The global iGaming sector has shifted. Executives now rate regulation and compliance above all other concerns. Firms are moving away from rapid geographic expansion and focusing on holding and strengthening positions in markets they already serve.
Top concerns (survey snapshot)
- Regulation and compliance: 19%
- Competition: 17%
- Responsible gaming: 13%
Where rules are tightening
Regulatory changes are widespread and varied by region. Examples include:
- India — New law banning money-based online games and collapsing the skill vs chance distinction with steep penalties.
- Philippines — Restrictions on offshore operators while lowering GGR tax for local licence holders.
- United Kingdom — Limits on bonus offers with wagering caps to curb exploitative promotions.
- Netherlands — Ban on sports sponsorship by iGaming operators.
- Brazil — Formal regulation with an 18% tax on GGR and restrictions on money symbols in ads.
- Colombia — New VAT on player deposits to boost taxation.
Big tech and platform policy shifts
Regulation is not only state driven. Major platforms have tightened rules and shifted compliance responsibility to advertisers:
- Google requires Ads Gambling Certification per country and domain and restricts personalised gambling ads.
- Meta moved from a whitelist model to a blacklist placing full legal burden on advertisers.
- Telegram moved from permissive to highly restrictive taking down gambling bots and channels.
Industry response: tech and localisation
To offset rising acquisition costs and tighter marketing rules the sector is investing heavily in technology and local strategies. The top innovation priorities reported are:
- Personalised customer experience: 21%
- New game mechanics: 20%
- AI and machine learning: 19%
Affiliates and AI
Affiliate marketers are among the fastest adopters of AI tools. They use AI to create content detect fraud and automate campaign workflows. Marketing emphasis is shifting to highly localised social media strategies rather than one global playbook.
Outlook for 2026
Experts warn of a phase of severe market selection in 2026. Only companies with strong capital technology and operational agility are likely to thrive. The landscape will reward scale plus the ability to adapt quickly to fragmented local rules.
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