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Exclusive Q&A with Warren Russell CEO/W2 Global Data
Why is affordability such a focus right now and especially in the UK?
Since the 2005 Gambling Act has been under review from late 2020, affordability has been heavily discussed as being a central part of any changes to requirements that might be brought into force. It has become increasingly common for operators to be fined for failings relating to player protection and safer gambling – the Gambling Commission has handed out more than £54m in fines over the past two years alone – and many stakeholders believe these issues could be mitigated or greatly reduced with more comprehensive and robust affordability requirements.
Is it really key to helping better protect players? Or does it need to be combined with other additional safeguards?
Affordability has the potential to greatly improve player protections and ensure players are gambling responsibly. That is why as a result of the review of the 2005 Gambling Act affordability checks will likely become a key requirement for operators to support both their own player protection initiatives and their customers. But affordability is not the only saving grace for the industry. All areas of the industry must come together and collaborate on efforts and technologies in order to fully implement change. In short, affordability is just one piece of the puzzle that makes up comprehensive player protection processes and protocols.
What are the current requirements for UK operators regarding affordability? How might that change?
Currently, the Gambling Commission sees affordability as identifying vulnerable players and limiting the amount of marketing that operators can target at them. Regulation is quite ambiguous, so different operators have a different understanding of what is expected of them. But affordability requirements will undoubtedly be more clearly defined following the review of the 2005 Gambling Act. The Gambling Commission has directly said that affordability checks are something it is heavily focused on within the review and that it will play a more centralised role in its updated regulations.
How can operators meet these requirements without impacting the player experience? How does your Affordability for Gambling Tool help in this regard?
It all comes down to striking the right balance between player experience and player protection. With problem gambling continuing to rise, more focus needs to be placed on protecting players over the experience that is provided to them, at least to a certain extent. W2’s solution helps operators to strike this balance; it works seamlessly in the background of the onboarding journey or based on various markers of harm triggers so as to not impact the player’s journey. Of course, if something which needs investigating comes back from the affordability check, it is the responsibility of the operator to deal with it further.
Do you think the UK market is heading towards over-regulation? What about specifically when it comes to affordability?
As mentioned above, it is all about balance. I wouldn’t say it is heading towards over-regulation, but we can’t be naïve to the fact that operators need to balance player protection with commercial viability. Some current affordability solutions such as open banking (which requires players to agree to give their bank data) could be considered as impacting the player experience too much. A player could simply go to another operator if they don’t want to take the extra steps to pass affordability.
Our solution works seamlessly enough in the background to prevent the player experience from being impacted by affordability checks, whilst still ensuring that operators can truly protect players. It can be a fine line to tread, but that is why we have developed our affordability solution so that operators can be confident they are protecting players while also not negatively impacting their experience to the point where they go to another brand that is perhaps not as stringent in its affordability requirements and checks.
Do you think other regulated markets will look to tighten requirements around affordability?
The consultation from the Gambling Commission is being closely watched by regulators around the world. The UK gambling industry is being used as the litmus test for how safer gambling initiatives should be moving forwards. With regulated gambling rolling out across the US, and countries such as the Netherlands opening up their own online gambling marketplace in 2021, it is highly likely these jurisdictions will swiftly follow updated regulations should the work of the UK Gambling Commission be a success.
How can operators prepare for any changes that might come now?
It is often overlooked just how much work operators are currently undertaking when it comes to their player protection initiatives. The real issue within the industry at present is the lack of clarity and understanding as to what best-practice safe gaming actually looks like. The review of the Gambling Act has been rumbling on for two years now (with further delays likely due to Boris Johnson’s departure) and quite frankly the industry is still struggling. That is why collaboration between stakeholders is going to be key. W2’s affordability is one part of what the industry needs as a whole, but we believe it can significantly assist operators in protecting players when combined with what those companies are already doing from a safer gambling perspective.
MyEmpire, one of the leading brands within the MioMedia affiliate program, proudly unveils its grand transformation. The empire has been reborn — with a stunning new look, an expanded collection of games, and thrilling new features set to redefine the gaming experience.
The redesigned MyEmpire brand unveils a fresh and immersive environment inspired by great civilizations of the past. The new interface offers smoother navigation, enhanced visuals, and a layout that reflects the brand’s evolution and the spirit of the empire. It’s cleaner, faster, and full of life — giving players the feeling of truly stepping into a renewed realm of majesty.
The updated design extends across the entire game world, bringing richer landscapes, detailed architecture, and enhanced character art that adds elegance and depth, drawing players further into play.
Along with the visual transformation, MyEmpire is expanding its portfolio with new games. Each title offers a unique experience while staying true to the empire’s spirit of strategy, adventure, and discovery. Together, they create a broader and more dynamic world for players to explore.
Beyond new games, MyEmpire is expanding with the launch of a dedicated shop — a new destination where players can purchase exclusive items or exchange their in-game bonuses for them. It’s a fresh way to turn progress into rewards and make every victory even more satisfying.
Soon, players will also enjoy new gamification features — SpinRally, Wheel of Fortune, and WonderPot. These additions will introduce even more thrills and rewards, giving players the chance to test their luck, win prizes, and uncover new surprises within the empire. Each feature is designed to enhance engagement and add a fresh layer of fun to the play.
MioMedia Affiliates continue to stand at the forefront of iGaming innovation, bringing together top-performing brands and world-class affiliate partnerships. As MyEmpire enters a new era with its refreshed look and features, MioMedia Affiliates celebrates the brand’s dedication to excellence, creativity, and pursuit of entertainment that both inspires and rewards.
For more information and guidance, contact the team: https://www.miomedia.com/contact-us
Slotegrator, a leading iGaming software provider and content aggregator, has published a report forecasting the iGaming trends of 2026. Developed in collaboration with over 50 experts from international companies, the report highlights how technology, regulation, ESG and transparency, and evolving player expectations will reshape the iGaming landscape in the coming year.
The report brings together insights from operators, regulators, affiliates, and marketing leaders across Europe, Latin America, Africa, and Asia. It covers key topics – from upcoming regulatory changes and AI-driven hyper-personalization to new compliance standards, marketing transformations, and the rise of community-based gaming ecosystems.
Readers will learn what to expect from:
- Regulatory developments in the industry’s most attractive markets.
- Advances in AI, cybersecurity, biometric KYC, and deepfake detection.
- New marketing models built on emotional intelligence and data ethics.
- The role of Web3, stablecoins, and gamified well-being.
- The growing influence of ESG on the iGaming sector.
The report features practical insights from leading leading companies, recognized industry leaders and award winners, including SiGMA Group, Clarion Gaming, DEVILS, Endorphina, Amigo Gaming, Aviatrix, ZingBrain AI, BGaming, NGM Game, Peter& Sons, CasinoRIX, ICS-digital, top media like iGamingNews, Casino Guru, GamblingTalk, and others, alongside perspectives from top game studios and regional experts.
“The report brings together the key takeaways from our business analytical research and the voices of industry experts who observe market dynamics every single day. Their perspectives give this report its depth and authenticity. At Slotegrator, we value partnership and collaboration above all — this is what allows us to capture the real pulse of the iGaming industry. This document gives companies a valuable head start as they prepare for next year’s shifts,” adds Svetlana Kirichenko, head of marketing at Slotegrator.
The report offers a comprehensive view of what’s next for iGaming — a must-read for anyone shaping the future of the industry. Be among the first to download The iGaming Trends of 2026 from Slotegrator by following this link.
ABOUT THE COMPANY
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
Latest News
Boomerang Partners has announced a gift auction at their booth during the upcoming SiGMA Europe 2025 in Rome
Boomerang Partners, an affiliate marketing agency and an Official Regional Partner of AC Milan, is preparing numerous activities for their booth 5046 G at the upcoming SiGMA Europe 2025 in Rome. The main highlight will be a gift auction featuring valuable prizes:
- Signed Luka Modrić (football legend and AC Milan player) jersey
- Apple iPhone 17 Pro Max 256GB Deep Blue
- Ray-Ban | Meta Wayfarer smart glasses
- Apple AirPods Pro 3
To try their luck in the gift auction, SiGMA Rome participants must visit the Boomerang Partners booth on November 4th and 5th and perform various tasks. For completing them, they will receive special chips of different denominations. The more chips they have, the higher their chances of winning in the auction. Details can be obtained from the hostess at the booth.
The final will take place on November 5th at 4:00 PM. On the same day, Boomerang Partners will announce the winners of their first sports traffic tournament, the Golden Boomerang League, which ran from September 1st to October 31st. All affiliate teams, including current and new partners of the company, who managed to generate 20+ FTDs on the brands from its client portfolio, have qualified for the prize draw. The prize for first place is direct access to the Golden Boomerang Awards 2026. Participants who place second and third will receive an AC Milan Experience package, which includes paid flights, accommodation, and attendance at an AC Milan home match at the famous San Siro Stadium in Milan.
Come to the Boomerang Partners booth, complete simple tasks, get chips, and participate in the gift auction. Extra pleasant surprises are possible. Read the full terms and conditions on the Boomerang Partners website.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. The agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 13+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
MyEmpire Reborn: New Look, New Empires, New Features
iGaming 2026 starts now: be the first to get Slotegrator’s iGaming trends report
Boomerang Partners has announced a gift auction at their booth during the upcoming SiGMA Europe 2025 in Rome
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