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Slovakia: How iGaming sites can build traffic
Are the Slovaks about to liberalize their iGaming market? Is it worth it to wait for any new laws? This deep-dive into the Slovak market takes a closer look at the reality on the ground and how you can profit from it.
This year in May, the Slovak government announced a planned liberalization of its restrictive iGaming laws.
This change would abolish the current state-owned monopoly on online casinos and it is hoped it will attract foreign operators. The plan is still in its early stages, but the detail released so far suggests the change will come into force in 2019, with a planned 23% tax on revenue.
What this deep dive will cover
We will go behind the headlines and cover the current market situation in Slovakia as it really is.
From the domestic players, to international operators, to the best-performing affiliates, you will see who is making money in the Slovak market right now.
We are also going to look at potential marketing strategies for those who want to build traffic from Slovakia.
Who this deep dive is for
If you are an operator who is considering applying for a licence, then you should read this.
If you are an operator or affiliate who has been scared away from the Slovak market by news reports of IP-blocks, payment processor bans, and €500,000 fines, then you should definitely read this.
But first a legal disclaimer
I am just a Slovak-speaking iGaming/marketing geek and not a lawyer, so none of the information below should be seen as legal advice—it isn’t. These are just my observations on Slovakia and iGaming.
Make sure to get proper legal advice before entering any grey market like Slovakia, Czech Republic or Hungary.
The legal situation today (June 2018)
Only the state-owned monopoly Tipos is permitted to run an online casino, which it does alongside a sportsbook and a lottery product.
Operators with a land-based betting business may also run online sportsbooks, and there are a number of Slovak and Czech betting firms which offer this. These firms currently pay a 27% tax on revenue.
Foreign firms who market to Slovak residents without a licence are named on a blacklist published by the Slovak Ministry of Finance. The list is updated every Monday and can be found here.
The current blacklist is a mixed bag of household names (William Hill, Bet365, Bwin), smaller operators based in the likes of Curacao, and a few affiliates.
As of June 2018, some of the names still on the list have removed any Slovak language options on their site, and yet they still appear there. The blacklist seems to be like the Hotel California—you may check in, but you may never leave.
If the firms do not shut down their websites to Slovak visitors within 10 days of going on the blacklist, Slovak Internet Service Providers (ISPs) must IP-block the website from Slovakia. However, all my technical tests show it is possible to access all the sites on the list while based in Slovakia.
The blacklist also contains IBAN details for each operator. Although there have been some public threats to stop Slovak payment processors from sending payments to these companies, I haven’t heard of this ever happening.
Indeed, there is no mention of any payments ban on the current version of the list.
The Slovak Ministry of Finance also threatens to issue fines to persistent offenders. There is a potential fine of €500,000 for operators and €250,000 for advertisers/affiliates.
Again, we haven’t heard of such fines being either issued or paid. Considering that the Dutch have failed to collect any fines since 2015, it’s probably safe to assume that no international operators have ever paid any Slovak fines.
Proposed changes to the law (by 2019)
The Ministry of Finance has recently proposed ending the state monopoly on online casinos, allowing domestic and foreign firms to seek a licence in the country.
The new proposed tax rate is 23% on revenue. This tax rate might tempt more applications for a licence than the Czech Republic did in 2017 with a 35% tax rate on revenue.
An important note on political risks to new gambling legislation
In general, Slovak political parties see anti-gambling laws as a big vote-winner.
In a further complication, Slovakia has a slightly unstable political climate, with coalition governments ruling almost exclusively since independence. These coalitions of two, three, four or more parties, all with different outlooks on gambling, mean that it’s very difficult to predict what the next government will actually do.
A perfect example of this instability is the recent disagreement between the Bratislava city council and the Bratislava regional government on the subject of banning land-based gambling in the Slovak capital. The next Slovak parliamentary election is due in 2020.
Frankly, basing an iGaming strategy on this proposed law being passed and then staying in place for more than a few months, is highly risky.
The iGaming market in Slovakia today
If you choose to enter this market, you should know what the current landscape looks like, particularly with regards to who the established competition is.
Apart from the state monopoly (Tipos), there are several betting operators with a physical presence in the country, who have a licence to also market a website to Slovak customers.
On top of this, there are plenty of international operators who continue to offer their sites in the Slovak language, including some big names.
Below are the main domestic, government-approved players with sites in the Slovak language.
– Tipos.sk – this is the state-owned monopoly, offering sportsbook, casino and lottery games. The betting odds are reasonably in line with the international market, but as the only licenced company offering online casino in the country, the selection of slot games looks dated and limited.
– iFortuna.sk – offering sportsbook only, this is the online version of a Czech gaming group which has land-based betting shops in Slovakia.
– Nike.sk – offering sportsbook only, the online version of a Slovak gaming group which has land-based betting shops in Slovakia.
– Tipsport.sk – Slovak sportsbook
– Doxxbet.sk – Slovak sportsbook, who also have sites in other countries e.g. Nigeria
On top of these domestic players, there are plenty of international operators which currently offer services in the Slovak language:
– bet365.com (licensed in Gibraltar and soon Malta, offering sportsbook & casino – they are currently on the blacklist)
– kajot-casino.com (licensed in Malta, casino only, currently on the blacklist)
– vulkanbet.com (licensed in Malta, sportsbook & casino, NOT mentioned on the blacklist)
– 1xslot.com (licensed in Cyprus, casino only)
– bohemiacasino.com (licensed in Malta, casino only, NOT mentioned on the blacklist)
– slotv.com (licensed in Cyprus, casino only)
Due to the similarities between Czech and Slovak, it’s easy for Slovak customers to read and speak the Czech language, making websites offering support in Czech a possible option for these customers.
Lots of international sites were scared off the Czech market, but a few still offer this language option, and presumably are of interest to Slovak customers.
Here are a couple you should be aware of: williamhill.com (licensed in Gibraltar, sportsbook & casino); ceskecasino.com (licensed in Curacao, casino only)
Affiliates offering content in the Slovak language
Of course, affiliates also play a key role in Slovakia. Here are the top 5 performing affiliate sites for the Slovak market: mistrcasino.cz; casino-online-sk.com (included on the blacklist); kasino-online-sk.com (included on the blacklist); najlepsiecasino.com; casino-hry.sk.
It’s interesting to note that none of these top-performing affiliates are working with any of the government-approved Slovak-based operators.
Written by: Ivana Flynn for Calvinayre.com. Ivana is a Malta-based SEO Consultant dedicated to helping iGaming operators and affiliates improve their organic search rankings. Her biggest professional passion is using SEO to break into new and tricky markets. In her spare time, she bakes, works out and plays with her cats.
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7-Eleven selects Jackpot.com as their official lottery partner
Online Lottery Courier Service Jackpot.com Announces Exclusive Collaboration with 7-Eleven, Inc.
Jackpot.com will serve as the official lottery courier service of 7-Eleven, Inc., initially launching in Ohio and Massachusetts
Jackpot.com – the online lottery courier service that allows consumers to purchase official state lottery tickets on their phone, tablet, or computer – announced today an exclusive collaboration with 7-Eleven Inc., the largest convenience store chain in the world, to serve as their official lottery courier service.
As part of the collaboration, 7-Eleven customers in Ohio and Massachusetts will be able to sign up and play lottery games and scratchers on the Jackpot.com app or website. The program will initially be launched in over 600 7-Eleven and Speedway stores in Ohio and Massachusetts, with a special launch promotion that gives 7-Eleven customers a free lottery ticket on their first deposit by using promo code, “7Eleven”.
“We’re thrilled to work with 7-Eleven, the leading retailer of lottery tickets in the country,” said Akshay Khanna, CEO and co-founder of Jackpot.com. “Leveraging our technology and innovation, we can provide additional convenience for their customers, while adding an additional source of revenue. A true win-win relationship for all.”
By launching in Ohio and Massachusetts in 2023 and 2024, respectively, Jackpot.com aims at adding another avenue for player convenience with one of the most widely recognized brands in the convenience-retailing space. With a presence in Ohio, the nation’s seventh-largest lottery market, and Massachusetts, whose state lottery produced $1.2 billion in net profit for the Commonwealth during the 2024 fiscal year, Jackpot.com’s collaboration with 7-Eleven represents an added layer of accessibility for players.
Jackpot.com remains committed to responsible play and has significantly invested in protocols by allowing customers of legal age to set spend limits and limits on daily deposits, all while providing access to local and national responsible gambling resources, self-exclusion, self-suspension and automated notifications that offer help should problematic behavior be detected. Jackpot.com is also the only lottery courier service to launch with an iCap certification from the National Council on Problem Gambling.
To learn more, visit jackpot.com. First-time users can also download the official Jackpot.com Lottery App on the iOS or Android App Stores, where available.
The post 7-Eleven selects Jackpot.com as their official lottery partner appeared first on European Gaming Industry News.
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The World Esports Summit 2024 Is Here!
The IESF World Esports Summit returns this December to Busan, South Korea. Hosted at the Busan Esports Arena (BRENA) from December 5-6, the Summit will bring together prominent figures from Esports, global brands, government officials, and sports executives for a deep dive into the current Esports trends, its rapid transformations, and future challenges.
This year’s theme, “Building Bridges, Not Barriers, Through the Power of Esports,” will highlight the role of Esports in uniting cultures, ideas, and industries. Under the slogan “We Empower Success,” the
Summit provides a great platform for Esports experts to engage in meaningful discussions and sessions, sharing their insights on trends and presenting forward-looking ideas for our industry.
The event, strategically timed at the close of the competitive season, presents a perfect environment for reflection on the year’s biggest events, industry shifts, and the next steps for Esports. Attendees can follow the expert’s perspectives on topics like:
- (R)Evolution in Esports
- East Meets West
- Esports Integrity: The Role of Referees
- The Rise of International Esports Competitions
- (In Korean) Korea’s Secret Sauce etc.
Also, featured at this year’s event are the IESF World Esports Training Camp and the World Esports Referee Academy.
These are very important IESF programs that are aimed at advancing the skills and professional standards of the next generation of Esports leaders.
Join us in Busan for two days designed to inspire, connect, and empower the international Esports community.
Registration for the World Esports Summit is free and open to all interested attendees.
To register, please complete our online registration form: iesf.formstack.com/forms/wes2024_participation_registration
See you in Busan!
The post The World Esports Summit 2024 Is Here! appeared first on European Gaming Industry News.
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Akhil Sarin CMO at Easygo named as key note at ICE Esports Conference
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Through these strategic alliances he has amplified Stake’s brand presence at the same time as creating unique, immersive player experiences, in the process setting new industry benchmarks.
Announcing the high profile speaker Will Harding, Head of Esports at Clarion Gaming said: “Securing Akhil Sarin as EGC key note at ICE Barcelona represents a remarkable opportunity for our attendees to gain invaluable insight into cutting-edge strategies in digital and influencer marketing .
“Akhil’s expertise with Stake and Kick.com embodies the forward-thinking, innovative approach that defines the digital marketing landscapes. His participation underscores the calibre of knowledge-sharing that we are committed to delivering at ICE and he is sure to both inspire our attendees and elevate their strategic perspective.”
Looking ahead to ICE Barcelona, Akhil Sarin stated: “Collaborating with Clarion Gaming at ICE Barcelona is an exciting opportunity to showcase Stake’s journey and continued focus on bold partnerships and creative marketing strategies that resonate with audiences.”
He added “The EGC is a vital platform for exchanging transformative ideas and shaping the future of gaming and entertainment. I look forward to discussing Stake’s vision and collaborating with industry leaders to inspire growth and innovation across the sector.”
The post Akhil Sarin CMO at Easygo named as key note at ICE Esports Conference appeared first on European Gaming Industry News.
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