Play’n GO Joins German Online Casino Association to Back Channelisation Efforts

Play’n GO has formally joined the Deutscher Online Casinoverband (DOCV), marking a strategic move to deepen its engagement with Germany’s regulated online casino sector. The DOCV, the primary representative body for Germany’s regulated online casino industry, unanimously accepted Play’n GO’s membership. Melanie Hainzer, Market Owner DACH at Play’n GO, will serve as the company’s designated representative within the association.

Why Play’n GO Joined the DOCV

Play’n GO’s entry into the DOCV underscores its commitment to supporting sustainable regulation, fair market conditions, and effective player protection in Germany. By participating directly in the association, Play’n GO seeks to contribute its experience as a global casino entertainment supplier operating across regulated markets. This initiative comes at a time of intense scrutiny for Germany’s legal online gambling sector, as the industry contends with channelisation challenges and persistent competition from unlicensed operators.

Channelisation and Market Challenges for German Online Casinos

The regulated gambling market in Germany faces an ongoing struggle to direct players towards licensed platforms—a process commonly referred to as channelisation. Industry estimates put channelisation rates between 30% and 50%, while official figures suggest significantly higher rates. Magnus Olsson, Chief Commercial Officer at Play’n GO, described the commercial landscape as not meeting expectations, highlighting that legal operators are forced to compete against illegal businesses that ignore local tax obligations and regulatory standards:

“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.” — Magnus Olsson, Play’n GO

Regardless of the precise figure, a substantial portion of online gaming activity remains outside the regulated framework. This divergence raises concerns for policymakers, as effective regulation relies on shifting player activity into the legal market while upholding standards of responsible entertainment and consumer safety.

Play’n GO’s Position on Regulatory Reform and Advocacy

The company advocates for reforms that ensure the regulated offering remains attractive enough to outcompete illicit options:

• Regulation should protect players but also create a robust, appealing legal market.
• If regulation forces licensed platforms to weaken their offering while illegal alternatives remain accessible, channelisation will suffer.

Olsson emphasized that Play’n GO has taken deliberate steps, including foregoing unlicensed business, to support the regulated German market. The company views cooperation with regulators, operators, and association bodies as essential to addressing black-market activity and fostering long-term sustainable growth for licensed stakeholders.

Role of DOCV and Play’n GO’s Engagement

The DOCV acts as an advocacy group for members before legislative, regulatory, and media entities. Its remit includes:

• Dialogue and consultation with policymakers on regulatory developments
• Advocacy for fair competition and tax standards
• Research on gambling-related harm
• Collaboration on addiction prevention and the protection of minors

Shawn Fluharty, Head of Government Affairs at Play’n GO, explained that effective trade associations must operate beyond industry echo chambers and shape regulation that works practically for all involved:

“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.” — Shawn Fluharty, Play’n GO

Play’n GO’s representative, Melanie Hainzer, reiterated the company’s goal to bring a supplier perspective to the DOCV, shaped by experience in multiple regulated jurisdictions. Hainzer highlighted the importance of open, consistent, and constructive cooperation among all stakeholders to address the shared challenges facing the German market.

Commitment to Regulated Growth in Germany

Play’n GO’s decision to join the DOCV reflects its continued belief that growth in the iGaming industry must be underpinned by robust, effective regulation and responsible business conduct. The company’s approach is focused on practical involvement rather than symbolic participation, aiming to help drive regulatory solutions and foster sustainable competitive conditions in Germany.

For further developments on regulated markets, stakeholders can follow in-depth coverage on the regulation and b2b sections.