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Online gambling is the runaway winner of this World Cup
Online gambling has profited most from the pulsating action in the football World Cup in Russia, especially from the fine showing of the young and unfancied England team.
The London Times has reported that the brits could end up betting for about 2.5 billion pounds ($3.31 billion) when the World Cup concludes. It represents a 50 per cent hike from the figure of the previous tournament held in Brazil. The trend points to a possible rise in the number of problem gamblers too. Curbing advertising, without cracking down on betting platforms, seems to be the best way to control problem gamblers without troubling the responsible bettors.
The spread of technology and decades of fairly permissive regulation, with betting shops a common sight on British streets since the 1960s, have laid the groundwork. The UK’s online gambling market is the biggest in Europe, with gross revenues of $5.7 billion, according to consultancy GBGC. Markets like France are catching up, but keep the sector on a much tighter leash.
Yet advertising and marketing really keep the wheels turning. The tens of millions of UK viewers tuning in for a World Cup match regularly come face-to-face with a celebrity cheerfully promoting online bets, somewhere in between the teams’ national anthems and the start of play. It’s hard to reconcile the glossy scenes of groups of friends laying down victorious bets between swigs of beer with reality.
The ads are the logical conclusion of a deregulation drive that began a decade ago, and which led to ads so in-your-face that some politicians and the Church of England have called for further restrictions. Sponsorship deals between clubs and betting brands have soared.
Rules and standards are belatedly being tightened, notably around the tone and seductive financial promotions of some ads. But the ubiquity of ads and aggressive messaging remain unchanged. Betting websites’ impressive double-digit operating margins alone should make clear who the real winners are.
Industry bodies have in the past argued that opposition to ads is emotional rather than evidence-based. Dr. Mark Griffiths, of Nottingham Trent University’s gaming research unit, found otherwise. According to his research, normalisation of sports betting could hurt vulnerable sections of society: Some 70 per cent of children have seen gambling ads on social media, according to the Gambling Commission; and problem gamblers mention advertising as a trigger.
A direct crackdown on online gambling is probably more paternalistic than UK society would support; it would also just fuel a black market. But consumers would benefit from a nudge in the right direction. Advertising and awareness campaigns about the risks of gambling could balance the scales a little better. A proposal from Bournemouth University’s Raian Ali suggests re-routing the data harvested by gambling platforms back to the consumer, so gamblers can see the full record of their activity and money spent (and lost).
These measures would make a great deal of sense. But future regulatory efforts should still target the marketing machine of an increasingly volume-driven and commoditised betting market. A reduction or ban in betting ads would no doubt help with gambling addiction. But, as with alcohol and cigarette advertising, where heavy restrictions now apply in the UK, firms are unlikely to hold back voluntarily. Betting on less exposure could pay out for society over the long run.
Source: bloomberg.com
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GAMEPOP: The Culture of Play by Red Bull Media House – the first bookazine devoted entirely to video game culture
Introducing GAMEPOP: The Culture of Play, a new premium bookazine by Red Bull Media House and the world’s first magazine dedicated entirely to video-game culture. Designed as a rich, book-like publication, GAMEPOP rethinks what a magazine can be, capturing the creativity, personalities and ideas shaping modern gaming. GAMEPOP will debut at the Red Bull Tetris World Final in Dubai from December 11 to 13, followed by The Game Awards on December 11. The issue will then be available through select international retailers in the weeks that follow.
Across 180 pages, the issue brings together a wide range of cultural voices, including Japanese game designer Hideo Kojima, leading DC Comics creators, the Oscar-nominated team behind Grand Theft Hamlet and contributors with bylines in Vogue. The bookazine also spotlights standout Red Bull talent, including YouTube star Ludwig, Twitch creators Emiru and Caedrel, and Red Bull athlete MenaRD.
Rather than treating gaming as a standalone medium, GAMEPOP looks at how games influence, and are influenced by, wider culture. Through original photography, long-form features, illustration and visual essays, the publication explores how gaming connects to global trends in style, music, movement, storytelling and performance, and the creative communities driving that conversation.
The issue also includes interactive elements, including a bespoke Choose Your Own Adventure story created exclusively for the launch. A limited collector edition of 150 copies takes the concept a step further, featuring a fully functioning Tetris® device embedded directly into the cover – an industry first that turns the magazine into an object of play.
The post GAMEPOP: The Culture of Play by Red Bull Media House – the first bookazine devoted entirely to video game culture appeared first on Gaming and Gambling Industry Newsroom.
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Red Rake Gaming Expands Global Presence Through Partnership with QTech Games
Red Rake Gaming is pleased to announce a partnership with QTech Games, a leading aggregator and platform renowned for its strong presence in emerging markets on a global level. This collaboration brings Red Rake’s diverse and visually engaging portfolio of slots to QTech Games’ extensive aggregation platform, giving players across multiple continents access to high-quality, entertainment-focused casino content.
Founded in 2015, QTech Games is celebrating its 10-year anniversary in 2025. Over the past decade, the company has grown from rapid early-stage expansion to become a dominant force into emerging markets worldwide. With a global presence —including a new tech hub in Spain and offices in Malta—and Latin America, QTech Games has established itself as a fully-fledged international powerhouse.
Players can now enjoy titles from the Million Series, the Super Stars Series, and seasonal slots such as Halloween Wins and Christmas Wins, alongside new adventures including Azteca Gold Collect, Sherlock and the Stolen Gems, Beating Alcatraz, Big Size Fishin’, and Midas Wins.
QTech Games CEO, Philip Doftvik, said: “It’s another notch on our belt to have integrated more premium content from Red Rake. Theirs is a growing and constantly innovating library, delivering impressive support to the depth of our broad igaming-vertical spread.”
Nick Barr, Managing Director for Red Rake Gaming Malta, commented: “We are thrilled to partner with QTech Games and bring our portfolio of games to their growing network. Their leadership in emerging markets and innovative approach to aggregation allow us to reach new players and provide them with high-quality gaming experiences featuring unique features and visually engaging content. This collaboration marks an important step in strengthening our presence in key markets and further establishing Red Rake Gaming’s international presence.”
The post Red Rake Gaming Expands Global Presence Through Partnership with QTech Games appeared first on Gaming and Gambling Industry Newsroom.
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White Hat Studios launches with Betly mobile sportsbook and casino in West Virginia
Partnership sees leading branded content and popular Jackpot Royale integrated into Delaware North’s Betly online casino in the Mountain State
White Hat Studios, the “House of Brands” provider to the United States iGaming market, has partnered with Delaware North to launch on its Betly mobile sportsbook and casino in West Virginia.
The leading provider aims to build its online casino offering with the addition of the industry’s top-performing games.
Betly players in West Virginia will now have access to White Hat Studios’ acclaimed portfolio of premium branded titles, including Ted, The Goonies, and the award-winning 7s Fire Blitz series.
Also included in the rollout are the popular Jackpot Royale and Jackpot Royale Express progressive jackpot networks, currently live across more than 40 titles, and the first Betly-branded iCasino game – Betly Player’s Choice Blackjack.
Designed to elevate player engagement and boost retention, the addition of these promotional tools adds another layer of excitement to the Betly casino offering.
White Hat Studios has made significant strides in its U.S. growth trajectory since launching in 2021, consistently delivering high-performing content across multiple states. West Virginia remains a key market for the provider, following its remarkable success in all seven regulated U.S. iGaming states.
The collaboration represents another major step in White Hat Studios’ expansion across regulated U.S. states and reinforces its reputation as a go-to content partner for forward-thinking operators.
Daniel Lechner, SVP Sales and Marketing at White Hat Studios, said: “We’re thrilled to be partnering with Delaware North on the Betly online casino app in West Virginia.
“This partnership reflects our ongoing commitment to delivering top-tier content quickly and seamlessly to operators across the U.S. With our portfolio of fan-favorite branded titles and innovative features like Jackpot Royale, we’re confident we’ll make an immediate impact for Betly and its players.”
Bob Akeret, General Manager for Betly, added: “We’re excited to welcome White Hat Studios onto our Betly platform in West Virginia. Their reputation for delivering engaging, high-quality games, especially branded content, makes them an ideal partner as we continue to elevate our casino experience.”
The post White Hat Studios launches with Betly mobile sportsbook and casino in West Virginia appeared first on Gaming and Gambling Industry Newsroom.
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