In an industry defined by rapid innovation and constant regulatory change, the role of compliance has evolved from a simple checkbox to a strategic business
In an industry defined by rapid innovation and constant regulatory change, the role of compliance has evolved from a simple checkbox to a strategic business imperative. For iGaming operators, navigating this complex landscape is not just a necessity; it’s the cornerstone of sustainable success. As Chief Marketing Officer at BetComply, a firm that positions itself as the “industry’s most trusted technical and regulatory compliance consultant,” Martin Hodges has a unique challenge: to market a service that is often seen as a cost, not a creative advantage.
With over 15 years of experience across the iGaming sector, from operators to affiliates, Martin brings a distinct perspective to his role. In this exclusive interview, we sit down with him to discuss how BetComply leverages its expertise to build trust and help clients not only meet but anticipate regulatory demands.
iGaming Times: Martin, you’ve seen significant shifts in your 15 years in iGaming. From your perspective, what are the most profound changes in the iGaming regulatory landscape over the past decade, and how has BetComply adapted its strategies to stay ahead of these developments?
Martin Hodges: Over the past few years, the iGaming regulatory landscape has undergone several significant changes that have profoundly impacted operators and compliance consultants. Regulators worldwide are adopting more proactive oversight, anticipating challenges from new technologies and evolving industry trends, which has resulted in a complex patchwork of jurisdiction-specific rules. Operators now need to tailor their compliance strategies carefully for each market.
There has been a growing emphasis on player protection, with stricter requirements such as mandatory deposit limits, self-exclusion tools, and player behaviour monitoring becoming standard in many regions. For example, the UK introduced online slots stake limits by age group and mandatory deposit limit prompts in 2025. Additionally, tighter controls on gambling advertising have been imposed to protect vulnerable groups, including bans on certain promotions, influencer marketing limitations, and restrictions on sponsorships, such as the UK’s ban on Premier League gambling sponsorships starting in 2026/2027.
Heightened data protection and digital identity verification requirements have also become central to regulatory frameworks, with robust KYC and AML protocols often involving digital ID verification. Furthermore, significant tax and licensing reforms have emerged, with markets like Brazil and some U.S. states introducing high licensing fees and increased tax rates, adding financial and operational pressures on operators. At the same time, new market openings in countries such as Brazil and New Zealand are creating fresh opportunities but also demanding agility and local expertise from operators and compliance partners.
BetComply has adapted by increasing its expertise across these diverse and rapidly evolving regulations, offering tailored market entry strategies, compliance monitoring, and risk management solutions. This proactive, market-specific approach enables clients to navigate the increasingly complex global regulatory maze with confidence and agility.
iGaming Times: As a CMO in the compliance sector, how do you approach marketing BetComply’s services to iGaming operators? What unique challenges and opportunities exist when marketing a compliance solution in such a heavily regulated industry?
Martin Hodges: Marketing BetComply’s services within a heavily regulated environment demands a highly strategic approach that balances compliance expertise with a clear communication of value. The focus is on positioning BetComply not merely as a service provider but as a trusted partner to the business. The marketing strategy emphasises BetComply’s deep technical knowledge, multi-jurisdictional expertise, and innovative solutions tailored to diverse markets.
One of the unique challenges in marketing compliance solutions lies in the inherent complexity and sensitivity of the subject matter. Compliance is often perceived as a cost or burden rather than a strategic advantage, and businesses tend to be cautious about messaging that might expose regulatory risks. Therefore, marketing must be educational and confidence-building, clearly demonstrating how BetComply’s services reduce risk, ensure market access, and protect reputation. Messaging is carefully crafted to align with regulatory language and emphasise proactive risk management rather than reactive fixes. On the opportunity side, the growing regulatory complexity creates strong demand for expert compliance partners, which BetComply leverages by highlighting its comprehensive service suite, from licensing to ongoing monitoring and training.
iGaming Times: BetComply emphasises being the “industry’s most trusted technical and regulatory compliance consultant.” How do you, as CMO, leverage digital marketing and brand development to cultivate and maintain this high level of trust and reputation within the iGaming community?
Martin Hodges: Building and maintaining trust and reputation requires a deliberate, multi-faceted digital marketing and brand development strategy. Our approach centres on establishing thought leadership, transparency, and consistent engagement. Digital marketing efforts focus heavily on delivering high-quality, educational content that addresses the real challenges iGaming companies face. This includes publishing insightful articles, whitepapers, webinars, and case studies that demonstrate BetComply’s deep knowledge and practical solutions. By sharing this content across multiple channels, such as LinkedIn, industry forums, trade events, and publications, we position ourselves as a trusted advisor rather than just a service provider. Transparency is paramount in a compliance-driven sector. BetComply’s marketing openly communicates its commitment to ethical standards and proactive risk management, which reassures decision makers that partnering with us mitigates regulatory risks and protects their reputation.
iGaming Times: Your background highlights leveraging “advanced digital marketing techniques and data analytics.” Can you explain how data analytics specifically informs BetComply’s marketing strategies, particularly in identifying pain points for operators and tailoring solutions like “ComplyCheck” or “Digital Risk Management”?
Martin Hodges: Data analytics plays a central role in shaping BetComply’s marketing strategies by providing deep insights into the specific compliance challenges faced by iGaming companies, enabling highly tailored solutions. We leverage advanced digital marketing techniques and robust data analytics tools to identify a business’s pain points through detailed segmentation and behavioural analysis. For example, descriptive analytics help us understand historical compliance issues and regulatory trends, while predictive analytics forecast emerging risks. This enables us to position products like ComplyCheck as proactive tools that monitor ongoing compliance status, and Digital Risk Management as a dynamic solution to mitigate evolving regulatory threats. Data-driven segmentation helps us differentiate operators by size, market focus, and regulatory complexity, ensuring our communications resonate with each segment’s unique needs.
iGaming Times: Compliance can be a complex topic. How does BetComply, through its marketing efforts, educate the iGaming market about the importance of proactive compliance and the benefits of services like “Training Services” or “Outsourcing Services,” rather than just reacting to regulatory changes?
Martin Hodges: We do this through a comprehensive, multi-channel strategy that emphasises the importance of staying ahead of regulatory changes. Recognising that compliance is a complex and evolving topic, BetComply uses expert-led, geo-specific training services and outsourcing solutions designed to build clients’ internal capabilities and foster a culture of continuous learning and risk mitigation. Our marketing efforts focus on communicating the tangible benefits of proactive compliance education, including reducing regulatory risk, avoiding costly fines, and enhancing the client’s reputation. Our Training Services are designed to be role-relevant and engaging, covering critical areas such as AML, responsible gambling, player protection, and marketing compliance.
iGaming Times: How do emerging technologies, such as AI or blockchain, intersect with compliance in iGaming, and how is BetComply preparing its clients for these future challenges and opportunities? Are there specific marketing initiatives around these areas?
Martin Hodges: New technologies such as artificial intelligence (AI) and blockchain are increasingly intersecting with compliance, presenting both challenges and opportunities. These technologies can enhance regulatory adherence through improved data analysis and automation; however, they also introduce new risks. One significant regulatory development impacting this area is the EU Digital Operational Resilience Act (DORA), which came into effect in January 2025. Although primarily focused on the financial sector, DORA’s requirements are highly relevant to iGaming companies that rely on digital infrastructure and third-party tech providers. BetComply supports clients in implementing robust ICT governance frameworks aligned with DORA’s standards. Another key regulation is the forthcoming EU AI Act, which introduces a comprehensive framework for AI systems. We are preparing our clients by providing guidance on responsible AI deployment and risk assessments. From a marketing perspective, we have initiated targeted campaigns and thought leadership content to educate operators about these emerging frameworks and the role of AI and blockchain in compliance.
iGaming Times: Your role as CMO at BetComply is distinct from a traditional iGaming operator. How does the “compliance-first” nature of BetComply influence your marketing strategy, messaging, and target audience engagement compared to your previous roles in top-tier gaming companies?
Martin Hodges: Having worked across multiple facets of the iGaming industry, my role as CMO at BetComply is uniquely shaped by the “compliance-first” nature of the business. In operator and supplier roles, marketing often focuses on player acquisition, engagement, and brand excitement. At BetComply, however, the marketing strategy pivots away from consumer-facing excitement towards building credibility, trust, and authority within a highly specialised B2B environment. The messaging is far more technical and consultative, aimed at compliance officers, legal teams, and senior executives rather than players or affiliates. This requires a deeper integration of regulatory intelligence and a focus on educating the market about complex compliance challenges. Audience engagement is more relationship-driven and long-term, relying on thought leadership content, webinars, and personalised communications that demonstrate BetComply’s proactive approach.
iGaming Times: What key performance indicators (KPIs) do you track to measure the success of BetComply’s marketing initiatives? How do you quantify the impact of marketing on safeguarding operations and enhancing operator reputation?
Martin Hodges: We track a range of KPIs that align closely with both marketing effectiveness and the broader business objectives of safeguarding operations and enhancing client reputation. Given the long sales cycles typical in iGaming compliance, our KPIs focus not only on lead generation but also on the quality and progression of those leads through the sales funnel, as well as our industry standard engagement and brand trust metrics. To quantify the impact of marketing, we look beyond traditional lead metrics. For example, the uptake of services like ComplyCheck or Training Services following targeted campaigns indicates that companies are proactively addressing compliance risks. Feedback from clients and regulators, as well as case studies demonstrating reduced regulatory breaches and improved audit outcomes, also serve as qualitative indicators of marketing success.
iGaming Times: BetComply aims to help businesses “stay ahead of the compliance curve.” From a marketing perspective, how do you continuously gather intelligence on new regulations and market needs to ensure BetComply’s services and messaging remain relevant and cutting-edge?
Martin Hodges: To ensure we remain relevant and cutting-edge, staying ahead of the compliance curve requires a continuous and proactive gathering of regulatory intelligence and market insights from multiple sources. We rely heavily on our 22 highly trained compliance team members who provide real-time, global coverage of legislative developments tailored specifically to the gambling industry. In addition to our internal compliance experts, we maintain close relationships with regulators, industry bodies, and key stakeholders to gain early insights into upcoming regulatory initiatives. We also actively monitor technological advances, such as AI-powered KYC/AML tools, which increasingly intersect with compliance.
iGaming Times: Looking forward, what is your strategic vision for BetComply’s growth in the iGaming industry? How will marketing play a pivotal role in achieving this vision?
Martin Hodges: Our strategic vision is ambitious, aiming to expand our footprint across regulated and emerging iGaming markets worldwide, while continuously enhancing and innovating our compliance services portfolio. We want to empower operators and suppliers to scale confidently and compliantly. We want world domination. Marketing will play a pivotal role in realising this vision by driving awareness of BetComply’s unique value proposition as the industry’s most trusted technical and regulatory compliance consultant. Through targeted, data-driven campaigns, thought leadership, and strategic partnerships, marketing will educate the market on the benefits of proactive compliance and promote new tools like the ComplyCheck service and the new Marketplace. BetComply’s commitment is to empower clients with the expertise, technology, and support they need to succeed sustainably and confidently in regulated markets worldwide. Marketing will be the engine that drives this mission forward, connecting BetComply’s innovative solutions with the operators and suppliers who need them most.
