Solas Compliance partners with Super to strengthen marketing oversight

By jili tutorial · September 16, 2026

Solas Compliance and Super Join Forces to Revolutionize Marketing Oversight in Global Gaming

The gambling and entertainment industry operates under increasingly complex regulatory frameworks, where a single marketing misstep can lead to hefty fines, reputational damage, and loss of licenses. To address this challenge, Solas Compliance has announced a strategic partnership with Super, a global entertainment technology company (widely known as Superbet), to embed compliance into the heart of marketing campaign development.

Under the agreement, Super will deploy Solas’ AI-powered platform to automatically review marketing materials against the specific regulatory requirements, internal policies, and brand standards applicable to each market where it operates. The technology is designed to flag potential issues while content is still being drafted, enabling creative teams to make corrections before assets reach final approval. Super expects this proactive approach to reduce unnecessary rounds of review and improve consistency across jurisdictions, channels, and languages.

The Growing Challenge of Marketing Compliance in Global Gaming

Why Compliance Must Evolve Beyond Final-Stage Approval

Traditionally, marketing compliance has been a gatekeeping step at the very end of the creative process, often leading to bottlenecks, last-minute rewrites, and strained relationships between marketing and compliance teams. In a fast-paced digital environment where content is produced in multiple languages and pushed across dozens of channels, a single approval gate is no longer sufficient.

Regulatory bodies around the world—from the UK Gambling Commission to Sweden’s Spelinspektionen and Malta’s MGA—impose strict rules on advertising: no targeting of minors, no misleading bonuses, mandatory responsible gambling messaging, and country-specific disclaimers. Missing any of these requirements can result in severe penalties. For operators like Super, which serve customers across numerous regulated markets, maintaining consistency while adapting to local rules is a massive operational challenge.

How Solas Compliance’s AI Platform Works

Real-Time Review and Pre-Approval Checks

Solas Compliance combines artificial intelligence, regulatory intelligence, and human expertise to create a comprehensive compliance review system. Unlike many compliance tools that scan completed files, Solas’ platform is integrated into the content creation workflow. As marketers draft ad copy, design banners, or script video content, the AI continuously compares the material against a dynamic library of regulatory rules, internal policies, and brand guidelines.

For example, if a marketing team in Romania prepares a social media post promoting a welcome bonus, the platform instantly checks whether the offer meets local rules on wagering requirements, minimum age, and responsible gambling messaging. Any deviation triggers an alert, and the system can suggest edits or escalate the issue to compliance officers before the asset is submitted for final sign-off.

Multilingual and Multi-Jurisdictional Capabilities

Super operates in multiple countries and languages, making manual cross‑border compliance nearly impossible. Solas’ platform is built for this complexity: it ingests regulations from each market and applies them automatically to content in English, Romanian, Polish, Greek, and other languages. This ensures that a campaign developed in one region doesn’t accidentally violate rules in another, and that translations remain compliant with local requirements.

Partnership Details: Solas and Super (Superbet)

The partnership, announced in early 2025, reflects both companies’ commitment to integrating compliance into the creative process rather than treating it as a final hurdle. Neil Dillon, Founder and CEO of Solas Compliance, described the agreement as a major milestone:

“Super partnering with us is a hugely important moment for our team. They are an outstanding operator with an international footprint, a strong culture of innovation and a clear commitment to maintaining the highest standards in everything they do. By bringing technology, regulatory intelligence and human expertise together, we can help marketing teams move with greater confidence while giving compliance teams the visibility and control they need. For us, that’s the gold standard for modern marketing compliance.”

Chris Binham, VP Compliance at Super, echoed the sentiment, emphasizing that maintaining high compliance standards is core to Super’s mission:

“Maintaining the highest standards of marketing compliance is fundamental to how we operate, as we maintain a firm commitment to ensure a safe and responsible entertainment space for our customers. As our business and marketing activity continue to grow and evolve, we want compliance to be an integral part of the creative and marketing process from the very beginning. Solas gives our teams the technology to support that approach across different markets and languages, helping us maintain consistency while enabling marketing and compliance to work more effectively together.”

Key Benefits for Operators

Faster Time to Market: By catching issues early, teams avoid the costly back‑and‑forth that often occurs when compliance is checked only at the end.
Reduced Compliance Risk: Automated, real‑time checks minimize human error and ensure that even subtle regulatory changes are immediately reflected in content reviews.
Consistency Across Markets: The same AI rules can be applied to all languages and jurisdictions, preventing fragmented compliance efforts.
Stronger Collaboration: Marketing and compliance departments move from a “policing” dynamic to a partnership, where creative teams gain autonomy without sacrificing oversight.
Scalability: As Super expands into new markets or launches new channels, the platform scales automatically to incorporate local rules.

Conclusion and Future Outlook

The partnership between Solas Compliance and Super signals a broader shift in the gaming industry: compliance is no longer a checkbox at the end of a campaign but a continuous, embedded process. As regulation grows more complex and marketing cycles accelerate, AI‑driven solutions like Solas will become essential for operators who want to maintain high standards without slowing down.

Both companies plan to refine the platform based on real‑world use, potentially adding deeper integrations with content management systems and expanding to other content types such as influencer posts and streaming overlays. For Super, this partnership is a strategic investment in sustainable growth—protecting both the player and the business.