Alessandro Colnago on the new regulatory landscape in Ireland
How long have you been with Carlton Entertainment Group and what changes have you seen in the Irish gambling landscape during this time?
I started working for Carlton Casino at the beginning of 2019. After the Covid-19 pandemic, the company evolved and rebranded as Carlton Entertainment Group, offering a more interconnected experience to its customers through two VGT (video gaming terminal) locationsand the Carlton Casino Club.
The biggest changes, in my opinion, occurred during the pandemic. Some casinos didn’t survive the lockdown while others shifted their focus towards live poker games and VGTs. More recently, however, we’ve observed the opposite trend, with poker rooms starting to register members and adding live gaming tables for their customers. It might not seem like it at a first glance, but the Irish gambling landscape is highly dynamic and changes rapidly.
In October 2024, the Irish Gambling Regulation Act became law. How did this affect operations?
At the moment, the Gambling Regulation Authority of Ireland (GRAI) is working really hard on enforcing the Gambling Regulation Act, which will be implemented gradually. As Ireland’s first comprehensive gambling regulatory bill, it’s a wide-reaching document that addresses multiple aspects of gambling-related activities. It includes not only casinos, but also bookmakers, VGTs, horse and dog racing, lotteries, and both live and online platforms.
I’m proud to say Carlton Entertainment Group had already elevated operational standards well before discussions around the bill began. AML procedures, safe gambling practices, operational transparency and customer protection have always been fundamental pillars of the company. We recently invited the GRAI to visit our premises and received very positive feedback.
You’ve got experience in casino operations across a few different countries. What are some differences you’ve found in Ireland regarding customers, business attitudes and any interesting trends?
Gambling is really popular in Ireland but the market definitely has its own unique aspects. Casinos represent only a small part of Ireland’s broader ecosystem, with poker, bookmakers, horseracing and lotteries being the major players. Poker, in particular, has always had a strong following. The Irish Open Poker tournament is a constant reminder of this – it’s the longest-running Texas Hold’em poker tournament in Europe and the second-longest worldwide, after the WSOP (World Series of Poker).
Casinos in Ireland are generally smaller than their European counterparts and focus primarily on the gaming experience. It’s rare to see a casino here with a large bar or a restaurant, and stages or shows are nonexistent. That’s what we envision for the future of the Carlton Entertainment Group – expanding the meaning of “entertainment” in our name to offer more than just gambling, creating memorable nights out for everyone.
What level of awareness do customers have in regards to the Gambling Regulation Authority of Ireland and upcoming changes, and do they care?
Right now, I would say customer awareness is quite low. They may have heard about the GRAI in the news or on the radio, but they haven’t yet experienced its impact. We’ve occasionally had customers question our requests and procedures, especially when compared to other operators. However, we always take the time to explain the reasons behind these measures and how they’re affected by the regulations.
How do you think regulating Ireland’s gambling scene will change day-to-day operations?
Regulation will mainly change the framework within which casinos operate. It’s a great opportunity to improve our offerings, as some suppliers – especially from the US – are not currently allowed to provide their licensed products in unregulated markets. This means we could soon see new side bets, promotions and even games that are already available in the UK, and other parts of Europe, becoming accessible in Ireland. This is a crucial point for me, because regulation is often misunderstood as a mere limitation. Our industry needs the right amount of regulation. Without it, we risk two extremes: a lawless “wild west” environment with no protection for customers and workers or total prohibition, which also removes safeguards and pushes gambling into the underground economy.
The GRAI signed a partnership with the UK’s Advertising Standards Authority (ASA) almost immediately. What can you tell me about this? What are advertising standards in Ireland currently like?
Advertising regulation is especially important nowadays, as we are constantly bombarded by ads, especially online and on social media. I recently saw multiple social media posts from fake profiles, promoting an online casino where people with gambling problems, single mothers and low-income workers claimed to have solved their issues through constant and legitimate wins. Obviously, these ads were fake and likely tied to illegal online casinos, but the fact that they specifically targeted vulnerable individuals is absolutely appalling.
Two pivotal points of the new gambling bill will be the consent for exposure and depiction of gambling. Gambling ads will only be shown to people who have opted in or subscribed to related services or pages – on platforms like YouTube, Facebook, Instagram, etc. Regardless of the platform, certain depictions will be strictly forbidden – such as presenting gambling as a solution to financial problems, a status booster or an activity for children. This may seem obvious, but given the examples above, it’s clear that some still exploit these narratives. Additionally, there will be a “no-ads” area between 5:30am and 9:00pm for traditional media such as TV and radio.
If you could single out one characteristic that makes the Irish market unique from the rest of the world, what would it be?
Right now, I’d say it’s the sheer number of possibilities the new bill is unlocking.
After years of being something of a ‘black sheep’ in the European gambling market, Ireland is finally establishing a fully regulated environment. This opens doors for both large and small operators – online and brick-and-mortar alike. With cooperation from all parts, the future of the industry looks incredibly promising, with ethics and people at the core.
I’m fully convinced that, as often said in Ireland: it’s gonna be grand!
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