With the 2026 FIFA World Cup fast approaching in June, arguably the second biggest event for the gambling sector between now and then is the SBC Malta Summit taking place in early May.
Industry stakeholders from across the world will convene to exchange valuable knowledge and best practices ahead of the most valuable football tournament, with TipWin also set to join the conversation.
However, not all operators will have the same playing field across the board. Brands in Germany will have to work under severe operational limitations, which applies to TipWin as well.
Ahead of his participation in our Malta conference week, Damir Boehm, TipWin’s CEO, discusses what obstacles will domestic players have to overcome as they look to capitalise on the World Cup.
SBC News: What’s the general feeling over in Germany about the World Cup? Can we see a repeat of the 2014 march towards lifting the trophy?
Damir Boehm: Germany always approaches a World Cup with a mix of cautious optimism and historical confidence. We’re a nation that remembers 2014 very well—but also recent tournaments, so expectations are a bit more… grounded.
From a betting perspective, interest is strong regardless of performance. If the team goes deep, engagement rises exponentially. If not, Germans remain loyal to football itself—just perhaps with slightly less emotional volatility and more rational betting patterns.
So yes, a 2014 repeat would be wonderful — but as a betting operator, we’re prepared for every scenario. Unlike fans, we don’t rely on hope as a strategy.
Starting with taxes: what effect will the tax on total stakes have on your profitability and the odds you can offer?
The 5.3% tax on stakes under the GlüStV is one of the defining challenges of the German market. Taxing turnover rather than gross gaming revenue creates structural pressure on margins.
In practical terms, it means odds cannot be as competitive as in unregulated or differently taxed markets. Licensed operators are effectively balancing compliance with attractiveness, which is not always an easy equation.
That said, we view this as part of the cost of operating in a regulated, sustainable environment. The real challenge is ensuring that regulation achieves its intended goal — channeling players into the legal market — without unintentionally pushing them elsewhere.
Germany has a strong black market. What can licensed operators do to counter that during the tournament?
This is probably the most critical issue facing the German market today.
Licensed operators can — and do — offer security, responsible gambling measures, and legal certainty. But let’s be honest: the black market often competes on fewer restrictions, higher limits, and more aggressive product offerings.
To counter this effectively, three things are needed:
- Consistent enforcement against illegal operators
- Competitive framework adjustments within regulation
- Clear communication to consumers about the risks of unlicensed platforms
As operators, we can do the third very well. The first two require continued alignment between regulators and the industry.
What will be your marketing strategy given strict advertising restrictions?
Creativity thrives under constraints—sometimes more than in freedom.
Under the GlüStV, marketing must be highly targeted, responsible, and compliant with time and content restrictions. That means less “noise” and more precision.
We focus on:
- CRM and existing customer engagement
- Content-driven marketing with our new Tipwin Next platform – rather than pure acquisition
- Brand trust and product experience
In Germany, you don’t win by shouting the loudest—you win by being the most credible.
How big of a loss is it that you can’t work with the German squad?
Of course, national team partnerships are powerful emotional drivers. Not being able to directly leverage that is a limitation.
But it also forces differentiation. If everyone could use the same national pride angle, it wouldn’t be a differentiator anymore.
So instead, we build our brand around trust, product quality, and long-term customer relationships. Slightly less emotional perhaps — but arguably more sustainable.
With live betting restricted, will players feel left behind? What can be done?
German players are aware of global standards, so expectations are naturally shaped by what they see elsewhere.
Restrictions on live betting do limit product depth. However, this doesn’t mean the experience cannot be engaging.
We focus on:
- Pre-match depth and intelligent markets
- Fast, intuitive UX
- Data-driven insights for users
- and of course, the allowed live bets
Innovation doesn’t always mean “more”—sometimes it means “better designed.” Still, there is room for regulatory evolution here if the goal is to keep players within the licensed ecosystem.
Will innovation be the key word for this World Cup?
Absolutely — but in Germany, innovation looks different.
It’s less about flashy features and more about:
- Compliance-driven product design
- Smarter user journeys
- Responsible gambling integration
Innovation under regulation is like playing chess instead of poker—it’s more strategic, less about taking big risks. But yes, we work also on a special innovative offer for the World Cup.
What cross-selling opportunities do you see?
Major tournaments are natural entry points for new customers.
For us, the focus is on:
- Converting casual World Cup bettors into long-term sports customers
- Introducing them to other regulated verticals where permitted
- Building loyalty rather than one-off activity
The World Cup is not just a peak—it’s an onboarding moment.
How different will the German market be by the end of 2026?
The market is still in a phase of calibration.
By 2026, I expect:
- Better enforcement against illegal operators
- Potential refinements in taxation or product restrictions
- A clearer balance between player protection and market viability
Germany doesn’t move fast—but when it moves, it tends to move decisively.
What changes are urgently needed—and what should be kept?
Urgently needed:
- A review of the stake-based tax model
- More pragmatic live betting regulations
- Stronger enforcement against the black market
What should be kept:
- High standards in player protection
- Centralized regulatory oversight
- Clear licensing structures
The foundation is solid — the tuning needs work.
What will SBC Summit Malta attendees learn from Germany’s World Cup experience?
Germany is a case study in what happens when regulation prioritizes safety—but must also ensure competitiveness.
Attendees will see:
- How a highly regulated market behaves during a peak event
- Where channelization succeeds—and where it struggles
- Why balance between regulation and market reality is critical
In short: Germany is not the easiest market—but it may be one of the most instructive. And, If the legal product is not attractive enough, the market will correct it—just not in the way regulators intend.
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Get your VIP Event Pass (€600). Group Discount: Buy 3+ VIP passes and pay just €400 per ticket.
Operators& Affiliates: Eligible attendees may receive a complimentary VIP Event Pass with full access.
Expo+ Pass (€150): Access to the exhibition floor and all conference sessions (no VIP evening events).
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