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Can EURO 2020 Spark a Betting Boom for Britain’s Bookies?
With UEFA and football fans breathing a sigh of relief that EURO 2020 is finally to be held this summer, will UK bookmakers be celebrating too come July?
Clawing Back the Lost Pounds
The coronavirus pandemic has proved a disruption to every walk of life in the UK. Successive lockdowns, closed schools, homeworking, and furlough schemes have changed the entire country over the past 12 months.
And for sports fans and online bookmakers, the past year has been equally disruptive. 2020 should have been a bumper year for Britain’s bookies. Instead, many of the bookmakers’ most active markets were either curtailed or wiped completely from the calendar.
The English Premier League was suspended – although it eventually came to a spluttering end just before the summer – while Wimbledon was cancelled and the Grand National went virtual. By the time of the first national lockdown, gamblers were resorting to betting on the only football around – Asian Handicaps featuring actual Asian teams, and the far reaches of the Belarus Premier League.
In fact, total tax receipts for the period April 2020 to March 2021 came to “just” £2.83bn. That marked a staggering drop of £182m – or 6% – compared to the previous year.
But it was the cancellation of EURO 2020 that really hit bookies hard. Major football events are normally huge cash cows for online bookmakers. And 2020 was due to be an even bigger betting bonanza for the betting sites: Scotland had qualified for their first major tournament in over 20 years, while for England EURO 2020 would have been as close to a home tournament as they had seen since EURO 1996.
Betting Bonanza Expected This Summer
Betting companies recovered as 2020 came to a close. Most players migrated online as the continuing closure of retail betting shops and casinos continued. Indeed, poker activity and online casino gameplay helped to soften the blow.
But nothing compares to a major football tournament to turn around betting sites’ fortunes. At the last big footballing festival – the 2018 World Cup – over €136bn in bets were taken by the bookies.
And with EURO 2020 being held across multiple countries, including England, UK bookies will be looking forward to a release of cash from gamblers itching to put their bankrolls and footie knowledge to good use.
England will play all of their group games at Wembley, as well as a potential semi-final and final – if they make it that far. The better Gareth Southgate’s team does, the more money will be flowing through the UK bookies’ coffers. Simply put, England have a very real chance of winning their first major trophy since the 1966 World Cup. And that could translate into a big payday for the bookmakers.
Bonuses & Promotions for EURO 2020
To take advantage of an expected bumper EURO 2020, major brands will have exclusive offers and promos for the event. The tournament starts on June 11 but we already know the 24 teams taking part. And if the 2018 World Cup is anything to go by, bookies will be going all out with a raft of special deals.
England specials will almost certainly be on the table. Money back on losing England bets may be offered, as well as enhanced odds on the team’s home games. New players will also be able to claim free bets when they open their accounts.
Moving Forward: What’s in Store for UK Gamblers?
Despite a year of betting shop closures and delayed or cancelled sporting events, the UK sports betting industry rode the storm well. Revenues at the big betting companies like William Hill and Sky held firm.
In the case of the Sky Betting and Gaming Group (SBG), online sports betting revenue actually increased by 26%. New player acquisitions and more customers betting online seems to have helped companies weather the COVID-19 storm.
But assuming a good EURO 2020, what lies in store for the UK bookmakers? There is a review of the 2005 Gambling Act which may see some of the bookies’ powers scaled back.
Affordability checks are a definite possibility, and an ombudsman may come in to force betting forms to reduce stakes where needed. In addition, visible gambling advertising on football shirts may become a thing of the past. Indeed, more and more football clubs are terminating deals with shirt sponsors from the gambling industry.
For now, the betting companies will be concerned with the success of EURO 2020. And with football punters promised a first bonanza of football since the 2018 World Cup, expect a similar bonanza on the bookmakers’ sites.
InOut Games, the studio behind the viral hit Chicken Road, is taking the next big step by entering the slot market with the release of Chicken Royal. Inspired by the iconic crash game that captured millions of players worldwide, the new release brings the beloved chicken into a brand-new format designed to engage both operators and players.
This marks the company’s first slot release, expanding InOut Games’ portfolio beyond crash mechanics and reinforcing its commitment to innovation in online entertainment.
“Chicken Road became a global sensation because of its simplicity, thrill, and universal appeal. With Chicken Royal, we’re transforming that same DNA into a slot experience that’s fresh, dynamic, and full of potential. We are confident this launch will not only resonate with players but also open new earning opportunities for affiliates and partners,” said Vladislav Snak, CEO of InOut Games.
Beyond the launch, InOut Games has ambitious plans for ongoing promotion and brand support around Chicken Royal, ensuring strong visibility across global markets. For affiliates and webmasters, the slot represents a new avenue to drive engagement and revenue, backed by the company’s proven track record of creating games that go viral.
You can reach out to the InOut team for integration inquiries by clicking onto this link.
About InOut Games
INOUT Games is a licensed B2B provider specializing in the development of high-quality gaming solutions for online casinos. With a diverse portfolio of 34 games, the company focuses on delivering unique and engaging player experiences tailored to meet the needs of operators. Its approach combines innovative game design, robust technical support, and comprehensive platform integration to ensure optimal performance and user satisfaction. Each game is designed with both players and operators in mind, featuring short betting cycles, high retention, and high LTV (Lifetime Value), delivering commercial success for operators.
Organizers of the EEGS Affiliate Conference are excited to announce an important update for the upcoming 4th edition of the event. Originally scheduled for 25 November, the conference will now take place on 26 November 2025 at the Inter Expo Center (IEC) in Sofia, Bulgaria, and will be held during the BEGE Expo.
This strategic move creates an even stronger platform for affiliates, affiliate managers, operators, and industry stakeholders across the Balkans and Eastern Europe. By aligning with BEGE Expo and the main EEGS Conference, the Affiliate Conference will provide unparalleled opportunities for learning, networking, and brand exposure.
Expanded Benefits for Attendees and Sponsors
- One Pass – Full Access: Affiliate Conference passes now include entry to BEGE Expo and the EEGS Conference, offering a comprehensive experience across all three events.
- Unmatched Networking: Attendees will connect with thousands of professionals from the gaming, affiliate, and entertainment industries.
- Increased Brand Visibility: Sponsors and partners gain exposure not only at the Affiliate Conference but also throughout the region’s largest gaming and entertainment exhibition.
“By bringing all the events under one roof, we are creating the ultimate meeting point for affiliates and industry leaders in the Balkans. This change adds tremendous value for participants and sponsors alike,” said Nino Berezhiani, Marketing Manager at BEGE Expo and EEGS.
As the only affiliate-dedicated event in the Balkans, the EEGS Affiliate Conference continues to build its reputation as a must-attend gathering for strategic minds in gaming, entertainment, and digital marketing. The new date and venue will ensure even more impactful discussions, trend exploration, and partnership opportunities in one of the fastest-growing regions in the industry.
Conferences
Aff.Tech at SBC Summit Lisbon 2025: Dozens of Meetings, Packed Booth, and Silver Award Recognition
At SBC Summit Lisbon 2025, Aff.Tech showcased why it stands as the Affiliate Platform for Champions. Over the three-day event, booth C350 (shared with GR8 Tech) became one of the busiest spots of the exhibition, filled with operators and platform providers eager to discover how Aff.Tech drives affiliate management with automation, scalability, and precision.
The results spoke for themselves: constant traffic at the booth, dozens of productive business meetings, and a strong pipeline of new opportunities. This overwhelming interest confirmed the growing demand for Aff.Tech’s technology among operators seeking to streamline affiliate programs and unlock new levels of performance.
Aff.Tech’s impact was further validated at the Affiliate Leaders Awards, where the company proudly took Silver in the “Affiliate Management Platform of the Year” category—a recognition of its innovation and growing influence in the market.
As part of its presence at SBC, Aff.Tech also introduced its Aff Yourself campaign—a movement to empower operators to take control of their affiliate business, set their rules, and grow without limits.
Mariia Shmelova, CEO of Aff.Tech, said, “The energy around our booth proved that operators are actively searching for solutions like Aff.Tech. Our platform is built to give them complete control, transparency, and automation so they can scale faster and focus on what really drives growth. Getting Silver “Affiliate Management Platform of the Year” shows that the industry recognizes our progress and direction.”
Valerija Reca, Business Development Manager at Aff.Tech, added, “For three days, our team was engaged non-stop in high-quality discussions with operators from around the world. They see Aff.Tech as a partner that combines reliability, flexibility, and scalability—exactly what’s needed to manage affiliates effectively in today’s competitive environment.”
With a packed booth, dozens of successful meetings, and award-winning recognition, Aff.Tech closed SBC Summit Lisbon 2025 as one of the exhibition’s standout success stories. The company left Lisbon with a clear message: affiliate management is evolving, and Aff.Tech is leading the way as the Affiliate Platform for Champions.
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