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Lee Willows: ‘We should be humbled that addiction levels are coming down: do we really think that big state programmes, funded by a statutory levy and controlled by the NHS could do any better?’
Lee Willows, the long-standing lived-experience leader who came into the gambling space following an addiction that almost drove him to suicide, has warned that the UK risks losing its status as a world-class leader in Social Responsibility. Commenting after the Westminster Media Forum – Next steps for UK gambling regulation and Labour Party MP Carolyn Harris’s Westminster Hall debate on the statutory gambling levy, Willows said: “I firmly believe the UK is a global leader in Social Responsibility, but I worry that flame might be dimming as the funding debate becomes more about a desire to break-up the very eco-system that supported me and today supports many others. It is this Third Sector-led eco-system that to my mind, makes us world-class.”
Addressing the nature of the debate he questioned: “Why have we allowed it to come down to narrow choices between the NHS or the Third Sector to deliver a national programme of treatment – why can’t both co-exist? I have often said we need a choir of voices and organisations in this space. Why is it so difficult for start-up organisations – often led by individuals with Lived Experience – to access funding? Why is the funding debate consistently tarnished by some who feel there is a lack of independence as opposed to recognising the impact of that funding, which in my experience is completely independent. Finally, why are we not humbled that addiction levels are coming down and education and awareness is now at an all-time high, being led by superb charities in a considered, well-thought and evidenced manner?
“These divisions and the potential introduction of a statutory levy carry significant risks to my mind and in many ways undermines a lot of the good work that’s been undertaken. We have built an eco-system to deliver treatment, support and prevention that has impressive reach across the United Kingdom. This didn’t happen overnight, it took time, and a huge collective effort on behalf of many very decent people. A statutory levy risks being seen by operators as another tax and as a result dilute their level of involvement in reducing harms.
“Whilst there is much more to be achieved, we should be humbled by this progress. Do we really think that big state (NHS only) programmes, funded by a statutory levy can do any better? Will big state programmes enable agility and innovation? Will big state programmes deliver better value for money? Will big state programmes really provide the funding for very local services or take a risk on start-up organisations or ideas, particularly from those with Lived-Experience, often starting out as sole-traders? Will big state, one size fits all programmes, be able to deal with the complexities around gambling addictions?
“Several years ago, I led the work of a national reducing re-offending charity at the time when the Probation Services were being privatised. A slightly different scenario, but a similar outcome in that the PLC companies and the state won many of the contracts, forcing many charities to close. Wind the clock forward and re-offending rates today remain broadly where they were prior to privatisation. The tragedy is that re-offending rates were beginning to drop, prior to privatisation. Beneficiaries of services often would say that they had a personal connection with the staff member supporting them from charities, whereas they were more like a number when being supported by the larger companies. It has also been proven consistently that charity-run services almost always deliver better value for money.”
“It will not surprise you that I do not support a statutory levy. There is much comfort to take from the current eco-system and the many charities and non-profit organisations working hard in this space and it would be a big mistake to risk this. Additionally, I believe our prime commissioner of services in this space might want to ask themselves what they can do better to support start-up organisations and foster agility, spending their income in a timely manner, with a percentage aimed at small start-up organisations. I also believe they might consider their ballooning establishment chart, which for many seems excessive.”
Looking to the short/medium-term Lee Willows has identified an action plan in order to facilitate innovation, encourage agility and maintain the UK’s world-class status. He explained: “Firstly the new strategy to reduce gambling-harms should be fully costed (so we actually know how much funding we need as opposed to a blanket 1%); secondly some mandated guidance should be given to operators when making donations, based on percentages for treatment, prevention and research; finally larger businesses should in my opinion, be mandated to commit 50 percent of their LCCP RET donations to fund three-year funding commitments in order to ensure sustainability. Operators need certainty, so they can budget donations; charities and non-profit organisations need certainly so they can plan services”.
“The notion of a Gambling Commission held RET list is something I continue to support, but I would also question if it is appropriate that the Gambling Commission administer Regulatory Settlements. Perhaps having another body or organisation to oversee these would bring about some of the reflections I am proposing, particularly where prevention is concerned. This would enable the Commission to focus on its regulatory responsibilities.”
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Brazil
Esportes da Sorte campaign celebrates fans’ resilience in support of Brazil
“Cheer Like a Corinthian”
In a World Cup year, Corinthians’ master sponsor uses the unwavering loyalty of the club’s fanbase as an example.
Brazilians’ relationship with the national team and their passion for football take on a new perspective in a World Cup year.
Master sponsor of Corinthians, Esportes da Sorte reinforces the club supporters’ long-standing reputation for unconditional loyalty with the launch of the “Cheer Like a Corinthian” manifesto, a movement aimed at reconnecting Brazilian fans with the national team.
Created by Agência Brenda, the project seeks to redefine the term “to choke” (“amarelar” in Portuguese), transforming it into a call for unwavering belief and determination.
“The campaign draws inspiration from the symbolic strength of Corinthians fans and football’s power to emotionally unite the country.
The idea is to encourage Brazilian supporters to reconnect with the national team through values such as loyalty, presence, and unconditional support,” said Davi Oliveira, Sponsorships Head at Grupo Esportes Gaming Brasil, owner of the Esportes da Sorte brand. Watch the video here.
The campaign debuted on Sunday (10), airing on TV Globo during programs such as Em Família, Eliana, and Fantástico. Simultaneously, the video was displayed on the giant screen at Neo Química Arena during the Corinthians 3–2 São Paulo derby, valid for the 15th round of the Brazilian Championship.
To bring the concept to life, players entered the pitch wearing shirts featuring the phrase “Cheer Like a Corinthian,” which was also displayed across the stadium’s LED boards.
Fans received handheld banners in the stands, while a giant flag bearing the campaign slogan was unveiled by supporters.
Directed by Lucca Meloni and Adriano Alarcon (Nocandy), the film’s visual identity uses symbolic elements to reinforce a sense of persistence.
Rain appears in unexpected settings, while the soundtrack, based on authentic fan chants — creates an immersive sensory atmosphere.
The production also featured real supporters, including historian Fernando Wanner and iconic Corinthians fan Wanda Vitorino, adding authenticity to the message.
“This campaign was developed with great responsibility because we were entering sacred territory. Hearing from legendary players like Marcelinho Carioca that we were on the right path was extremely important,” said Raphael Pinteiro, partner at Agência Brenda.
“Our intention was to inspire Corinthians fans through pride while making supporters of other clubs agree with the message: Brazil’s supporters need this spirit and determination,” added Bernardo Barbosa, also a partner at the agency behind the campaign.
“Convoque” campaign
Also inspired by the World Cup, Esportes da Sorte launched the “Convoque” campaign on Friday (8), using the brand’s iconic blue hat as a portal to a playful universe.
The film features celebrities such as Léo Santana, Jojo Todynho, and Marcelinho Carioca, transforming the user journey into a fun and immersive experience while always promoting responsible gaming.
Esportes da Sorte
Esportes da Sorte is one of Brazil’s leading sports betting platforms, operating entirely within the country and licensed by the Ministry of Finance (SPA/MF) under Esportes Gaming Brasil — the group that also owns the Onabet and Lottu brands.
The company belongs to a Great Place to Work-certified group and generates around 1,000 direct and indirect jobs. Its core pillars include innovation, responsible gaming, and support for market regulation.
Esportes da Sorte maintains strategic partnerships with institutions such as ANJL, IBIA, Sportradar, EBAC, and IAA, strengthening practices related to oversight, gambling harm prevention, and user protection.
Beyond sports betting, the company consistently invests in sports, culture, and social initiatives. It serves as master sponsor of clubs including Corinthians, Ceará, Ferroviária, and Náutico, while also supporting major cultural events such as Galo da Madrugada, Carnival celebrations in Recife, Olinda, Salvador, Maceió, Natal, Caicó, Belo Horizonte, Rio de Janeiro, and São Paulo, as well as the Parintins Festival.
The brand also expands its digital presence through creative campaigns and influencer partnerships, strengthening engagement with audiences across online platforms.
The post Esportes da Sorte campaign celebrates fans’ resilience in support of Brazil appeared first on Americas iGaming & Sports Betting News.
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Flashscore
Flashscore tops speed rankings in UK fan survey ahead of 2026 World Cup
Flashscore has been ranked the fastest sports results platform by UK fans, according to new research into how audiences consume live sport.
In the UK survey of 2,000 sports fans, 46% identified Flashscore as the quickest platform. Flashscore said the pattern was similar in Italy, where 49% of 2,000 respondents named Flashscore the fastest, and in Brazil, where 53% of 3,300 participants reached the same conclusion.
Respondents also associated Flashscore with reliability. In Italy, Flashscore (known locally as Diretta) was recognised as being more accurate than competitors and national broadcasters’ platforms, while in the UK and Brazil it was recognised as being equal to or close to competitors and national broadcasters’ platforms.
Flashscore Director of Engineering Tomáš Kavka said: “It is not one magic technology that solves everything, it is a lot of small and larger right decisions over time.
“Serving a user in South America from Europe is technically possible, but speed is in our DNA. If we want to be the fastest on every continent, we need to be as close as possible to the user. And the data needs to reach that location the moment it appears in our database.”
The company said it continues to scale globally in its 20th year since launch, reporting more than 125 million monthly users worldwide, more than 400 million app downloads across its portfolio, and approximately 145 billion monthly impressions. Flashscore also reported over four million UK downloads, more than two billion monthly impressions, and average daily time spent close to 30 minutes. On infrastructure, Flashscore said it moved to a new data centre in Prague in 2024, tripling processing capacity, and uses a distributed cloud architecture. It added that during a major Champions League matchday earlier this season it handled 34 million users in a day, delivered 700 million notifications, and processed up to 1.3 million requests per second.
The post Flashscore tops speed rankings in UK fan survey ahead of 2026 World Cup appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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