All around the world #7; a gambling news round-up
This month’s gambling headlines of course mention the black market and taxes – but seem to be shifting from talk to action. Youth protection is a key topic in the US, tax harmonisation is being floated at EU level, and regulators are openly debating whether tighter rules could strengthen the black market. At the same time, the industry is facing renewed scrutiny over how it presents itself to the public.
BetMGM under fire over underage marketing
BetMGM is facing regulatory scrutiny in the US after the Massachusetts Gaming Commission (MGC) alleged that the operator sent thousands of promotional emails to individuals under the age of 21 (the legal gambling age in Massachusetts).
According to the MGC, between April 2024 and July 2025, BetMGM sent promotional emails to 3,803 underage recipients. As if this didn’t look bad enough already, regulators also claim that 19 of the individuals contacted were on the state’s self exclusion list and a further 25 currently in a cool off period.
Of the 96,167 promotional emails sent during the MLB campaign, BetMGM couldn’t confirm the date of birth for over 37,000 of the recipients. Understandably, commissioners have described the alleged violations as ‘egregious’. BetMGM has attributed the issue to a single employee who didn’t follow internal promotional protocols. With a hearing on the horizon, it’ll be very interesting to see how this one plays out.
US lawmakers push for stronger youth protections
Amid the Massachusetts case, there’s broader political concern in the US about the impact of gambling on young people.
In Washington, Senators Katie Britt and Dick Durbin recently called on the CDC (The Centers for Disease Control and Prevention) to study the effects of sports gambling on youth. In New York Governor Kathy Hochul has proposed biometric age verification measures to stop minors from downloading sportsbook apps, as well as penalties for adults who share accounts with those under age.
New Jersey lawmakers introduced bills aimed at restricting push notifications and text-message marketing from operators, with another proposal to prevent gambling companies from offering incentives to customers who have already used responsible gambling tools.
Dutch regulator warns banning ads could strengthen black market
Across the Atlantic, regulators are grappling with a different dilemma. The Dutch regulator, the KSA, has warned that a proposed full online gambling advertising ban could inadvertently strengthen illegal operators.
KSA Chair Michel Groothuizen pointed to data showing that over 60,000 gambling ads were targeted at Dutch users via Facebook and Instagram every month. The problem? Fewer than 2,000 were from licensed providers.
Groothuizen argued that banning licensed operators from advertising online would not eliminate gambling ads, it would simply remove regulated companies from visibility. Trade body VNLOK agreed, stating that more than 95% of gambling promotions identified on Meta platforms in late 2025 were from unlicensed operators.
European parliament explores EU-wide iGaming tax
As well as advertising controls, fiscal policy has also hit the stage in Europe. Victor Negrescu, Vice-President of the European Parliament, has urged Member States to consider an EU-level iGaming levy.
The proposed tax would aim to reduce fragmented national approaches – and generate between €2bn and €4bn annually. The argument is that disparate national tax regimes (ranging from single-digit rates to more than 40%) create distortions and unfair competition. By bringing every country under one levy, it might be easier to identify compliant ‘good actors’ and strengthen enforcement against illegal operators.
Brazil’s tax uncertainty fuels black market concerns
Similar tensions are playing out in Brazil too, where tax uncertainty is having a big impact on operator confidence. VBET’s Ariel Litvac warned that unpredictable fiscal policy and rising tax rates are making it:
- Impossible to plan long term
- More expensive for licensed operators
- Increasingly attractive for illegal operators who do not bear regulatory costs
Brazil’s upcoming elections are expected to bring gambling taxation into much sharper political focus. It’ll be interesting to see how the battle between increasing revenue without strengthening the black market plays out.
IAGR appoints first CEO
The International Association of Gaming Regulators (IAGR) has appointed Kevin Mullaly as its first Chief Executive Officer. The newly created role supports IAGR’s plan to deepen international cooperation and support regulators in tackling shared challenges.
Mullaly brings decades of experience with him. His appointment to this role suggests there’s wide recognition that when it comes to policy, a global approach might be best.
Stake enters Denmark
There’s been a big focus on the black market, but things are moving in licensed markets too. Stake has officially launched in Denmark after securing a 5-year licence for both casino and sports betting.
The company will establish headquarters at Copenhagen’s Parken Stadium, signalling genuine long-term commitment to the region. The launch reinforces Denmark’s reputation as a regulatory success story, in that clear rules can provide stability for the operators willing to comply.
Great Britain’s GGY reaches £4.3bn
The UKGC’s latest figures show that Great Britain recorded £4.3bn in gross gambling yield (GGY) during the third quarter of 2025.
Despite sweeping reforms like stake limits, affordability checks, and a statutory levy, the country’s regulated market continues to grow. While growth patterns do vary across verticals, the figures really reinforce Britain’s position as one of the most commercially significant regulated gambling markets in the world.
The Star posts AU$109.7m loss
On the other side of the world, Australia’s Star Entertainment Group has reported a net loss of AU$109.7m (US$77.4m) for the six months ending 31 December 2025.
This operator has faced heightened regulatory scrutiny in recent years across multiple Australian states. While the company didn’t frame the update as political, the loss does seem to reflect ongoing operational headwinds.
The figures serve as a reminder that while regulatory tightening does affect marketing practices and tax structures, that’s not all. It also feeds directly into operator balance sheets.
GLI secures accreditation in Argentina
Gaming Laboratories International (GLI) has become the first test laboratory to receive accreditation from Argentina’s Caja de Asistencia Social – Lotería de Santa Fe.
As more jurisdictions refine their licensing frameworks, proper independent testing bodies are becoming ever more important to maintaining compliance and consumer confidence. This milestone in particular, really strengthens the legal Argentine market.
Provocative slots spark ethical debate
Finally, there’s been some concern over the overtly sexualised branding of slot games. Recent slots that have come under fire include Nolimit City’s Golden Shower – no surprise there!
Some developers argue that adult themes are fine as long as the rules around mechanics and transparency are followed, but critics argue that ‘shock-value branding’ undermines the gambling industry’s hard fought image of being a mature and socially responsible sector.
With the legal gambling age being 18, it might be fair to say that anything you could see in an 18+ rated film, or do as an 18+ aged human is fair game. But, industry figures have suggested the need for clearer ethical frameworks that extend beyond technical compliance.
Final thoughts
What stands out this month is the shift in tone around regulatory activity. Youth safeguards are becoming enforcement realities, tax reform is being questioned on a wider scale, and black market risk is now central to policy debate. The global conversation is maturing, perhaps ushering in a new, more united front against unlicensed operators.