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.

SOFTSWISS continues to strengthen its focus on player-centric innovation by rolling out two updates to its Game Aggregator, the largest content hub with a portfolio of over 30,000 games. These updates – a mobile-specific UI feature and a scalable AI-powered localisation system – aim to enhance accessibility, personalisation, and user experience.

While mobile gaming has long been the leading channel for iGaming engagement, evolving player expectations and regional diversification continue to shape the development of new tools and features. According to data from H2 Gambling Capital, iGB’s principal data partner, mobile gaming is projected to grow at a 14.9% annual rate in iGaming. In 2024, 59.5% of global mobile gross win came from betting, while 31.5% was driven by casino games. The same source indicates that casino games are projected to outpace betting in growth, with a compound annual growth rate of 18%, compared to 14% for betting.

SOFTSWISS’ Mobile UX control gives operators more control over how games appear on mobile devices. Previously, some mobile games launched in full-screen mode by default, hiding the casino interface and key navigation elements such as the exit button. Now, operators can request the deactivation of this automatic full-screen mode. This change allows the casino interface to remain visible, supporting brand consistency and improving overall usability for mobile players.

The second update, the AI Localisation Tool, is now available in the Game Aggregator’s back office. The new “Localisation” tab enables instant content translation into multiple languages. Operators can review, edit, and set default language versions for each region, streamlining the launch of regional campaigns and significantly reducing manual work. This feature is compatible with both desktop and mobile content, ensuring a consistent, localised experience for players worldwide. By combining AI efficiency with the flexibility to refine translations, operators can ensure their messaging is relevant, compliant, and on-brand in any market. Localisation has been highlighted as one of the key trends shaping iGaming in 2025, according to the iGaming Trends Report by SOFTSWISS.

The SOFTSWISS tool empowers brands to scale faster and deliver compliant, engaging content tailored to regional audiences, aligning with what industry analysts view as a critical success factor for the coming year.

“As SOFTSWISS grows globally, we encounter a wider spectrum of player needs, regulatory frameworks, and device usage patterns. Mobile-first development and localisation have long guided our Game Aggregator strategy. With these updates, we empower our partners to scale faster and deliver more relevant, high-performing experiences,” said Tatyana Kaminskaya, Head of SOFTSWISS Game Aggregator.

The SOFTSWISS team will be available to discuss the latest trends and explore collaboration opportunities in iGaming at iGB L!VE 2025, held on 2–3 July in London.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS complies with a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.