and its adverse effects

on individuals and their families. To mitigate this risk, it is crucial to implement strict responsible gambling measures. This includes mandatory self-exclusion programs, age verification, and public awareness campaigns about the risks of gambling addiction. To prevent illegal gambling activities and protect consumers, strict regulations and monitoring of gambling operators are necessary. A robust licensing framework, regular audits, and stringent compliance measures can ensure fair play, protect against money laundering, and safeguard the integrity of the industry. Legalized gambling can have both positive and negative social impacts. It is essential to address the potential negative effects, such as increased crime rates and problem gambling. Allocating a portion of gambling revenue towards educational programs, addiction treatment, and support services can help mitigate these social challenges. While the challenges are evident, there are also significant opportunities for Alabama to leverage gambling in a way that benefits the state and its residents.

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the history of sports betting in the us

ports betting has a long and storied history in the United States, dating back to the early 19th century. Over time, it has evolved and transformed, shaping the landscape of the gambling industry. From its humble beginnings with horse racing bets to the modern online platforms, sports betting has become a significant part of American culture. In this article, we will delve into the history of sports betting in the USA, exploring its origins, major milestones, and regulatory changes. The history of sports betting in the USA can be traced back to the early 19th century, with the emergence of horse racing as a popular form of entertainment. Betting on horse races quickly became a common practice, attracting both avid fans and casual

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spectators. However, it was in 1876, with the establishment of professional baseball, that traditional sports betting took center stage.

National League Pennant next year. He put up $100 a few days ago that his team would finish higher up in the race than the Pittsburgh Pirates.”

During this era, the attitude towards sports betting was relatively lax, and it was viewed primarily as a form of entertainment. In fact, gambling had such a widespread acceptance that even managers, like Cap Anson of the Chicago Colts, made wagers on their team’s performance. An article from the Washington Post in 1894 captured the casual nature of sports betting at the time, highlighting Anson’s bet on his team’s position in the race for the National League Pennant.

This level of acceptance and involvement in sports betting during the 19th century is in stark contrast to the strict regulations and policies in place today.

“Uncle Anson has already started making wagers on the position the Chicago Colts will have in the race for the

While sports betting continued to gain popularity throughout the 20th century, a significant event tarnished its reputation and led to stricter regulations. The infamous Chicago Black Sox scandal of 1919 cast a dark shadow over sports betting. Eight players from the Chicago White Sox accepted bribes to intentionally lose the World Series, exposing the potential for corruption within the industry.

The scandal served as a turning point, prompting the public and authorities to question the integrity of sports betting. In response, regulations began to emerge to prevent similar incidents in the future. However, despite the scandal’s repercussions, sports betting continued to thrive, especially during the Great Depression when football pool cards became highly sought after due to the perception of quick and easy cash. During the early 20th century, sports betting in the USA remained largely unregulated. With no specific laws governing its practice and limited attention from law enforcement, it became a commonplace activity. However, this lack of regulation also made it susceptible to organized crime involvement. In 1931, Nevada became the first state to legalize gambling, providing a legal outlet for sports betting.

The legalization of gambling in Nevada opened the door for various New York crime families to offer sports wagering nationwide. This expansion of illicit sports betting activities led to the introduction of the Interstate Wire Act of 1961. The act aimed to curb the influence of organized crime by restricting the transmission of sports betting information across state lines. Consequently, sports wagering either became localized or driven underground, with Las Vegas emerging as the primary legitimate destination for sports betting in the US. The 1970s marked a significant shift in the landscape of sports betting in the USA. Congress took steps to lower the 10% tax on sports bets, making it more financially viable for states to consider legalizing sports betting. This led to the introduction of state lotteries, beginning with Delaware’s sports lottery in 1976 and followed by Oregon’s Sports Action parlay game in 1989 and Mon-

tana’s Lottery in 1986. As more states began to explore the legalization of sports betting, the concern of Congress grew. To address these concerns, the government enacted the Professional and Amateur Sports Protection Act of 1992 (PASPA). PASPA effectively banned sports betting in the United States, with the exception of Nevada, Delaware, Oregon, and Montana. Nevada, being the only state with true sports betting, enjoyed a monopoly on the industry. The passage of PASPA had a profound impact on the accessibility of sports betting in the US, severely limiting public access to legal options. This continued until the Supreme Court overturned PASPA in 2018, paving the way for individual states to legalize and regulate sports betting.

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History of Sports Betting in the US

as Vegas holds a crucial place in the history of sports betting in the USA. In 1949, the city opened its first official sportsbook, known as “turf clubs” at the time. However, illegal sports betting had been prevalent in the city even before the establishment of these official venues. Interestingly, Las Vegas also introduced the concept of “juice” or “vigorish” in sports betting. This involved sportsbooks charging a fee on each bet to compensate for the 10% earnings they had to pay to the casino. The practice of paying juice continues to this day. Las Vegas quickly became synonymous with sports betting, attracting enthusiasts from across the country. The city’s reputation as a gambling mecca solidified its position as the ultimate destination for sports betting in the US. However, with the advent of the internet, the landscape began to change, offering new opportunities for bettors. As the 21st century dawned, sports betting in the US underwent a transformation, thanks to the internet. On-

line platforms emerged, revolutionizing the accessibility and convenience of sports betting. Bettors could now wager on a wide range of sports from the comfort of their homes. The point spread, which had been introduced over 50 years earlier, evolved into various straight and exotic wagers, expanding the options available to bettors. However, just as online sports betting gained momentum, the US government took steps to curtail its expansion. In 2006, the Unlawful Internet Gambling Enforcement Act (UIGEA) was passed as part of the SAFE Port Act. Although not explicitly making online sports betting illegal, the UIGEA placed restrictions on certain payment instruments used for online gambling transactions. Consequently, many online sports betting sites withdrew from the US market. Despite these regulatory challenges, several offshore sports betting sites continue to serve US bettors. These sites operate outside US jurisdiction, holding licenses in countries like Costa Rica and Panama where

remote gaming is legal. They offer a wide range of sports betting options and ensure fast payouts for American players. The history of sports betting in the USA is a tale of evolution and regulation. From its early days of horse racing bets to the modern online platforms, sports betting has become deeply ingrained in American culture. The industry has faced numerous challenges, including scandals, regulatory changes, and the emergence of online platforms. However, the passion for sports betting persists, and it continues to captivate millions of Americans. As states continue to legalize and regulate sports betting, the landscape is constantly evolving. The future holds the promise of further expansion and innovation, shaping the way Americans engage with their favorite sports. Whether in Las Vegas sportsbooks or online platforms, the thrill and excitement of sports betting are likely to endure for generations to come.

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ADVERTISING SPEND Navigating the Challenges and Opportunities X (TWITTER) ADVERTISING

n the ever-evolving world of social media advertising, X, formerly known as Twitter, has recently faced significant challenges with its advertising revenue. The platform has experienced backlash from major brands due to concerns over antisemitic content and extremist associations. This has led to a substantial drop in ad revenue, potentially costing X up to $75 million. In this article, we will explore the impact of the advertiser fallout on X, the potential consequences for revenue-sharing payouts, and the steps X is taking to recover from this setback. The recent advertiser fallout on X has sent shockwaves through the platform. Over 100 major brands, including Airbnb, Amazon, Coca-Cola, Google, Microsoft, Netflix, and Uber, have ceased advertising on X, while dozens more are considering pausing their ads. Internal X sales team documents, reviewed by The New York Times, reveal

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the extent of this fallout, estimating potential losses of up to $75 million. These documents not only track which brands have stopped advertising but also highlight brands at risk of halting their ads. X employees fear a significant loss of ad revenue if advertisers do not return. While X has claimed that these documents are either outdated or represent internal risk evaluations, the impact of the advertiser exodus on revenue cannot be ignored. The drop in revenue comes at a critical time, as the holiday season traditionally sees a spike in ad spending. Some brands have withdrawn millions of dollars from the platform, with various subsidiaries of Microsoft potentially triggering losses of over $4 million. Netflix’s halted ads were worth nearly $3 million, and Airbnb paused ads amounting to $1 million. These numbers underscore the severity of the situation and the urgent need for X to address the issue.

The advertiser fallout on X can be attributed to multiple factors. One significant concern for advertisers is the presence of antisemitic content on the platform. Advertisers fear that their brands will be associated with such offensive material, leading to reputational damage. However, it’s not just the appearance next to antisemitic posts that worries advertisers; there is also the risk of their money directly funding extremists. X’s recently launched creator revenue-sharing program has raised these concerns. Moreover, creators on X have expressed dissatisfaction with their revenuesharing payouts. Some expected higher earnings from major brands but have been disappointed by the revenue generated from smaller brands. Elon Musk, the CEO of X, acknowledged this issue, stating that there is little the platform can do if advertisers reduce spend or boycott the platform.

The discontent among users and creators poses additional challenges for X. If the advertiser boycotts continue, disgruntled subscribers may not find enough incentives to continue paying for subscriptions. This, coupled with a potential decline in user engagement due to lower ad quality, could further impact X’s revenue and user base. The fallout from the advertiser exodus has undoubtedly impacted X’s revenue and user base. Recent data from the market intelligence firm Sensor Tower indicates that just six of the companies that initially pulled out accounted for 7 percent of all US ad spending on the

platform. Furthermore, out of X’s top 100 US advertisers before Elon Musk’s acquisition, only 50 remained as of October 2023. The new top 100 advertisers were spending approximately 45 percent less money. The decline in revenue not only affects X’s financial performance but also its ability to provide a seamless user experience. As smaller brands replace larger ones in ad placements, the quality of ads may suffer, potentially leading to a degradation of the user experience. This, in turn, could result in a loss of users and reduced engagement on the platform.

To mitigate these challenges, X must devise a path to recovery that addresses the concerns of both advertisers and users. Despite the current adversities, X remains optimistic about its ability to recover. The platform expects advertisers to return gradually as remaining advertisers increase their spending and some brands reconsider their decision to leave. X’s strategy for recovery includes offering enticing deals to entice advertisers back to the platform or encourage them to increase their spending.

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Playing to Win!

ADVERTISING SPEND 55 it clear that they denounce hate speech and discrimination unequivocally. They expressed their concerns directly to X, emphasizing their commitment to maintaining a responsible advertising partnership. To rebuild trust with advertisers and regain their confidence, X must address the concerns raised by both watchdog groups and major brands. The platform must take swift action to remove offensive content, implement stricter moderation policies, and ensure that ads are not associated with extremist or hatefilled ideologies. Conclusion The advertiser fallout on X has presented significant challenges for the platform’s revenue and user base. The loss of major brands, coupled with concerns over antisemitic content and extremist associations, has led to a substantial drop in ad revenue. However, X remains determined to recover from this setback by offering incentives to advertisers and addressing the concerns raised by both advertisers and users. One such deal, advertised recently by X, offers a $1,000 ad credit every month to businesses subscribing to become Verified Organizations. This is a clear attempt to attract advertisers with a significant incentive. Looking back at X’s history, we can see that the platform has used similar tactics in the past to regain advertiser confidence. In the fall of 2022, when Twitter (then known as X) faced its first major advertiser blowback, the platform offered its “largest advertiser incentive ever.” Twitter matched advertiser spends up to $1 million by providing extra impressions for brands that met a certain spending threshold. Internally, X seems to attribute the current advertiser exodus primarily to watchdog groups calling out antisemitic content. The surge of such content, reportedly over 900 percent, has

become a focal point of concern. In a recent internal meeting, X’s management made no mention of Elon Musk’s endorsement of an antisemitic post, instead attributing the company’s problems to Media Matters, a watchdog organization. X’s management remains steadfast in their commitment to free speech and defending democratic principles. While many major advertisers have pulled out, some prominent brands have chosen to stay on X despite the controversy. Notable companies such as the NFL, Walmart, State Farm, Wendy’s, Office Depot, The New York Times, The Washington Post, The Economist, USAA insurance, Formula 1, and Mondelēz International have upheld their advertising presence on the platform.

As X navigates this challenging period, it must prioritize content moderation, user satisfaction, and advertiser trust. By taking decisive actions to remove offensive content and improve ad quality, X can regain the confidence of advertisers and ensure a thriving ecosystem for its users. Only through a concerted effort to address these issues can X overcome its current challenges and emerge stronger than ever. Disclaimer: This article is for informational purposes only. The views and opinions expressed herein are those of the author and do not necessarily reflect the official policy or position of any affiliated companies or organizations.

The NFL, the only brand that has publicly commented on their decision, made

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