How to Direct Traffic to Betting and Gambling: June Recap

Publication date: 30 Jun 2025

June 2025 saw a significant shift in the gambling industry, with some countries tightening controls and others opening up their markets. On 3S.INFO, you can find comprehensive overviews of the new laws, restrictions, and opportunities for operators and marketers in the betting and gambling industries. We provide timely analysis, information on bans, and insights into trends, all backed by verified data from the global iGaming market.

Gambling Around the Globe: Regulation Rules and New Legislation 

Starting with news from Brazil! In June 2025, licenses of seven bookmakers were temporarily suspended for cybersecurity violations. Among the affected companies were PixBet (the title sponsor of Flamengo football club) and BETesporte (official partner of São Paulo State Championship (Paulista) and Rio de Janeiro State Championship (Carioca Until the violations are resolved, these companies will not be able to serve Brazilian customers. The SPA warned that if the necessary documents are not submitted in a timely manner, additional sanctions could be imposed. These sanctions include fines of $6,800 for each day of delay, as well as the possibility of complete license withdrawal in case of continued non-compliance. This action by the regulator shows a stricter approach to enforcing cybersecurity standards in the Brazilian betting market.

• In June, Google officially allowed bookmakers, fantasy game organizers, lottery providers, and horse racing companies to distribute their apps on the Brazilian Google Play Market.
• Additionally, in June, Brazil’s telecommunications agency (Anatel) temporarily suspended the blocking of unlicensed bookmakers and online casinos due to financial constraints imposed by the government. Since early 2024, Anatel has blocked 15,000 websites, but the operation had to be paused due to a lack of funding. The agency’s sole source of funding was a UNESCO grant worth $1.5 million, which proved insufficient.

New Regulations for Belarus Gambling Market in 2025

Belarus has tightened regulations on the gambling industry, with new rules for both players and operators. These new measures, outlined in a document signed in June 2025 aims to strengthen control over players and operators, as well as combat illegal financial transactions.

New Player Identification Requirements

• Personal Presence: Verification can only be done by physically visiting a gambling facility or through video call with an operator. 
• Photo ID Ban: It is no longer possible to confirm identity merely by uploading a passport scan.

Strict Restrictions for Players 

• Single Account Rule: Multi-accounting is now prohibited.
• No Proxy Play: Engaging in gambling on behalf of third parties is illegal. 
• Debt Play Ban: Operators are forbidden from lending money or allowing bets by players with zero balance.

Fighting Offshore Operators 

• Transfer Blocking: Banks and payment systems cannot process transactions in favor of unlicensed foreign companies. 

Plans for introducing a regulated online gambling market in Ireland have been adjusted once more. Initially intended to launch in early 2026, the roll-out has now been pushed back to at least mid-2026.
Despite delays, the recently established Gambling Regulatory Authority of Ireland (GRAI) continues its preparations:

• Accepting license applications from operators. 
• Actively hiring staff to ensure smooth functioning.

Meanwhile, online casinos can continue operating on the Irish market with offshore licenses without restrictions.
However, the situation differs for sports betting, which is already subject to strict local regulations.
Although the deadlines have been delayed, the regulatory process is still moving forward steadily!  

New Advertising Rules for Casinos and Bookmakers in Kenya

Kenya introduces new regulations for gambling and betting advertisements. In June 2025, the Betting Control and Licensing Board (BCLB) banned the use of celebrities, influencers, and content creators in gambling ads. 

Under the new rules, gambling advertisements in Kenya must not:

• Portray gambling as a source of income. 
• Associate it with social success.

Additionally, calls to action (“play now!” etc.), content appealing to minors, testimonials, and jingles are prohibited.

All gambling advertisements must now be pre-approved by the Betting Control and Licensing Board (BCLB) and classified by the Kenyan Film Classification Board (KFCB) before publication. Media outlets are prohibited from broadcasting unapproved or unclassified ads, with penalties for violations.

New Requirements for Advertising:

• Display BCLB License Number. 
• Responsible Gaming Warning: All ads must include the warning: “Gambling can be addictive! Play responsibly!”
• Clear Marking: “Prohibited for individuals under 18 years old.” 
• Operator Details: Company name, address, and customer support contacts.
• Authorization Notice: “Authorized and regulated by the Betting Control and Licensing Board.”

Ukraine is resuming the issuance of gambling licenses for bookmakers. The newly appointed gambling regulator, “PlayCity” State Agency, announced plans to begin distributing licenses to operators as early as June 2024. Officials confirmed that, in conjunction with the Ministry of Digital Transformation, they are finalizing licensing conditions.

What Changes Await Ukrainian Gambling? 

• Full Automation: Licenses will be issued electronically, eliminating bureaucratic hurdles.
• Transparent Criteria: Decisions on granting licenses will be automated based on clearly defined requirements.

Veikkaus, Finland’s monopoly provider of gambling services, unveiled a new sports betting platform powered by OpenBet technology. This move comes ahead of the impending liberalization of the domestic market, aiming to help Veikkaus retain competitiveness when other operators enter the market.
Historically, Veikkaus has been the sole legal gambling operator in Finland, with no competition except for unlicensed companies. However, the country is now shifting towards a regulated competitive model, abandoning the monopoly.
The new OpenBet-powered system enables Veikkaus to:

• Process large volumes of bets compliant with local regulations. 
• Host over 300,000 live events annually. 
• Offer betting on both local and international events.
• Provide customized odds for popular sports.

Sri Lanka presented a new bill that will comprehensively update its antiquated gambling laws. The key change is the establishment of a central Gambling Regulatory Authority, which will become the primary supervisor of betting and gambling activities. Expected reforms aim to open new possibilities for legal gambling while strengthening industry oversight.

A Total Ban on Betting and Gambling in Japan

Japan introduces a complete ban on online casinos. In June, the Japanese Parliament took decisive action against illegal gambling. The new law not only prohibits the operation of such platforms but also introduces criminal liability for their advertisement and promotion.

Amended regulations intensify efforts against gambling addiction and introduce new restrictions: 

• Website Creation Ban: Creating online casino websites is prohibited. 
• Criminal Liability: Advertising or promoting such platforms (including social media posts) carries penalties. Individual players face fines up to ¥500,000 (approximately $3,500), repeat offenders may face up to 3 years in prison. 
• Social media and online platforms are required to delete gambling-related content.

In June 2025, Japanese authorities requested foreign regulators to restrict access for Japanese citizens to online casinos, sending formal letters to eight international jurisdictions (Curacao, Malta, Canada, Gibraltar).
Note: Legal gambling in Japan is restricted to state-run lotteries and betting on horse races, bicycle races, motorboat races, and motorcycle races.

New Developments in Gambling and Betting Promotion 

OLG.ca, Canada’s state-owned iGaming platform, in collaboration with software developers Pixiu Gaming and Light & Wonder, launches specially adapted gambling games for disabled individuals. The initiative targets people with mobility impairments, visually impaired players, seriously ill patients, and users with limited mobility. In June 2025, OLG introduced a unique slot machine Red Panda Tails of Wealth, which was specifically developed for disabled gamers. This innovation is expected to expand the casino’s audience by approximately 3 million users. 

In June, Twitch strengthened its policies concerning gambling content. The video platform announced a complete ban on gambling-related streams. This measure represents another step in the gradual tightening of content moderation guidelines. Prohibited activities include: streaming live feeds from gambling websites, any form of advertising for gambling platforms (banners, referral links, promo codes), free versions and social iterations of games of chance. Twitch also published a “blacklist” of prohibited domains: 

• Stake
• Rollbit
• Duelbits
• Roobet
• Blaze
• Gamdom

Twitch’s decision stands in stark contrast to competitor Kick, which continues to allow casino streams (excluding interactive viewer-participatory lotteries). This divergence in policies leads to redistribution of audiences between platforms. While Kick gains popularity through its more permissive stance, Twitch focuses on “cleaning up” content and creating a safer environment for all users.

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