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Kesitilwe says the AiA also wants to develop a clearer picture of problem gambling across Africa and use that evidence to support engagement with governments and policymakers.
“We also, from the point of view of the Alliance, intend to do Africa-wide studies around prevalence of problem gambling in different markets, obviously working with regulators and associations,” he says.
Alongside this, the AiA wants to use the lessons from the inaugural week to broaden participation and establish the campaign as a permanent fixture.
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signals how far Pragmatic Play is willing to push iteration on a recognizable mechanical family
A fourth Halloween variant in one series also signals how far Pragmatic Play is willing to push iteration on a recognizable mechanical family. Familiarity is the point. Each seasonal skin trades on established player recognition rather than introducing a new core experience.
Whether players see genuine value or diminishing returns from a fourth spooky variant is a fair question. The commercial logic, though, is clear. Big Bass Splash Halloween 1000 is less a new chapter than an on-schedule seasonal refresh of a franchise Pragmatic Play has every incentive to keep in circulation.
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Limay reported implementing new safety measures for AI-generated gambling creatives, including specifying age-related prompts and reviewing the perceived age of AI outputs.
Despite these measures, the ASA found that the character’s age was not credibly verified. The prompts used to generate the AI image did not explicitly require the character to appear aged 25 or over. Without an independent verification process, the regulator determined the character still “seemed to be under 25”.
The ASA’s ruling directed both Dribble Media and Limay Media to ensure the offending advertisement would not be redisplayed in the same form.
