Over the past few years, the iGaming industry has been enjoying a steady rise into the entertainment spotlight with digital advances giving activities such as online casino play and online sports betting the platform it has been craving. However, with the world entering a new digital age, there are more unknowns around topics such as data and privacy to contend with for this industry.

Policing a digital realm with infinite space and the ability to roam around at will is a challenging task for lawmakers and cybersecurity experts in countries across Europe. The rapid development of the digital space has prompted quick and necessary responses from individual countries and the European Union itself to ensure industries can continue to thrive in the online world in a responsible and secure manner.

Big tech companies such as Google are responsible for the dissemination of information, news, and personal data, but with a lot of moving pieces revolving around data privacy, transfer, and sharing, what role will Google continue to play for popular industries such as iGaming and resources like euwiki.org in the ongoing digital pantomime in Europe?

Data ethics

The main question EU lawmakers need to ask themselves is what is ethical when it comes to the transferring of data. In 2018, the European Commission unveiled the data economy strategy, which aimed to promote the growth of the emerging digital economy. This idea was followed by the Data Governance Act (2022) and then the Data Act (2024), which provided more direction and definition on what data was allowed to be shared.

This all might seem complicated with goalposts constantly shifting. But while previous Acts might be amended and built on, the EU has one objective for the work going on behind the scenes: to provide more clarity on what data can be shared and who with.

Personal touch

The Acts that have been introduced over the past decade are also working towards creating a business environment in Europe that can thrive responsibly. And this is where we reintroduce the big tech companies. As one of the largest tech companies and search engines in the world, Google plays a huge role in delivering on that promise to promote the European economy.

And for industries such as iGaming and European online casinos at the Daily Star that operate exclusively online, Google can take that data gold and turn it into a personalized, tailor-made experience for the user. However, consent and the right authorization settings are required for Google to collect and use your data, but for those that do not click the “No Thanks” button for cookie requests, Google harvests that data, analyses it and regurgitates it to you in the form of similar products to what you are viewing or using.

Promoting responsibility

To accompany the rise of iGaming, there have also been more dissenting voices that are concerned about the effect gambling has on people. The current issues affecting iGaming and its users are dangers of addiction and how greater responsibility can be promoted. Google also plays a huge role in amplifying this stance, to the detriment of some iGaming operators. We talk mainly about advertising in this regard, with Google implementing an amendment to the existing “Gambling and Games” policy that will come into effect on 14^th April this year.

Amongst the updated policies are prevention of advertising to minors, advertising strictly in countries where iGaming is a permitted activity, and adherence to country-specific certification and restrictions requirements. Furthermore, only licensed iGaming operators may be advertised. The topic of restrictions is becoming more widespread after the UK announced age-dependent wagering limits on online slots that came into effect in September 2024. This follows the ban on bonus buy games in 2019, an initiative which the Netherlands also adopted, and one that Sweden is currently considering.

Creating a more transparent online environment

The iGaming industry is just one of many industries that are filling an increasingly busy online space. The objective for the European Commission is to ensure people know how their data is being used, and that they are given every right to control what data is transferred. With that overarching framework, companies like Google shoulder the responsibility of executing those proposals.

Like any individual governing body, there is a difficult balance to be found between driving revenue and protecting citizens. Decisions made by the European Commission and executed by companies like Google will always have consequences for the iGaming industry. The landscape of the digital realm will continue to change as new innovations enter the space. Google will do well to keep up with those changes.

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