- Media
Luka Andric’s push for transparent and credible regulation
In a conversation that moves from the technicalities of licensing to public trust, Luka Andric offers a view that is as much about politics as it is about business.
Q: How do you envision the evolution of the German sports betting market over the next 5–10 years, especially in the context of regulatory changes and technological advancements?
Luka Andric: Over the next decade, the German sports betting market will be shaped by two main forces: regulatory reform and data-driven innovation. If the upcoming evaluation of the German State Treaty on Gambling leads to a more evidence-based and proportionate framework, we will see a stronger legal market that offers attractive, safe products and therefore channels players away from illegal operators. On the technological side, sports betting will become even more personalized, mobile and data-rich – with smarter risk management, better early detection of problematic behaviour, and faster, more engaging products for customers. The key question is whether regulation will enable these innovations in the legal market – or unintentionally push them into the black market.
Q: From your perspective, what are the most significant regulatory challenges facing the sports betting industry in Germany today, and how can industry stakeholders collaborate to address them effectively?
Luka Andric: The most significant challenge is the tension between well-intended restrictions and their real-world impact on channelisation. When limits, product bans or advertising restrictions are set too rigidly, they may look good on paper but drive customers to unregulated offers that have no limits, no safeguards and no tax contribution. Stakeholders need to work together – regulators, policymakers, operators, sports and experts – to move from “symbolic regulation” to effective regulation. That means: using data, studies and real customer behaviour to evaluate what really works. Regulators must be open to adjusting rules when evidence shows they are not delivering the intended outcomes.
Q: DSWV emphasizes player protection and integrity. How do you balance these priorities with fostering innovation and growth in the betting sector?
Luka Andric: For us, there is no contradiction. Long-term growth is only possible if the market is trusted, safe and well regulated. The balance comes from how rules are designed: instead of blanket bans, we favour targeted, risk-based measures – such as individual limits, early-warning systems based on behavioural data, and strict integrity monitoring in cooperation with sports bodies. If regulation sets clear goals and allows room for technological and product innovation within that framework, you can have both: strong protection and a competitive, growing legal market.
Q: Which emerging technologies such as AI, blockchain, or data analytics do you believe will have the biggest impact on sports betting operations and customer experience in the near future?
Luka Andric: In the short and medium term, data analytics and AI will have by far the biggest impact. They are already transforming risk management, fraud detection, sports integrity monitoring and – very importantly – early detection of problematic gambling behaviour. AI can help identify at-risk customers much earlier and much more precisely than static rules. Illegal betting remains a major challenge. What strategies do you see as most effective for reducing the black-market betting ecosystem in Germany and Europe? You need three pillars. First, an attractive legal offer: If customers cannot find the products they want, they will seek them elsewhere. Second, smart and visible enforcement is key: Blocking payments and domains, stronger cross-border cooperation, and ideally specialised prosecution units that focus on illegal gambling. And last but not least, we must communication clear towards the consumers so they are able to recognise legal operators easily and understand the difference in terms of protection and recourse.
Q: How does DSWV work to shape public perception of sports betting, particularly around issues like responsible gambling and ethical practices?
Luka Andric: Our approach is to be transparent, fact-based and accessible. We actively communicate the difference between legal and illegal offers, highlight the protection mechanisms of licensed operators, and support public debate on risks and solutions rather than avoiding it. We work with media, policymakers and other stakeholders to explain how modern player protection works in practice – from ID checks to self-exclusion and behavioural monitoring. At the same time, we are open about challenges and where regulation and practice need to improve. Public perception changes when people see that the legal industry takes responsibility seriously and is part of the solution, not the problem.
Q: Given DSWV’s work with organizations like IBIA, how important is international collaboration in ensuring integrity and fairness in sports betting?
Luka Andric: International collaboration is absolutely crucial. Manipulated matches rarely stop at national borders, and betting patterns are global. No single regulator or operator can detect and address integrity threats alone. Operators share real-time data on suspicious betting patterns, and that information can be passed on to sports bodies and authorities across jurisdictions. This cooperation increases the likelihood that manipulation is detected and sanctioned, which in turn protects both sport and consumers.
Q: Many betting companies contribute to professional sports through sponsorships. How do you see the role of sports betting in supporting sports at both grassroots and professional levels?
Luka Andric: Licensed sports betting operators play an important role in the sports ecosystem. Sponsorships and partnership agreements provide significant funding for professional clubs, leagues and federations. Betting sponsorship can be a positive force: helping to finance sport while promoting safe, regulated betting and awareness of the risks of illegal offers. If you could give one piece of advice to policymakers shaping sports betting legislation, what would it be? My advice would be: regulate based on evidence, not on assumptions. Keep what demonstrably works, and be willing to adjust or remove what does not – especially when it unintentionally strengthens the black market.
Q: Looking ahead, what do you identify as the biggest opportunities and potential risks for the German sports betting industry over the next decade?
Luka Andric: The biggest opportunity is to make Germany a best-practice example of how strict regulation, technological innovation and a functioning legal market can reinforce each other: high player protection, high integrity, substantial tax revenues, strong support for sport – and a significantly reduced black market. The biggest risk is the opposite scenario: that over-restrictive or inflexible rules drive customers to unlicensed operators, undermine channelisation and make it harder to protect those who are vulnerable. The next 5–10 years – especially the upcoming evaluation of the State Treaty in 2026 – will decide which of these paths Germany takes. Our goal as DSWV is clear: to work constructively so that regulation both protects and works in practice.
Lea Hogg spoke with Luka Andric who is CEO of DSWV, the German Sports Betting Association. Prior to that, he was Head of Public Affairs Germany for Betfair.
