What is B2C?
B2C (business to consumer) in gambling refers to operators that offer gambling products directly to players, such as online casinos, sportsbooks and land-based venues.
B2C operators hold the consumer-facing licence, manage customer accounts and payments, carry out identity and affordability checks, and are responsible for marketing compliance and safer gambling duties. They usually source games and technology from B2B suppliers.
Some groups operate on both sides. A company may run its own consumer brands while also licensing its platform or sportsbook technology to other operators.
In regulatory news, enforcement action such as fines for anti-money laundering or social responsibility failings is usually directed at B2C licensees. B2C operators range from global listed groups to single-brand start-ups, and from national lottery operators to land-based casino chains. Their key costs include gaming taxes, marketing, payment processing and supplier fees. Results are usually reported in terms of active customers, GGR or NGR, and marketing spend as a share of revenue.
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