Is iGaming really as fair as it claims to be? Do operators utilize ethical and fair business practices? They better do if they aim for sustainable, long-term success. Players are more informed than ever while regulations are tightening. iGaming platforms that fail to uphold transparency will inevitably lose players to platforms that make fair play in iGaming a core of their business strategy.
In 2025, fair play is more than just a pious player’s wish. Fair play is not only a governance condition and as such a core pillar of ESG in iGaming. It’s a non-negotiable player expectation. Operators who fail to prioritize transparency, fairness, and ethical gaming practices are risking much more than regulatory backlash. The ones that fail to address this are putting their business at stake. Unfair gaming practices result in a loss of player trust, poor retention, on top of a bad reputation, all resulting in turning away investors.Unclear RTP rates, misleading and falsely advertized promotions on top of exploitative game mechanics are antagonistic to the concept of fair play in iGaming.
As players demand transparency and regulators tighten their grip, fair play in iGaming s no longer optional … it’s a business imperative.
1. The Growing Demand for Fair Play in iGaming
Fair play in iGaming is becoming a key factor for sustainable growth, not just a nice-to-have. The cards are on the table and it’s no secret that regulations evolve and players have better access to information than ever before. Transparency and ethical gaming are no longer optional or a marketing stint. They are business imperatives. In 2025, fair play in iGaming is the must-have foundation for long-term profitability.
- A UK Gambling Commission report found that 59% of players prioritize trust when choosing a gambling platform.1 It’s evident: players want transparency and will select those platform that gain their trust.
- Ethical gaming practices are becoming a key factor in investment decisions and M&A deals according to the PwC Global ESG iGaming Report.2 To successfully attract investors, fair play is becoming more and more of a non-negotiable requirement.
Operators that prioritize fairness and responsible gambling may gain a significant competitive edge over those that don’t. How ESG-ready and sustainable is your iGaming business? Take our free iESG Assessment and see how you’re scoring.
2025 Regulatory Penalties for Failures in Fairplay in iGaming
Regulators are taking fair play matters more seriously, probably than they ever have. Two recent high-profile cases in 2025 proof just that. These two examples are a testament to the increasing scrutiny on misleading promos and shortcomings in player protection.
DraftKings Sued Over Deceptive Promos
- Jurisdiction: New York, USA
- DraftKings was hit with a class-action lawsuit in January 2025 for advertising “risk-free bets”. Obviously they were anything but that. Instead of actual refunds, players received non-cash bonus bets, forcing them to continue wagering.
This lawsuit perfectly illustrates the growing pressure on operators to ensure marketing transparency.3 This includes preventing misleading claims that encourage excessive gambling.
Merkur Slots UK Fined for Social Responsibility Failures
- Jurisdiction: United Kingdom
- Fine Amount: £95,450
- Merkur Slots UK was fined in February 2025 after a Stockport branch allowed a vulnerable player – a cancer patient – to gamble excessively without any sort of intervention. Despite obvious signs of problematic gambling, staff failed to act. In the UK a violation against social responsibility protocols.4
This case shows that operators are held accountable in ensuring fair treatment of players, particularly those who may be at risk.
What Do These Cases Tell Us?
The message by the regulators is clear: operators must ensure transparent marketing, and proactive player protection policies.
2. The Trinity of Predatory Practices Undermining Fairplay in iGaming
There will always be operators looming around that engage in shady tactics for the quick cash grab. The goal is to maximize their (short-term) revenue. The business case for utilizing unfair gambling manoeuvres is a very short sighted one. Why? It ultimately and irreversibly damages player trust and leads to regulatory action.
Here is the trinity of the most problematic practices:
#1. Unclear or Deceptive RTP Rates
- Some games and game providers display one generic RTP when in reality RTP settings can be easily changed (mind you: lowered) in the back office. Meaning payouts fluctuate based on operator adjustments, resulting in a deceptive RTP messaging.
- A deceptive RTP lacks transparency and makes it impossible for players to understand their true chances of winning.
#2. Misleading Bonus & Wagering Requirements
- Bonuses advertised as “risk-free” often come with complex wagering terms, making them pretty much impossible to cash out.
- 50x+ wagering requirements make it unrealistic, borderline achievable for players to convert bonus money into real winnings.
#3. Retention Strategies That Encourage Problem Gambling
- Some operators’ VIP-department personally reach out to high-value players, bombarding them with a myriad of cashback incentives, or direct financial perks to keep them playing longer.
- Aggressively targeting VIP players in a way that can’t be considered as fair play retention. Endless cashback incentives, freebies and free spins on top of gigantic match-up deals (with often unrealistic wagering requirements) are encouraging excessive gambling behavior.
3. How Operators Can Lead with Fair Play in iGaming & ESG Governance
Fair play in iGaming isn’t just about avoiding fines or checking regulatory boxes. It’s a true pillar of ethical business and as such a key factor for long-term sustainability. Aligning fair gaming policies with ESG governance is a win-win. iGaming platforms can gain trust, strengthen player loyalty on top of attracting investors, simply by playing it fair.
🏅 Our iESG Certificate recognizes operators who go beyond the minimum and embed fairness, transparency, and ethical governance into their core business. It’s more than a badge—it’s an independent standard that signals leadership in responsible gaming and ESG alignment.
1. Transparency in Game Mechanics & RTP
- Clear display RTP rates.
- Fixed RTP settings.
- Published payout statistics and volatility.
2. Ethical Bonus Structures & Marketing
- Ban on misleading terms like “guaranteed wins” or “risk-free bets.”
- Reasonable and achievable wagering requirements.
- T&Cs have to be easy to read, inclusive and not requiring a PHD in law studies.
3. Responsible Game Design
- Reduction of addictive mechanics like autoplay, turbo spins, or ominous near-miss effects.
- Introduction of session reminders and set-up of voluntary play limits in the game interface.
- Collaboration of third-party auditors to certify game fairness.
4. Fair Withdrawal & Account Policies
- Withdrawal terms are clear and reasonable.
- VIP incentives aren’t encouraging excessive gambling.
- Easily accessible self-exclusion form and deposit limit tools.
Transparency in game advertisement and marketing campaigns as well as fair overall policies are essential for a sustainable business. They’re key components in ESG and as such they strengthen corporate ethics (G) and player protection (S).
Conclusion
Fair play in iGaming is no longer an optional nice-to-have. Fairplay is not only a core part of ethical governance as in ESG, it’s a formula for long-term sustainability in iGaming. Operators who opt for transparency, protect their players and cultivate responsible gaming avoid regulatory backlash. They’re building a sustainable and long-term profitable business and are the ones leading the future of iGaming. Ready to become a pioneer?
FAQ: Fair Play in iGaming
What defines fair play in iGaming?
It refers to the ethical and player-focused side of gambling operations, ensuring fair play, player protection, and harm prevention.
Why should operators care about fair play in iGaming?
Unfair practices lead to player distrust, regulatory fines, and reputational damage, while fair play in iGaming builds long-term success.
How does fair play in iGaming connect to ESG?
Fair play in iGaming aligns with ESG by ensuring ethical governance (G), protecting players (S), and promoting sustainability in the industry.
How can operators improve game fairness?
By disclosing RTPs, avoiding false advertisement, simplifying bonus structures, and offering responsible gambling tools upfront.
Sources
1.Gambling Commission UK: “Consumer Trust Report (2024)“
https://www.gamblingcommission.gov.uk/print/exploring-drivers-of-consumer-trust-in-gambling
2. PwC: – Global ESG iGaming Report (2024)
https://www.pwc.com/gx/en/issues/c-suite-insights/global-investor-survey/global-investor-survey-report-2024.pdf
3. SBC Americas: “– “New Lawsuit Draftkings” (2025)
https://sbcamericas.com/2025/01/24/new-lawsuit-draftkings-new-york/
4. The Guardian: “UK slot machine operator fined over cancer patient’s activity“
