New market expansion shouldn’t be taken lightly, as Entain’s Joseph Attard explains that there are a myriad of factors that go into ensuring success for operators.
Attard, International Compliance Director at Entain, spoke to iGaming Expert ahead of his appearance at SBC Summit Malta, as he spoke further on the strategy around entering new markets and ensuring success.
iGX: Can you provide an insight into the process that goes with expanding into new markets?
Joseph Attard: When assessing a potential new market, a company should first determine its overall feasibility. This goes beyond just evaluating the commercial opportunity – it also involves understanding whether the company is equipped to handle the market from an operational, technological and experiential standpoint. Typically, several business cases are developed to explore different scenarios.
If possible, it’s also important to examine the regulatory framework early on – or at least get an indication of what it might entail – as this can significantly influence the company’s ability to adapt. Regulations often dictate key aspects such as advertising permissions, KYC requirements, and technical infrastructure standards, all of which can affect the business model and execution.
iGX: How crucial is the preparation phase before completing the expansion?
JA: The preparation phase is absolutely critical – it’s often the make-or-break factor that determines whether a business succeeds or fails in a new market. There’s a common belief that “bigger is better,” and that being in more markets automatically means you’re doing well. While there’s some truth to that in principle, it only holds if the business is genuinely equipped to handle each market, as I mentioned earlier.
If a company isn’t ready to navigate a specific regulatory environment, it’s often wiser to hold off until it is. Sometimes, getting one market right is far more valuable than trying to manage five at once with limited resources, incomplete understanding, and a high risk of mistakes. A misstep in one market can have a ripple effect across others – especially now, when regulatory bodies are increasingly interconnected. For example, being fined in one jurisdiction could trigger reporting obligations or scrutiny from regulators in others. That’s why thorough preparation is not just advisable, it’s essential.
iGX: How important is it that operators have an understanding of political landscapes before entering a new market?
JA: I’d say it’s the second most important factor – right after the preparation phase. But perhaps the better question is: how do you actually gain a solid understanding of the political landscape, especially when you’re entering a market that’s not just new, but in a completely different part of the world with entirely different dynamics?
Understanding a political landscape isn’t a one-off exercise. It’s an ongoing effort because regulations and regulators are constantly evolving. You need to be on the frontline of these changes, and that means having boots on the ground—people who truly understand the local environment and culture. There are so many nuances and unspoken norms that outsiders simply can’t anticipate.
Of course, local law firms play a key role here, especially those with expertise in the sector and a strong local presence. Lobbying groups are also fundamental—getting involved with the right ones early on can make a real difference, particularly if you’re planning to enter the market at an early stage.
Even with all the right resources in place, there will always be elements you can’t predict. Political shifts, like a change in government or, worse, a shift toward anti-gambling sentiment – can completely upend the landscape, putting months or even years of work at risk. That’s the kind of unpredictability you always have to factor in.
iGX: Why is it so crucial that the levy gets it right in terms of funding safer gambling safeguards?
JA: It’s crucial that the levy is managed correctly because it’s not just about ticking a regulatory box – it’s about real impact. These funds are meant to support safer gambling initiatives, help those at risk of harm, and promote responsible play. If that funding isn’t directed properly, it undermines the entire purpose of the levy and fails the people it’s supposed to protect.
Getting it right also builds trust with the public, with regulators, and even within the industry itself. It signals that operators take player safety seriously and are committed to the long-term sustainability of the sector. On the flip side, mismanaging these funds can lead to reputational damage, increased regulatory scrutiny, and a loss of social license to operate.
Moreover, as gambling environments become more complex, the demand for effective, evidence-based interventions continues to grow. The levy needs to be targeted, transparent, and impactful to ensure that those interventions are not just well-intentioned but actually make a difference.
iGX: What can be done to ensure frameworks don’t cripple the regulated market so much and enable the black market to thrive?
JA: At a broad level, there needs to be more focus on the black market itself. Despite the fact that most European markets are now regulated, the black market is still very much active, and in some cases, thriving. We often see major fines handed down to some of the biggest names in the regulated space, but rarely, if ever, do we hear about enforcement or real consequences for known black market operators, many of whom continue to operate openly in jurisdictions where they’re clearly not licensed.
Regulatory frameworks need to strike a careful balance. Yes, it’s vital to have strong controls around areas like anti-money laundering and responsible gambling, but the rules shouldn’t become so restrictive that they end up suffocating legitimate operators. Measures like total bans on advertising or outright prohibitions on promotions and bonuses may sound good in theory, but in practice, they push players toward unregulated sites that are free to do whatever they like – often with no regard for player safety.
If you create a regulatory environment where responsible businesses can’t function sustainably, the outcome is fairly predictable: those businesses will leave, and the black market will quickly move in to fill the gap. That not only undermines the goals of regulation but also puts players at greater risk.
iGX: How pivotal is the role of marketing when it comes to enabling the regulated market to grow?
JA: As I mentioned earlier, marketing is absolutely essential – especially in a highly competitive environment. You simply can’t grow a regulated market without it. However, it should never come at the expense of compliance, and that’s where the real challenge lies for gaming operators.
Finding the right balance between effective marketing and strict regulatory adherence is key. Ethical marketing is becoming the sweet spot – operators need to position themselves as responsible and trustworthy in the eyes of regulators, while still standing out against competitors and appealing to players. Those who manage to strike that balance not only grow sustainably but also help set the tone for what a well-functioning, player-focused regulated market should look like.
iGX: As new markets open up, what lessons do you believe they should take from more mature markets?
JA: I think there’s a lot that new markets can learn by looking at how regulation has evolved elsewhere. Today, we have a broad spectrum of regulatory models—some that are arguably too liberal, and others that seem almost designed to restrict or even dismantle the sector. For any new market looking to benefit economically from this industry, the key is to find a sensible middle ground.
From my experience, both as a former regulator and now in the private sector, I firmly believe that the two most critical pillars of any regulatory framework are anti-financial crime and responsible gaming. If these pillars are implemented in a way that is both effective and manageable for operators, you’ve got the foundation for a healthy and sustainable regulatory environment.
Ultimately, it’s about designing rules that protect players and the integrity of the market – without making it impossible for regulated operators to compete or thrive.
iGX: How excited are you about SBC Summit Malta?
JA: I’ve been attending the summit for quite some time, both in my former role as a regulator and now from the private sector perspective. I’m really looking forward to this year’s edition and excited to see how it continues to grow in the years to come.
iGX: What do you hope to learn from the discussion you are set to be part of at the SBC Summit?
JA: I’m really looking forward to hearing how other colleagues are approaching new markets and getting their insights on how more established ones are evolving.
Events like the SBC Summit are invaluable for creating space to step back from the day-to-day and connect with like-minded professionals. In the compliance world, we often get caught up in the daily intensity of our roles, so it’s refreshing – and important – to share experiences, exchange ideas, and expand our perspectives.
……………….
Secure your spot at SBC Summit Malta with our discounted ‘Group Pass’. For groups of three or more, you can gain access to three days of networking, exhibition, and conference content for the price of €400 (a discount of €200 off a standard ticket).
Additionally, you can purchase our ‘Expo+ Pass’ for €150. This pass grants you access to the conference and exhibition only. Operators and affiliates can apply for complimentary passes.
Source: https://igamingexpert.com/features/entain-joseph-attard-in-new-markets/
