With enhanced regulation creating new challenges for Malta-based gambling companies, operators and affiliates find it increasingly difficult to maintain marketing compliance across all platforms and channels.
Companies such as the UK-based Rightlander, offer tailored solutions with industry-specific systems designed to reduce the time and risk associated with manual compliance monitoring.
Companies falling foul of enhanced compliance regulations
Malta has long been popular with online casino operators due to its relatively low taxes and abundance of business opportunities.
Companies such as Genesis Global, Mr.Green, GiG (Gambling Innovation Group), and Kindred Group were forced to alter their business practices. Meanwhile, CZ Holdings has voluntarily relinquished its licence allegedly to avoid a UKGC enquiry. Similarly, Casumo was among several online casino operators receiving heavy fines (six figures, in this case) for violations.
Many online casino companies based in Malta originate elsewhere and hold gambling licences from the Malta Gaming Authority, the United Kingdom Gambling Commission, and Canadian authorities, all of which continue to tighten restrictions on compliance for operators and affiliates. Operators must not only ensure every piece of content and communication they put out matches the compliance guidelines for each country but that the same is true of their affiliates and stakeholders.
Big fish edging out the minnows
Multi-asset gambling groups such as Bet365 have resources to monitor their various marketing channels and affiliates and the capital to absorb any financial penalties.
Smaller online casino operators do not have this luxury. Their lack of resources increases the risk of compliance breaches and the likelihood of being hit by a substantial fine. Depending on the amount,…