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GambleAware: New gambling prevalence methodology review published
GambleAware has today published commissioned research, authored by Professor Patrick Sturgis and Professor Jouni Kuha of the London School of Economics, which investigates how methodological differences between surveys affect the accuracy of estimates of gambling harms. The research was commissioned following a 2019 YouGov study which found substantially higher rates of gambling harms across Great Britain than had previously been reported by the 2016 and 2018 Health Surveys for England.
The research was commissioned to identify the best way to determine gambling participation and prevalence of gambling harms in Great Britain and to develop a better understanding of how methodological factors might account for the differences between the results of the YouGov study and the Health Survey for England’s results. The surveys reviewed in the report produced widely varying estimates of ‘problem gambling’[1] in Great Britain, indicated by a PGSI score[2] of 8+, ranging from 0.7% to 2.4% of adults.
The research reviewed eight different surveys into gambling participation and prevalence of gambling harms to identify differences in results and what causes them. The key finding is that surveys using predominantly, or exclusively online self-completion responses produce consistently higher estimates of gambling harm compared to surveys which use paper self-completion techniques as part of a face-to-face interview.
The primary cause of this discrepancy was found to be selection bias in online surveys. Selection bias in this instance refers to the fact that online surveys skew towards people who are comfortable using online technologies and who use the internet regularly. These people are also more likely to be online and frequent gamblers, meaning online surveys tend to over-estimate gambling harm.
Given these findings, the researchers shared the following recommendations for future prevalence surveys:
- Given the high and rising cost of in person surveys, measurement of gambling prevalence and harm should move to online surveying.
- The move to online interviewing should be combined with a programme of methodological testing and development to mitigate selection bias.
- In person surveying should not be ceased completely; probability sampling and face-to-face interviewing should be used to provide periodic benchmarks.
GambleAware commissioned this study to better understand the true demand for treatment and support for gambling harms across Great Britain and will use the findings of this study to inform and direct the future Annual Great Britain Treatment and Support surveys. Data from the surveys will continue to be used to update GambleAware’s interactive maps, which show in visual format the prevalence of gambling participation and harms at local authority and ward level across Great Britain.
Professor Patrick Sturgis, Department of Methodology at the London School of Economics, said: “Our research has found that online surveys tend to systematically overestimate the prevalence of gambling harm compared to face-to-face interview surveys. However, given the very high and rising cost of in person surveying, and the limits this places on sample size and the frequency of surveys, we recommend a shift to predominantly online data collection in future, supplemented by periodic in person benchmarks.”
Alison Clare, Research, Information and Knowledge Director at GambleAware, said: “We want our prevention, treatment, and support commissioning to be informed by the best available evidence, and having survey data we can be confident in, within the constraints of data collection in an increasingly online world, is key. GambleAware’s annual GB Treatment & Support survey is an important tool in building a picture of the stated demand for gambling harms support and treatment, and of the services, capacity and capability needed across Great Britain to meet that demand.
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Amelco
Mindway AI Announces Strategic Partnership with Amelco
Mindway AI, a leader in AI-driven responsible gambling solutions, has announced a strategic partnership with Amelco, a renowned B2B platform provider known for building bespoke trading and sportsbook solutions for the gambling industry’s leading operators, including Fanatics, Hard Rock Bet, Entain, and Flutter Entertainment. The collaboration aims to extend Amelco’s compliance and licensing services globally, enhancing player protection and regulatory adherence across multiple markets.
Founded in 2006 by veterans of the global financial sector, Amelco has positioned itself at the forefront of the industry through its advanced modular end-to-end solutions and harnesses the best technical talent to deliver innovative solutions to top-tier global partners.
Mindway AI will integrate its pioneering RG technology with Amelco’s robust platform, bolstering the compliance toolkit available to operators. This partnership underscores a shared commitment to responsible gaming practices and sets new benchmarks for regulatory compliance and player safety worldwide.
“Partnering with Amelco aligns perfectly with our mission to promote safer gambling environments globally. Amelco’s in-depth industry expertise and innovative solutions create the perfect synergy for integrating our AI-driven compliance tools, helping operators navigate the complex landscape of global gambling regulations,” said Rasmus Kjaergaard, CEO at Mindway AI.
Brandon Walker, Head of Business Development at Amelco, added: “At Amelco, we pride ourselves on delivering the industry’s most advanced technology – and partnering with Mindway AI reinforces that commitment.
“By providing our tier-one operators with these market-leading AI tools, we are ensuring that the world’s biggest brands have the best-in-class protection they need to lead the way in responsible gaming.”
The post Mindway AI Announces Strategic Partnership with Amelco appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Clara Steffen Managing Director at Iron Heart Games
Yggdrasil Taps Iron Heart Games for YGG Masters Lineup
Yggdrasil has welcomed a new, ambitious provider to its lineup of YGG Masters partners in independent slot supplier Iron Heart Games, as the program continues to draw in top boutique studios, offering exclusive content from some of the finest game developers in the industry.
Iron Heart is emphasizing math and volatility, with every title centered on cinematic themes, unique characters, and unforgettable soundscapes. Blending narrative development with captivating visuals, the studio’s initial games are designed to integrate smoothly into Yggdrasil’s mythology-focused content collection.
Through the YGG Masters program, Iron Heart Games will be able to utilize all of the supplier’s Game Engagement Mechanics (GEMs) for its content and will also have a full path to market through Yggdrasil’s distribution network.
Iron Heart Games is the 24th studio to participate in the program, allowing boutique developers to utilize Yggdrasil’s technology to create top-quality titles that have achieved success in international markets, featuring a variety of themes, styles, and mathematical models.
Zoe Bird, Head of Masters at Yggdrasil, said: “At Yggdrasil, we love working with bold, independent studios that want to do things a little differently, and that is exactly what we see in Iron Heart Games.
“Iron Heart Games’ creativity coupled with our leading technology and tools makes this partnership a winning combination that sees us strengthening our successful and growing YGG Masters offering.”
Clara Steffen, Managing Director at Iron Heart Games, said: “Partnering with Yggdrasil marks a defining milestone for Iron Heart Games. We’ve built our studio around disciplined game design, strong math, and cinematic storytelling and Yggdrasil gives us the scale and infrastructure to bring that vision to a global audience.
“Through YGG Masters, we can stay focused on crafting standout titles while leveraging a distribution network that is second to none.”
The post Yggdrasil Taps Iron Heart Games for YGG Masters Lineup appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Eric Castro Head of Games Content Casino & Games at Paf Group
Octoplay Advances Global Expansion Strategy in Partnership with Paf
Octoplay is speeding up its international expansion by launching with Paf. The merger allows the studio’s collection of games to be available to a top Nordic operator, thereby broadening the company’s presence in regulated markets.
This rollout comes after a phase of swift growth in regulated markets. In January 2026, Octoplay launched with Superbet in Brazil and PokerStars in Italy and Spain. This momentum follows the company’s biggest U.S. market launch thus far in Michigan, going live at the same time as BetMGM, FanDuel, Fanatics, and Rush Street Interactive.
“Launching with Paf highlights our momentum in delivering content to the industry’s leading operators,” says Ralitsa Georgieva, Director of Business Development at Octoplay. “This partnership represents a significant step in our strategy as we continue our rapid rollout across regulated markets worldwide.”
“We are pleased to partner with Octoplay and introduce their portfolio to our players,” says Eric Castro, Head of Games Content Casino & Games at Paf Group. “Their track record of delivering high-quality gaming experiences aligns with our commitment to providing the best entertainment to our customers.”
Octoplay has obtained active licenses in 15 regions, comprising the United Kingdom, New Jersey, Michigan, Italy, Spain, Ontario, Sweden, the Netherlands, Denmark, Belgium, Greece, Romania, Malta, Slovakia, and Brazil. This swift expansion, accomplished in under three years since the company’s launch, establishes Octoplay as a collaborator for major operators in significant global markets.
The post Octoplay Advances Global Expansion Strategy in Partnership with Paf appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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