A senior Clarion Gaming team led by Director of Industry Insight and Engagement, Ewa Bakun has been invited to speak at the Gaming in Spain conference, organised by Willem van Oort and taking place in Madrid on 26 June.

The presentation which will also see contributions from Clarion Gaming’s Liliana Costa, has the working title AI on ICE – cooperating with the Spanish and global research institutions to understand the impacts of Artificial Intelligence in the sector.

Looking ahead to the event Ewa Bakun said: “The invitation to speak at Gaming In Spain provides a perfect environment to officially introduce the ICE Research Institute  which as part of its remit is funding academic exploration of  AI ethics and applications in the gambling sector.

“As part of the relocation of ICE from London to Barcelona, Clarion Gaming together with Fira Barcelona have agreed a programme of collaboration with the objective of building a legacy which goes beyond the very significant economic impact of staging the world’s biggest gambling technology show in the city.

“An annual investment fund has been allocated with the ICE Research Institute (IRI) offering grants to scientific and academic institutions to fund research on prevention and sustainability.

“The IRI is investing in research that generates hard data and provides a robust scientific base to inform decision making. Working closely with institutional stakeholders both in Spain and on the international stage the ICE Research Institute will promote cross-border scientific cooperation to ensure the ethical adoption of AI in the gambling industry.”

Gaming in Spain founder Willem van Oort, creator of the successful Gaming in Holland and Gaming in Germany communities said: “Gaming In Spain provides essential business intelligence on the Spanish iGaming market and I am delighted to be able to include Ewa and colleagues from Clarion Gaming to provide an update on the work that’s being undertaken by the ICE Research Institute.

“The vision is to foster closer cooperation between research institutions and the industry resulting in evidence-based decisions and debates. The ethical adoption of AI in gambling is arguably one of the most contentious and topical debates impacting the industry and I am looking forward to learn more about the pioneering work being supported by the ICE Research Institute as part of the ICE Legacy Project.”

Incisive comments on the ASA’s recent decision to uphold a complaint against Ladbrokes. Comments are from Felix Faulkner, solicitor at licensing law firm Poppleston Allen.

All licensed operators in the UK must adhere to the Licence Conditions and Codes of Practice (LCCP) issued by the Gambling Commission, which is a set of rules and guidelines established to govern the behaviour of gambling operators. A large section of the LCCP relates to social responsibility, which covers the protection of minors and vulnerable people.

In the case of the Ladbrokes promotion ‘Ladbucks’, the ASA believed the Ladbucks name and appearance could be of appeal to under-18s due to their similarities to the in-game currencies of ‘V-bucks’ from Fortnite and ‘Robux’ from Roblox and the large number of minors who play video games.

The other issue for the Agency was the use of the term ‘lad’, which, while part of Ladbrokes’ name, is typically associated with younger men, including teenaged men/youth.

In a statement upholding the complaints, the ASA commented: “We concluded the name Ladbucks, when considered alongside the imagery and the application of the coin in the ads, was depicted in a manner which was similar to features in video games popular with children. We therefore considered the term in the ads was likely to be of strong appeal to under-18s and breached the Code.”

Operator responsibility

While it is understandable that a brand called Ladbrokes might produce an in-play betting reward token with the term ‘lad’ in it, it is of utmost importance for all licence holders to sense-check a number of things before running a promotion:

• The terminology and naming of products and rewards offers

• Both the historic and current colloquial use of any term they’re considering employing

• Any subsequent advertising based around that

Further, operators must be reminded that the threshold for gambling advertisements under the ASA Cap Code is “likely to strongly appeal to children or young persons…”.

It is evident from the Ladbrokes decision that the ASA believed the close link to Fortnite and Roblox pushed this proposal over the line, and the argued mitigation from Ladbrokes was not enough to defend the case.

Responsible gambling is a fundamental tenet of the Gambling Act, and the remit falls solely in the laps of operators and licence holders to ensure that their marketing and advertisements always adhere to the LCCP and the ASA regulations. It is always better to be safe than sorry.

Oddsgate is now part of the International Betting Integrity Association (IBIA), one of the leading global organizations dedicated to integrity in sports betting.
The decision to join IBIA reflects a simple truth: in a sector shaped by speed and scale, the commitment to compliance, security, and ethical play keeps the foundation intact and the future open.

IBIA represents over 50 licensed operators, encompasses over 125 brands, and monitors over USD 300 billion in annual betting volume. Oddsgate underwent a rigorous audit process to join this trusted network, evaluating everything from governance practices to operational and technological integrity controls.

“Being part of IBIA is more than just a seal. It’s a natural extension of what we believe in and practice daily: responsibility, transparency, and consistency,” says Óscar Madureira, Chief Legal Officer at Oddsgate. “We always consider that our role as a B2B platform goes beyond technical support. We know that, directly or indirectly, we also contribute to the perception and development of the industry. That’s why we take an active stance in promoting good practices across all fronts.”

This achievement adds to a series of recent milestones for the company, like the recognition at the SiGMA Awards Americas 2025 for its work with Brazilian operators, earning two new ISO certifications, and strengthening its educational initiatives with internal teams and external partners.

Global Outlook: the impact of initiatives like IBIA

According to projections from IBIA itself, the regulated sports betting market was expected to reach USD 94 billion in global gross gaming revenue (GGR) in 2024, with 65% of that total (USD 61 billion) generated online. By 2028, estimates point to USD 132 billion in GGR, with over 70% (USD 93 billion) coming from digital channels.
Football remains the main driver of this growth, expected to account for 56% of global GGR in 2024, reaching USD 53 billion. Moreover, between 2017 and 2023, 99.96% of events monitored by IBIA showed no signs of manipulation, reinforcing the strength of its integrity monitoring system.

In Brazil, a key market for Oddsgate, onshore GGR is projected to reach USD 2.8 billion by 2028, as long as public policies do not restrict sector development. Otherwise, up to USD 18 billion annually may be diverted to offshore operators, undermining revenue and regulatory control.

Technology serving integrity
For Oddsgate, integrity starts with product architecture and extends across the user journey. The company’s commissioned study, Gate to 2050, had already anticipated this vision: the industry’s future will increasingly be shaped by technology applied to responsibility.

“As the sector grows, so does our responsibility to protect users, which requires ongoing action,” Óscar emphasizes. “We’re aware of the risks, but even more committed to the solutions. With technology, training, and international cooperation, we can make safe gaming the standard rather than the exception.”

The study points to the next generation of platforms equipped with real-time monitoring systems capable of identifying risky behavioral patterns, triggering automated interventions, and collaborating with mental health professionals. Technologies such as RegTech and blockchain are set to play a decisive role in compliance, simplifying audits and strengthening operational traceability.
Ongoing Commitment

By joining IBIA, Oddsgate steps into the frontlines of an industry in transformation. Where integrity is non-negotiable, technology drives accountability, and regulation isn’t a limit, but a launchpad.

As part of this effort, it offers in-depth content on integrity, compliance, and other key topics shaping the future of iGaming. Gate To 2050 is also an invitation to reflection and action for all who share the same commitment to transforming the market.