Vixio survey reveals rising compliance pressure on suppliers

The global online gambling industry continues to evolve at a rapid pace, driven by advances in technology, the expansion of regulated markets, and the growing influence of artificial intelligence (AI). However, alongside these opportunities, suppliers are finding themselves under mounting pressure to comply with increasingly complex regulatory frameworks.

Vixio, a recognized provider of regulatory intelligence solutions, has published the results of its 2025 Gaming Supplier Survey, a comprehensive study capturing the perspectives of more than 100 executives from leading gambling suppliers worldwide. The survey explores pressing issues such as AI adoption, responsible gaming, and the diversification of technical compliance requirements.

The findings were released in advance of the Global Gaming Suppliers Seminar, hosted in Las Vegas by Vixio in collaboration with the Association of Gaming Equipment Manufacturers (AGEM), an international trade body representing the interests of gaming equipment providers.

The survey sheds light on how gambling suppliers are adapting to an increasingly demanding regulatory landscape and how these challenges are shaping the strategic choices facing the industry in the years ahead.

Heightened regulatory awareness

One of the most notable outcomes of the Vixio survey is the recognition that regulators worldwide are becoming more knowledgeable about the role suppliers play in the online gambling ecosystem. In the past, much of the regulatory focus had been on operators. However, suppliers are now under closer scrutiny as their technologies and services directly support both legal and, at times, unlicensed operators.

According to Vixio, this heightened regulatory awareness underscores the need for suppliers to adopt robust compliance frameworks, implement advanced monitoring technologies, and establish clear internal policies. Regulators are no longer treating suppliers as background players; instead, they view them as integral components of the wider industry whose influence extends across jurisdictions.

James Kilsby, Chief Analyst for Vixio, explained:
“The Gaming Supplier Survey underscores the increased regulatory burdens falling on online gambling suppliers as more European jurisdictions introduce specific B2B licensing regimes and regulators scrutinise how illegal, offshore sites are being supported. In addition, regulation of iGaming is spreading to new parts of the world and suppliers are grappling with an increasingly diverse set of technical compliance rules and other regulatory restrictions, as they seek to capitalise on these exciting growth opportunities.”

Operators adding compliance pressure

The compliance burden on suppliers is not limited to regulatory demands alone. The survey reveals that 75 percent of suppliers believe that operators themselves are increasing pressure on their partners to ensure compliance with local laws and standards.

This dynamic reflects the growing importance of maintaining reputational integrity in the gambling sector. Operators are acutely aware that their association with non-compliant suppliers can expose them to penalties, reputational risks, and even license revocation. As a result, suppliers are under pressure not only from governments and regulators but also from the very clients they serve.

This dual pressure is prompting many suppliers to strengthen internal compliance teams, invest in new technology-driven solutions, and engage in more rigorous due diligence when partnering with operators across multiple markets.

Strategic choices between regulated and grey markets

Executives surveyed by Vixio anticipate that in the coming five years, gambling suppliers will increasingly need to make a strategic decision between focusing solely on regulated markets or continuing to operate in jurisdictions where legal frameworks remain unclear.

While regulated markets provide legal certainty and long-term stability, grey markets may present lucrative but risky opportunities. The survey indicates that this choice will become sharper as regulators worldwide tighten their oversight of the supply chain in gambling.

For many suppliers, the decision will depend on balancing financial opportunities against compliance risks. Some may opt to prioritize regulated markets, even if that limits immediate profits, to secure sustainable growth and avoid regulatory entanglements. Others may continue to serve emerging grey markets but will need to carefully assess the legal risks involved.

Regional growth opportunities

The Vixio survey highlights three key regions expected to offer the most significant commercial opportunities for gambling suppliers in the near future:

Latin America

Latin America is identified as a major growth area, with countries such as Brazil, Peru, and Colombia developing or refining regulatory frameworks for online gambling. Suppliers view this region as attractive due to its large population, rising digital adoption, and increasing acceptance of gambling as a legitimate form of entertainment.

North America

North America, particularly the United States, remains a focal point for suppliers. The ongoing expansion of regulated sports betting and online casinos across multiple states presents vast opportunities for B2B providers of technology, games, and compliance tools. Canada is also seen as a growing market following Ontario’s regulatory success.

Africa and the Middle East

The survey further identifies Africa and the Middle East as promising but uncertain frontiers. In particular, the United Arab Emirates is noted as a potential market, though regulatory frameworks are still under development. For suppliers willing to navigate uncertainty, this region could represent substantial long-term opportunity.

Growing complexity of technical compliance

Technical compliance has emerged as one of the most pressing challenges highlighted by the survey. An overwhelming 90 percent of respondents agreed that technical and product compliance requirements are becoming more diverse across regulated markets. This trend is expected to accelerate over the next five years.

The diversity of requirements stems from differing regulatory philosophies, local cultural considerations, and varied technical standards. For suppliers operating across multiple jurisdictions, the burden of adapting their products to meet local compliance obligations is growing increasingly resource-intensive.

In response to these challenges, Vixio has launched its Technical Compliance Tool, described as the online gambling industry’s first centralized resource for navigating technical compliance obligations. The tool consolidates requirements across multiple jurisdictions and provides suppliers with access to comprehensive modules covering a wide spectrum of technical issues.

This initiative is designed to help suppliers reduce compliance costs, streamline processes, and ensure consistent adherence to regulatory standards.

Artificial intelligence as opportunity and challenge

Artificial intelligence is widely viewed as a transformative technology with the potential to reshape multiple aspects of the online gambling industry. The survey respondents pointed to several promising applications for AI, including:

• Enhancing game design and player engagement
• Developing personalized responsible gambling tools
• Improving financial reporting and risk management
• Detecting suspicious betting patterns or fraudulent behavior

However, enthusiasm for AI is tempered by recognition of its limitations. Fifty-eight percent of executives surveyed believe that the widespread adoption and benefits of AI will be constrained by the pace at which regulators and lawmakers understand and respond to the technology.

Concerns around data privacy, algorithmic transparency, and potential misuse of AI in gambling remain central to regulatory debates. For suppliers, the challenge lies in responsibly deploying AI tools while ensuring compliance with evolving legal standards.

Conclusion

The 2025 Gaming Supplier Survey by Vixio paints a clear picture of an industry facing both unprecedented opportunities and mounting regulatory challenges. Suppliers are no longer on the periphery of regulatory oversight; they are at the very center of it.

The growing pressure from regulators, operators, and diverse markets means suppliers must be more proactive than ever in their compliance strategies. Regions such as Latin America, North America, and parts of the Middle East present significant growth opportunities, but the increasing complexity of technical compliance and the cautious adoption of AI underline the challenges ahead.

Ultimately, suppliers who invest in robust compliance frameworks, embrace innovation responsibly, and make strategic choices about their market participation are likely to emerge as leaders in the next chapter of the global gambling industry.

FAQs

What is the Vixio Gaming Supplier Survey?
It is an annual survey conducted by Vixio, gathering insights from executives of leading gambling suppliers on regulatory, compliance, and technological issues.

Why are regulators focusing more on suppliers?
Regulators now recognize that suppliers play a critical role in enabling both licensed and unlicensed operators, making their compliance essential for market integrity.

How are operators pressuring suppliers?
Operators are demanding that suppliers maintain strong compliance standards to avoid reputational harm and regulatory penalties.

Which regions present the biggest opportunities for suppliers?
Latin America, North America, and certain parts of Africa and the Middle East are seen as the most promising growth markets.

What is Vixio’s Technical Compliance Tool?
It is a platform designed to centralize and simplify technical compliance requirements across jurisdictions for gambling suppliers.

Why is technical compliance becoming more complex?
Regulatory bodies in different countries impose varying technical requirements, creating a patchwork of obligations for global suppliers.

How is AI being applied in the gambling industry?
AI is being used for game design, responsible gambling tools, fraud detection, and improved financial reporting.

What are the risks of AI adoption in gambling?
Risks include regulatory uncertainty, data privacy concerns, and challenges around algorithm transparency and fairness.

Will suppliers need to choose between regulated and grey markets?
Yes, many executives believe suppliers will increasingly need to decide whether to focus on regulated markets or continue operating in less clear jurisdictions.

How many executives contributed to the 2025 survey?
Responses were collected from over 100 executives across leading gambling suppliers worldwide between April and July 2025.