ACMA calls for stricter controls on gambling ads during international sporting events

Australia

Nelson Moura

-

May 22, 2025

0

ACMA calls for stricter controls on gambling ads during international sporting events

The Australian Communications and Media Authority (ACMA) has emphasized the responsibility of broadcasters and streaming services to protect Australian audiences from exposure to offshore gambling advertisements during international live sports events.

In a statement, the ACMA highlights growing concerns about the prevalence of gambling ads, particularly those that are inserted virtually or are physically present at venue sites.

According to the ACMA, ‘the existing rules around when gambling ads can be shown during live sport apply to the coverage of international live sporting events that are broadcast or streamed in Australia.’ This includes ads for online gambling services, which may be presented both virtually and physically.

The ACMA acknowledges that various exceptions exist regarding these regulations. For instance, gambling advertisements may be permissible if they are deemed ‘accidental or incidental to other content,’ provided that no benefit was received for airing them. Additionally, ads that broadcasters did not add to the feed and cannot reasonably remove may also fall under these exceptions.

However, advancements in advertising technology have introduced new techniques, such as the insertion of virtual gambling ads alongside traditional physical ads. The ACMA notes that these innovations ‘were not contemplated when the exceptions were developed.’

This has led to an increase in the prominence of such ads during recent international sporting events, raising concerns about whether they exceed what was originally expected as an ‘incidental accompaniment to other matter.’

The ACMA stressed the importance of these issues, especially concerning offshore gambling services: ‘This type of advertising is cause for community concern.’

In light of these developments, the ACMA has outlined specific expectations for broadcasters and online content service providers. They are urged to take proactive measures to secure alternative feeds that do not include any gambling advertisements, particularly those related to offshore services.

If a clean feed is unavailable, broadcasters should work towards implementing solutions—whether through contractual negotiations with feed suppliers or technical methods to remove or overlay ads.

Furthermore, the ACMA requires that broadcasters maintain documentation of these actions for review. ‘We will assess each matter on a case-by-case basis,’ the authority stated, reiterating its commitment to monitoring the situation closely. A key message from the ACMA is clear: ‘If a gambling service cannot be provided to Australians, it should not be advertised here.’

As the landscape of sports broadcasting evolves, the ACMA noted that its guidance aims to safeguard Australian viewers from the potential harms of gambling advertising, ensuring that responsible practices are upheld in the industry.

Despite these gains, Suntrust reported a net loss of PHP84.33 million ($1.5 million), an improvement from a loss of PHP256.10 million ($4.6 million) in the same quarter last year, a 67 percent reduction in losses. The loss attributable to parent equity holders was similarly reported at PHP84.21 million ($1.5 million).

Current assets decrease

For the period, the company reported total assets of PHP54.94 billion ($987 million), reflecting a modest increase of 1.34 percent from PHP54.21 billion ($$974 million) at the end of 2024.

Current assets, however, decreased significantly by 36.84 percent, dropping to PHP4.04 billion ($73 million) from PHP6.39 billion ($115 million), indicating a tightening of liquidity.

On the liabilities side, total liabilities rose to PHP46.49 billion ($836 million), marking an increase of 1.84 percent from PHP45.65 billion ($825 million). Current liabilities also experienced an uptick of 20.31 percent, reaching PHP2.25 billion ($40 million).

This rise in liabilities has contributed to a retained deficit of PHP4.71 billion ($84 million), widening slightly from PHP4.63 billion ($83 million).

Mainland China remained Macau’s largest source market. Visitor arrivals from the mainland rose by 22.4 percent year-on-year to 2,126,212 in April. Among them, 1,064,231 arrived under the Individual Visit Scheme, up by 34.1 percent. Additionally, 149,359 traveled under the “one trip per week” measure, 43,278 under the “multiple-entry” measure, and 18,015 under the “tourist group multi-entry” measure.

The Greater Bay Area continued to drive growth, with visitor arrivals from the nine Pearl River Delta cities climbing by 34.5 percent year-on-year to 1,066,367. Zhuhai led the surge with an impressive 63 percent increase in visitor numbers.

Visitors from Hong Kong reached 659,844, an increase of 13.4 percent, while arrivals from Taiwan grew by 4.4 percent to 76,721.

International markets show mixed results

International visitor arrivals totaled 230,014 in April, up 10.4 percent year-on-year. Southeast Asian markets posted varied results: the Philippines recorded 43,097 visitors, up by 20.2 percent; Thailand had 20,463 visitors, up 24.1 percent; and Indonesia received 19,656 visitors, a slight increase of 0.4 percent. In contrast, Malaysia and Singapore saw declines, with 14,776 and 7,888 visitors respectively, down by 17.6 percent and 8.7 percent.

India stood out in the South Asian market, with arrivals rising 50 percent year-on-year to 12,485.

Among Northeast Asian markets, Japan recorded 8,646 visitors, a 4.1 percent increase, while South Korea registered a slight drop of 0.7 percent to 37,215.

Visitor numbers from the United States showed modest growth, rising 4.3 percent year-on-year to 13,429.

US-based gaming operator MGM Resorts International has signaled its interest in investing $3 to $5 billion in a casino resort project in Bangkok, but emphasizes Thailand will need to establish “competitive” tax rates and reasonable local access policies to create a sustainable integrated resort (IR) model.

This is the first time international gaming operators have disclosed the potential investment amount, even though it is still at a very early stage of preliminary estimation.

Ed Bowers, president of global development at MGM Resorts, told the Bangkok Post that new countries embracing integrated resort investments need to remain competitive with regional players, particularly regarding casino taxation structures. Singapore, which MGM views as a successful model, maintains an average tax rate of 17 percent on gross gaming revenue, while Macau and Japan impose significantly higher rates at 40 percent and 30 percent respectively.

“Integrated resorts not only have a significant impact on economies and tourism, but they also help to eliminate existing problems related to gambling,” Bowers stated, emphasizing the potential economic benefits of regulated gaming.

In March last year, a draft bill by a parliamentary committee set 17 percent gaming tax in Thailand, but so far there is no definitive number confirmed from a legislative perspective.

Local access policies present challenges

The MGM executive highlighted the critical importance of allowing reasonable local access to casino facilities, pointing to South Korea as a cautionary example.

In South Korea, all but one casino property are prohibited from receiving locals, which has made the gaming industry more vulnerable as it can only rely on foreign visitors. The executive referenced INSPIRE Entertainment Resort, without mentioning it by name, noting that such policy has caused financial struggles for the casino resort, which eventually resulted in it being put up for sale due to insufficient revenue generation.

“It is essential governments understand the fundamentals of how the casino business works,” Bowers noted, advocating for evidence-based policy development. He suggested Thailand’s entry fees for locals should not exceed Japan’s rate, which plans to collect approximately JPY6,000 ($41.7) per local visitor at its developing casino properties.

At this point, Thai authorities are still evaluating the THB50 million ($1.5 million) deposit requirement for local gamblers, which has been a more controversial point in the gaming law for investors.

Thailand with the potential to become the world's third-largest gaming market

Bangkok in focus as prime location

MGM’s interest specifically targets Bangkok due to the capital city’s ability to attract foreign tourists. The company believes a major metropolitan area like Bangkok could potentially support up to two casino resorts, though Bowers suggested one large integrated resort would likely be sufficient.

The company’s location preferences center on areas with substantial population density, convenient airport access, robust public infrastructure for tourists, and iconic settings that naturally draw visitors.

In March this year, the special committee overseeing Thailand’s entertainment complex project announced Bangkok, Chon Buri, Chiang Mai, and Phuket as the first four locations for development. Thailand plans to issue between five to eight entertainment resort licenses in the country.

Higher minimum wagers at Macau casinos contribute to heightened levels of debt

Casino floor space and development plans

Regarding Thailand’s draft entertainment complex legislation, which limits casino floor space to 10 percent of total development area, Bowers indicated this appears reasonable. He noted that MGM typically prefers a 5-10 percent allocation, though added that proportions should be calculated based on each government’s policies and market demand.

For comparison, Singapore’s two integrated resorts maintain casino spaces under 5 percent of their total available area, while Japan caps casino areas at 3 percent.

MGM Resorts, Osaka IR, Japan — MGM Osaka

In addressing concerns about gambling-related social issues and money laundering, Bowers emphasized that many operators, including MGM Resorts, have established responsible gambling measures. He argued that legalized, regulated casino environments can actually help maintain or reduce gambling problems through responsible gaming programs funded by casino tax revenue.

Beyond gaming revenue, Bowers highlighted how MGM’s developments create significant employment opportunities for local communities, a practice the company maintains when investing in new jurisdictions.

Thailand’s potential entry into the regulated gaming market comes as several Asian countries continue developing their integrated resort strategies, with Singapore’s model allowing its two casino properties to generate gaming revenue six to eight times higher than their Las Vegas counterparts, according to MGM’s assessment.

According to reports, four internationally renowned casino operators, including Wynn Resorts and MGM Resorts, have held or scheduled discussions with the Thai government over the possible development of the country’s first entertainment complexes, with more in line to follow, the country’s Deputy Finance Minister Julapun Amornvivat has revealed. Two operators’ names have not been identified so far.

They noted that the company’s 2028 target exceeds the current Bloomberg Consensus estimate of approximately $1.74 billion. However, this discrepancy may be partially explained by the recent acquisition of Grover Gaming, which is expected to contribute approximately $111 million in adjusted EBITDA.

A central component of Light & Wonder’s growth strategy involves significantly increasing its North American premium install base and global game sales market share by approximately 400 basis points from 2024 to 2028. This initiative falls under the gaming segment, which accounted for about 65 percent of the company’s 2024 gaming revenue.

The company also reaffirmed its 2025 adjusted EBITDA target of $1.4 billion, though Deutsche Bank analysts highlighted that achieving this goal would require approximately 13 percent growth in adjusted EBITDA for the remainder of 2025. This comes after Light & Wonder reported two consecutive quarters with net revenue growth below 4 percent.

From a valuation perspective, based on current market capitalization, first quarter 2025 period-end net debt, plus the recently announced $800 million term loan to finance the Grover acquisition, leaves shares trading at approximately 5.9 times the target 2028 adjusted EBITDA.

Beyond its core gaming business, Light & Wonder outlined growth strategies for its SciPlay division, which represents approximately 26 percent of 2024 gaming revenue. These plans include growing current games above market rates, increasing direct-to-consumer business to approximately 30 percent of revenue by 2028 (up from 11 percent in 2024), and enhancing user acquisition efficiency.

For its iGaming segment, which accounts for roughly 9 percent of 2024 gaming revenue, Light & Wonder aims to increase first-party content share by approximately 300 basis points to over 10 percent by 2028, while also expanding into new markets and increasing omni-channel opportunities.

The Grover Gaming acquisition is expected to contribute to growth through increased device deployment, expanded revenue per device, entry into new jurisdictions including Maryland, Minnesota, and Indiana, and by combining Light & Wonder’s gaming content with Grover’s operating model.

Light & Wonder expects to scale adjusted EBITDA faster than revenue while targeting approximately 17 percent of revenue for R&D and capital expenditure investments.

In August 2024, SOFTSWISS brought together 65 children of its employees in the Masurian Lake District in Poland, known for its compelling nature. The week-long family camp welcomed participants from SOFTSWISS partners’ development centres in Poland, as well as team members from Georgia, Cyprus, Germany, and beyond.

Kids Camp was not just a summer event but a thoughtfully crafted initiative reflecting the company’s people-first values. What set it apart was a mix of custom-developed educational modules, immersive activities, and an inclusive approach to help participants from different cultural backgrounds connect. The children enjoyed a hackathon where they tackled real-world issues, such as flooding problems in Brazil, and created thoughtful gifts for children affected by these disasters.

“One of my favourite aspects of this project was that the activities at the camp were not just about fun and play, but also had an impact, where the children got to experience supporting others,” added Shannon Jones, a jury member of the Eventex Award 2025.

Organising an eco-friendly, cross-border, multicultural event for children and families within a company that operates a hybrid work model was logistically demanding – yet SOFTSWISS was proud to deliver a memorable experience that celebrated diversity, trust, and care.

“Kids Camp is a powerful example of how we care for our team beyond the workplace. It reflects our belief that a supportive culture embraces the whole person, not just the employee. At SOFTSWISS, we truly stand for the value of family, recognising it as an integral part of our people’s lives. This award reaffirms that meaningful, people-first initiatives rooted in care and connection can build stronger teams, lasting trust, and a genuine sense of belonging,” mentioned Liudmila Glasunova, Co-Chief HR Officer at SOFTSWISS.

The Kids Camp reflects a broader mindset at SOFTSWISS – one that values connection, wellbeing, and the everyday experiences that shape a resilient workplace culture. Throughout the year, the company supports its global team through initiatives like Movember and Pink October, mental health programmes, professional development support, as well as corporate events and team fests that bring people together across borders. It’s all part of a lasting commitment to fostering a workplace where people feel empowered, connected, and cared for – both on and off the job.

The Eventex Awards is one of the most well-known celebrationsin the world of events and experience marketing. In 2025, the 15th edition of the Eventex Awards took place. The winners were chosen from 1,239 entries from 59 countries and six continents.

The China Cultural Tourism Pioneer Award 2025 not only affirms MGM‘s Macau 2049 Residency Show as a leading example of innovation in cultural tourism content but also highlights its excellence in reimagining intangible cultural heritage, pioneering technological performance, promoting Chinese culture globally, and achieving high artistic and international standards.

Set against a backdrop of futurism, Macau 2049 integrates dynamic stage architecture, massive LED screens, air fountain, artificial intelligence and biomimetic dirigibles, weaving Chinese intangible cultural heritage into contemporary performing arts.

The award ceremony was recently held in Qingdao, Shandong. Following two rounds of meticulous evaluation by more than 20 leading experts from across China’s cultural and tourism sectors, Macau 2049 distinguished itself with its visionary approach—seamlessly blending traditional aesthetics with cutting-edge technology to transcend conventional boundaries. Representatives of Macau 2049 were invited to attend the ceremony and proudly accepted the award on behalf of the team.

MGM's Macau 2049 Residency Show honored with China Cultural Tourism Pioneer Award

This immersive audiovisual spectacle not only reinforces Macau’s positioning as a “City of Performing Arts,” but also offers international visitors a compelling window into Chinese culture. The show sets a new benchmark for innovation in China’s cultural tourism sector. Looking ahead, Macau 2049 will continue to develop new content, explore more cross-disciplinary collaborations and continue to expand its influence on the global stage.

The award ceremony was held alongside the 2nd China Theme Park Strategic Marketing Summit, which brought together top cultural tourism projects, theme park leaders, immersive experience venues and creative content agencies from across the country. The summit covered a wide range of sectors including cultural performances, integrated tourism complexes and interactive immersive spaces.

Macau 2049 celebrated its 100^th performance on May 14. Since its debut on December 15, 2024, this audiovisual spectacle—seamlessly blending tradition with technology and culture with innovation—has reached a remarkable milestone in just six months. This achievement not only marks the show’s transition into a maturing phase, continually injecting vitality into Macau’s cultural tourism industry, but also highlights the futuristic reinterpretation of China’s intangible cultural heritage and the humanized application of cutting-edge technology to global audiences.

Already well-established in Brazil, inplaySoft’s growth continues with this latest deal, the third such partnership since only the recent BiS SiGMA Americas event in São Paulo, making available to operators and their players an even greater variety of casino games options and contributing to increased player retention.

PopOK Gaming’s Aneta Khalatyan, Business Development Executive, said: “We are delighted with this partnership. It is essential that we continue on this journey, seeking growth alongside companies with values like ours. We look forward to working closely with inplaySoft and continuing to strengthen our work, improving the experiences for our partners and their customer.”

For Valentyn Kyrylenko, CRO of inplaySoft, the values of PopOK Gaming were fundamental to the completion of the deal: “PopOK Gaming celebrate qualities such as uniqueness, diversity and accessibility, which we hold true ourselves and these were a driver of this collaboration. This partnership enables us to continue to grow the portfolio of casino games that we offer our operator partners, giving their players more choice and enhancing retention.”

In a rapidly evolving and highly competitive iGaming industry, true innovation stems from a deep understanding—not just of technology, but of the people it serves. Alex Leese, CEO of Pronet Gaming, shares his belief that the most successful iGaming platforms are shaped by a dual approach, seamlessly integrating B2B strategy with B2C insights.

Having spent over 15 years in executive roles across the gaming sector, I’ve had the privilege of operating on both sides of the industry. From leading the international arm of William Hill, overseeing entries into newly regulated markets in LATAM, to managing B2C portfolios at Offside Gaming and Sportingbet, my path has consistently reinforced one truth: platforms that thrive are those shaped with the player in mind.

When I joined Pronet Gaming in 2019, my aim was to extend our commercial reach into high-growth markets like LATAM and Africa; regions rich in opportunity, but highly diverse in regulation, player preference, and technological maturity. This expansion required more than just technical integration; it demanded a nuanced understanding of local player behaviours, informed by real B2C experience.

That’s where our edge comes in.

Rafiq-Sheikh-Director-of-Product-Delivery-Pronet-Gaming — _{Rafiq Sheikh, Director of Product Delivery, Pronet Gaming}

Our leadership team is deeply rooted in both the B2B and B2C ecosystems. Our Director of Product Delivery, Rafiq Sheikh, brings over two decades of product strategy expertise from industry heavyweights like Playtech, Entain, and Microgaming. His approach blends technical rigour with a user-centric mindset, ensuring that what we build not only performs but resonates. Whether we’re launching a sportsbook tailored to mobile-first users in Kenya or refining our casino offering for Brazil, Rafiq ensures our platform delivery is tightly aligned with our business goals and our partners’ end-user needs.

Gina-Lama-Head-of-Marketing-Pronet-Gaming — _{Gina Lama, Head of Marketing, Pronet Gaming}

This cross-functional fluency isn’t limited to product. Marketing, too, plays a critical role in bridging the B2B-B2C gap. With over ten years of experience in Asia’s entertainment sector, our Head of Marketing, Gina Lama, leads brand strategy and content with the precision of someone who understands what captivates audiences—be it in a packed live arena or across digital channels. Her expertise allows us to shape narratives that speak both to operators and their players, aligning our storytelling with on-the-ground expectations in dynamic regions like Asia.

So, what does this dual-lens approach look like in practice?

It means designing platforms that go beyond functionality to deliver experience. Our localisation strategy ensures operators have tools to tailor content, odds, and offers to their specific markets. It means offering seamless omnichannel capabilities for players who expect consistency whether they’re betting online, in retail, or on mobile. It’s about integrating intelligent back-office systems that allow operators to react in real-time; not just with risk management tools, but with CRM features that mirror the fluidity of B2C platforms.

It also means being proactive in anticipating how consumer expectations evolve. Bettors today want more than odds, they want engagement. They expect dynamic interfaces, personalised experiences, and real-time content. By applying B2C principles to our B2B platform architecture, we ensure that operators can deliver exactly that.

Ultimately, innovation isn’t a single act of invention—it’s the outcome of listening, observing, and adapting. At Pronet Gaming, we innovate not just to impress, but to empower: empowering operators with tools that perform, and empowering players with experiences that connect.

As we expand further into Asia, our mission remains clear: bring together the best of both worlds. Because the future of iGaming doesn’t lie solely in tech; it lies in the synergy between platform and player, between B2B infrastructure and B2C intuition.

That’s the dual lens we bring to every market, every partnership, and every product we build.

“Joining GR8 Tech at the present moment fills me with immense enthusiasm. I am really impressed by the company’s innovative mindset and its ability to see clearly into the future. I’m excited to work with the exceptional and GR8 team to redefine the limits of what is feasible and determined to provide unparalleled technological solutions that will empower our clients and disrupt the industry,” said Edward Smyshliaiev.

As CTO, Edward will focus on building strong teams, streamlining development, and enhancing GR8 Tech’s architecture to support global growth. He’ll gradually take over key areas such as platform, information security, and technical governance, ensuring the platform delivers high value to partners.

Artur Ashyrov, who previously shared the roles of Deputy CEO and CTO, will now focus on operational leadership while continuing to drive technology forward through GR8 Tech’s internal Innovation Sprint—a company-wide initiative to boost tech-savviness and ignite a culture of innovation across teams.

“As I step into a broader strategic focus, I’m excited to support Edward in driving GR8 Tech’s product innovation from a leadership position rooted in tech. It’s a natural evolution for a company building the future of B2B platforms,” said Ashyrov.

ACMA calls for stricter controls on gambling ads during international sporting events

The Australian Communications and Media Authority (ACMA) has emphasized the responsibility of broadcasters and streaming services to protect Australian audiences from exposure to offshore gambling advertisements during international live sports events.

Table of Contents