The Gambling Regulatory Authority of Ireland has published its first comprehensive licensing documents, which mark one of the crucial milestones toward the introduction of the regulated market, planned for 2026. Here, we analyze the guidance, its repercussions for operators, and its impact on consumer protection, responsible gambling, and gaming wellbeing: Ireland’s Problem Gambling Statistics and Consumer Protection Frameworks.
The Economic and Social Research Institute (ESRI) recently published a report which indicated that problem gambling in Ireland could be as high as one in 30 adults, which is a staggering mark compared to previous estimates. These numbers, combined with the already existing regulatory lag across the Irish gambling industry, are a clear sign that something has to be done immediately. And now, with the release of the Licensing Application Guidance by the Gambling Regulatory Authority of Ireland, GRAI, the structures for the first fully regulated gambling market in Ireland are starting to take shape.
The guidance details the processes that both B2C and B2B operators must take to obtain licenses as stipulated by the Gambling Regulation Act of 2023. Within a staged implementation plan, it is anticipated that applications for licenses from online and retail betting operators will be accepted by the end of 2025.
Key Components of the New Licensing Guidance
The licence fee is divided into categories, with each having specific ranges of annual turnover. With bigger operations comes a proportionate increase in costs, which is meant to scale to the risk and cost of licensing. For land-based operators, site inspections may be part of the assessment. For online operators, the review will focus on technical compliance and consumer interface standards.
The authority has emphasized that the application criteria are not the only threshold that must be met in order to get approved. With the risk-based approach, the GRAI will focus more on entities that are perceived to have a higher regulatory or social risk.
Some of the other requirements for successful applicants include the commitment to compliance reporting and to notify the authority of any crucial changes in ownership, operations, or finances.
Given these emerging conditions, some operators are advertising promotional offers to attract users before full regulation is implemented. Pre-regulation offers are common within these markets, such as “50 euro free no deposit casinos”, which allow users to participate without making an upfront payment. However, once a licensing regime is underway, such promotional offers are likely to face stricter controls to prevent harmful gambling practices or targeting of vulnerable individuals.
Gambling Regulatory Authority of Ireland
The provided licensing instructions have a specific focus on the steps operators must take to obtain a license to operate in Ireland, as outlined in the Gambling Application Licensing Guidance issued. They include a lot of details, but the operators only need to know that the B2B gambling operators and their clients, the B2C operators, share the same Ireland regulatory scene.
The foregone conclusion is the completion of the so-called "License Application" and that can only start with a proper “nomination” of the B2C operators. That is their notification and, of course, their attachments of the creditors they want included in the lot. From start to end, this licensing exercise will take about one month to complete. This will require the client's B2C to at least endorse the nomination only once.
After the notice period, applicants have to compile a complete application dossier which contains proof of financial solvency, governance frameworks, ownership structures, policies on anti-money laundering, and others. Additionally, business operators have to designate "key individuals" who will undergo scrutiny through background checks and personal declaration oaths.
Implications for Gambling Operators
The GRAI guidance provides a clearer framework for both international and domestic gambling firms, but it indicates a higher compliance burden, which may raise barriers to entry.
Firms are now required to evaluate if their corporate governance, financial operations, and advertising practices meet the crafted regulatory framework. With a proposal to issue a regulatory advance notice, gather ample supporting materials, and complete a series of suitability examinations, we anticipate that preparation to be application-ready will take several months.
Experience in other regulated European markets may ease the burden for larger firms. However, the added administrative complexity and approach from smaller or locally-based firms can be cumbersome. The mid-market is also caught in this mix, as the tiered pricing model allows for pricing structures based on company size.
There are particular concerns about how online operators are going to deal with the inducement as well as the marketing rules. No-deposit bonuses, as well as cashback and free spin offers, will be restricted to ensure they are in line with consumer and responsible gambling guidelines. Businesses that have focused on these offers to attract customers will be forced to change their plans.
The enforcement of legislative and regulatory measures will be flexible in the transitional period. After that, the enforcement of rules will be stringent. Businesses that do not comply with the application requirements will have their licences revoked, fined, or banned from Ireland’s market, while those who breach the rules risk losing their licences.
Impact on Consumers and Responsible Gambling
More accountability from operators is expected from the new regime as the new framework shifts the licensing processes. Operators will be licensed to use robust anti-addiction measures, risk-gauging anti-impulsive self-exclusion options, and outline clear terms and conditions on promises and bonuses. These Licensed Operators will be burdened with the new compliance obligations to increase consumer trust.
The new structure is aimed at minimising the gambling harm and risks through supervision and focused measures. There is a new proposed charge on the industry which will impose an industry-wide levy to be used to support a fund that will be used for gambling addiction research, prevention and treatment services.
The restrictions placed on advertising and promotional offers are meant to safeguard at-risk audiences, including children and potential addicts. There will be enforcement of age verification, affordability assessment, and stake size limitations. Additionally, operators will be obligated to report suspicious activity and adhere to KYC regulations.
The players themselves will also have access to improved mechanisms for resolving disputes. With the GRAI acting as the primary authority, complaints that fall within the jurisdiction of several regulators will now be dealt with by one body.
The overall impact of the new regulations on consumers is uncertain, but one thing is for sure. The transparency of the market will improve, resulting in players being aware of licensed operators and the protections they have.