Crossing Borders in Gambling Expansion: Key Insights from Our Expert Panel

Expanding into newly regulated markets is one of the most pivotal challenges and opportunities in the online gambling industry today. In our first Vixio Strategy Booster webinar, we explored the complexities of entering emerging jurisdictions, the regulatory hurdles operators and suppliers face, and the best practices for success.

About the webinar

The discussion, led by James Kilsby, Chief Analyst at Vixio, focused on how operators and suppliers can effectively navigate the global landscape of online gambling regulation. As growth in traditional Western European markets slows, new jurisdictions across North America, Latin America, Africa, and Asia are opening up, offering fresh opportunities—but also unique regulatory challenges.

Vixio, a leading RegTech provider, supports operators and suppliers by offering real-time regulatory monitoring, actionable intelligence, market data, and interactive tools that make compliance and market entry more manageable.

If there’s no set deadline, you still need at least a timeline regulators are working to. Otherwise, regulatory discussions can drag on while aiming for a ‘perfect’ framework. Timelines should be realistic. Many jurisdictions are regulating their market simultaneously, requiring project prioritisation to ensure market readiness.

_{- Charmaine Hogan, Head of Regulatory Affairs, Playtech}

Meet the panellists

We were joined by two industry experts who bring both regulatory and operational perspectives:

• Charmaine Hogan, Head of Regulatory Affairs at Playtech, specialises in emerging and re-regulating markets. With prior experience at the European Commission and the Maltese government, Charmaine brings deep insight into policy development and consumer protection.
• Paresh Ragani, Head of Compliance at Play’n GO, formerly Deputy Director at the Gambling Control Commission, offers a unique viewpoint from both compliance and regulatory perspectives, helping navigate licensing, technical standards, and market entry processes.

Questions we explored

During the webinar, we discussed:

1. What are the biggest challenges when entering a new market? Are they consistent across jurisdictions?
2. How do operators and suppliers translate regulations into actionable obligations?
3. Which jurisdictions provide exemplary models for market entry?
4. How do timelines and deadlines impact market readiness?

Key insights from the panellists

1. Challenges Vary by Jurisdiction
   Charmaine highlighted that while objectives such as consumer protection are similar, the approach differs widely between markets due to culture, religion, and regulatory maturity. She emphasised the importance of early engagement with regulators to understand intent, not just the letter of the law.
2. Timeline Management is Critical
   Both panellists noted that realistic timelines are essential. Charmaine stressed that rushed regulatory deadlines can create backlogs and technical challenges, while Paresh explained how phased timelines, such as those in Brazil or Ontario, can balance regulatory goals with market readiness.
3. Internal and External Collaboration
   Translating regulations into operational readiness requires coordination across internal teams (compliance, product development, technical teams) and external stakeholders (testing labs, regulators). Clear communication ensures that technical implementations align with regulatory intent.
4. Jurisdictional Best Practices
   Ontario and Denmark were highlighted as examples of jurisdictions managing market openings effectively. Ontario’s structured, phased approach and open dialogue with regulators ensured smooth transitions, while Denmark offered a streamlined certification process with a single approval portal, minimising friction for suppliers.

When we're considering entering a new market depending on whether a B2B license might be required we start by looking at the market size, the regulatory landscape, and any technical requirements. From there, we assess how much effort it would take to align with that model. Based on that, we shape our market entry strategy accordingly, whether that means a full launch, a phased approach, or holding off until conditions are more favourable. We also consider the reputational impact. Some jurisdictions may be relatively small in terms of market size but choosing not to operate there can send unintended signals.

_{- Paresh Rughani, Head of Compliance, Play’n GO}

Action Points for Market Entry Success

1. Engage with regulators early: Analyse draft regulations and start discussions with regulators early to understand both explicit requirements and underlying policy intent.
2. Understand the timeline: Be clear on the timelines for market opening and react quickly as regulations evolve.
3. Prioritise internal coordination: Align technical, compliance, and product teams with clear processes for interpreting and implementing regulatory changes.
4. Find a strategic balance: Weigh compliance deadlines against business potential and reputation considerations.

Want to hear the full conversation?

Watch the full webinar on demand to hear our panellists’ in-depth perspectives, real-world examples, and practical guidance for successful market entry.

‍