Outlaws Inc

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“At that point, it is no longer just a collection of games,” Yashin says. “It becomes a new format for consuming casino entertainment, where every swipe brings a new piece of content and a new playable moment.”

Within iGaming itself, Yashin believes the implications of generative and real-time AI could ultimately extend into areas such as live casino, including AI-generated characters replacing physical presenters.

“I think the industry will adopt these technologies much more quickly than people might expect,” he says.

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Stella David, Entain’s CEO, called for the government to move ahead with the ban immediately, arguing clubs were already aware of the planned changes.

“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” she said. “The government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season.

“Inconvenience is not an excuse for inaction.”

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An ACMA spokesperson reiterated: “BetStop is an important consumer protection measure, but it only works if wagering companies follow the rules.” 

As of January 2027, BetStop will be further promoted as part of a reform package to gambling laws in Australia. Following a statutory review, the government committed to improving system usability and boosting promotional efforts. It is also committed to funding ACMA marketing to support BetStop and recovering operational costs from industry participants. 

Additionally, the register will receive AU$28.7 million over four years, with AU$3.2 million ongoing annually beyond that to improve data-matching systems.