The New Rules of the Game: What B2B Gambling Suppliers Must Know in 2025

The regulatory landscape for online gambling is shifting—and fast. What was once a space where B2B suppliers operated with limited oversight is now becoming a high-stakes arena of licensing, compliance, and scrutiny. From Europe to the Americas, regulators are redrawing the lines—and suppliers that don’t adapt risk falling behind.

Here are three key regulatory trends reshaping the future of gambling suppliers—and the actions you should take now to stay ahead.

1. The New Era of Supplier Licensing

Key Insight: It’s no longer just operators under the microscope. In a growing number of jurisdictions, B2B gambling suppliers are now required to obtain their own licenses to legally support clients in regulated markets.

Example: Countries like Sweden and Denmark have already implemented supplier licensing requirements. Brazil is next, with formal registration rules expected later in 2025. Ireland and Finland are following close behind. This marks a significant shift from the days when suppliers could rely solely on licenses from offshore hubs to signal legitimacy.

This change isn’t just a paperwork exercise - it reflects a regulatory mindset shift. Authorities want direct oversight of every part of the gambling value chain, especially as new markets open and black-market activity persists.

Example:
In North America, licensing has long been the norm for suppliers in states like New Jersey and Michigan. Now, Europe and Latin America are embracing similar standards, forcing suppliers to reassess their market access strategies.

🔧 Action Point: Build a global licensing roadmap
Identify where supplier licenses are already required -and where they're coming soon. Map out jurisdictions of strategic importance, estimate timeframes, and prepare your application pipeline before competitors beat you to market.

2. Regulators Are Watching Suppliers More Closely

Key Insight: Regulators aren’t just checking for technical compliance anymore—they’re now watching who suppliers choose to do business with. The days of flying under the radar are over.

Authorities are clamping down on suppliers who support unlicensed or black-market operators, directly or indirectly. This includes everything from hefty fines to public license reviews.

Example: In Sweden, regulators have already fined suppliers found to be working with unlicensed operators. In Romania, B2B companies must report every deal they sign with an operator, giving regulators clear visibility into the supply chain. In the UK, the Gambling Commission recently put supplier giant Evolution under review, sending a clear message: supporting illegal competition isn’t just bad optics—it’s a business risk.

✅ Action Point: Audit your client base and distribution channels
Know who you're working with. Review all operator relationships and flag any exposure to unlicensed or grey-market activity. Create clear internal policies for partner vetting and reporting to regulators. Transparency is now a competitive advantage.

3. Technical Compliance Is More Complex Than Ever

Key Insight: Licensing is just the beginning. Suppliers now face a patchwork of market-specific technical compliance rules, many of which are being updated frequently and without much warning.

Even jurisdictions that appear to follow similar frameworks often introduce subtle—but critical—differences. This could include game speed restrictions, language localization, bet limits, or specific display rules.

Examples:

• Brazil: Paytables must be immediately visible and written in Brazilian Portuguese.
• Pennsylvania: All help files must be searchable, including on mobile.
• Germany: Games must have a 5-second spin minimum and can’t refer to themselves as a “casino.” Maximum bet per spin: €1.

What’s more, these requirements are evolving fast. Regulators are tightening controls in the name of responsible gambling, and suppliers need to be ready to adjust or withdraw products quickly if non-compliant.

📌 Action Point: Centralize your technical compliance intelligence
Use a dedicated tool or compliance partner to monitor jurisdiction-specific requirements in real time. Prioritize markets with simpler technical rules for faster entry, and plan for longer certification timelines in complex ones. Staying ahead here means fewer last-minute scrambles—and a stronger reputation with regulators.

Final Thoughts

The message from global regulators is loud and clear: suppliers are no longer in the background—they’re now a frontline compliance priority. Whether it’s through licensing, enforcement, or technical rules, the pressure on suppliers is mounting.

But that pressure also brings opportunity. Suppliers who invest early in regulatory readiness will be best positioned to expand globally, build trust with operators, and stand out in an increasingly crowded market.

Ready to play by the new rules?
Start with these three moves:

• Build your licensing roadmap
• Audit your partnerships
• Streamline your compliance tracking

Technical Compliance is a game changer for B2B gambling suppliers.

Book a Technical Compliance Tool demo with a member of the Vixio team who can show you how the Technical Compliance Tool can help your organisation stay ahead of the complex technical requirements, and feel empowered to confidently expand into new markets.

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Want to know more about the shifting technical compliance landscape for suppliers?

Download our guide or register to join our upcoming webinar on June 5th, where an expert panel will explore recent developments across technical requirements and information security, unpack key pain points facing the industry today, and discuss what’s next for those at the intersection of innovation and compliance.