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HLTV corroborated this, highlighting its editorial tone as adult-oriented.

The ASA reviewed whether the ads were directed at under-18s through their placement or content. Its rules prohibit advertising through media where more than 25% of the audience is likely to be under 18. 

While the audience data did not conclusively define the website’s age demographics, the regulator noted small percentages of under-18s in HLTV’s social channels but found the website’s content and presentation clearly targeted adults.

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“The market is moving beyond rapid expansion and becoming increasingly quality-driven. Operators will need to compete not only through marketing investment, but also through technology, product innovation, responsible gaming and customer experience.

Rossi takes a somewhat different view, describing Peru as a mature betting market while pointing to mobile penetration and a growing generation of digital consumers as sources of further growth.

“In my opinion it’s a mature market,” Rossi states. “Because historically, I believe Peru was one of the first betting markets in all of Latin America. Although the regulation was not there, betting was quite tolerated in the past.