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Revealed: worst areas in England for gamers during lockdown
- South West bottom of the pile for broadband speeds, with five of the ten areas where gamers are most likely to disrupt gameplay
- Cities of London and Westminster the worst area for access to superfast broadband
- Kingston Upon Hull ranks the highest for the best place to play video games online based on average speeds and availability of superfast broadband
New research from comparethemarket.com reveals the areas in England that are the worst for gamers, with gameplay in Central Devon the most likely to be disrupted due to poor broadband speeds.
The research analyses the average download speed (Mbps), superfast broadband availability and the percentage of households’ ability to receive decent broadband.
Gamers based in the South West score the least points when it comes to connection speed, with five out of the top ten worst hit areas in England. With Central Devon having the dubious distinction of being the worst in the country, Torridge and West Devon, Forest of Dean, Somerton and Frome, and Tiverton and Honiton all suffer disruption from poorer broadband speeds.
Some may be surprised to see the Cities of London and Westminster ranked the 10th worst constituency for gamers overall. When it comes to access to superfast broadband, this area takes the last place out of all areas, with a quarter unable to access the very fastest connection. By comparison, in Luton North and Leicester West, superfast broadband availability is 100%.
Kingston Upon Hull is hailed as the best place for gamers, ranking top in the country for average speeds and the availability of superfast broadband. Less than 2% of the area’s households have access to decent broadband. Other cities areas that rank highly for gamers include Grimsby, Gillingham and Rainham in the South East, and Nottingham North in the East Midlands.
Top 10 – England’s worst areas for gamers
|
Rank |
Area Name | Region | Average speed (MBPS) | Superfast availability | Unable to receive decent broadband |
| 10 | Cities of London and Westminster | London | 34.41 | 75% | 0% |
| 9 | Somerton and Frome | South West | 42.75 | 82% | 10% |
| 8 | Harwich and North Essex | East of England | 37.06 | 83% | 9% |
| 7 | Tiverton and Honiton | South West | 31.89 | 81% | 9% |
| 6 | North Herefordshire | West Midlands | 35.09 | 80% | 9% |
| 5 | Penrith and The Border | North West | 36.01 | 81% | 12% |
| 4 | Ludlow | West Midlands | 33.09 | 81% | 11% |
| 3 | Forest of Dean | South West | 31.61 | 79% | 10% |
| 2 | Torridge and West Devon | South West | 34.01 | 81% | 12% |
| 1 | Central Devon | South West | 34.05 | 77% | 12% |
Top 10 – England’s best areas for gamers
|
Rank |
Area Name | Region | Average speed (MBPS) | Superfast availability | Unable to receive decent broadband |
| 1 | Kingston upon Hull East | Yorkshire and The Humber | 137.44 | 99% | 1% |
| 2 | Kingston upon Hull North | Yorkshire and The Humber | 132.15 | 100% | 1% |
| 3 | Kingston upon Hull West and Hessle | Yorkshire and The Humber | 122.24 | 99% | 2% |
| 4 | Crawley | South East | 88.40 | 99% | 0% |
| 5 | Filton and Bradley Stoke | South West | 93.49 | 98% | 1% |
| 6 | Luton North | East of England | 84.10 | 100% | 0% |
| 7 | Morecambe and Lunesdale | North West | 87.70 | 99% | 0% |
| 8 | Great Grimsby | Yorkshire and The Humber | 89.56 | 98% | 1% |
| 9 | Stevenage | East of England | 86.93 | 99% | 0% |
| 10 | Gillingham and Rainham | South East | 86.61 | 99% | 0% |
Holly Niblett, head of digital at comparethemarket.com, commented:
“Lockdown has seen a surge in the number of people relying on the internet for work and leisure. There is a wide disparity in the connection speeds and access to superfast broadband across the country, with people facing a particularly hostile environment in parts of the south west. For many, a reliable internet connection is a lifeline during a difficult time.
“Our new speed-test tool allows people to see how fast their broadband speed is and what better deals and speed is available in their area, because for many households, a fast download speed is a deal-breaker when it comes to choosing a provider. Perhaps unsurprisingly, we have seen a steep rise in the number of customers switching online to the fastest packages during isolation.”
comparethemarket’s tips for improving your broadband speed:
1. Test the speed of your broadband connection
You can run a speed test on comparethemarket’s new speed-checker tool, which enables users to check how long it will take to download a film or game in their area: http://www.comparethemarket.com/broadband/speed-test You’ll be shown both your download and upload speeds.
2. Move your router away from other devices
Keep your router as far away as possible from other electrical equipment and devices that emit wireless signals, such as cordless phones, baby monitors and computer speakers. Try to place your router on a table or shelf rather than on the floor and keep it switched on.
3. Turn off WiFi on devices you’re not using
If you have multiple devices such as tablets and smartphones running in the background, it can slow down your broadband, so try switching WiFi off on these when you’re not using them. You should also avoid carrying out data-heavy tasks like HD streaming, gaming or video calls at the same time as others in your household.
4. Give your computer a spring clean
There are many applications on your PC that could affect your broadband speed, some without you even realising it. A few simple quick fixes include making sure your anti-virus software is up to date, making sure you’re using the latest version of your web browser, such as Chrome, Firefox or Microsoft Edge and clearing your cache and browser history.
For more information on the research, please go to: https://www.comparethemarket.com/broadband/content/best-cities-in-england-for-gamers/
Methodology:
The following table reveals the areas of England where gamers are most likely to disrupt gameplay due to bad broadband speeds.
Data taken directly from the source are in the columns titled Area name, Region, Average speed (MBPS), Superfast availability and unable to receive decent broadband.
To calculate the index we first normalised the data categories individually from 0 to 1 and then summed the results.
On this scale, for
- Average speed – The higher index would be weighted closer to 1 – detailed in the average speed weighting column
- Superfast availability – The higher index is weighted closer to 1 – detailed in the superfast weighting column
- Unable to receive decent broadband – The higher index is weighted closer to 0 – detailed in the Decent broadband weighting column
Total and rankings were determined by the above.
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BETER
Movers and Shakers – The differentiation strategy: BETER’s approach to navigating an ever-changing betting landscape
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Chuck Robinson, Chief Revenue Officer at BETER
The US market is often criticised for being heavy or slow-moving due to its complex regulatory layers. From your perspective as a CRO, how is BETER’s agile product approach specifically designed to complement traditional sports as well as fill the gaps that traditional sportsbook providers have left open in this region?
The US market is not slow; it is structured. The challenge is that much of the industry is still trying to apply global thinking to a highly localised environment. Traditional sportsbooks are built around peaks, major leagues, and big events, but bettor behaviour no longer follows that pattern. Engagement does not stop when the schedule does.
That is the gap we focus on. Our 24/7 fast-paced esports and sports content is designed to complement traditional sports, not compete with them. We provide continuous, short-format opportunities that keep users engaged between and beyond major events. This is particularly relevant in the US, where basketball, for instance, is one of the most consumed and bet-on sports, making eBasketball fast-paced content a highly intuitive and complementary product that naturally aligns with existing bettor preferences and viewing habits.
Unlike seasonal offline sports, our content directly serves the needs of “always-on” next-generation users. It is less about adding more content and more about creating continuity. In a market as competitive as the US, that is where real value lies.
Innovation often means speed, but in betting, speed without integrity is a liability. How do you lead a team to innovate on live data products, such as fast-paced esports and sports, without compromising the strict integrity standards that US operators demand?
There is a tendency to treat speed and integrity as trade-offs. In reality, if you build properly, they go hand in hand. The issue is not speed—it is control. If you do not control the environment, speed introduces risk. If you do, it becomes a strength.
At BETER, integrity is built into the product from the outset. We operate in controlled environments, with a dedicated Integrity team overseeing monitoring on a 24/7 basis for all our distributed content. This is how we maintain a benchmark where only around 0.02% of matches have been flagged as suspicious over the last 12 months.
More importantly, it gives operators confidence. In markets like the US, where scrutiny is both high and crucial, that confidence is just as important as the product itself.
What is the one thing about the US bettor’s appetite that the rest of the industry is currently misjudging, and how is BETER positioning its roadmap to capitalise on that oversight?
The industry still tends to over-index on big events as the primary driver of engagement. However, bettors, especially younger audiences, are increasingly looking for immediacy. They want faster outcomes, more frequent opportunities, and the ability to engage on their own terms. That shift is already happening, but not everyone is building for it.
Our focus has been on scale and accessibility. We deliver over 700,000 fast-paced esports and sports events through our exclusive content portfolio, featuring ESportsBattle, Setka Cup table tennis, and the BSKT Cup. This ensures that operators are not limited by the traditional sports calendar.
At the same time, relevance matters. We are looking to develop fast-paced eLeague disciplines that mirror American football, basketball, and baseball, because it is not just about localisation; it is about meeting users where they are with content they instinctively understand.
With global events like the FIFA World Cup on the horizon, products like ESportsBattle’s eFootball enable operators to build engagement before the first whistle and sustain it long after. The numbers speak for themselves: during EURO 2024, we saw unique eFootball bettor counts rise by 41% and overall turnover increase by 28%, with the number of unique bets up by up to 35% across operators’ platforms offering eFootball.
The real opportunity is not just in the event—it is in everything around it.
Expanding into the US is not just a sales challenge; it is also a cultural and strategic one. What has been the most significant pivot you have had to make in BETER’s global strategy to ensure it resonates with the specific nuances of the American betting ecosystem?
The biggest shift has been moving away from a one-size-fits-all approach. In the US, there is no single market; there are multiple markets operating under different regulatory frameworks, each with its own expectations.
That requires a level of flexibility that many global strategies are not built for. We have invested heavily in adaptability, both in how we approach compliance and how we structure our product delivery, so we can meet these requirements without slowing down. This is where strong legal and compliance expertise becomes critical, and we are fortunate to have a dedicated in-house legal team that plays a crucial role in navigating regulatory complexity and ensuring we remain aligned with evolving state-by-state requirements.
At the same time, expectations around integrity are significantly higher. This has pushed us to further invest in integrity measures, including comprehensive education programmes and the implementation of AI-driven tools.
Just as important is mindset. Operators in the US are looking for long-term partners who understand the ecosystem, not just suppliers. That has shaped how we approach relationships in the region and has been a key driver of our growth.
Looking at the movers and shakers of the next 18 months, where do you see the next major disruption coming from? Is it in the technology itself, or in the way providers and operators collaborate to protect the end-user experience?
The next phase of disruption will not be driven by a single piece of technology; it will come from a shift in expectations.
Operators are becoming more selective. It is no longer enough to provide content; you need to deliver consistency, trust, and long-term value. This is driving closer collaboration between providers and operators, particularly around integrity, data transparency, and end-user protection. These areas are quickly becoming differentiators, not just requirements. At the same time, the regulatory landscape is also expanding, including increased scrutiny around emerging wagering formats such as prediction markets, which will require even greater precision in compliance and market structuring.
Integrity will remain central, but the bar is being raised further. We expect greater scrutiny around esports and sports tournaments, particularly in relation to their governance structures and affiliations with nationally recognised sports federations. These partnerships and validations will increasingly serve as an additional layer of confidence for both operators and regulators, reinforcing trust in the legitimacy of competitive formats.
Alongside this, fast-paced content will continue to evolve, becoming more personalised, more localised, and more deeply integrated into the overall betting experience.
The companies that stand out over the next 18 months will be those that recognise that engagement alone is not enough. It must be sustainable and built on trust.
The post Movers and Shakers – The differentiation strategy: BETER’s approach to navigating an ever-changing betting landscape appeared first on Americas iGaming & Sports Betting News.
Amusnet
Amusnet Officially Enters the Philippine Market
Amusnet has announced its official entry into the Philippine market. In a double milestone for the company’s expansion strategy, Amusnet has successfully gone live with its first local operator, 747Live, and is now officially featured on the Philippine Amusement and Gaming Corporation (PAGCOR) List of EGLD-Approved Electronic Games. The list currently includes a total of 214 approved titles, representing a significant achievement and reinforcing Amusnet’s position as a trusted B2B partner in the country.
“These are two major achievements for us: a strong PAGCOR-approved portfolio and going live with our first partner in the Philippines, 747Live – both laying the foundation for accelerated growth and a stronger market presence,” said Kalin Angelov, Business Development Manager at Amusnet.
“We are very pleased to welcome Amusnet to our platform, as their reputation for premium content perfectly aligns with our mission to offer the best gaming experience in the Philippines. As Amusnet’s first partner in the region, we are excited to introduce such an extensive selection of approved titles to our audience,” said Enrico Menghini, CEO at 747Live.
The initial integration with 747Live allows local players to experience Amusnet’s world-renowned gaming mechanics, immersive graphics and signature jackpot features. To celebrate this market entry, Amusnet is highlighting a selection of top-performing titles, such as the dynamic 100 Golden Coins: Reel Fishing, the fan-favourite Extra Crown and the high-energy 100 Golden Coins.
This expansion into the Philippines marks a new chapter for Amusnet. The supplier continues to set new standards in the iGaming industry, providing operators with a robust and diversified portfolio of high-quality content. By entering the Philippine market with such a strong lineup, the company establishes itself as a premier partner for local operators, dedicated to bringing premium gaming experiences to a new and growing audience.
The post Amusnet Officially Enters the Philippine Market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Betting and Gaming Council
Betting and Gaming Council Appoints Kane Purdy as New Chair
The Betting and Gaming Council (BGC) has appointed Kane Purdy, Managing Director at Gamesys Operations Limited, as the new non-executive Chair with immediate effect.
Kane takes on the role after 20 years in the betting and gaming industry, bringing extensive operational experience, deep sector knowledge and a strong track record of leadership across the regulated sector.
In addition to his role at Gamesys Operations Limited – part of Bally’s Intralot – Kane has played an active role in driving industry collaboration, including as Chair of GamProtect, the single customer view initiative designed to enhance player protection and raise standards across the industry.
The Chair position will be filled on a rotating basis by BGC members, with each term lasting 12 months.
Kane succeeds Executive Chair Michael Dugher, who stepped down earlier this year after six years at the BGC.
Grainne Hurst, Chief Executive Officer of the Betting and Gaming Council, said: “Kane brings a huge amount of experience, expertise and talent to this role, built over two decades in the industry.
“He is a highly respected leader with a deep understanding of both the opportunities and the responsibilities that come with operating in a regulated environment. He has also demonstrated a strong commitment to collaboration, helping to drive forward initiatives that strengthen standards and protections across the sector.
“I look forward to working closely with him as we continue to champion our members, raise standards and support a well-regulated industry that delivers for customers, the economy and communities across the country.”
Kane Purdy, Managing Director at Gamesys Operations Limited and non-executive Chair of the Betting and Gaming Council, said: “I am honoured and delighted to take on the role of Chair of the Betting and Gaming Council.
“After 20 years in the industry, I understand the importance of working collectively to meet challenges, raise standards and ensure the regulated sector continues to thrive.
“I look forward to working collaboratively with Grainne and the team, as well as with members from across the industry, to build on the strong progress already made and help shape the future direction of the BGC.”
The post Betting and Gaming Council Appoints Kane Purdy as New Chair appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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