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The European Gaming & Betting Association (EGBA) has launched an all-new pledge which establishes standards for responsible influencer marketing across the gambling sector.
The framework includes three core pillars which will apply to all forms of influencer content, including live streams, stories, posts, videos, and any digital content formats.

We’re pleased to have launched the Responsible Influencer Marketing in Online Gambling Pledge.
This pledge will be implemented through EGBA members’ marketing practices.
Read more: https://t.co/1D0ZS8VBUZ
1/3 #InfluencerMarketing #ResponsibleAdvertising pic.twitter.com/iifrEFvWTY
— EGBA (@EUgambling) October 21, 2025

One of the major parts of the pledge is the ‘Enhanced Advertising Standards’ category, which introduces rules and guidelines on transparency and age-gating mechanisms to prevent minors from accessing influencer marketing content for online gambling.
The Pledge on Responsible Influencer Marketing in Online Gambling was created in collaboration with the European Advertising Standards Alliance (EASA) and is the first industry-wide set of influencer marketing standards in Europe’s gambling sector.
The trade association says this marks “a significant step forward in addressing the fast-paced evolution of online marketing, particularly the growing use of influencers in the gambling industry.”
What does the EGBA pledge on responsible influencer marketing include?
The ‘Enhanced Advertising Standards’ section aims to build on the EGBA Code’s prohibition of gambling market content appealing to minors by introducing content moderation requirements and audience demographic checks.
Another pillar is the ‘Influencer Selection Criteria’ which is where EGBA members are to commit to working exclusively with influencers who have been screened for responsible marketing conduct and who abide by advertising standards and legislation.
The members of the association are urged to use training programs to ensure the influencers they work with remain on top of the latest regulatory and self-regulatory developments for advertising.
The final core pillar is ‘Independent Monitoring and Compliance’ whereby EGBA members commit to regularly monitoring their influencer marketing content by independent entities and to promptly remove any content that is non-compliant with the pledge.
The Secretary General of EGBA, Maarten Haijer, explained more about the introduction of the pledge: “As the online advertising landscape continues to evolve, we’re proud to lead the industry with the first comprehensive standards for influencer marketing in Europe’s gambling sector.
“This pledge demonstrates our members’ commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships.”
Featured Image: AI-generated via Ideogram
The post EGBA launches influencer marketing pledge, with minors to be protected appeared first on ReadWrite.

The sports technology company Sportradar is the latest to be awarded a gaming-vendor license in the UAE.
The company joins a growing list since the General Commercial Gaming Regulatory Authority (GCGRA) was established in the UAE in September 2023, with this being the federal executive agency responsible for regulating and overseeing commercial gaming in the United Arab Emirates.
According to the GCGRA website, it aims to “drive sustainable growth by cultivating world-class commercial gaming operations and implementing efficient regulation, grounded in the principles of integrity, innovation, and responsible practices.”
Since its inception, it has slowly built up its list of license holders and Sportradar is the 17th addition under the gaming-related vendor section. It’s these licensees that are authorized to do business in commercial gaming in the area.
While gambling is a sensitive issue and mostly illegal across the conservative Muslim Gulf region, economic competition has influenced major change. The Australian gambling supplier Aristocrat was the recipient of the inaugural vendor license, with it able to provide its land-based electronic games machines and online gaming products to approved commercial operators in the Gulf state.
Others on the list include Novomatic, Light & Wonder, Konami Gaming, Hub 88 Holdings, IGT Global Services Limited, and more.
Who is Sportradar, the latest to be given a UAE license?
The Sportradar Group is a sports technology company that provides sports federations, news media, consumer platforms and sports betting operators with a range of products and services. It closely covers ‘close to’ a million of events annually across all major sports.
Although founded in 2001, the company appears to have made significant strides over the last few years with a number of major partnerships having been announced or extended. At the beginning of the year, in February, its deal with Major League Baseball (MLB) was extended as they expanded on the duo’s decade-long partnership.
Its other partnerships include UEFA, FiA, NHL, ATP Tour, NBA, NASCAR, UTR Pro Tennis Tour, European Handball Federation, and more.
Featured Image: AI-generated via Ideogram
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The operator bet365 and gamification specialist Low6 has announced it’ll be expanding its offering into Arizona and the LATAM market of Mexico, after seeing strong performance.
It’s the Over/Under free-to-play (F2P) game which will be introduced into those areas, after the results in Canada and multiple U.S. markets have been praised.
Described as ‘another milestone’ moment in the ongoing partnership between the two companies, they emphasize how this highlights the “growing role of free-to-play experiences in driving brand favoritism, acquiring casual fans, and ultimately increasing player lifetime value (LTV) through innovative product enhancements.”
“We’re thrilled to extend our partnership with Low6 into Arizona and Mexico,” said Trip Stoddard, bet365 Vice President of Sportsbook Experience in a press release.
“Arizona becomes the thirteenth US state where players can enjoy free-to-play gaming and it’s now an important part of our sports product. Over/Under has exceeded our expectations for user retention, engagement, and conversion—proving that F2P titles can play a major role in enhancing the overall customer experience for the next generation of sports fans.”
Low6 and bet365 have more countries they’ll be expanding into in 2026
The game is aimed towards fans of the NFL, NBA, MLB and NHL, with users able to select multiple player props and opt-in to predict between three to 10 markets per entry. When the selections have been made, they can be ported via an integration into the bet365 slip.
When discussing the need for continuous product innovation, the CEO at Low6, Josh Turk, said: “The next generation of players interact with sports markets differently than their predecessors. They demand less noise and a simpler, intuitive UI experience.
“Visual tools like the Over/Under Free-to-Play game provide a personalized step-by-step journey to constructing their real-money SGPs from a foundational F2P experience”.
The companies have also announced they plan to expand into additional U.S., LATAM and European markets next year.
Featured Image: Via Low6
The post Bet365 and Low6 announce expansion into Mexico and Arizona appeared first on ReadWrite.