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An avalanche of World Cup gambling ads causes concern in the UK
It has been raining goals in the World Cup, especially for England. And it has been raining gambling ads on TV channels that broadcast the World Cup football matches.
It has been found that almost all ad breaks during matches feature at least one gambling advertisement, sometimes two.
Gambling firms themselves expressed concerns over the large number of ads. Still, they see no change to this, the government alters the law. At present, TV channels can show gambling commercials after 9 pm or during live sports broadcast.
Betfred, Skybet, Betfair, BetVictor, Paddy Power, Bet365, William Hill, Ladbrokes and Coral are the biggest advertisers in the commercial break this World Cup.
The research analysed 11 games broadcast on ITV, each game contained six ad breaks. 62 of the 66 breaks contained one or more gambling advertisements.
Future problems
Matt Zarb-Cousin from the Campaign for Fairer Gambling wants gambling advertisements to be restricted during football games.
He said: “I think it’s inappropriate before the watershed because children are seeing them… the response from the public is inevitable and we’re storing up problems from the future.”
Mr Zarb-Cousin was a problem gambler and says his problem was exacerbated by gambling advertisements: “Research from Australia found that children, when they’re watching the football and they see the ads, they think you have to have a bet to enjoy the game. Australia then went on to ban the ads during sporting events.”
Complaints jump
Viewers of the World Cup on ITV have expressed surprise on social media about the amount of gambling advertisements this week, but ITV said there were no more commercials this tournament than in previous ones.
The Advertising Standards Authority (ASA) says they have received complaints this year and they always see a jump in complaints during big sports tournaments.
But the watchdog only upholds complaints about the content of commercials, not the volume of them.
Craig Jones from the ASA said: “The gambling market was liberalised in the mid-2000s, the one area we don’t have control over is the volume of the gambling ads, but where the ASA does kick in is the content and content of the ads.”
Leprechauns and wizards
There are strict rules surrounding gambling advertising. Adverts must not appeal to children, portray gambling as seductive, or suggest gambling can be a solution to financial problems and get you out of debt.
Gambling companies regularly fall foul of the rules. This week the Advertising Standards Authority upheld a complaint against Coral for three games that featured cartoon characters of leprechauns and wizards.
The regulator said the games and marketing materials could appeal to children.
Over the past 12 months Foxy Bingo, William Hill, Ladbrokes, 888, and Casumo have all been fined for breaking advertising rules.
“Widespread unease”
The advertising watchdog recently introduced stricter rules banning gambling companies telling customers to “bet now” and ambiguous offers of free bets.
Craig Jones said: “You used to get kind of, tough guy content in ads where the message was ‘bet now’, ‘these are the odds’, ‘get your bet in quickly.’ We recently toughened the rules because we think that preys on people’s impulse control and anything that trivialises gambling or underplays risk is also the wrong side of the line.”
Some gambling companies say they would like to see restrictions on the amount of gambling advertising shown on television.
William Hill told Radio 4’s You and Yours it would like to see greater controls.
Gillian Wilmot, chairman of the Senet Group, a body set up by bookmakers to address concerns about problem gambling and advertising said: “There is widespread unease in the gambling industry at the volume and density of gambling adverts around live sport, but it is difficult to reduce this in a competitive market unless government decides to act.”
The Department for Culture Media and sport said: “We have set out a package of measures to strengthen rules around gambling advertising.”
“This includes responsible gambling messages appearing on screen throughout gambling ads and a multi-million pound campaign that will promote responsible gambling to be launched later this year. There are strict controls in place to ensure children are not targeted by gambling adverts.”
Source: BBC
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iGX and Optimove Announce Report on the Transformative Impact of Gamification and AI in the iGaming Industry
iGX, a leading voice in the iGaming industry, and Optimove, the #1 CRM Marketing platform for iGaming and sports betting operators, announce the release of a report exploring the transformative role of gamification and Generative AI (Gen AI) in the iGaming industry. This comprehensive study highlights the trends, strategies, and innovations shaping the future of iGaming, providing valuable insights for operators navigating this rapidly evolving landscape.
Methodology:
iGX Insights surveyed 100 Heads of Marketing, CMOs, Brand Directors, and similar executives from iGaming organizations across Europe to find out how the industry is continuing its gamification efforts and the impact AI is having on iGaming.
Key Findings Previewed
The forthcoming report reveals critical insights into how gamification and AI are revolutionizing player engagement, retention, and overall gaming experiences:
- Gamification’s Universal Adoption: The report highlights that 100% of surveyed iGaming operators have implemented gamification strategies, underscoring its universal adoption. Popular elements such as achievements, tournaments, and personalized challenges have proven effective in driving player activity and loyalty.
- Generative AI’s Growing Role: With 61% of operators already deploying Gen AI solutions and 39% planning to do so, AI is reshaping iGaming. Applications such as personalized promotions, automated content creation, and predictive analytics are driving hyper-personalization and streamlining operations.
- Data-Driven Personalization: The study emphasizes the increasing importance of player data in tailoring experiences. Organizations that leverage data insights effectively can deliver highly targeted content, predict player behavior, and optimize engagement strategies.
Industry Implications
The report positions gamification and AI as pivotal to the future of iGaming, enabling operators to deliver immersive, personalized experiences. By integrating these technologies, organizations can foster deeper player loyalty, enhance lifetime value, and remain competitive in a dynamic market. However, the study also addresses the challenges of data analytics and ethical use, which will be critical for sustained success.
As noted by Pini Yakuel, CEO of Optimove, “Gamification and Generative AI are no longer optional strategies—they are essential for operators looking to thrive in today’s competitive iGaming landscape. This report provides a roadmap for leveraging these tools to enhance player engagement and deliver meaningful, data-driven experiences.”
Added Gabriela Martins da Silva, Content Director iGX, “It’s important to note that implementing Generative AI solutions successfully also requires a strong data foundation. Any gaps in data can lead to inaccurate results, introducing potential risks when deploying these technologies. That said, it’s clear that AI is poised to become a cornerstone of the gaming industry, and the number of companies leveraging Generative AI will only increase in the coming years.”
The post iGX and Optimove Announce Report on the Transformative Impact of Gamification and AI in the iGaming Industry appeared first on European Gaming Industry News.
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Reign of Titans Launches in India, Bringing New Opportunities for Esports Players
Reign of Titans has officially arrived in the Google Play Store and IOS’s App Store. The strategy card-based online PvP battle game, is removing barriers for upcoming esports stars with a free-to-play model, low technical requirements, and global competitions.
“Reign of Titans is here to make an impact in India,” said Adi Abili, Head of Reign of Titans. “We’ve spent considerable time and effort to deliver the best version of our game, one that’s fun for everyone and offers a new opportunity for players looking to make a name for themselves in esports.”
The Reign of Titans game transports players to the World of Ereo – a mystical and fascinating place bound together by the forces of Chaos and Order. Players, or “Kyoks” as they’re referred to in the game, begin by choosing a Titan from one of eight unique elements, building their deck of scrolls, and then heading into the Arena.
In these real-time 1v1 matches, players need to effectively manage their Titan’s energy, or “Mana” and HP while inflicting damage through the strategic selection of scrolls. Victory can be achieved in two ways – depleting the opponent’s HP completely or making them run out of scrolls.
Reign of Titans is not new to India. The team behind the game brought beta versions to colleges, gaming cafes, and top esports athletes in 2024, in the hopes of understanding how to best appeal to gamers in the region. The game’s low system requirements make it easy for anyone to climb the global leaderboards and have a shot at becoming an esports player.
Players can head over to the Google Play Store or App Store to download the Reign of Titans app, get their first Titan, and refine their skills. New sign-ups will get an exciting “Welcome Loot Box”, giving players a head-start in crafting their Titan’s strategy.
Players in India can visit the official Instagram to see upcoming events where they can experience Reign of Titans live. The game will continue its activations across different colleges and cities of the country.
The post Reign of Titans Launches in India, Bringing New Opportunities for Esports Players appeared first on European Gaming Industry News.
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Shaping the Future of Esports: ICE Esports Arena provides essential insights
The ICE Esports Arena at ICE Barcelona 2025 plays a key role in educating people about esports and how to access, integrate and regulate this growing vertical, says Clarion Gaming’s leader in Emerging Technology and Esports.
“Part of the role of the Esports Arena and The Esports and Games Conference is explaining exactly what esports is,” said Will Harding. “There is still work to be done in helping regulators to better understand esports. That’s why showcasing esports here at ICE is so important – we’re empowering people who are at the forefront of shaping regulatory policy.”
The ICE Esports Arena continues to grow year-on-year, with four world-ranked professional Counter-Strike 2 teams competing live at ICE 2025 for a US$25,000 prize pool. This year’s winners were 500 (Bulgaria: World ranking: 47).
“In terms of attendees, we have a whole spectrum of people here, from those that are still shocked that computer games have anything to do with sports betting to those that have built incredible businesses around esports,” Harding continued.
“There are also a number of visitors who realise that esports is significant for their business in terms of revenue but don’t necessarily know how to access this vertical, and we’re here to guide them toward unlocking its full potential.
“But the one thing which is absolutely certain is that esports betting is here to stay and it’s going to continue to grow”
He also praised headline partners, esports betting experts Oddin.gg, for their contribution in helping explain why esports is such a commercially important vertical for operators.
“Oddin.gg has been an excellent partner in realising the Esports Arena. Holding a professional esports tournament is a big endeavour. As our headline sponsor, Oddin.gg has played a key role in showcasing how the data and the odds work. They have helped complete the education journey,” he affirmed.
Commenting on ICE’s move to Barcelona, Harding highlighted that both the city and the show’s new venue Fira Barcelona Gran Via have extensive experience with esports, providing a perfect location for the ICE Esports Arena’s continuing expansion.
“It’s very established here. You can walk around Barcelona and see large-scale internet cafes catering for esports fans,” he added. “This represents an ideal foundation for the continued growth of the Esports Arena and The Esports and Games Conference in the years ahead.”
The post Shaping the Future of Esports: ICE Esports Arena provides essential insights appeared first on European Gaming Industry News.
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