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The UK online casino market is at a crossroads

Published

1 year 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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Raketech Chairman Ulrik Bengtsson to Step Down Following New CEO Appointment

Published

14 hours ago

March 20, 2025

George Miller

Raketech Chairman Ulrik Bengtsson to Step Down Following New CEO Appointment

Raketech has been informed that Ulrik Bengtsson has accepted a role as full-time CEO of an international company. Ulrik has consequently informed the Board that this new role will eventually require him to step down from Chairman and Board member, but Ulrik remains available for re-election at Raketech’s AGM in May and is committed to stay on up until July 30th to assisting Raketech in the transition period. The nomination committee has started the process of finding a new board member, who may also assume the role of Non-Executive Chair. A further update will be provided in due course.

The Company appreciates this is an opportunity for Ulrik and thanks him for his contribution and dedication to the Raketech board since joining in May 2021.

“Stepping back into a full-time CEO role feels like the right professional move for me, and the opportunity I have been presented with is compelling. I am confident that the entire Raketech board and executive team remain dedicated to strengthening the balance sheet and shaping an exciting strategy that I expect will be unveiled to investors in the coming months. I firmly believe Raketech has the potential to be a key player in the global iGaming ecosystem, both now and in the future, and that the company is well-positioned to generate substantial returns for all shareholders over time.”

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Amusnet Joins Forces with Prominent Affiliate Chipy

Published

7 days ago

March 14, 2025

George Miller

Amusnet Joins Forces with Prominent Affiliate Chipy

Amusnet announces its partnership with Chipy, a leading affiliate platform dedicated to providing comprehensive insights into the online gaming industry. The collaboration will focus on delivering in-depth reviews of the casino provider’s extensive selection of top-notch casino titles to its large-scale of worldwide users.

“Joining forces with one of the most valuable affiliate platforms in the industry brings new opportunities to expand our reach and enhance the visibility of our games,” said Lillya Chatalbasheva, Chief Marketing and Commercial Officer at Amusnet. “We are excited to work with Chipy to showcase our innovative casino titles, especially our standout Coin Gobbler game, and can’t wait to bring even more engaging content to elevate the player experience.”

“I believe that partnering with Amusnet willadd significant value to our content, providing access to high-quality gaming content from a casino provider that is internationally recognized,” said Bogdan Romedea, PR Specialist at Chipy. “This collaboration aligns perfectly with our mission to enhance the player experience and expand our vibrant community.”

Chipy.com provides a comprehensive database of over 2,000 online casinos, exclusive bonuses, and the latest gambling insights. Its mission focuses on maintaining up-to-date information, delivering genuine user reviews, and offering a customizable experience with advanced search filters. Beyond listings, the platform showcases games from top software providers and features over 15,000 games.

As we embark on this exciting partnership, we encourage gaming enthusiasts to explore the comprehensive reviews available on Chipy’s platform. With the spotlight on Coin Gobbler and other exciting Amusnet products, this collaboration promises to elevate the gaming experience and drive engagement in the online casino community. Stay tuned for more updates!

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ICE and iGB Affiliate Barcelona are in top 5% of business events in the world

Published

1 week ago

March 13, 2025

George Miller

ICE and iGB Affiliate Barcelona are in top 5% of business events in the world

ICE and iGB Affiliate Barcelona have been recognised as global leaders by event industry experts Explori. The agency, which collaborates with over 7,000 global events and conferences across a broad range of industry sectors, has ranked both ICE and iGB Affiliate Barcelona in the top 5% based on their Net Promoter Scores (NPS). This metric evaluates attendee satisfaction and their likelihood of recommending an event to colleagues and industry peers.

Using the findings of research conducted with attendees in the weeks immediately following the conclusion of the historic editions which were the first to be held in Barcelona, Explori calculated a net advocacy of +67 for ICE, up from the 2024 figure of +50, with iGB Affiliate recording an NPS of +68 compared to its 2024 score of +62

Ben Haley, Senior Research Manager, Explori Media Ltd stated: “The transition of ICE and iGB Affiliate from London to Barcelona has been a big success from an attendee advocacy perspective.

“With the Net Promoter Score improving notably year-on-year from +50 to +67 (ICE) and +62 to +68 (iGB Affiliate) both scores over index against Explori’s 36-month rolling tradeshow benchmark for attendee NPS, which sits at +29, and put both ICE Barcelona and iGB Affiliate Barcelona 2025 in the top 5% of events.”

Impressive customer satisfaction ratings were also recorded for both brands with ICE 2025 registering 4.45 out of a maximum of 5 up on the 2024 figure of 4.3. The figure for iGB Affiliate remained constant at 4.46 across both 2024 and 2025.

The research findings have been reflected by the sentiment of major stakeholders including the European Casino Association. Secretary General Hermann Pamminger confirmed: “The European Casino Association (ECA) is delighted to report that ICE 2025 Barcelona surpassed all expectations, showing a new era for this prestigious industry event. We want to congratulate Clarion Gaming for successfully moving the world’s biggest gaming shows to their new home in Barcelona.”

He added: “ICE 2025 in Barcelona showcased a masterful approach to event planning, with strategically separated conference facilities on the first floor and cutting-edge conference technology that significantly enhanced the overall experience. Thoughtfully designed common spaces in front of the conference rooms fostered valuable networking opportunities, allowing industry professionals to forge connections and exchange ideas effortlessly. The choice of Barcelona as the host city proved inspiring, with its compact nature and efficient transportation system making it incredibly easy for attendees to navigate between the Fira and other key locations.

“This perfect balance of professional development and cultural exploration added an extra layer of value to the event, making it a truly memorable experience for all involved. By combining state-of-the-art facilities, strategic planning, and the inherent appeal of one of Europe’s most vibrant cities, ICE 2025 in Barcelona set a new standard for industry events.”