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LeoVegas Joins EGBA to Advance Safer Gambling and Industry Standards

leovegas_joins_egba_to_improve_industry_standards_in_europe The European Gaming and Betting Association (EGBA) has officially welcomed LeoVegas Group as its newest member. This collaboration aims to advance safer gambling practices, promote responsible advertising, and ensure compliance with EU regulations, including anti-money laundering (AML) measures.

Enhancing Safer Gambling Across Europe

LeoVegas, a leader in the online gambling industry, will participate in EGBA’s working groups, contributing its expertise to initiatives that prioritize consumer protection and regulatory compliance. Carl Brincat, LeoVegas’ Director of Policy & Regulatory Affairs, commented:
“As a company committed to safer gambling and technological innovation, we look forward to contributing our expertise to EGBA’s important work. This partnership aligns perfectly with our vision of leading the way towards a sustainable and well-regulated gambling industry in Europe.”

This partnership also reinforces EGBA’s representation in the Nordic region, where LeoVegas has a strong market presence. By joining forces with EGBA, LeoVegas strengthens its position as a proponent of well-regulated online gambling markets that prioritize consumer safety and entertainment.

Expanding Global Operations

In 2024, LeoVegas made significant strides in its global expansion efforts. Notably, the company acquired Tipico’s US sportsbook platform, enabling it to control proprietary sportsbook technology and operate in international markets. Under the umbrella of its parent company, MGM Resorts International, this move reflects LeoVegas’ ambition to expand its influence beyond Europe.

Additionally, LeoVegas extended its collaboration with Playtech earlier this year, integrating platform technology into its Dutch operations and other European markets. These efforts underscore LeoVegas’ commitment to maintaining high standards of operational excellence and regulatory compliance across its growing portfolio.

EGBA Welcomes LeoVegas

Maarten Haijer, Secretary General of EGBA, expressed enthusiasm for the new partnership:
“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.”

LeoVegas’ inclusion in EGBA not only boosts the association’s influence in the Nordics but also exemplifies its mission to create a safer, more sustainable online gambling ecosystem throughout Europe.

Source:

”European Gaming and Betting Association (EGBA)’s Post‘‘, LinkedIn, December 16, 2024.

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LeoVegas Ordered to Withdraw Radio Advert for BetUK Sportsbook

LeoVegas, the international operator of online casinos and sports betting websites, has been ordered by the United Kingdom Advertising Standards Authority to withdraw one of its radio advertisements for BetUK, an online sports betting brand.

The Advertising Standards Authority ruled that the respective advert was “irresponsible” and that it could appeal to children. The advert aired in September 2023 and it featured Adebayo Akinfenwa, a retired football player, who spoke about his role as a brand ambassador for BetUK.

However, in the advert in question Akinfenwa encouraged players to gamble responsibly and also made them aware of the various safer gambling tools available on BetUK, including deposit limits, the possibility of setting time-outs and scheduling reality checks.

The Advertising Standards Authority received just one complaint regarding the advertisement’s possible appeal to children. The respective complaint underlined that the presence of a former football player in the advert could present a strong appeal to children and that would put the advert in breach of the BCAP Code.

LeoVegas Rejects Complaint

The online casino and sports betting operator responded to the complaint by saying that it doesn’t believe the advert appeals to children. LeoVegas and BetUK underlined that Adebayo Akinfenwa is now aged 41 and has retired from football for some time, so it is quite unlikely that he is popular with today’s children.

Moreover, LeoVegas and BetUK pointed out that Akinfenwa was not a huge football star back in the day, he spent most of his career in the lower leagues of English football and not in the Premier League. That makes any potential for appeal to children even lower.

Adebayo Akinfenwa does have a clothing range which made him known outside of the world of football but BetUK underlined that it does not include any products for children, so there shouldn’t be any problem there either.

When looking at the social media accounts associated with Akinfenwa, BetUK pointed out that just 8 percent of his total followers on Instagram were under the age of 18, while on Snapchat the percentage went up to 18 percent.

The sports betting operator also underlined that the advert did not feature any content that would normally be associated with children or a childish tone. Moreover, it was played during a radio show that is targeting an adult audience. Radiocentre, the commercial body for United Kingdom radio stations, decided to support BetUK in this case.

Despite the response, the Advertising Standards Authority decided to uphold the complaint because it was found in breach of the BCAP Code, which states that adverts for gambling products must not be likely to be of strong appeal to children or young persons.

Source: “LeoVegas ordered to withdraw “irresponsible” BetUK radio advert“. iGaming Business. March 13, 2024.

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