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Can EURO 2020 Spark a Betting Boom for Britain’s Bookies?

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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.

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Conferences

New Sponsorship Opportunities Announced for the EEGS Affiliate Conference

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New Sponsorship Opportunities Announced for the EEGS Affiliate Conference

 

The EEGS Affiliate Conference, now in its 4th edition, is pleased to announce the launch of new sponsorship opportunities. As the region’s only event dedicated exclusively to affiliates, this conference serves as a vital platform for industry  professionals, brands, and affiliates to network, share insights, and drive growth.

Part of the prestigious Eastern European Gaming Summit (EEGS), the Affiliate Conference will take place in Sofia, Bulgaria, on the 25th of November. This event continues to grow as an essential opportunity for those seeking to expand their presence and influence within the affiliate marketing ecosystem.

The new sponsorship packages are thoughtfully designed to provide maximum visibility, targeted exposure, and valuable engagement opportunities for partners looking to connect with a focused and dynamic audience.

Bronze Sponsorship
Silver Sponsorship
Gold Sponsorship
Platinum Sponsorship
Fun Mirror Sponsorship

For more information, please click HERE  or visit EEGS website https://eegamingsummit.com/

If you have any questions or would like to discuss customized opportunities, reach out to the organizers at [email protected]

The EEGS Affiliate Conference eagerly anticipates welcoming new partners and making this 4th edition in Sofia the most successful yet.

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Affiliate Program News

Let’sBet Partners with NetRefer for its Affiliate Marketing Platform

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Let’sBet Partners with NetRefer for its Affiliate Marketing Platform

 

Emerging US sportsbook operator Let’sBet has partnered with NetRefer, the industry’s leading data-driven, AI-powered affiliate marketing platform, to support the launch and long-term growth of its affiliate programme.

Headquartered in Maryland, USA, Let’sBet is a dynamic new entrant to the regulated US betting market. Built with a player-first mindset, the operator delivers a seamless sports betting experience across all major US and international events – including the NBA, UFC, UEFA Euro Cup and Formula 1– via a mobile-optimised platform designed for both desktop and on-the-go bettors. The brand also offers extensive live and in-play betting options, keeping users engaged in real time.

New players are welcomed with a 100% deposit bonus, and frequent bettors can look forward to being handpicked for the Let’sBet VIP Club – a tiered programme offering access to personal account managers, dedicated promotions, express payouts, and exclusive VIP events such as race days and hospitality experiences.

Licensed by the Maryland State Lottery and Gaming Control Agency and operated jointly by Veterans Services Corporation and Bee-Fee Limited, Let’sBet is committed to delivering a secure, compliant, and intuitive betting environment. Its infrastructure is monitored 24/7 by a dedicated Information Security team, with robust measures in place to protect data and ensure safe, frictionless transactions.

Let’sBet also maintains a strong commitment to Responsible Gambling. Its platform is equipped with a comprehensive suite of player protection tools, including deposit, wager, loss, session, and single-bet limits; timeout periods; and voluntary self-exclusion through Maryland’s state-run programme. These tools are supported by a customer service team trained to guide users toward healthy betting behaviours.

Marcin Doszczeczko, Director of Sports Betting Operations at Let’sBet, commented: “Choosing NetRefer as our affiliate platform provider was a natural step in building Let’sBet into a standout name in the US sports betting market. Their technology gives us the clarity and scalability we need to launch a high-impact programme from day one. It brings together everything we need to grow a successful affiliate operation – clear reporting through ASR 1.0 API and smart, actionable insights from NetRefer CoPilot AI. Just as we’ve built Let’sBet around trust, service, and user experience, we see those same values reflected in NetRefer’s platform and team. We’re excited to grow this partnership together.”

Amanda Camenzuli, Manager of NetRefer’s Account Management team, added: “We’re thrilled to welcome Let’sBet to NetRefer. They’re an operator that blends innovation with a strong sense of player responsibility, they’re exactly the kind of forward-thinking company we’re proud to support. With a growing footprint in the US market, Let’sBet will benefit from our platform’s ability to deliver real-time insights, data clarity, and the flexibility needed to scale sustainably – while also strengthening NetRefer’s presence in this key region.”

This collaboration marks a significant step forward for both companies, combining the momentum of Let’sBet in the US market with NetRefer’s 20 years of experience in affiliate marketing technology. Together, they aim to build a programme defined by transparency, performance, and long-term growth.

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Affiliate Success

Casino Guru secures Safer Gambling Initiative of the Year at iGB Affiliate Awards

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Casino Guru secures Safer Gambling Initiative of the Year at iGB Affiliate Awards

 

Casino Guru is proud to announce that it has won the Safer Gambling Initiative of the Year at the iGB Affiliate Awards 2025, for a third consecutive year.

The distinction further highlights the company’s commitment to building a sustainable future for the gambling industry, not only through its dedication to providing players with the most complete, real-time-updated database of online casinos curated by trained experts, but also through its efforts to influence business standards and responsible practices across the sector.

As a leader in informed play, Casino Guru has dedicated a significant portion of its time and efforts to building a casino database that uses safer gambling as one of its core metrics for assessing a brand’s reliability, sustainability, and treatment of customers.

Casino Guru’s Head of Sustainable and Safer Gambling, Šimon Vincze, was excited to share his appreciation for the award: “As someone closely involved in responsible gambling and safer play at Casino Guru, I can say this award is a true testament to our work. We’ve worked tirelessly to leverage our market position to produce tangible outcomes in terms of awareness and impact of safer gambling practices, player complaints, and the availability of blocking software. We are a trailblazer in safer gambling among affiliates, but collaboration with other like-minded companies has enabled us to stay at the forefront.”

Casino Guru could not be prouder of this moment, which once again reinforces the company’s leadership in helping to set safer gambling standards industry-wide.

Daniela Sliva, Public Relations and Creative Projects Director, commented on the distinction: “Winning the Safer Gambling Initiative of the Year for a third consecutive time was an emotional moment and a well-deserved one. Casino Guru has worked tirelessly to establish itself as a leader in promoting sustainable and responsible play. We truly believe we are setting new standards for responsible gambling, not just within the affiliate space, but across the wider industry. Our company ethos places safer gambling at the heart of everything we do, from our Complaint Resolution Center to the Safety Index, and especially through initiatives like the Casino Guru Awards, which further reinforce this commitment.”

Among the achievements that Casino Guru has to be proud of are the Casino Guru Awards, which have established clear competitive guidelines for safer and responsible gambling and distinguish companies that adhere to the Casino Guru’s ethical guidelines and best practices.

Furthermore, Casino Guru established the Gamtegrity platform, which reunites all of the company’s safer gambling projects in one place.

Among Casino Guru’s notable achievements are the Casino Guru Academy, which offers upskilling programs with a focus on responsible gambling, the Global Self-Exclusion Standards Initiative, an active list of partners with some of the leaders in the responsible gambling space, including Mindway AI, and much more.

“An industry-wide commitment to responsible gambling is not only possible: it’s within reach. Casino Guru’s achievement at the iGB Affiliate Awards 2025 is yet another reason for us to double down on our efforts and work even harder to make this vision a reality,” Silva concluded.

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