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One of the main concerns is Bill 560/2025, which is currently making its way through the council. The proposal prohibits advertising by betting companies at events in the city of São Paulo. This applies to events organised by public or private entities, whether for-profit or non-profit.
The bill prohibits signs, banners, or display panels in arenas, gymnasiums, stadiums and other sports event venues. It also bans advertising on public transport, such as the side panel, exterior or the rear window of buses. The bill imposes a fine of BRL50,000 ($10,000) and a ban on hosting events for up to two years.
The proposal does not explicitly prohibit the display of betting brands on team jerseys, but some city councillors want to include this in the bill.
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In a LinkedIn post on Monday, Keurmerk Verantwoorde Affiliates (KVA), the Dutch casino affiliate quality mark, voiced concerns about the role of Google search in directing Dutch consumers towards illegal online gambling sites.
The group highlighted potential risks posed by Google’s organic search features beyond paid advertising, which include autocomplete and suggested queries.
Using data collected primarily through Chrome’s incognito mode to exclude personalised search histories, the KVA identified several autocomplete and pre-fill search queries that directly suggested illegal gambling platforms to users.
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Crucially, Curwen sees those efficiencies as a means to an end rather than the primary objective.
“That’s where I think Game in a Box becomes really interesting,” Curwen says. “The ambition isn’t to use technology to make average games faster. It’s to give talented creators the freedom to try more ideas and hopefully produce better games.”
As work on Game in a Box progressed, Yggdrasil began to see an opportunity extending beyond its own production process.
