What USA needs to learn from European gambling
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The US and European markets are diverse. Europe has decades of operational and regulatory experience and is on the cusp of what's hailed as the new digital gold rush. In the USA, the first state launched legal online gambling in 2013 and the latest state, Connecticut, went live just two weeks ago.
US online casinos are smaller than European sites. Europe has mega gambling brands with thousands of licensed suppliers and operators. The most important lesson that the US can learn from Europe is how to scale the market. The standardization of gambling regulations and licensing agreements across states would facilitate the implementation of licenses for operators and suppliers. This would allow the growth of the industry faster. It would also be similar to how the UKGC worked in EU gambling jurisdictions, pre-2015.
Gambling marketing strategies in Europe and the US are quite different. In the USA, gambling advertisements are protected under the first amendment. European markets like the UK strictly control the content and placement of gambling ads. The EU markets have moved from a more liberal marketing stance to a controlled one based on responsible and fair gambling measures.
The land-based casino – online skin licensing system puts a total cap on the gambling market in each state. This doesn't exist in Europe, which has a much tighter regulatory approach. Europe's market isn't capped in numbers, leading to a more competitive and innovative market. European markets are now seeing the effects of this, with some introducing new measures.
