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Through the passing of laws banning dual-currency sweepstakes games or by cease-and-desist orders, VGW has exited numerous states and limited where sweeps coins, which can be bought and gambled for real money, are available.
Chumba Casino, VGW’s flagship brand, says in its Sept. 16 updated terms and conditions that the platform is not available in California, Connecticut, Delaware, Idaho, Indiana, Louisiana, Maine, Michigan, Mississippi, Montana, Nevada, New Jersey, New York, Tennessee, Washington, and West Virginia.
While Alabama ranks 27th among the 50 states in population, the limited availability of gaming makes the state attractive to companies like VGW.
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The company also highlighted its own research that suggests over 80% of consumers cannot “confidently distinguish” licensed operators from unlicensed ones.
Stella David, Entain’s CEO, called for the government to move ahead with the ban immediately, arguing clubs were already aware of the planned changes.
“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” she said. “The government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season.
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Here, advertising for online betting sites is positioned differently. Presented as news, the content talks about the highest odds on the market, features offered by operators, regulatory changes and various cases of bettors, ranging from those who made huge financial gains to those who lost everything.
It is very common among the different profiles identified to refer to regulatory bodies, such as the National Advertising Self-Regulation Council and SIGAP (Brazil’s betting management system). They also speak of responsible gaming in a generic way. In many cases, this is associated with illegal operators and potentially irregular advertising practices.
In this context, the regulations developed to protect players begin to function as a means of legitimisation, with illegal operators even using the term “authorised” in their communication and the “.bet” extension in their domain, which is intended only for licensed operators.