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About Lucky Buzz
For Ramiro Atucha, founder and CEO of Atucha Strategic Advisory, whether international operators can press home their scalable advantages will depend on how seriously they take localisation.
“When we talk about localisation, we’re not talking about the language or doing a game about Machu Picchu,” he tells iGB. “We’re talking about taking the effort to understand what the history of those players is, what they’re used to.
“I always found it funny when Colombia was starting, operators were saying ‘players here do not like slots’, as if they have a different DNA. Five years later, they would say, ‘well, they do like slots, but simple slots’. And five years later, they were playing all the usual [slots]. It’s not that they didn’t like slots.
What is Lucky Buzz?
On the question of who should be responsible for maintaining this understanding, participants favoured a shared model rather than placing the burden solely on one party.
Before betting, they accepted personal responsibility provided that information was clear.
During immersive play, however, they wanted operators to take a more active role, through mechanisms such as pop-ups and reality checks.
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Voluntary efforts have included Premier League football opting to ban front-of-shirt gambling sponsorships, as of the beginning of this current season. Although, branding remains on training kits, shirt sleeves and across stadium advertisements.
The committee’s previous 2020 report had recommended banning gambling ads on team shirts, training kits, stadium advertising and broadcasts, although on-course advertising for horse and greyhound racing was exempt.
The report rejected argumentswarning that advertising restrictions would drive consumers to illicit gambling sites. They citied weak evidence for mass migration to illegal operators following advertising limits.
