Play’n GO has become a member of the German Online Casino Association, known as the Deutscher Online Casinoverband (DOCV), to increase its engagement with policymakers, regulators and industry stakeholders in Germany.
The association approved the casino entertainment provider’s membership unanimously. Melanie Hainzer, Market Owner DACH at Play’n GO, will serve as the company’s representative in the association’s work, and the supplier will contribute its experience from regulated markets worldwide.
“A trade association should be much more than a logo on a member’s website or another room in which the industry talks to itself. Its job is to organise credible businesses around clear objectives, bring evidence and practical solutions to policymakers, and make sure regulation works in the real world as well as it does on paper,” said Shawn Fluharty, Head of Government Affairs at Play’n GO.
“That is why Play’n GO joins organisations such as the DOCV. We want to be at the table, contributing our international experience, challenging ideas where necessary and working constructively with others who are committed to the success of the regulated market,” Fluharty added.
What the DOCV does
The DOCV represents the interests of the regulated online casino industry and serves as a forum for dialogue among businesses, policymakers, authorities, the media and the public. Its work centers on sustainable regulation, fair competitive conditions, player protection and a viable regulated online gambling market in Germany.
The organization represents members before authorities, legislative bodies and other associations. It also advocates for fair competitive and taxation conditions and provides information on the economic, social and legal development of casino markets.
Research into gambling-related harm forms part of its statutory purposes, together with cooperation with organizations dedicated to addiction prevention and the protection of minors.
A market still losing players to illegal sites
The membership comes at a time when Germany’s regulated online gambling sector is examining how the legal market can improve channelization, compete more effectively with illegal operators and deliver sustainable long-term outcomes for players and licensed businesses.
“Germany should be one of Europe’s great regulated online gaming markets, but commercially the current position is not good enough. Licensed operators are being asked to compete with illegal businesses that do not pay the same taxes, follow the same rules or meet the same standards of player protection,” said Magnus Olsson, Chief Commercial Officer at Play’n GO.
“There is also a fundamental disagreement about the true scale of the problem,” Olsson added. According to the executive, industry estimates place channelization between 30% and 50%, while the official position is significantly higher. “Whichever figure one accepts, too much activity is taking place outside the regulated market, and that should concern everyone who wants German regulation to succeed.”
He also warned about the effect of regulation on player choice. “Good regulation must protect players, but it must also create a licensed market that players actively choose to use. If regulation makes the legal offer materially less attractive while illegal operators remain easily accessible, it risks pushing customers in precisely the wrong direction.”
“We know that Germany has enormous potential. Play’n GO has made long-term decisions in support of the regulated market, including walking away from substantial unlicensed business. We did that because we believe sustainable commercial growth and strong regulation must go together,” said Olsson.
“Now the collective priority must be to improve channelisation, confront black-market activity and give responsible, licensed operators a fair opportunity to compete,” he added.
Results over visibility
Fluharty said Play’n GO will measure its advocacy by outcomes rather than by visibility.
“The test of effective advocacy is not whether the industry is heard. The test is whether it helps produce better outcomes. In Germany, that means stronger channelisation, meaningful action against illegal operators, fair competition for licensed businesses and regulation that protects players without driving them towards the black market,” he said.
“No single company, regulator or association can deliver that alone. Progress requires licensed operators, suppliers, policymakers and enforcement bodies to work from a shared understanding of the problem and accept responsibility for solving it. We are joining the DOCV because we intend to be an active participant in that work, and because Germany is simply too important for responsible companies to remain on the sidelines,” he added.
The DACH representative’s plans
“There is a real opportunity to build a stronger and more sustainable regulated market in Germany, and I am looking forward to working closely with the DOCV and its members,” said Hainzer.
“Play’n GO will bring a supplier perspective shaped by experience across many regulated jurisdictions, but we will also be there to listen, learn and contribute to practical solutions. Germany’s challenges cannot be solved by one part of the industry alone, and I am optimistic about what can be achieved through open, consistent and constructive collaboration,” she said.
According to Play’n GO, the membership is consistent with its long-standing commitment to regulated markets and its belief that lasting industry growth must be built upon effective regulation, responsible entertainment and high standards of business conduct.