Fact-based insight for the industry.
Featured Article
Laws, Requirements, and the New Meaning of “Reasonable Measures”
Since 2020, the idea of “reasonable measures” in online gambling has expanded from basic age checks and reactive controls to a dense web of obligations: risk‑based KYC and AML under EU and national rules, sanctions and access controls, data‑heavy monitoring for safer gambling, and stricter marketing standards to protect children and young adults.
At the same time, privacy and data‑protection laws such as GDPR constrain how far profiling, geolocation, and retention can go, and each jurisdiction builds its own stack of rules on top of shared risks.
The result is a moving target: regulators have narrowed what is acceptable, but the exact line of what counts as “reasonable” still depends heavily on where the player sits—and which regulator is asking the question.
Many roads to “reasonable”: regulators are narrowing the range of acceptable approaches, but each jurisdiction still charts its own route.
BUSINESS
FACTS, SHIFT AND FORESIGHT
Stay ahead with clear, evidence-backed reporting on market changes, technology advances and the strategies defning tomorrow’s iGaming.
Business
Social Media, AI, and the Psychology of Play
Modern casino marketing: A live dealer introduces the game, while the AIDA system —attention, interest, desire, action— remains vital for engaging players across new digital channels.
Business
Old Rules, New Channels: Decoding Persuasion in iGaming Marketing
A new look at how old school trust and new tech rewrite the marketing playbook.
The risk of decision fatigue grows with every choice — each new offer, nudge, or message depletes mental resources, increasing the chance of poorer, riskier decisions.
Business
Decision Fatigue Raises the Stakes in iGaming Marketing
The transition from traditional persuasion (Cialdini’s principles) to personalized, automated, and always-on digital techniques
Live dealer at a blackjack table, demonstrating the essential human element in iGaming marketing as technology blends personalization with player protection.
Business
Human Touch, Digital Reach in iGaming Marketing
The Paradox of AI-Powered Marketing in iGaming: Can Technology Drive Engagement While Protecting Players?
Safer gambling prompts now appear at critical moments during play—session timers, deposit alerts, and reality checks that pause engagement to encourage player reflection and control.
Business
Safer by Design: How iGaming Marketing’s Strategy Became Slowing Down
When Friction Becomes Competitive Advantage—How the Industry Rewrote Its Profit Playbook
EDITORIAL REVIEW
WHERE EVIDENCE SHARPENS YOUR UNDERSTANDING
Stories that cut-through noise. Fact lead exploration of industry trends, research, reforms and what’s beneath the headlines.
Editorial review
Series on: How the state was marketing gambling in Sweden from 1980 – 2025
Four in-depth articles take you on a journey through the history of state-driven gambling marketing in Sweden—from the heyday of the monopoly in the 1980s, through the first signs of liberalization in 2004, to the landmark marketplace regulation of 2019 and the closing of Casino Cosmopol in 2025.
Bellmanlotteriet Launch—Historic Swedish Lottery, Source Svenska Spel
Editorial review
Selling the Dream: Gambling Becomes the Heart of Swedish Home Life, 1890s–1949
When betting slips became as familiar as coffee cups, Sweden’s government pioneered state-sponsored marketing—turning games of chance into everyday rituals at the center of family life.
Swedish Gambling History launch of Lotto, Source: Svenska Spel
Editorial review
Big Dreams, Bigger Budgets: How Sweden Marketed Gambling, 1950–1980
How did Sweden’s state monopoly transform gambling into a national ritual—turning Lotto into household comfort, while marketing assured Swedes their ticket was a stake in civic progress?
Eurojackpot—Lottery Draw Broadcast, Source: Svenska Spel
Editorial review
Commercial Fever—Deregulation and Digitalization Redefine Gambling Marketing, 1981–2000
Saturday Lotto drew families to the TV, “Lotto-Åke” became a cult icon, and instant games made winning feel like a household tradition. But as the new millennium loomed, foreign betting sites, changing laws, and the promise (and peril) of EU membership.
Closing: Casino Cosmopol,Stockholm. Roland Magnusson/Alamy
Editorial review
From Monopoly to Marketplace: Sweden’s Gambling Marketing Revolution, 2001–2025
Familiar kitchens still glowed in Triss and Lotto adverts, but the hum of smartphones, the banner ads, and online jackpots signaled a new era. Monopoly gave way to pluralism: nostalgia, risk, and responsibility were all up for grabs.
REGULATION
FACT-FOCUSED, CLARITY FOR THOSE WHO NAVIGATE CHANGE
Get the facts on legislative updates, compliance demands, and regulatory impacts—crafted for operators, experts, and anyone who needs to know what’s next.
Featured Article
Prediction markets: When bets become commodities
Prediction markets have moved from university labs, offshore sites, and crypto experiments into the orbit of regulated US finance and gambling.
Kalshi, a CFTC‑regulated exchange for event contracts, now lists markets on elections, macro data, and major sports under the Commodity Exchange Act. Trump Media’s Truth Social plans to launch ‘Truth Predict’ on Kalshi’s infrastructure with Crypto.com’s US derivatives arm, and DraftKings and FanDuel have exited the American Gaming Association as they develop their own prediction‑style products, indicating that large sportsbook brands are actively exploring this format alongside their state‑licensed operations.
A Kalshi advert on a New York street display promotes live election contracts between Trump and Harris, illustrating how federally regulated event‑contract platforms are marketing political markets in public spaces while their legal status is still being contested. Photo by Imago / Alamy.
Regulation
Our series on European Gambling Regulation
A comparison of the UK and Netherlands gambling regulations from 2021 to 2025.
Online betting surges even as overall gambling declines, in the UK
Measuring Gambling Risk — Data Insights from the UK and the Netherlands
VPN usage is a rising digital trend among European online gamblers.
Balancing the odds: UK - Netherlands
FACTS ON: Between 2021 and 2025, the UK’s mature regime kept channelisation high, though new stake limits and affordability checks signal tougher rules. Meanwhile, Dutch channelisation fell below 50% as strict taxes, deposit caps, and ad bans drove players to unlicensed sites, sharply contrasting regulatory outcomes. The lesson: when rules constrain the market more than protect it, regulation risks defeating its own purpose.
UK Gambling participation hits record low
FACTS ON: The UK’s gambling landscape is undergoing a transformation. According to the latest Gambling Survey for Great Britain published on the 22nd of May 2025, gambling participation has dropped to its lowest level since the survey’s inception in 2023, while online casino and digital gambling activity continue to climb. This apparent paradox is reshaping industry strategies, regulatory approaches, and policy debates — across Europe.
Measuring Gambling Harm in Europe
FACTS ON: Across Europe, regulators, policymakers, and industry leaders are grappling with how best to measure and address gambling harm. This article compares the two most influential national gambling surveys: the Gambling Survey for Great Britain (GSGB) and the Dutch NOGA Online Barometer. These surveys do more than count gamblers—they shape public policy, inform industry practice, and set benchmarks for responsible gambling
Navigating Channelisation and Unlicensed Play
FACTS ON: The slow pace of policy reform, shaped by political debate and shifting public opinion, stands in stark contrast to the agility of unlicensed operators. Throughout the article, this gap is illustrated by how enforcement struggles to keep pace with player migration, rising VPN use, and the relentless dynamism of offshore platforms—now the central challenge for European gambling policy.
INTERVIEWS
MEET THE PEOPLE DRIVING INNOVATION AND POLICY
Direct insight from those shaping iGaming’s future—giving you facts, context, and strategy for what comes next.
Featured Interview
The rising complexity of fragmented compliance
Over the past decade, regulation and what “reasonable measures” actually mean have changed almost beyond recognition.
Our editor speaks with Rickard Vikström, Founder & CEO of Internet Vikings, about three linked questions: how fragmentation has become the defining regulatory challenge, how “reasonable measures” have evolved, and why getting the system right matters more than getting every single decision right.
Rickard Vikström, founder of Internet Vikings. Photo courtesy of Internet Vikings
Paula Murphy, Mindway AI – Championing transparency in responsible gambling. June 2025 Photo courtesy of Mindway AI/ Paula Murphy
INTERVIEW
Player Protection Reimagined: How AI and Neuroscience Drive Early Detection at Mindway AI
Inside the partnership of advanced artificial intelligence and neuroscience expertise powering new standards in player protection, risk detection, and responsible gambling.
Distinguished Emeritus Professor of Behavioural Addiction at Nottingham Trent University Dr Mark Griffiths. Photo courtesy of Dr Mark Griffiths
INTERVIEW
Interview with Dr Mark Griffiths: 38 Years of Gambling and Behavioral Addicition Research
A researcher’s perspective on technology shifts, policy development, and effective player protection in modern gambling.
New Series in our regulation category:
Redefining Reasonable: Regulatory Transformation in Global iGaming
Article 2 is out—Laws, Requirements, and the New Meaning of “Reasonable Measures”—A global overview of how 2020–2025 reforms tightened—but did not fully settle—the meaning of “reasonable measures” for licensed operators and their suppliers, and how layered rules on gambling, AML, sanctions, privacy, and marketing now define the real room for manoeuvre.
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Article 3 – Article 3 – The Operator Response: Adaptations, Costs, and Market Outcomes
Stay tuned as we unpack how leading operators, regulators, and new tech are reshaping compliance, privacy, and market dynamics for 2026 and beyond.
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Our mission
iGaming Review brings clarity and fact to every page. We report what matters—no jargon, just evidence and perspective that broaden your view. Fact-based, relevant, and written for those shaping iGaming’s future.