Ireland stands on the edge of a major transition in its online gambling landscape. Long shaped by technological growth rather than formal oversight, the sector is now moving toward clearer regulation — a shift that raises an essential question: how can innovation continue without leaving player protection behind?
For Jemma McColgan, a long-time iGaming professional who has worked across content, marketing, and odds compilation, the answer lies in balance. Having spent nearly a decade inside the industry, she has watched platforms evolve faster than the rules meant to govern them — particularly in markets like Ireland.
“Innovation isn’t the problem,” McColgan says. “The problem is when innovation moves faster than responsibility. That’s when players start to get lost.”
A Career Built Inside the System
McColgan entered the iGaming industry in 2015, at a time when mobile betting was accelerating rapidly and user experience was becoming a competitive battleground. Her work took her deep into the mechanics of online gambling — not just how platforms look, but how they function.
She has reviewed promotional offers, assessed odds structures, and evaluated the fine print that most users never read. That hands-on exposure, she says, shapes how she views regulation today.
“When you’ve spent years analysing bonuses and terms, you see very clearly where confusion comes from,” she explains. “Most players aren’t irresponsible — they’re uninformed.”
That distinction matters. In McColgan’s view, effective regulation should focus less on restricting access and more on clarity, transparency, and enforcement.
Ireland’s Regulatory Catch-Up Moment
Unlike some European markets that introduced online gambling frameworks early, Ireland’s approach has historically lagged behind digital adoption. Technology arrived first; rules followed slowly. As a result, operators have often worked in grey areas, while players navigated platforms with limited formal protection.
McColgan believes the current moment represents a rare opportunity.
“Ireland has the chance to learn from other markets,” she says. “We’ve seen what happens when regulation is too light, and we’ve seen what happens when it’s overly restrictive. The goal should be something smarter than either extreme.”
She points to countries where rushed regulation stifled innovation, as well as others where weak oversight allowed harmful practices to persist. For Ireland, she argues, the focus should be on setting clear standards early — and actually enforcing them.
Technology Isn’t the Enemy
Much of the public debate around online gambling focuses on technology as a risk factor. Features like in-play betting, real-time odds updates, and gamified casino mechanics are often framed as inherently dangerous.
McColgan disagrees.
“Technology itself is neutral,” she says. “It’s how it’s implemented that matters.”
She notes that the same tools used to increase engagement can also be used to enhance protection — from real-time spending alerts to friction-based controls that slow users down at key moments.
“If a platform can update odds instantly, it can also flag risky behaviour instantly,” she adds. “The capability already exists.”
Responsibility Has to Be Designed In
One recurring theme in McColgan’s perspective is design. Responsible gambling, she argues, cannot be an afterthought bolted onto an otherwise aggressive product.
“If responsibility tools are hidden or optional, they won’t be used,” she says. “They have to be part of the experience, not a disclaimer at the bottom of the page.”
From her experience reviewing platforms, McColgan has seen how subtle design choices — language, placement, timing — can dramatically influence user behaviour.
“Small changes make a big difference. Even something as simple as how a limit-setting option is presented can determine whether a player engages with it or ignores it.”
What makes McColgan’s insights particularly valuable is her dual perspective, as both an industry insider and an active player. She doesn’t just analyze trends; she experiences them in real time. This allows her to speak credibly on both the technical advances in gaming software and the ethical obligations that must accompany them.
Ireland’s iGaming Reform: A Long Time Coming
The upcoming changes in Ireland’s online gambling laws signal the beginning of what many hope will be a safer, smarter era. For years, the sector has operated under outdated legislation, with digital platforms evolving far faster than the legal framework meant to oversee them. This has created grey areas around advertising, responsible gambling tools, and operator accountability.
New regulatory measures aim to close those gaps. Licensing requirements will become stricter, operator behavior will be more closely monitored, and advertising will face tighter controls, particularly in regard to vulnerable audiences. But with new rules comes a need for careful implementation, something McColgan and others in the industry recognize as essential.
Innovation with Guardrails
Online gaming has never been more sophisticated. From live dealer tables to blockchain integration, AI-driven odds, and tailored player experiences, the digital gambling space continues to evolve rapidly. But with every new feature comes a responsibility to protect users, especially those unfamiliar with how these systems work.
That’s why innovation in iGaming must always be matched with clear communication and strong consumer safeguards. Tools like deposit caps, self-exclusion options, and gameplay reminders should be built into the platform, not hidden in hard-to-find settings. For regulators and operators in Ireland, the real test will be whether they can keep pace with new technologies while still prioritizing player safety.
One area where this balance is especially important is in promotions. Competitive offers can help operators stand out, but they must be presented transparently. Players shouldn’t have to navigate pages of fine print to understand what they’re signing up for. When it comes to attracting new users, the best casino bonuses Ireland has seen are often the ones that are straightforward and easy to understand, not just generous on the surface. Ensuring that terms are fair and risks are clearly communicated is a core part of responsible innovation.
Conferences and Constant Learning
Staying ahead in the iGaming industry isn’t just about knowing the tech; it’s about staying plugged into the global conversation. That’s why McColgan regularly attends leading conferences like SiGMA Europe, iGB Live in Amsterdam, and the Canadian Gambling Summit. These events bring together regulators, developers, operators, and analysts to share ideas, forecast trends, and debate the ethics of emerging tools.
Ireland’s future success in online gaming regulation will hinge on its ability to absorb lessons from other regions. From Canada’s diverse licensing frameworks to the Netherlands’ strict advertising standards, there are models that offer both cautionary tales and best practices. McColgan’s ongoing engagement with these conversations puts her in a strong position to weigh in on what will work for Ireland.
