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New Survey Shows Impact of Gambling Advertising on Customers
The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.
Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.
Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.
Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.
The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.
Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.
Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.
A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.
Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.
Free bets also led to 18.6% of viewers restarting gambling after taking a break.
Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.
Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.
The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.
These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.
Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.
Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).
The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.
The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.
Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.
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Africa
Dr. Gloria Herndon Prepares Launch of Charitable Casino Platform in Kenya, with A License Secured
Dr. Gloria Herndon—international economist, philanthropist, and long-standing advocate for underserved communities—is preparing to launch a charitable casino platform in Kenya, where a license has already been secured. The platform will be operated by Top Deck Entertainment, where Dr. Herndon serves as Chairman of the Board, and developed in partnership with Humanitarian Gaming International (HGI)/Electronic Gaming Solutions, Inc. (EGS)
This initiative marks the beginning of a new model for regulated casino gaming in Africa—one built to generate real, measurable community impact. A dedicated portion of net gaming profits will go directly to charitable local organizations, supporting causes such as youth development, healthcare, education, and economic empowerment.
“This isn’t just a business venture—it’s a reinvestment mechanism,” said Dr. Herndon. “We’re building something that generates revenue and returns it to the communities that need it most.”
A Regulated Model Designed for Impact
While the charitable platform has not yet launched, all required licensing has been secured in Kenya. Once active, the platform will offer traditional casino gaming in a tightly regulated environment, designed with responsible gaming safeguards and operational transparency at its core.
A percentage of net profits will be directed to vetted local nonprofits. Humanitarian Gaming International (HGI)/ EGS will provide the content for the charitable platform, governance support, operational guidance, and oversight to ensure accountability and measurable results.
Profits Will Support These Key Areas:
- Youth Empowerment – Mentorship, after-school programs, and creative opportunities
- Scholarships & Education Grants – Tuition assistance and educational advancement
- Entrepreneurship Support – Seed funding and mentorship for local startups
- Women’s Economic Development – Business training and career support for women
- Community Health Access – Mobile clinics and basic health services
- Emergency Relief – Rapid-deployment funds for disasters and urgent needs
- Job Creation – Employment tied directly to casino operations and outreach
- Support for Orphans – Housing, education, and care for children without guardians
- Aid for Survivors of Sexual Violence – Trauma-informed care and legal advocacy
- Support for Elder Caregivers – Dignity-focused financial and wellness assistance
About Dr. Gloria Herndon
Dr. Gloria Herndon is a pioneering international economist and philanthropist with a six-decade career advancing equity, infrastructure, and economic development across Africa and beyond. She has led high-impact initiatives in finance, public health, and education, and currently serves as Chairman of the Board of Top Deck Entertainment. Her latest venture reflects her lifelong commitment to building systems that serve people first.
The post Dr. Gloria Herndon Prepares Launch of Charitable Casino Platform in Kenya, with A License Secured appeared first on European Gaming Industry News.
Leading iGaming content provider Spinomenal has expanded its Wildlife Series with the launch of Majestic Panda.
Spinomenal’s latest release is a beautifully crafted 5×3 slot presenting a peaceful bamboo forest with koi ponds, temple rooftops, and misty mountain peaks. A calming, Asian-infused soundtrack ensures a tranquil environment to balance the thrill of the spin. Gold coins, ornate fans, red lanterns, bonsai trees, and vibrant peonies bring the game to life.
Finding three powerful Pagoda Free Spins symbols will activate the Free Spins game. Before setting off, players must spin the Wheel of Fortune to set the free spins total, between 10 and 40, and the symbol that doubles for the round.
The bonus feature is triggered when three beautiful bonsai trees appear. Players are granted three spins to begin, and the goal is to fill the metre by collecting Scattered winning symbols. Every five symbols found completes one cell in the metre. Players who find a +1 symbol will be awarded with an extra spin and once the spins end there will be the final payout calculated by the final filled metre cell.
Majestic Panda also features Stacked Wilds where once the reels are spinning, Wild symbols have the power to appear on the reels to boost the potential of a win. During the base game, Only Double Symbols can be activated, making all symbols show in their double form.
Spinomenal CO-CEO, Omer Henya commented: “Our mission with Majestic Panda was to produce a game that combines the peace and the potential of big wins. The serene setting, calming soundtrack, and multiple features make this a huge success.”
The post Spinomenal adds to Wildlife Series with Majestic Panda launch appeared first on European Gaming Industry News.
Hard Rock Bet announced the launch of Legendary Reward Drops, a new online rewards program that will engage players with monthly Levels and guaranteed weekly rewards and promotions. In addition, Hard Rock Bet has fully integrated into Unity by Hard Rock
, where play on Hard Rock Bet will simultaneously earn players Unity Points, Unity Tier Credits, and Level Credits to ‘level up’ towards more valuable weekly Legendary Reward Drops. As a combined rewards and loyalty experience, Legendary Reward Drops and Unity by Hard Rock will create unparalleled value, benefits, and omnichannel opportunities for Hard Rock Bet players.
The new Legendary Reward Drops will provide players with valuable weekly rewards like bonus bets, parlay insurance, and Unity Point multipliers – all suspensefully presented through an immersive experience of a custom guitar case unveiling the contents of each Drop. The program features eight monthly levels that will provide players with Drops of increasing value based on their play. Players will be able to track their progress towards ‘leveling up’ within the rewards experience.
Hard Rock Bet has also streamlined its loyalty program through Unity by Hard Rock, providing players with a true omnichannel experience and the ability to earn and redeem incredible rewards at participating Hotels, Cafes, Casinos, Rock Shops, and more. Additionally, rewards in the online Rewards Store have been upgraded to recently include merchandise, local concert tickets, and hotel stays at resort properties in Hollywood, Punta Cana, and the Maldives.
“We’re proud to offer our players the best of both worlds: A rewards program with guaranteed weekly Drops and an unparalleled global loyalty program with Unity by Hard Rock. With our combination of a top-rated product and omnichannel benefits that can score players concert tickets, enhance their play, and send them on vacations around the world, we’ve created a connected entertainment experience and further solidified Hard Rock Bet as the best place to play,” said Mike Primeaux, Hard Rock Bet’s Executive Managing Director – Chief Operating Officer.
The post Hard Rock Bet Launches Legendary Reward Drops appeared first on Gaming and Gambling Industry in the Americas.
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