Leading iGaming operator ComeOn Group has announced an exciting new venture, partnering with supermodel and Hollywood star Victoria Silvstedt to promote its Lyllo Casino brand. This collaboration brings international glamour to the Swedish casino brand, which has previously worked only with prominent local celebrities.

The Ad Appeals to US Audiences

Front lining Lyllo Casino’s new campaign is Victoria Silvstedt—a name well-known to most thanks to her highly successful modeling career. Her achievements include prestigious titles like Miss Sweden and Playboy Playmate of the Year and appearing on over 500 magazine covers. The campaign also features the multifaceted Swedish personality Carolina Gynning, known for her work as a podcaster, actress, and designer.

The new ad has Silvstedt and Gynning strategizing about introducing Lyllo Casino to the American market. It begins with the duo lounging by a pool in identical stylish attires, talking about the potential for Lyllo Casino to make a splash in the US, with Silvstedt confidently asserting that “Americans will love it.”

The scene then cuts to a fun dream sequence where Silvstedt and Gynning appear in pink cowboy hats, jeans, and Lyllo Casino T-shirts. The sequence features iconic American imagery, including a “Lyllowood” sign mimicking the famous Hollywood sign, the Statue of Liberty, and a “Welcome to Las Vegas” sign, all complemented by a yellow taxi with Lyllo Casino branding.

The spectacle continues with US fighter jets zipping across the sky, leaving red, white, and blue trails in their wake. Then Gynning holds up a mobile phone showing the Lyllo Casino app and yelps “yee-haw” as the dream sequence ends. Silvstedt jokingly questions if the vision was “too much” just before the sound of a jackpot win chimes from Gynning’s phone, with the Lyllo Casino logo on the screen.

Lyllo Casino Seeks to Bolster Its International Image

Efi Peleg, chief marketing officer of ComeOn Group, was excited to welcome Silvstedt as the company’s newest brand ambassador. Peleg lauded the famous model’s energy and humor, highlighting the shared values between her and Lyllo Casino. ComeOn Group has been quick to capitalize on growth opportunities and will undoubtedly use this new promotion to achieve lasting success.

“We are absolutely delighted to welcome Victoria to our team of brand ambassadors. This partnership is more than just a collaboration; it’s a celebration of what Lyllo stands for – a fun and vibrant gaming experience.”

Efi Peleg, ComeOn Group chief marketing officer

With the endorsement of several high-profile celebrities, Lyllo Casino positions itself in the market not only as a gaming platform but also as a lifestyle brand that embodies fun, excitement, and a touch of glamour. Silvstedt’s endorsement could inject new life into the Lyllo Casino, helping it stand out among rising competition and bolstering its presence in international markets.

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The Victorian Gambling and Casino Control Commission (VGCCC) has announced a comprehensive inquiry into the regulation of bingo, inviting Victorians to help shape a fairer and more modern bingo-playing environment. By working with industry stakeholders and the community, the Commission aims to understand the challenges within the sector and explore ways to improve regulatory and industry practices, ensuring that bingo remains a social, safe, and fair activity.

Commercially run bingo generates significant revenue, with reported earnings of $107 million in FY23, surpassing Keno’s $61 million. Bingo is a popular game among many communities, offering social interaction and the potential for prizes, with a portion of the proceeds designated to fund charities.

Adapting to Modern Bingo

“Recent years have seen the commercial bingo landscape modernize, shifting from traditional paper-based gameplay to electronic enhancements with substantial jackpots,” said Fran Thorn, Chair of the VGCCC. “Given this evolution, it is crucial for us to assess and address issues of fairness, integrity, and the potential for gambling harm, particularly among at-risk groups such as seniors, First Nations communities, women, and lower-income individuals.”

Despite regulatory oversight, the Commission continues to receive reports and allegations of unlicensed operators and potentially fraudulent activities. The inquiry will examine whether current bingo regulations are fit for purpose, the susceptibility of cash-based transactions to criminal activities, and the extent to which profits support community organizations.

Community Participation and Inquiry Focus

“This is an opportunity to understand how bingo works and how it is evolving with technology. We understand the social outlet that bingo provides for many community members. We want to understand the risks, reduce the potential for harm, and put a stop to any behaviors threatening the integrity and fairness of the game,” Thorn added.

The VGCCC is inviting all interested parties, including customers, industry participants, community organizations, and concerned citizens, to participate in the inquiry and contribute to shaping the future of Victoria’s gambling landscape. The Commission’s Strategic Inquiries Unit (SIU) will support the inquiry, focusing on understanding risks and emerging issues within the gambling industry and seeking ways to improve practice and regulatory oversight.

Focus Areas of the Bingo Inquiry

The inquiry will concentrate on the bingo sector, particularly in commercial settings and charitable fundraising contexts. Bingo is regulated under the Gambling Regulation Act 2003 (Vic) to ensure community organizations benefit from profits, practices that undermine public trust are eliminated, and bingo center operators act fairly in providing commercial fundraising services.

The inquiry will address several key areas:

• Understanding the customer experience of playing bingo in fundraising and commercial settings.
• Examining the role of bingo in fundraising, including the involvement of charities and not-for-profit entities.
• Investigating the practices of entities and individuals within the bingo industry.
• Identifying ways to improve regulatory and industry practices.

Why Focus on Bingo?

Bingo is enjoyed by people of all ages and can provide social connections and cognitive benefits such as improved memory and concentration. It is also a significant means for community and charitable fundraising. However, the landscape has changed considerably in recent years, with a shift from paper-based to electronic gameplay and larger jackpots.

The VGCCC has received reports of unlicensed operators and potential fraudulent activities, raising concerns about whether community and charitable organizations are receiving their fair share of profits. This has led to questions about the fairness, integrity, and potential for gambling harm, particularly among vulnerable groups such as seniors, women, people on low incomes, and certain First Nations and migrant communities.

The VGCCC is committed to preserving the integrity of bingo operations and ensuring they remain social, safe, and fair for all Victorians. To participate in the inquiry, the VGCCC will engage with the industry and community through discussion papers, venue visits, surveys, and meetings with interested parties.

Source:

“Keeping bingo social, safe and fair”. VGCCC. June 6, 2024.

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Identified as a public health issue, gambling is widely spread across Australia. Annually, Australians spend billions of dollars on different forms of gambling, including sports betting. Gambling ads contribute toward the record losses, but the country’s federal government is currently exploring options for a reform of the sector. Labor MPs have previously proposed a ban on gambling ads, but the federal government is currently reviewing whether or not this can be implemented.

The proposed reform is supported by Tim Costello, a chief advocate for the Alliance for Gambling Reform. With more people engaging in gambling activities, gambling ads are only putting fuel to the fire, at least for the moment.

In a recent report released by The Guardian, Annette Kimmitt, the chief executive of the Victorian Gambling and Casino Control Commission (VGCCC), the independent authority that regulates the gambling sector in Victoria, spoke about the impact of gambling advertisements and how those ads can push even children into gambling. She confirmed that she is “really waiting with bated breath for the federal government to respond to the inquiry’s recommendations.”

Moreover, Kimmitt spoke about an increasing number of parents who complained to her upon discovering that their children had created online betting accounts. The chief executive said she was bombarded with such complaints while others were asking her for a gambling advertisement ban. To the requests about a gambling ban, Kimmitt responded “I wish I could, but that is not up to me.”

“When people find out I am the head of the Victorian gambling regulator, I am bombarded with stories from parents of teenagers who have discovered that their children have online wagering accounts.“

Annette Kimmitt, chief executive of the VGCCC

Gambling Reform Is a Once-in-a-Generation Chance

Costello highlighted the importance of the potential gambling reform. He encouraged the federal government to consider major changes to the gambling sector, explaining that this is a “once-in-a-generation chance for reform.” Additionally, Costello said: “The public and parents are crying out for it and the regulator is in touch with the community and knows exactly how they feel.”

In an effort to reduce gambling ads, New South Wales implemented changes to its laws about external advertising. The new state regulations came into effect last year, prohibiting the display of gaming signage. The state’s gambling regulator, Liquor & Gaming New South Wales, was tasked with monitoring the compliance with the new rules and as of December, highlighted that 99% of the venues complied.

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Gambling is identified as a public health issue in Australia, considering that hundreds of millions of dollars are lost to the activity on a monthly basis. The growing popularity of gambling activities pushed lawmakers to take action and attempt to curb the rate of problem gambling and gambling harm by overhauling the existing regulations.

Now, a new inquiry by the Victorian Labor government urges the Commonwealth Government to implement meaningful changes to protect consumers from excessive gambling and harm.

The new 240-page document describes findings for the prevalence, harm and benefits of gambling and liquor, the regulation of gambling, the prevalence and harm of online gambling as well as reducing gambling harm. Besides detailed findings, the report outlines important recommendations, calling for robust changes to the established regulations with the ultimate goal of protecting the consumers.

Issued by the Public Accounts and Estimates Committee, the new report describes a worrying trend about the impact of sports betting and excessive gambling advertising, calling for changes to prevent and reduce gambling harm. Sarah Connolly MP, the Committee’s chair, wrote about the positive changes in Victoria involving the reduction of harm related to alcohol and gambling products. Yet, she warned that more needs to be done to protect communities across Victoria.

According to Connolly, the government needs to step up and implement further changes that safeguard users from gambling and alcohol-related harm. Overall, the new inquiry issued 61 recommendations that according to the Committee, can bring meaningful changes. “More appropriate regulations and safeguards are needed to protect Victorians, especially our children and young people,” wrote Connolly.

Restricting Primetime Gambling Advertising

The newly released report cited data from the Victorian Responsible Gambling Foundation, which revealed that in 2021, an average of 948 gambling ads were broadcast daily via free-to-air TV. During family viewing hours between 6 PM and 8:30 PM every weeknight, an average of 148 gambling ads were broadcast.

Considering this data, the inquiry recommended stricter rules for primetime gambling advertising. The inquiry proposed the implementation of rules such as the ones that were recently adopted by the South Australian Government.

When it comes to sports betting, the inquiry identified it as the “fastest growing form of gambling in Victoria and the fastest growing form of online gambling in Australia.” Citing data from the Queensland Government Statistician’s Office, the inquiry reiterated that more than AU$1.2 billion ($792.7 million) is lost to sports betting annually. Moreover, it warned that some 44% of the adults in Australia admitted to gambling on sports or racing in 2022.

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The gambling regulator in Victoria, Australia, the Victorian Gambling and Casino Control Commission (VGCCC), announced it implemented a major change affecting betting on sports with the participation of minors. On Thursday, the gambling watchdog unveiled that it will prohibit the offering of betting on all under 19 sports competitions. Additionally, the VGCCC said that it will impose a ban on bets involving the performance of athletes who are under the age of 18, regardless if they participate in open events along with seniors.

The new regulations are set to come into effect in 60 days. Licensed operators in Victoria, as well as bodies controlling major sports, will be able to use this period to change their policies and implement the new restrictions. According to the VGCCC, after the period, it will be considered an offense if an operator offers betting on events involving minors.

But what does the ban exactly encompass? Judging by details released by the gambling watchdog, the betting ban applies to all sporting events for under 19s, as well as sporting events where all participants are minors.

Effectively, the change will restrict betting companies from offering wagers such as “first player to take a wicket,” “most disposals,” or “first goal of the game,” for events with players that are minors. An exception to the general ban would be for open events where those under 18 may be playing along with seniors. In such cases, betting on minors will still be prohibited but wagers would be allowed for the team outcome.

The Gambling Watchdog Will Monitor the Betting Sector

VGCCC’s chair, Fran Thorn, commented on the ban saying that it is not acceptable for wagers to be placed on sports with minors. She acknowledged the need to protect minors, explaining that gambling “raises integrity issues, with the prospect of people attempting to influence how minors might behave playing sport.”

“The VGCCC is of the view that betting on contingencies in sporting events relating to the performance of an individual minor in that sporting event is contrary to the public interest,“

explains the Victorian Gambling and Casino Control Commission

Thorn said that the operator will remain vigilant and in the event of non-compliance, it will take definitive actions. Such can include prosecution of the betting providers and even license revocation, warned the regulator’s chair. She reiterated the set of rules that prohibit wagers on individual actions for minor athletes, explaining that bets would be allowed on the open team performance.

Last month, lawmakers in Victoria confirmed plans for the implementation of restrictions for electronic gaming machines (EGMs). The latest changes focus on restrictions such as mandatory pre-commitment limits, carded play and a significant decrease in load-up limits.

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