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BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT
The Betting and Gaming Council has welcomed new Codes of Conduct for Gambling Related Agreements across a number of major sporting bodies, significantly raising standards for sports sponsorship deals.
Working alongside globally recognised national sports bodies including the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority plus official bodies representing darts, snooker and boxing, the BGC has developed a cross industry voluntary code of conduct for betting sponsorship deals, with each body producing a specific code for their own sport.
This new framework, created by the BGC to drive up standards, sets new standards on safer gambling sponsorship across four key principles of protection, social responsibility, reinvestment and integrity:
- Protection of children and young people – gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
- Social responsibility – gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
- Reinvestment into sport – the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve fans and communities. This includes investment in improving infrastructure and providing community and grassroots participation opportunities for local communities.
- Maintaining sporting integrity – gambling sponsorship must not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.
The EFL, Premier League, The FA and Women’s Super League have already announced that that they have formally agreed to adopt the new Code of Conduct for Gambling Related Agreements in football ahead of the new season, as has the British Horseracing Authority. We expect further sporting bodies to publish shortly.
This code has huge practical implications for sports sponsorship. For football, that includes ensuring the design of betting sponsorship limits reach to children and those at risk of harm, ensuring professional footballers are aware of available support services and making sure club social media accounts do not include links to betting operator websites.
Clubs will now also ensure that a reasonable and proportionate portion of gambling sponsorship assets promote safer gambling messaging, which may include perimeter boards and match day programmes.
For horseracing, the new code will ensure that betting promotions are not directly targeted at U18, and that appropriate age awareness arrangements are applied on course.
BGC members are committed to ensuring sports betting – and sponsorship – are carried out in a socially responsible way and have been working hard to deliver these new standards.
Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans.
“BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.
“These codes will a be a big step forward and is something we have been working on for many years, long before the white paper. Our work in this area is another demonstration of our commitment to ensure that any betting sponsorship agreement must be undertaken in a responsible way.
“It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing – including replica football kits – and the whistle to whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97 per cent.
“BGC members are committed to safer gambling and signposting available support regularly and prominently, while our largest members helped deliver a record donation of £172m to tackle gambling harm between 2019 and 2024.
“When we say we are raising standards, we mean business, and this is further concrete evidence of that determination.”
BGC Members provide some of the country’s most popular sport with vital funding, from the grassroots to the elite level.
The Sky Bet sponsored English Football League and its clubs receive £40m, William Hill sponsors the Scottish Professional Football League, while a host of other BGC members from Betway to Kindred are supporting football and other sports.
Meanwhile, horseracing receives £350m, and snooker, darts and rugby league – which is currently sponsored by Betfred – receive more than £12.5m.
Meanwhile, BGC member Entain’s Pitching In sponsors the Trident League – 250 clubs at steps three and four of the English football pyramid – a huge boost to grassroots football. And Flutter has invested millions into a huge range of community sports through its Cash4Clubs scheme.
The regulated betting and gaming industry in the UK supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.
Each month in Britain around 22.5m adults have a bet and the most recent NHS Health Survey for England estimated that 0.4 per cent of the adult population are problem gamblers.
The post BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT appeared first on European Gaming Industry News.
Soft2Bet will be showcasing its industry-leading iGaming turnkey solutions during meetings with partners, industry panels and new workshop sessions at ICE 2025 from 20-22 January in Barcelona at Stand 2C30.
Soft2Bet’s Senior Sales Manager Ben Scopbie-Trumper will present the group’s latest casino gamification features and mechanics during the workshop “Gamification: what’s next?”, on 21 January at 2PM at the Soft2Bet stand.
The workshop will provide an in-depth perspective into MEGA’s player engagement strategies and how they boost customer lifetime values, screentime and revenues, all the while providing sustainable business models and returns.
- Soft2Bet’s turnkey solutions provide comprehensive online gaming and betting product portfolios to its B2B partners. The services are implemented to deliver full differentiation that increases LTVs through enhanced personalisation.
- Available through off-the-shelf or bespoke packages that maintain operators’ flexibility, Soft2Bet’s data-driven insights optimise customer retention.
- MEGA’s unique gamification options are delivered through a simple API-led integration process.
- The ‘Gamification: what’s next?’ workshop is a unique opportunity to discover how the iGaming industry’s leading gamification solution raises performance levels at the same time as it drives sustainable profitability and major revenue increases for operators.
The past 12 months have seen Soft2Bet obtain licences in major markets such as Mexico, Ontario in Canada, Sweden, Greece and Romania. This regulatory and commercial expansion has been carried out in coordination with the launch of our brands in those countries and further extending our technology services to these territories to serve other partners. The group will be following all this up with swift expansions into new markets in 2025
The next 12 months will also see Soft2Bet focus on New Jersey, a key iGaming state in the US, and Spain, an important European market.
Martin Collins, Chief Business Development Officer at Soft2Bet, commented: “At the start of 2024 we wanted to focus on commercial growth and regulatory expansion and I’m delighted to say that we have achieved and in many cases surpassed those objectives. Our MEGA workshop will feature even more updates and insights into how gamification drives revenues for our partners. See you there!”
The post Soft2Bet to showcase turnkey and gamification solutions at ICE 2025 in Barcelona appeared first on European Gaming Industry News.
Play’n GO unveils Midnight Gold, a spiritual successor to the 2023 blockbuster title Highway Legends.
This thrilling 5×3 online slot offers 20 fixed paylines, stunning visuals, and an array of innovative features to keep players on the edge of their seats.
Narratively, players join a ragtag unit of daring rogues as they leave the daylight behind for a moonlit heist of epic proportions. Racing through shadowy highways and unforgiving terrains, their quest for gleaming treasures is fraught with challenges and perilous challenges…
With the Deliver Feature, Treasure Chests and Cash Bag symbols bring multipliers ranging from x2 up to an impressive x250. Free Spins provide players with a choice between Stacked Wilds, which span three positions, or Roaming Wilds, which hold over and move to random positions for even more potential wins.
Building on its legacy of innovative gameplay, Midnight Gold introduces Mystery Instant Wins, where Scatters can randomly reveal multipliers of up to x20, adding excitement to every spin. The high stakes peak with Super Free Spins, triggered by landing a special gold Scatter symbol. Every spin in this mode guarantees a Wild Multiplier, enhancing the chance for legendary rewards.
The game’s dark tones and gleaming accents create a captivating contrast, immersing players in a sleek and sophisticated heist experience. Fans of Play’n GO’s adventure-packed slots such as the aforementioned Highway Legends and Undefeated Xerxes will feel right at home with Midnight Gold. Like Highway Legends, which charmed players with its thrilling heist narrative and fast-paced gameplay – Midnight Gold takes the action to new heights with its nocturnal setting and refined features.
Meanwhile, the bold ambition and reward potential of Undefeated Xerxes find a fitting counterpart in the high-octane historical drama of Midnight Gold. With its blend of engaging storytelling and innovative mechanics, this title continues Play’n GO’s tradition of delivering unforgettable gaming experiences.
Magnus Wallentin, Games Ambassador at Play’n GO, said: “Midnight Gold brings the period drama action to life, combining engaging features with striking visuals. From the Deliver Feature to the Guaranteed Multipliers in Super Free Spins, this game is all about rewarding gameplay and building on top of the foundations that make our historical slots so great.”
With its engaging mechanics and polished design: Midnight Gold is set to shine as another one of Play’n GO’s classic titles.
The post Stand and deliver! Play’n GO heads to the highways with Midnight Gold appeared first on European Gaming Industry News.
New Year, new… game! As we welcome in 2025, we also welcome a brand new slot from Booming Games – the super 64 Gold Coins Hold & Win.
This shiny new arrival boasts all the hallmarks of a classic. A 5×5, 30-payline slot with the famous casino symbols you’ve grown to love – lemons, cherries, lucky 7s and more. But this Hold & Win comes with a tantalising twist.
While many Hold & Win games require six coins in the base game to trigger the feature, you can do it here with just five. That launches the Coin Blitz Hold and Win, where every coin resets the spin counter, increasing your chance of landing a Mini, Minor, Major or Grand Jackpot. And that biggest pot can give you up to 1,000x your stake.
That’s not the only way to win, of course. Discover a Coin Blitz symbol and the coin will spin, revealing either the Boost (randomly increasing coin values) or the Grid Expand – which turns the 5×5 into an 8×8.
You can do the math from there. Your task is to fill that grid with 64 coins and unearth a wild win of 10,000x your original bet.
As with all of the provider’s titles, 64 Gold Coins Hold & Win has been certified for launch in core regulated markets including the UK, Sweden and all Malta jurisdictions.
Nemanja Živić, Director of Games at Booming Games, said: “Forget your resolutions, 64 Gold Coins Hold & Win is a New Year’s revelation! We love shiny new things and this ticks every single box. A classic casino feel with fresh, fun features – and the chance to win up to 10,000x your bet. Booming Games have delivered a sure-fire favourite to start the New Year in style.”
The post Booming Games shine with new 64 Gold Coins Hold & Win appeared first on European Gaming Industry News.
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