Frog Story

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Peru’s regulated market went live in February 2024 and has since attracted a host of international operators, establishing a competitive market that includes legacy domestic operators such as market leader Apuesta Total.

According to Jennyfer Escobar, Stake’s Peru country manager, Peru is one of the most competitive in Latin America. “In the early stages, competition was largely driven by marketing investment, including advertising, sponsorships etc,” Escobar tells iGB. “Today, product quality, platform performance and the overall user experience are becoming much stronger differentiators.

“Players are more informed, have higher expectations and will switch brands if those expectations aren’t met.”

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The meeting brought together 40 professionals from the clubs’ legal, communications and marketing departments, as well as executives from companies in the betting sector. Club officials are concerned about the financial impact of the measures, which could impact sponsorship contracts signed with betting companies.

One of the main concerns is Bill 560/2025, which is currently making its way through the council. The proposal prohibits advertising by betting companies at events in the city of São Paulo. This applies to events organised by public or private entities, whether for-profit or non-profit.

The bill prohibits signs, banners, or display panels in arenas, gymnasiums, stadiums and other sports event venues. It also bans advertising on public transport, such as the side panel, exterior or the rear window of buses. The bill imposes a fine of BRL50,000 ($10,000) and a ban on hosting events for up to two years.

How to play Frog Story

On Monday, the Department for Digital, Culture, Media and Sport (DCMS) announced that Ruth Evans has succeeded Charles Counsell to take on the full time role of Gambling Commission chair.

Counsell took the helm in February 2025 following Marcus Boyle’s departure in January last year.

Evans, who chairs Stop Scams UK, an initiative she founded in 2019 to unite banks, technology companies and telecom providers to combat payment fraud, will assume the position on 30 September, commencing a five-year term.