Ireland’s gambling market is set to go through a considerable change next month, as the 2024 Grambling Regulation Act comes into force, updating a decades old regime.
It is undoubtedly going to create a shift and cause uncertainty in the market, which is placing player protection at the heart of the framework.
Amid these changes, SBC News caught up with MyBettingsites Ireland website manager Nick Albert who has been monitoring the situation in Ireland with a close eye. With marketing coming under the spotlight in this new regime, Leadstar Media’s Irish brand has been acting to remain compliant and competitive.
Albert suggested that the new regulatory landscape could be a driver of a more competitive landscape, particularly when compared with the neighbouring UK.
How big of a market is Ireland for Leadstar Media, with gambling being a real cultural pillar in the nation?
Having a presence in the Irish market had always been a priority for Leadstar Media, even before the launch of MyBettingSites.com/ie in 2002. We’d always been excited by the potential of the Irish market, especially given how passionate Irish people are about sports and how deeply rooted gambling is in the country.
Betting and sport go hand in hand in Ireland, just as it does in the UK, where we were already active, so entering the market was a bit of a no-brainer in many ways.
And while the incoming regulatory changes may pose challenges, we believe Ireland’s strong interest in sports and sports betting will ensure that Ireland remains an important market for Leadstar going forward.
The 2024 Gambling Regulation Act updated a decades-old regulatory framework. How have both operators and affiliates had to adjust to this new landscape?
With the existing licensing system being phased out and the new licenses issued by the GRAI taking effect from 1st July, it’s fair to say the market is in a transitional phase.
There’s still a fair amount of uncertainty regarding how certain aspects of the new Act will be applied, but we’re looking forward to seeing what will transpire and, of course, act accordingly.
Core to the Act is the restrictions placed on advertising, including watersheds and social media advertising being ‘opt-in’. How does this impact marketing strategies for operators, and what has Leadstar Media had to do to work around these restrictions?
The new restrictions have yet to come fully into force, but when they do, it’s likely we’ll see operators shift marketing budgets away from mass-market advertising aimed at new customers and toward direct communications focused on existing members and loyal customers.
Given how much operators in Ireland have always focused on acquiring new customers, the restrictions are likely to have a significant impact on all involved, although the true extent of this remains to be seen.
However, while new customer offers have been crucial in driving traffic and increasing visibility on MyBettingSites.com/ie for some time, we’ve recently repositioned our product in the market with the upcoming restrictions in mind.
Our focus today is not only on new customer offers but on providing a service that incorporates all the latest developments in the Irish betting industry.
This includes news of bookmaker launches, regulatory changes, newly launched existing-customer promotions, and brand-new features added to sportsbooks.
In doing this, we now provide a one-stop service for Irish bettors seeking information about the online betting industry in the country.
There are also measures in place to protect you and vulnerable consumers in Ireland. What is Leadstar Media’s responsible gambling policy across your Irish and wider European brands?
In addition to reminding users of general safe gambling practices, including deposit limits, time limits and self exclusion programs, much of our focus on MyBettingSites.com/ie centres on reinforcing the message about the benefits of licensed sites and the dangers of illegal operators.
As we know, the Irish market has operated under a set of rules unfit for modern times for many years, which has led to the lines between licensed and unlicensed betting sites becoming somewhat blurred.
However, through on-site articles and explainers, we’ve sought to raise awareness and educate users on how to recognise a legitimate site, a task that will become even more necessary as the new licensing framework is implemented.
Highlighting low-deposit betting sites and those that accept legitimate payment methods are also ways we’ve looked to promote responsible gambling and ensure users gamble safely.
Regardless of the product or country, Leadstar’s approach to safe and responsible gambling is the same. Each of our websites emphasises the importance of responsible gambling measures and provides information on market-specific issues that help protect players.
How does Leadstar Media demonstrate its commitment to compliance and being a trustworthy partner in Ireland?
Whether we’re promoting a new brand or a new bonus on MyBettingSites.com/ie, we’re dedicated to ensuring we meet our partners’ compliance requirements at all times.
To do this, we ensure that all published content is transparent and regularly reviewed. If, for example, we’re highlighting a bonus, it’s stated clearly, with the terms and conditions and accepted payment methods provided alongside, and each bonus is monitored frequently to ensure it is accurate and up to date.
In addition, we inform users of the nature of our relationship with operators, stating that it is an affiliate partnership in which commissions can be earned.
What are your predictions for the Irish market as the Act continues to be implemented?
Ireland’s gambling industry had been in regulatory limbo for way too long. The outdated laws caused considerable confusion, with many operators unsure where they stood.
But the changes being put in place will bring about a more stable and safer industry for all and remove much of the uncertainty, particularly regarding operator licensing.
The new licensing model is transparent, easier for all to follow, and carries the threat of a financial penalty for those who don’t comply with the new rules. In addition, future education and awareness campaigns by the GRAI should reduce ambiguity between licensed and unlicensed operators, with black market betting sites becoming less visible.
At the same time, it’s important Ireland begins to address the issue of problem gambling – one in 30 Irish adults is thought to struggle with a gambling problem. The restrictions around advertising, targeted inducements and the creation of a Social Impact Fund to help support addiction treatment and research into gambling-related harm, should contribute to a significant reduction in problem gambling cases in the coming years.
It’s also possible that the Irish market becomes far more competitive than it has been, especially in light of the recent tax increases on remote operators in the UK. Medium and smaller operators may view Ireland – with a new regulatory framework, not to mention a similar betting culture – as a more viable alternative to the UK, improving the pool of betting sites Irish bettors can choose from.
All this said, there’s the potential for there to be the odd bump in the road as the new gambling regulations are laid out. But with the new framework replacing one decades-old, this is to be expected.
