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Latest UK report reveals complex nature of advertising exposure to children, young people and vulnerable individuals
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New research into gambling advertising and marketing reveals complex nature of exposure to gambling for children, young people and vulnerable individuals
GambleAware has today published an interim report, produced by Ipsos MORI, that examines the frequency and format of gambling advertising and marketing, and the exposure among children, young people and vulnerable adults.
The research, which is the first of its kind in Great Britain, was carried out by two consortia led by Ipsos MORI and the Institute for Social Marketing at the University of Stirling. The research is also part of the Gambling Commission’s research programme and forms a key part of the National Strategy to Reduce Gambling Harms.
The interim results found that, between 2015-2018, the volume and spend on gambling marketing and advertising is on the rise across different forms of media, including TV and radio, with lotteries and bookmakers among the top spenders. Sports advertising was particularly dominant online, with exposure compounded further by sponsorship used within broadcasts of live events.
Children, young people and vulnerable individuals who took part in focus group discussions for the study highlighted the prevalence of gambling advertising on TV (including during the day), on social media, on the high street and at point of sales in shops. The emergence of new sectors such as eSports presents a new set of challenges in terms of managing exposure to gambling.
In addition to advertising and marketing, the researchers identified other factors contributing to the wide exposure of gambling within society, including the role of family and friends in introducing them to gambling. Many revealed they had experienced exposure to gambling activity from an early age in a range of settings.
Within the data captured, the research found no examples of gambling adverts being placed within children’s media, including the most popular children’s websites. However, researchers judged much of the content contained features which might plausibly appeal directly to children and young people, including celebrity endorsement, memorable songs and catchphrases. Content which may appeal to children and young people was found in 11% of gambling adverts in the mainstream media; this was as high as 59% of eSports gambling content on Twitter – largely due to the use of animated style graphics.
Furthermore, the research found that children are currently not being actively screened out from receiving online gambling adverts and are able to follow and engage with betting-related accounts on Twitter. This suggests that more could be done with existing technology to manage what children are exposed to.
Across the board, there was mixed levels of awareness and understanding of messages relating to risk or safer gambling among participants. The research also identified little evidence of prominent consumer protection messages – such as age warnings or promotion of lower-risk gambling. Therefore, more could be done to clearly highlight the risks of gambling within advertising and marketing.
In light of this, researchers found that some advertising may exploit the susceptibility, inexperience or lack of knowledge of children, young people or vulnerable adults. Over a fifth (22%) of mainstream media adverts were judged to contain features such as implied limited risk or inflated chances of winning; this rose to 37% on Twitter.
The final phase of the research and subsequent findings will focus more on the impact of gambling marketing and advertising and will be published later in 2019. The outcome of today’s stakeholder event, which presents an opportunity to discuss and build on some of the key issues that have emerged, will also be released later this year.
Marc Etches, CEO of GambleAware has said:
“This is an interim report, and as such it is too early to judge the impact of exposure to gambling advertising and marketing on children, young people and vulnerable adults. Nevertheless, the research does make important recommendations, including the need for clearer and more regular messages on gambling adverts of the risks associated with gambling, and the need to strengthen age verification processes on social media platforms.”
Ian Angus from the Gambling Commission has said:
“We welcome the publication of this interim report which contributes towards the delivery of the recently launched National Strategy to Reduce Gambling Harms. This research takes a significant step to address gaps in understanding of this issue and provides a clearer picture of the volume, tone and content of gambling advertising and sponsorship in Great Britain, and the extent to which children, young people and vulnerable adults are exposed to it.
We await the findings of the second phase report with interest. In the meantime, we are pleased to see that the report identifies clear areas for action that gambling firms can take now and we therefore expect them to redouble their efforts to address public concerns about the volume and nature of gambling advertising and sport sponsorship.”
Steven Ginnis, Research Director at Ipsos MORI has said:
“The research identifies the multiple touchpoints through which children, young people and vulnerable adults come in to contact with gambling marketing and advertising. This stretches from the high street to the lounge and isn’t just restricted to sports. The impact of this exposure will be fully explored in our second report. Participants in the research also spoke of a wide range of themes and features that they find appealing in gambling advertising; these features are more commonplace than the use of child-friendly images or phrases, for example the use of celebrities or the use of financial offers. This requires a more nuanced discussion of how best to mitigate against the risks of exposure, appeal and susceptibility to gambling advertising among these groups.”
Plain English executive summary of report
About the research:
- The full report will be published on GambleAware’s website.
- The research was carried out by two consortia:
- Institute for Social Marketing, University of Stirling; ScotCen Social Research; University of Glasgow; and the University of Warwick
- Ipsos MORI; Demos; Ebiquity; University of Bristol; and the University of Edinburgh
- The research was commissioned in March 2018 and was made up of ten different strands, including media monitoring, analysis of paid-for online ads using avatars, social media analysis, and focus groups and in-depth interviews with children, young people and vulnerable adults.
- Ipsos MORI conducted media monitoring research using Ebiquity’s in house advertising database, Portfolio. Portfolio is an advertising research platform, which links advertisements to their placement in the media and the standard spend rate for these advertisements.
- Ipsos MORI conducted in-depth interviews (including diary research) with 28 children and young people aged 11-24 and 32 vulnerable adults. ScotCen spoke to a total of 83 people in either one of 13 focus groups or additional four in-depth interviews, including 62 young people aged 11-24, 13 adults with an experience of mental health problems, and 8 adults with problems with gambling. Vulnerable adults were defined as “people living in constrained economic circumstances”, “people with limited capacity to understand information”, “people already experiencing gambling problems” or “people with experiences of mental health problems”.
- 11 online avatars were created, each had a specific personality and were developed through normal browsing activity, akin to the behaviours of a real online user. This was done using ‘Audience Panel Simulation’.
- Two content analyses were conducted of a sample of adverts placed on mainstream media (conducted by University of Stirling) and on Twitter (conducted by University of Bristol). The content analysis codebook used to categorise adverts covered six main areas: i) descriptive information; ii) design features; iii) content in detail; iv) consumer protection information; v) information about the gambling; and vi) messages about gambling behaviour and outcomes.
- The objectives of the research were to:
- Explore whether and how gambling marketing and advertising influences children and young people’s attitudes towards gambling.
- Examine the tone and content of gambling marketing and advertising across all media.
- Identify specific themes and features of gambling advertising that children, young people and vulnerable people are particularly susceptible to.
- The final phase of the research focuses on the impact of gambling marketing and advertising on children, young people and vulnerable people and will be published later in 2019.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Latest UK report reveals complex nature of advertising exposure to children, young people and vulnerable individuals
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Meridianbet Expands B2B Operations into Nigeria, Entering a Regulated $2 Billion Betting Market
Meridianbet, a subsidiary of Golden Matrix Group, Inc., has officially launched its B2B operations in Nigeria, one of the largest and fastest-growing betting markets in Africa. The company’s entry into Nigeria further strengthens its 20-year presence in Africa, leveraging its proven track record in regulated markets to deliver world-class gaming products.
Through its newly licensed local entity, Masterlive Network Limited, Meridianbet has secured full regulatory approval from the Lagos State Lotteries and Gaming Authority (LSLGA), allowing it to operate in both sports betting and online casino verticals under License No: LSLGA/OP/OSB/MB041124.
The official launch of Meridianbet.ng marks a strategic expansion into a market worth over $2 billion, according to the research of Orange Business Intelligence Technology, with over 60 million Nigerians actively participate in betting, contributing to one of the fastest-growing industries on the continent.
Zoran Milosevic, CEO of Meridianbet, commented: “Our expansion into Nigeria marks a significant step in our long-term strategy to deepen our presence in Africa’s most dynamic gaming markets. With a highly engaged player base and strong industry growth, Nigeria presents a major opportunity for our B2B model. We are committed to bringing our cutting-edge technology, AI-powered betting solutions, and localized expertise to drive long-term success for our partners in the region.”
FY 2024 Revenue Growth & Investor Outlook
Golden Matrix Group has provided a preliminary full-year 2024 revenue estimate of $150 million, reflecting the company’s continued growth trajectory. The Group expects to release its audited FY 2024 financial results in the coming days, offering investors a comprehensive performance overview. The Nigerian market represents a strategic opportunity for future revenue expansion, aligning with GMGI’s global strategy to strengthen its presence in high-growth gaming markets.
Key Market Potential & Strategic Expansion
According to the Orange Business Intelligence Technology (ORBIT), Nigeria’s betting industry surpassed $2 billion back in 2020, with projections indicating up to $4.7 billion in annual revenue potential over the next decade. Football remains the primary driver of market growth, with a vast customer base engaging both online and offline. Meridianbet’s B2B model will provide advanced technology solutions, gaming content, and platform services to local operators, offering a scalable and highly adaptable system tailored to the Nigerian market.
A Strategic Milestone in Meridianbet’s African Growth
With operations in 18 markets across Europe, Africa, and Latin America, Meridianbet has built a reputation as a leading technology provider and betting operator. The company’s expansion into Nigeria follows its long-standing success in established African markets, where it has been a dominant player for over two decades.
The soft launch of Meridianbet.ng is already delivering positive early results, with strong partner satisfaction and excellent customer feedback.
AI-Powered Innovation & Market Expansion
As part of this rollout, Meridianbet is introducing its proprietary AI Sports Betting Recommender and AI Casino Recommender, delivering personalized betting experiences based on real-time data, player behavior, and predictive analytics. These innovations, already proving successful in multiple markets, will enhance customer engagement, retention, and overall user satisfaction in Nigeria’s rapidly evolving gaming landscape.
The post Meridianbet Expands B2B Operations into Nigeria, Entering a Regulated $2 Billion Betting Market appeared first on European Gaming Industry News.
Here are this weeks latest slots releases compiled by European Gaming
PG Soft has launched its swashbuckling new 3-reel, 3-row video slot, Mr Treasure’s Fortune. PG Soft’s perilous high-seas expedition blends the nostalgia of classic arcade machines with modern gameplay as players search for the legendary Black Fang Pirates’ hidden fortune.
ELA Games presents its newest development, Noble Crown. This title, with its high-quality graphics, enticing animations and contribution to a balanced portfolio, is a testament to the studio’s design and development philosophy. This 5×3 slot includes iconic symbols commonly seen in classic pub games, such as crowns, diamonds and lucky sevens.
Evoplay has launched Emerald Brewer, a festive slot that captures the spirit of St. Patrick’s Day with vibrant visuals, rewarding features, and a taste of Irish luck. Played on a 5×4 reel layout, the game introduces Wild symbols, which substitute for all regular symbols except Green Pot, Coin, and Bonus symbols.
Swintt, is helping players satisfy their cravings for sugar, spice and all things nice in Candyman – a sweet new Premium release where tumbling reels and multiplier free spins pave the way to candy-coated wins of up to 5,000x. Played out across an expanded 6×5 reel matrix, Candyman does away with conventional lines in favour of a scatter mechanic were collecting eight or more matching symbols guarantees a prize regardless of where they land, with new icons falling from above to potentially create further wins.
Make Slots Great Again! Nolimit City breaks the norm once more in its latest release Home of the Brave. A slot that isn’t afraid to take a jab! No agendas here, just a whole lot of chaotic fun, spicy mechanics and unpredictable gameplay. Unlike typical slots, which are composed of a couple of rows and reels, Home of the Brave includes a Conveyor Belt positioned above the top row and 2 Hot Sauce Reels on either side of the reel area.
Thunderkick has released The Golden Pot & Pints, the latest introduction to its diverse festive-themed portfolio centred around the iconic Irish holiday, St. Patrick’s Day. Set in an Irish tavern, four lucky leprechauns reside on the reels of this 7×7 cluster pays slot, accompanied by tankards, top hats, and shamrocks.
Amusnet has unveiled the latest addition to its Live Casino portfolio, Extra Crown Deluxe Live. The company’s first-ever live slot game seamlessly blends tradition and innovation into an exciting mix of standard slot games and live-streamed action available 24/7.
Million Games is thrilled to announce the launch of Vault Rush, the latest high-volatility online slot developed in collaboration with YUGO Workshop under the Million Stars partner program. This 5×3 reel slot pays homage to the golden era of classic slots, featuring familiar symbols like 7s, Bars, bells, and fruits.
Play’n GO introduces Trinity Impact, a vibrant new slot that combines adventure, magic, and teamwork in a quest to save the mystical realm of Lumina. Immerse yourself in the enchanting world of Trinity Impact, where players join three friends on a heroic journey to protect Lumina, a land of magical wonders and ancient Crystal relics.
Push Gaming has launched the sequel to its 2024 Arctic-themed hit with the release of Big Bite Push Ways. The title will debut the provider’s new mechanic, Push Ways. This mechanic features nudging Hot Zones, which splits any symbol within the overlay into two. This increases the number of available ways to 262,144 and drives engagement.
Amusnet has released a new game for those who enjoy classic slot games with a dice twist. The latest addition to the company’s Online Casino, 100 Golden Coins Dice Edition, comes to life in March to provide a fun gaming experience to all dice lovers. This 5-reel, 100-fixed-payline game combines the classic slot game and dice symbols in entertaining gameplay.
Players can expect a fresh and juicy take on the classic slot experience in the latest title from ICONIC21. Iconic Fruits: Hold and Win sees classic appeal meet modern excitement across a three-by-three gameboard with five paylines active. A feeling of nostalgia will be felt as the reels spin and Fruit and Coin symbols land – this includes Cherries, Lemons, Pineapples, Strawberries and Watermelons.
Blueprint Gaming™ has upped the ante in its latest instalment to the iconic Cash Strike™ series. With the eye-catching win boost feature offering electric collect wins boosted by multipliers, Cash Strike Win Boost increases the player’s chances of returns up to a striking 50,000x. A familiar feast of classic fruit symbols adorns the 3×3, 125 ways to win slot alongside an array of blazing golden coins, heightening the excitement with enlarged opportunities for wins during base play.
Playson, the renowned digital entertainment supplier, is taking casino gameplay into an electric new dimension in its latest release, Charge the Clovers: Hit the Bonus™, as bonus play leads with unique Super Charge and Multi features. Golden clovers, making a welcome return to the 3×3 grid, take the form of bonus symbols alongside boost icons, featuring swirling blue tornados which radiate vibrant energy and boost the chance of eye-catching payouts for players.
Every fisherman has a story to tell. Booming Games brings these stories to life with the brand-new Fish Tales games series! The first game tells a story of a mythical bass, so large it can fit the entire reel! See if this is just a myth or indeed, there is such a creature roaming the deep and reel yourself in some monster wins! Fish Tales Monster Bass is a 5×3, 20-line slot with a boatload of features. Start to net wins with the Fishin’ Time cash collection.
The post Week 11/2025 slot games releases appeared first on European Gaming Industry News.
ELA Games, a supplier of innovative games in the iGaming industry, has partnered with RoyalCasino to enter the Danish market.
Royal Casino is Denmark’s only land-based and online casino with over 33 years of experience in the gambling industry. The Danish RoyalCasino Group operates the land-based casino in their top-rated Hotel Royal, offering Danish players an elevated gaming experience.
ELA Games’ collaboration with the prestigious Danish brand marks a significant milestone for the development studio, as they are entering the Danish market. As a result, ELA Games’ innovative content, such as hallmark titles like Cash of Gods, It’s Shark Time and Lucky Dwarfs, will be hosted on the RoyalCasino.dk platform.
David Fall, ELA Games’ Business Development Manager, commented on the partnership, “RoyalCasino is an illustrious figure in the Danish gaming scene, and we’re excited to partner with them to provide our content on their platform. RoyalCasino.dk, despite its pedigree, is a rapidly growing brand. With the various promotions prepared in tandem with this announcement, ELA Games looks forward to expanding in Denmark.”
Jonas Madsen, RoyalCasino’s Director of Retention Marketing, added, “We’re very excited about the addition of ELA Games to our portfolio of games at RoyalCasino.dk. ELA Games is an up-and-coming game provider who, in just a few years, has managed to create captivating games with quality graphics, and we’re confident that their content will cater to the preferences of our growing database of players.”
The post ELA Games Enters the Danish Market Through New Strategic Collaboration With RoyalCasino appeared first on European Gaming Industry News.
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