Winning in Regulated Markets: How Local Expertise and Precision Geolocation Are Driving Success

 

NEXT: Stuart, as more regions embrace regulation in iGaming, what do operators need to consider to succeed in these newly regulated markets? 

Stuart Godfree: The most important factor is understanding that a regulated market is fundamentally different from an unregulated one. Operators need to combine compliance with a tailored local approach, understanding local laws, player behaviour, payment preferences, and cultural nuances. One-size-fits-all strategies don’t work. That’s why experienced geolocation providers, like mkodo with GeoLocs —  already live in Europe, North America, and LATAM, are so valuable, they understand how to navigate different markets and can help operators launch and scale with confidence. 

 

NEXT: Geolocation seems to be a hot topic in regulated markets. Why is it so critical right now? 

Stuart Godfree: Geolocation is no longer just a compliance checkbox it underpins the entire regulatory framework operators must work within. Knowing exactly where a player is located isn’t only about meeting licensing requirements, it’s essential for applying the correct tax in the correct jurisdiction, which is a critical obligation for operators. Accurate, reliable location data ensures that operators remain compliant, avoid regulatory penalties, and maintain operational integrity. Solutions that are proven across multiple markets give operators the confidence and scale they need. Precision isn’t optional anymore, it’s the foundation for operating successfully in regulated markets. 

 

NEXT: How does local expertise tie into geolocation? 

Stuart Godfree: Technology alone isn’t enough. You can have the most sophisticated system, but without understanding the nuances of each market, it can’t be applied effectively. Every jurisdiction has different rules around licensing, geofencing, and permitted activities — and even how tax zones must be identified and attributed. Working with a provider like mkodo, through its GeoLocs geolocation product, which has been live in multiple regulated markets for years and understands these complex compliance requirements, ensures operators can navigate all of these nuances seamlessly while also improving player trust. 

 

 

NEXT: What are some common mistakes operators make when entering new regulated markets? 

Stuart Godfree: One of the biggest mistakes is assuming compliance and localisation are interchangeable. Operators often underestimate how complex local laws can be, or they rely on solutions that aren’t fully reliable, which can lead to serious compliance issues. Another frequent error is failing to adapt the player experience, if the content isn’t tailored to the local market, acquisition and retention suffer. Providers with multi-market experience can help operators avoid these pitfalls. 

 

NEXT: Can you give an example of how geolocation can enhance both compliance and player experience? 

Stuart Godfree: Take Brazil, for instance. Operators need to ensure players are physically located within approved states. Accurate geolocation allows them to automatically adjust marketing content and responsible gambling prompts based on the player’s exact location. From the player’s perspective, it’s seamless – from the operator’s perspective, it’s fully compliant. We’re already seeing this in practice with partners like Superbet in Brazil, where working closely together ensures this level of precision runs reliably at scale. Providers with experience across multiple regions and high-volume platforms have already proven they can deliver this kind of accuracy. 

 

NEXT: What advice would you give operators preparing to enter a newly regulated market? 

Stuart Godfree: Start with a local-first mindset. Understand the regulatory landscape, engage local partners, and make sure your technology is robust. Geolocation should be seen as a strategic enabler for compliance, not just a checkbox. Operators who succeed are those who combine local insight with reliable, scalable technology that has already been proven across multiple regulated markets. For example, mkodo, through its GeoLocs product, is already live in Alberta and across the whole of Western Canada, supporting operators with critical regional exemptions that aren’t covered in standard playbooks. Experience in these markets is therefore paramount. 

 

NEXT: Looking ahead, how do you see the role of geolocation evolving in regulated markets? 

Stuart Godfree: It’s becoming more than verification, it’s a core operational tool. Regulators expect transparency and accuracy, and operators are increasingly leveraging location data, not only for compliance, fraud prevention, and responsible gambling, but also for actionable insights. For example, mkodo’s GeoLocs product provides a dashboard that gives clients useful data on player cohorts and behaviours. This can be used positively to manage problem gaming, enhance engagement, and drive group participation, such as understanding large cohorts of bettors at a World Cup stadium. Markets that are serious about regulation will reward operators who treat geolocation as a strategic asset, and providers with long-standing experience, multi-market presence, and scalable platforms are best placed to support them as the industry evolves. 

 

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Stuart Godfree is a recognised leader in the iGaming industry. Back in 2001 he co-founded mkodo, the award-winning B2B iGaming supplier of mobile and front-end technology, after starting his career as an applications engineer. In 2010, Stuart became mkodo’s managing director. 

He has more than 2 decades worth of expertise in the industry and in 2023 officially launched GeoLocs, a next-generation geolocation product which has been used exclusively by mkodo’s clients for over a decade.