Our Works

GROWTH - 5 December 2018

Digital Agriculture Platform

by Farm Europe

Digital Agriculture Platform

To accelerate the digitization of agricultural sectors: to know and make known

What – Context & Overview

The main challenges for the European agricultural sectors and the related public policies can be summarized as follow:

– Accompanying the transition of European agriculture and rural areas to meet the economic, environmental and climate challenges the European Union is facing, and

– responding to the imperatives of food safety & sovereignty.

In this context, the environmental and economic performance of agricultural sectors are two sides of the same coin. Greater environmental performance cannot be achieved if the competitiveness of Europe’s agricultural sectors declines. Increasing sustainability requires more profitable economic sectors, able to invest in environmental actions, to bear the cost while earning a living in today’s open world.

Therefore, it is time to think of a “new agriculture” which considers the past, its mistakes and its achievements. A considerable body of agronomic knowledge and innovations in digital can be mobilized to work for the economic and environmental performance of farms, and to the benefit of citizens, farmers and consumers.

At the same time, large scale adoption of smart farming is a catalyst for the convergence of all EU agricultures, allowing for farmers that lag behind in terms of competitiveness to catch up at a very rapid pace with their more advanced colleagues, thus allowing for a fair development of EU agriculture as a whole.

Why Australian Players Gravitate Toward Free Online Pokies, According to Casinozoid

Australia has one of the most distinctive gambling cultures in the world. Per capita, Australians consistently rank among the highest gamblers globally, and pokies — the colloquial term for electronic gaming machines derived from “poker machines” — sit at the center of that culture. What has changed significantly over the past decade, however, is where and how Australians engage with these games. The shift toward free, browser-based versions of pokies is not simply a matter of convenience. It reflects a combination of regulatory pressure, changing consumer habits, and the maturation of online gaming technology. Analysts at Casinozoid have tracked this behavioral shift closely and offer a grounded explanation for why so many Australian players are choosing to spin the reels without wagering real money.

The Regulatory Landscape That Reshaped Player Behavior

Understanding why Australians gravitate toward free pokies requires understanding the legal environment that governs real-money online gambling in the country. The Interactive Gambling Act of 2001 was the foundational piece of legislation, but it was the 2017 amendments — introduced under the Interactive Gambling Amendment Act — that fundamentally altered the market. Those amendments explicitly prohibited offshore operators from offering real-money interactive gambling services to Australian residents, closing a loophole that had allowed dozens of international casinos to accept Australian players for years.

The practical effect was significant. Players who had been using offshore platforms found those services suddenly restricted or withdrawn. At the same time, no domestic framework emerged to license and regulate online casino games, leaving a gap between what players wanted and what was legally accessible. Free-to-play versions of pokies, which are not classified as gambling under Australian law because no real money is wagered or won, filled that gap. They exist in a legally distinct category, which means Australian-based platforms and international developers can offer them without violating the Interactive Gambling Act. This regulatory quirk created the conditions for a free-play market to flourish precisely at the moment when real-money access was being curtailed.

By 2022 and 2023, enforcement activity by the Australian Communications and Media Authority (ACMA) had intensified, with the regulator blocking access to over 800 illegal gambling websites. Each enforcement action inadvertently pushed more players toward the free-play alternatives that remained accessible and legal. The pattern is well-documented: regulatory restriction on one side of the market tends to redirect demand rather than eliminate it.

What Free Pokies Actually Offer That Real-Money Play Cannot

There is a tendency to assume that free pokies are simply a watered-down substitute for the real thing — a consolation prize for players who cannot or will not gamble with money. The reality is more nuanced. Free versions of pokies offer something that real-money play structurally cannot: a consequence-free environment for exploration and learning.

Modern video pokies are mechanically complex. A single game can feature multiple payline configurations, cascading reels, expanding wilds, multi-level bonus rounds, and volatility profiles that range from low-frequency high-value wins to constant small payouts. Understanding how a specific game behaves — how often it triggers its bonus feature, what the variance feels like across hundreds of spins — requires extended play. With real money, that kind of exploratory play is expensive. With free credits, it is not.

Data gathered across the free online pokies in Australia market shows that players frequently use free versions to identify games that match their personal preferences before making any financial commitment. This mirrors behavior seen in other entertainment sectors: streaming previews, game demos, and trial subscriptions all serve the same function. The free-play pokie has become the demo version of a product that players evaluate seriously.

There is also a social dimension that is often underestimated. Many players, particularly those who grew up playing pokies at clubs and pubs in New South Wales or Queensland, use free online versions to maintain familiarity with game formats that are no longer easily accessible in their daily lives. The tactile experience of a physical machine cannot be replicated digitally, but the game logic, the symbols, and the rhythm of play can be. For these players, free pokies are not a gateway to gambling — they are a form of recreational engagement with a familiar cultural artifact.

The Technology Driving Accessibility and Adoption

The growth of free pokie usage in Australia has also been enabled by substantial improvements in browser-based gaming technology. Prior to roughly 2015, most online pokies required Adobe Flash to run, which created compatibility issues across devices and introduced security concerns. The industry-wide transition to HTML5 changed this fundamentally. HTML5-based games load directly in any modern browser, run smoothly on both desktop and mobile devices, and require no software installation. This removed a significant friction point that had previously limited casual engagement.

Smartphone penetration in Australia sits above 90 percent among adults, and mobile internet speeds have improved dramatically with the rollout of 4G and 5G infrastructure. The combination means that a player can access a fully functional free pokie game in seconds, from any location, with no account registration in many cases. The barrier to entry is essentially zero. Casinozoid has noted that this frictionless access model is a primary driver of the demographic broadening they have observed in free-play pokie users — it is no longer exclusively experienced gamblers exploring new titles, but a much wider range of people engaging with the format casually.

Game developers have also invested heavily in the free-play versions of their titles, not treating them as afterthoughts. Companies like Aristocrat, which is an Australian developer with decades of history in the physical machine market, have brought their most recognized titles — including Lightning Link and More Chilli — to free online formats. International developers including NetEnt, Pragmatic Play, and IGT have followed similar strategies. The quality of the free product is, in most cases, identical to the real-money version in terms of graphics, sound design, and game mechanics. The only difference is the currency used.

The Psychological and Habitual Factors Behind Continued Engagement

Beyond regulation and technology, there are psychological reasons why free pokies retain players over time rather than simply serving as a temporary alternative. Research into gambling behavior consistently identifies the role of variable reward schedules — the unpredictable pattern of wins and near-misses — in sustaining engagement. These mechanisms are present in free pokies just as they are in real-money versions. The brain responds to the anticipation of a reward regardless of whether that reward has monetary value. This means the engagement loop functions even without financial stakes.

Casinozoid analysts point out that for many Australian players, the motivation is not primarily financial gain but rather the entertainment value of the play itself — the sensory experience, the brief suspension of routine, and the low-level excitement of uncertain outcomes. When that motivation is understood correctly, the appeal of free pokies becomes entirely rational. Players receive the experiential content they are seeking without the financial risk they may be unwilling or unable to accept.

There is also a habitual dimension worth acknowledging. Australia’s club and pub gaming culture created generations of players who associate leisure time with pokie play. As physical venues have faced increased regulatory scrutiny — including mandatory pre-commitment technology requirements introduced in various states and ongoing debates about machine density limits — the free online format offers continuity of habit without the complications of venue-based play. It is accessible at home, at any hour, without travel or social obligation.

The convergence of these factors — a restrictive regulatory environment for real-money online play, improvements in mobile and browser technology, high-quality game libraries from established developers, and deeply ingrained cultural familiarity with the pokie format — explains why free online pokies have found such a receptive audience in Australia. This is not a temporary workaround or a niche preference. It reflects a durable realignment of how a significant portion of the Australian population chooses to engage with one of its most persistent forms of popular entertainment. As the regulatory landscape continues to evolve and as technology further reduces friction, the free-play segment of the market is likely to expand rather than contract in the years ahead.

To ensure the full success of such a digital evolution, we should:

demonstrate to both policy makers and economic actors the reality of this evolution, in other words assessing and highlighting the concrete economic and environmental contributions it generates;

convince that encouraging this transition is more effective than reflecting on future actions by thinking only at the past;

provide as many farmers as possible with access to these tools.

Encouraging agricultural value chains to make innovation on farms and to invest substantially in technical tools of dual performance, this requires not only convinced farmers, but also adequate political support and, at European level, a complementary mobilization of the European policies, with the aim to encourage these types of investments and to provide a favorable economic environment in highly volatile markets.

In that context and as time is pressing to demonstrate the importance for decision makers and stakeholders to get fully involved in the transition of the EU agricultures to agricultures of dual performance, it seemed appropriate the set up within Farm Europe of a Digital Agriculture Platform bringing together players from the agricultural and digital sectors who share a common vision of a digitization of the agricultural sectors in Europe which is: inclusive, centered around the needs of farmers, and in constant interaction with them.

Why – Aim, Vision

This platform aims to bring together agricultural sectors and operators sharing both the need to make the digital shift and lead this change to meet the needs of farmers, and in full interaction with them.

The Digital Agriculture Platform is about sharing experiences and highlighting the benefits of this change. Today, experiments & pilot activities are being conducted in different sectors, without bringing together the relevant common elements, and therefore allowing to give form to the positive intentions of policy makers in favor of the uptake of innovative and digital models.

Such an approach may be of particular interest as the economic and political challenge of dual performance is already part of the EU policy environment.

At the core of the Digital Agriculture Platform there is the aim to make the digitization of agriculture the political priority for the months and years to come.

1) Digital Transformation of EU agriculture: a “new agriculture” needed to tackle the pressing economic, environmental & climatic challenges & allow for the convergence of all EU agricultures;

Smart farming is a farming management concept which exploits digital technology means to monitor farming resources and optimize the application of agricultural inputs and practices in the farming process.

(Key words: paradigm shift, new agriculture, double performance, convergence)

2) Smart Farming: a valid solution for all farmers, all sectors & all types of farming across the EU as from today and not in a distant future;

Smart farming refers to a decision-making process that is not defined but can be optimized by the use of technology – namely by the combined use of data & knowledge coming from different devices & sources.
This process heavily involves the human factor: the farmer is placed at the center, being facilitated and accompanied all along the way by advisors who act as innovation brokers connecting him/her with an ecosystem of devices producing data and experts, generating, sharing and using knowledge.

(Key words: needs-based business models, low barriers to entry)

3) Promoting Smart Farming approaches that are holistic, inclusive & human- centered and allow for the development of a new culture of agricultural entrepreneurship based on informed decisions;

Smart Farming not only produces data, it equally generates a new culture of entrepreneurship: the farmer is not a passive consumer of expensive inputs that produces cheap products. He can make informed choices and business decisions based on the knowledge input: that is on data, scientific advice and market information.

(Key words: decision making process, ecosystem of devices & experts, knowledge input, new culture of agricultural entrepreneurship)

How – Work Programme & Activities

As a body of the think tank Farm Europe, the Digital Agriculture Platform offers the opportunity to reflect upon and to strengthen the means of action offered to its members on digitisation of EU farming sectors as well as on issues which go beyond or are interlinked. It provides a rich environment generated by members of varied backgrounds, all driven by a shared desire to better integrate competitiveness and environment as true principles of sustainable development.

The Digital Agriculture Platform is a place to build recommendations and proposals for policy-makers, with the objective of achieving a strong European vision for the agricultural sectors, of offering solutions, and indicating possible ways to build effective policies, able to unlock the vast potential of the European agri-food systems.

This platform will organize its activities on the basis of the following principles:

1. Share of experiences & best practices with a “multi-actor” approach (farmers, researchers, agronomists, industry), with the guarantee of full confidentiality of specific results and data that the Digital Agriculture Platform will be provided with by its members and other organisms;

2. Promoting active collaboration among participants (IT/Research-to-farmer networks);

3. Identification of factors/elements influencing the actual implementation according to sectorial and/or local specificities and addressing them;

4. Developing own thematic analyses and studies, by its own and in association with members, feeding the work of the whole platform;

  1. Monthly exchanges to assess results and technical developments, considering both the economic, social and environmental aspects;
  2. Promotion of the approach of “digitizing European agriculture as an adequate vector to allow agricultural sectors to converge and to achieve a double performance – economic & environmental”;
  3. Development of proposals and actions in both the legislative and communication fields, notably in the context of the CAP post 2020 proposal.

Target audience:

  •   EU & NATIONAL DECISION MAKERSCommunicating:
    • –  Raising awareness among decision-makers by organizing meetings/events/publishing reports;
    • –  Monitoring developments in both agriculture and digital policy and analyzing them from the point of view of users.
  •   EU PRODUCERSDisseminating:

– Networking & raising awareness among farming sectors/organizations across the EU by organizing meetings/events/publishing reports.

Coordinating pilot projects on the ground:

– Encouraging, coordinating and overseeing the development of sectorial pilot projects that both enable the dissemination of smart farming practices and showcase its benefits with concrete results.

An initial project has marked the launch of the Digital Agriculture Platform as a first concrete example: the New Viticulture Project. Launched in 2018 by Farm Europe and its Wine institute, this project already involves farmers, cooperatives and IT actors from three different countries. The step-by-step implementation of this project will demonstrate concretely the benefits of digitization of the wine sector, the multi- dimensional consequences of innovations and it will allow for proposing an efficient and balanced way of digitizing EU farming sectors.

The Digital Agriculture Platform aims at gathering experiences and pilot projects in each agricultural sector, and at working on indicators and milestones and at collecting all relevant results and data (under confidentiality clause as necessary) to evaluate the outcomes and benefits of the digitisation of agricultural sectors in each case and finally to promote digitisation with very concrete reasoning.

The Digital Agriculture Platform does not promote a specific model of digitisation of EU farming sectors. It promotes the transition of EU agricultures to digital/smart farming practices, each sector, each farmer having the responsibility to define and choose the best way according to their specificities, while being fully aware of the benefits and implications of digitizing their systems.

Who – People

Members of the platform are organizations and companies sharing the same ambition of sustainable growth, and willing to prepare the ground proactively for the transition of their members to economically and environmentally more performant agricultural systems. Members of the Digital Agriculture Platform are multisectorial, from several Member States, representing farming sectors, collecting and processing companies, companies providing solutions to the agri-food systems, extension services providers, research institutes. The platform is chaired by one of the members of Farm Europe for whom digitalization is of specific importance;

Coordinators of the members of the Digital Agriculture in charge of the relation with the Platform and ensuring a deep involvement of each members;

A multi-cultural staff under the responsibility of Yves Madre and Luc Vernet, mobilizing experts in digital, in agriculture and European policies.

Digital Agriculture Platform

The Digital Agriculture Platform dedicates its work to the transition of EU agricultural sectors to dual economic and environmental performance.

It is an independent, engaged, and creative place, which contributes with its ideas to the debate through the work of its team, its publications, its events, and the work of its members.

As a body of the think tank Farm Europe, the Digital Agriculture Platform does not have a political orientation. It aims to catalyse the thinking of all of its members. It has a multicultural team of recognised experts. It is open to a wide variety of members who wish to participate in the discussions, to brainstorm ideas, and to find a platform to give visibility to their views.

The actions of the Digital Agriculture Platform:

  • Reports, nourished by members of the think tank and the team;
  • Small working groups to allow the free exchange of ideas;
  • Public events focusing on the issues in the agri-food sectors at national, EU and global level;
  • Access to the work and main events of the think tank.

For more information, contact us at: digagriplatform@farm-europe.eu

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Digital Agriculture Platform 1st Meeting

26 & 27 November 2018, Hérault (France)

PROGRAMME

Wine Institute Meeting: Work program, Members Arrival of the participants

Lunch on the site of Pomérols – Vignerons de Beauvignac

Meeting & Launching of the Digital Agriculture Platform – Wine Institute

  • –  Values, objectives and structure
  • –  Communication activities
  • –  Round-tableCoffee Break

    Discussion on the digital viticulture project

  • –  Objectives & Milestones
  • –  Presentation by each participant
  • –  Action planDinner

    On the spot visit of Mas Digital

    Bilateral meetings between participants
    Lunch on the site of Pomérols – Vignerons de Beauvignac Departure – Airports

 

DigitalAgriculturePlatform

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Farm Europe – Rond-Point Schuman, 9 – 1040 Brussels – BELGIUM

www.farm-europe.eu – info@farm-europe.eu

 

©2018 Farm Europe

Written by Farm Europe