News

The UK online casino market is at a crossroads

Published

2 years ago

March 14, 2024

Martyn Hannah, Managing Director of Comparasino, says the direction the government and regulator take with updates to gambling law will determine the long-term success of the market

Great Britain is approaching a crossroads when it comes to online casino and the direction it takes will ultimately determine the viability of the market for all stakeholders over the next few years, including comparison sites such as Comparasino.

This remains a market with plenty of potential. The latest participation figures from the Gambling Commission show high demand for online casino, sports betting and bingo, with around 10 million people (16% of the population) engaging in these activities.

But the regulatory requirements being put on operators are now impacting the experiences they can offer to players while squeezing margins to the point where the UK – once the benchmark for regulated online gambling markets – is no longer sustainable for some.

In the last three years or so, we have seen an exodus of brands with only a small number of new online casinos taking their place.

This should be cause for concern, especially as the consultations from the White Paper rumble on and the changes that will result come into focus – we’ve already had the £2/£5 slot stake limits confirmed with more updates to follow.

Of course, players must be protected so that those at risk of developing problem play receive the support they need long before they reach the point of crisis. But at the same time, we have to remember that just 0.3% of UK players are considered to have a gambling problem.

The real risk for me is that if regulations and requirements continue to tighten, the UK market will no longer be viable for most brands – only the tier ones will be able to manage the slim margins.

This is bad for player choice and ultimately has the potential to push consumers towards unlicensed brands that can offer the experiences they are seeking and this is the opposite of what the changes to regulations are aiming to achieve.

It’s important to remember what players are looking for when deciding where to play – they want generous bonuses, a seamless sign-up process and a great selection of games to explore. They want to do this with reputable brands they can trust, and that’s why licencing is so important.

But the requirements operators must now meet – and any new requirements set to come into force – are at risk of damaging the player experience to the point where many will turn to unlicensed brands. Remember, these sites usually offer a great customer experience, they just don’t hold a licence.

The other day I was sitting with a friend when they signed up for an online casino for the first time. They were genuinely shocked by the sign-up process, especially the amount of information they had to provide and the length of time it took to register and deposit.

They were especially irked by the need to provide their occupation and monthly income. When I said there were unlicensed sites that offered a more streamlined onboarding process – and bigger bonuses – the friend said they’d play at those brands over the licensed site.

Of course, this is just one example but for me, it should raise concerns about how far we go when it comes to limiting bonuses and imposing stringent affordability checks on operators.

The Gambling Commission has indicated that affordability will be “light touch” for most players, but any additional friction really does risk pushing players to unlicensed sites where the sign-up process is quicker and the bonuses bigger.

The challenge is striking the right balance between consumer experience and protecting the most vulnerable, and I have some ideas for how we can do this.

I think operators should be able to offer the bonuses they wish, but they should not be able to impose high wagering requirements – or any wagering requirements, ideally.

Again, I tried explaining how the wagering requirement works to my friend and they simply couldn’t get their head around it.

“So, I have to wager £975 through the casino to unlock £15 in bonus winnings? That’s ridiculous.”

This is also what leads players to ultimately gamble more than they can afford as they make additional deposits in an attempt to complete the playthrough requirement, only to run out of funds or give up having deposited more than they intended.

This is when players can become frustrated. Many find it hard to understand how wagering requirements work, and then when they can’t withdraw their bonus winnings, it leads to a negative experience with the brand but worse, can put them in a state of mind that’s not ideal for gambling.

Player onboarding needs to be faster and more seamless, too. It’s so clunky right now that operators shouldn’t be surprised that a large percentage of players drop-off between landing at a casino for the first time and spinning the reels.

For context, it took around seven minutes for my friend to find a brand, sign up, deposit and play.

There are technologies available now – I’m talking about open banking here – that would mitigate sign-up friction, but would most likely require regulatory approval for operators to be able to use them to improve the sign-up process.

I absolutely believe that operators should be mandated to monitor each and every player in real time, and benchmark their gambling activity against markers of harm. This is the best way to spot problem play early and then make the necessary interventions.

I also think education is vital, and this is where affiliates must do more. Players are often unaware of the licensing process in the UK, and why it’s important to play at licensed brands. Nor are they aware of the tools in place to help them stay in control of their play.

This is something that we have committed significant resources to, with a dedicated safe gaming hub, responsible play messaging on all of our pages and the Comparasino Blog, where we publish articles and interviews with responsible gambling thought leaders.

The UK has always set the standard for regulated online gambling and I hope that this will continue to be the case once the consultations have closed and the final updates to the law are made.

The market might be at a crossroads, but if it goes in the right direction, it has a long and successful future ahead.

Related Topics:Managing Director of Comparasino Martyn Hannah regulatory requirements UK Gambling Commission

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N1 Partners is giving away a trip to a surf camp at SBC Summit 2025 in Lisbon

Published

2 weeks ago

September 4, 2025

TheVoice

Surf On the Waves to Success: N1 Partners at SBC Summit Lisbon 2025

From September 16 to 18, the N1 Partners team will take part in SBC Summit 2025 in Lisbon — one of the largest events in the iGaming industry. Thousands of professionals from around the world will gather at Feira Internacional de Lisboa & MEO Arena to discuss trends, exchange insights, and build new partnerships. N1 Partners is known for preparing something special for every event, and this time the team will bring a vibrant surf-inspired atmosphere to booth F84.

Surfing the Wave of Opportunities with N1 Partners

At every conference, meeting the N1 Partners team is a chance for affiliates to advance in the N1 Puzzle Promo and get closer to the grand prize of the year — the Robinson R22 Beta II helicopter. In Lisbon, this journey takes on a fresh theme — surfing, as a symbol of freedom, energy, and moving forward.

At the N1 Partners booth, the team will recreate the vibe of a real surf camp, giving partners the chance to discuss business opportunities and take part in activities designed to help them “catch the wave” of success.

What Visitors Will Find at Booth F84

Surf Bar serving signature bubble teas and retro-surf–style cocktails
Surf Balance Board Challenge: test your balance, claim guaranteed prizes, and get the chance to win an all-inclusive surf trip
Meeting zones designed for productive negotiations and top-tier deals in a comfortable setting

A Dream Trip for the Winner

N1 Partners will raffle off a certificate for an all-inclusive surf camp trip, which includes flights, villa accommodation, training with a professional coach, and a branded surfboard delivered directly to the winner.

How to participate:

Visit booth F84
Register for the giveaway
Be present at the raffle (stay tuned for the exact time on N1 Partners’ social media)

Full terms and conditions will be available at the booth.

See You in Lisbon

SBC Summit Lisbon is the perfect opportunity to meet the N1 Partners team, explore new projects, learn about the latest brand launches, and discuss exclusive partnership opportunities. At booth F84, visitors will find live business conversations, branded merch, and additional puzzles to bring them closer to the grand prize of the N1 Puzzle Promo.

Why N1 Partners

Working directly with an advertiser, partners of N1 Partners benefit from:

14+ licensed casino and sportsbook brands with Reg2Dep up to 70%
top deals across 10+ Tier-1 GEOs
CPA up to €650, RevShare up to 45% + NNCO, and hybrid models

At booth F84, the N1 Partners team will be focused on real business. Whether you run SEO, PPC, FB, or other traffic sources, you’ll discover how to turn them into even greater profit with N1 Partners’ offers.

Don’t wait: book your meetings with N1 Partners’ affiliate managers now and make your SBC Lisbon experience as productive as possible.

News

CasinoHawks spreads its wings with bold rebrand for UK market

Published

2 weeks ago

September 3, 2025

George Miller

CasinoHawks spreads its wings with bold rebrand for UK market

Affiliate marketing powerhouse unveils new identity and content strategy to strengthen player trust in competitive online casino market

CasinoHawks, the UK-facing affiliate brand of Game Lounge, has unveiled a bold new look and content strategy designed to strengthen its position in one of the world’s most competitive online gambling markets.

Launched in 2012, CasinoHawks has built its reputation as a trusted source of casino knowledge for British gamblers, providing detailed reviews, expert-led insights, and industry news for more than a decade. Its latest refresh represents a significant step forward in creating a more modern, engaging, and unmistakably British identity for the brand.

The new strategy places a sharper focus on delivering value to UK players through locally relevant, expert-driven content. Reviews are now written exclusively by UK-based specialists, ensuring recommendations reflect the needs of domestic audiences.

Alongside this, the site’s visual identity has been refreshed with a new colour palette, updated branding, and a reimagined logo – with the hawk symbolising sharp insight and the checkmark representing trustworthiness and compliance.

Keith Geary, Director of Casino at CasinoHawks, said: “We wanted to distinguish ourselves from international sites by feeling more familiar to UK players. At the same time, this was the perfect opportunity to modernise the brand and create a more engaging and user-friendly experience.”

The rebrand builds on a strong track record of product innovation and marketing milestones. CasinoHawks launched its popular Bonus Wagering Calculator in 2022, debuted a dedicated YouTube channel in 2023, and earned the QMRA Quality and Compliance stamp of approval in 2024.

The new branding is supported by a content strategy designed to elevate CasinoHawks beyond a standard affiliate model. By investing in deeper insights, greater transparency, and a more relatable tone of voice, the brand aims to set a new standard for player-first content in the UK casino affiliate space.

Geary added: “Our goal is simple – to empower UK players with the tools and insights they need to make safe, informed decisions. This rebrand is just the beginning of a wider strategy to build stronger connections with our audience and reinforce CasinoHawks as the go-to destination for casino knowledge.”

News

Starting September 1 — a New Chance in N1 Puzzle Promo: 5 Premium Prizes for the Top Puzzle Masters!

Published

2 weeks ago

September 2, 2025

TheVoice

Have you heard about the N1 Puzzle Promo by N1 Partners, where the ultimate winner will take home a Robinson R22 Beta II helicopter?

If you’re driving SEO, ASO, PPC, FB, Social Media, SMS, Email, UAC, or In-App traffic, but still haven’t joined the race — now’s the perfect time to change that! From September 1, the second lottery of the N1 Puzzle Promo kicks off, giving you another chance to grab a new lineup of premium prizes.

The first lottery ran for three months, turning the puzzle hunt into an intense competition. On July 21, N1 Partners already gave away some of the top prizes — including AirPods Max, Apple Watch, LV backpack, and more.

Now it’s time to join the next round!

Promo period: September 1 – November 30.

Main rule: collect as many puzzle pieces as possible during the lottery period.

Finally, the part everyone’s waiting for — the prizes:

1st place: MacBook Pro 16″ (top configuration)
2nd place: Porsche eBike
3rd place: Cartier Santos Medium watch
4th place: Leica Q2 camera
5th place: Apple Vision Pro

And that’s not all — N1 Partners will hold a special giveaway among all N1 Puzzle Promo participants who have at least one item from the N1 Partners merch collection. The lucky winner will get an exclusive items package!

You can earn puzzles in the N1 Puzzle Promo not only for traffic: join the special activity until November 15, collect extra puzzles, and try your luck in the giveaway for a home VR flight training set — the “Pilot Course”!

Don’t miss your chance to join the N1 Puzzle Promo — you could be the next name at the top of the leaderboard!