Latest News
New BIT Study Recommends Greater Flexibility in Setting Deposit Limits
Behavioural Insights Team (BIT) has published the findings of its latest study on deposit limit settings.
The study, commissioned by GambleAware, tested different deposit limit settings for Bet365 customers. This saw a number of the operator’s customers, that had not yet set a deposit limit, sent prompts reminding them to set limits on their spending.
The 1731 customers that followed the prompt were then shown three different versions of the deposit limit page. Of this number, 604 customers were directed to Bet365’s standard page, with a dropdown menu allowing them to set limits in denominations from £5 to £100,00, or to continue gambling without a limit. The second, shown to 571 customers, suggested a range of deposit limits up to £250, as well as the “no limit” option. Finally, 556 were shown a text box where they could enter any sum they chose.
This showed that those shown the operator’s standard deposit limit options tended to give themselves more leeway to spend. Median limit among those 604 customers was £14.30 per day, above the £8.30 set by those given the option to choose figure up to £250.
Players directed to the text box with no set options, meanwhile, set a median deposit limit of £7.10.
Mean limits, despite being much higher in all three groups, also followed this trend. The original deposit limit page recorded a mean limit of £1,601.10, compared with £230.81 for those given the option of up to £250.
For the players shown the text box, their mean limit came to £308.78, slightly higher than that of the customers shown options up to £250, which the BIT said was mostly due to some “outliers.”
Because of these differences, the BIT recommended that all operators present limits using the free text box format and that this format be required in the British Gambling Commission’s Licence Conditions and Codes of Practice (LCCP).
“In place of LCCP provisions we alternatively recommend that the Gambling Commission regularly updates the public regarding which operators have yet to remove high anchors from their tools,” the authors added. “This approach would not only address recent calls on the Commission to utilise reputational incentives, but also give the industry scope to demonstrate proactive progress in lieu of active regulation.”
The authors added that further study should be undertaken into deposit limit best practices.
“Much more work is needed to test robustly and independently the impacts of various facets of online gambling using randomised controlled trials in live business environments,” the Behavioural Insights Team said. “Only then will robust, independent evidence exist to inform policies, practices and procedures.”
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anime
G2 drops limited-edition One Piece streetwear capsule on June 25
The esports organisation’s second anime apparel collaboration will be sold exclusively via g2esports.com/shop.
G2 is launching a limited-edition G2 | One Piece capsule collection on June 25, with the drop available exclusively through the organisation’s online store at g2esports.com/shop.
The collection is inspired by One Piece’s Gear 5 Monkey D. Luffy and includes hoodies, zip-ups, t-shirts, caps, sleeves, and tote bags. According to G2, the items use a black-and-white palette and feature a minimalist embroidered logo alongside a custom G2 | One Piece Jolly Roger that combines the G2 samurai emblem with Luffy’s straw hat.
“At G2, we’re continuing to push the culture and fashion of esports beyond competition alone, and this One Piece collection is a natural extension of that,” says Sabrina Ratih, COO of G2 Esports. “We wanted to create a capsule that continues to elevate the esports fashion space – understated, premium, and stylish enough for everyday wear, while still carrying the spirit of adventure, ambition, and individuality that defines One Piece and G2 alike. Every piece is designed to bridge the gap between fandom and everyday style, and continuing our mission to redefine what esports fashion can be.”
G2 described the drop as its second anime collaboration, following a previous apparel collaboration with Solo Leveling. The company positioned the release as part of its broader effort to connect esports, anime, and streetwear.
One Piece debuted in 1999 and remains one of the largest anime franchises globally. G2 cited over 600 million manga copies sold and more than 1,160 episodes for the series.
The post G2 drops limited-edition One Piece streetwear capsule on June 25 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
Ygam joins four UKRI-funded gambling harms research partnerships
Projects sit within UKRI’s Research Programme on Gambling and the GHR-UK Evidence Centre, backed by the statutory levy.
Ygam has been named as a partner on four projects funded through the UKRI Research Programme on Gambling, supported by the statutory levy. The charity will work with academic teams including the University of Birmingham, Bournemouth University, the University of Plymouth, Lancaster University, and Liverpool John Moores University.
The four projects sit within the Gambling Harms Research UK (GHR-UK) Evidence Centre, which coordinates 19 one-year Innovation Partnerships under the programme. UKRI has been appointed by the UK Government to oversee research commissioned through the new statutory Gambling Levy. Under the levy, 20% of annual funding will be allocated to research, equating to £22.1 million in 2025/26.
Emily Tofield, Chief Executive of Ygam, said: “We are pleased to be working in partnership with leading university partners, contributing our expertise in a key strategic area of our work. A defining strength of our approach is that it is grounded in robust insight and research, underpinning everything we do. This enables us to understand how and why harms emerge and translate that into practical, preventative education that is credible and scalable. We look forward to achieving these outcomes together and informing effective measures to prevent harms among children and young people.”
Ygam said its advisory panels — including young people, individuals with lived experience, community and faith leaders, gaming and esports representatives, and student ambassadors — will help shape the research to reflect “real-world experience and diverse community perspectives.”
The four partnerships are: INTEGRATE (University of Birmingham, Ygam, Al-Hurraya and Community Connexions), focused on intersectional gambling harm and interventions for children, young people and emerging adults; “From Evidence to Action: Safeguarding Neurodivergent Young People in Gamified Digital Environments” (Bournemouth University, Ygam, Work’n’Diversity CIC), focused on gambling-like risks in gamified digital environments; GRASP (University of Plymouth-led partnership including NatCen, NHS and third-sector organisations, and Ygam), mapping support pathways and gaps in prevention and recovery; and GRACE-Net (Lancaster University and Liverpool John Moores University with local authorities, NHS partners, third-sector organisations and Ygam), testing collaborative approaches in the North West of England and sharing learning more widely.
The post Ygam joins four UKRI-funded gambling harms research partnerships appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
eSports
Study: 400m Gen Z esports fans say brand activations drive purchases
EFG, Hero Esports and Niko Partners survey 8,000 fans across eight markets; 74% report ads and brand presence influence buying.
ESL FACEIT Group (EFG), Hero Esports and Niko Partners have released a multi-country Gen Z esports study claiming around 400 million Gen Z consumers (20%) regularly engage with esports. The findings were published on 25th June 2026 in Cannes, France, in a white paper titled The Esports Generation: Who They Are & Why They Spend.
The report is based on survey data from 8,000 Gen Z esports fans aged 13-30 across eight markets. It positions esports as a high-attention channel for brands: 85% of respondents said they notice branding in esports, while 74% self-reported that advertising and brand participation in gaming spaces influences their purchasing behaviour. The study also reports that 66% have bought a product following a collaboration or co-branding partnership with an esports team, game or player.
On consumption and fandom touchpoints, the study found 71% regularly watch gaming content, including 66% who watch gaming livestreams and 33% who watch or listen to gaming podcasts. It also points to offline reach: 21% said they regularly attend gaming conventions and esports events, with the average respondent attending at least one in-person event in the past nine months.
The white paper also breaks out claimed purchase categories linked to esports collaborations over the past year, led by food and beverage (33%), electronics (33%) and fashion (32%). Beyond core categories, it reports 28% bought esports-related collectibles, 17% purchased makeup, beauty, or skincare products, and 10% bought from partnered brands in other categories.
Niccolo Maisto, CEO at ESL FACEIT Group said: “Esports has evolved into one of the most effective channels for companies looking to connect with Gen Z audiences at scale. What makes it unique is not just its reach, but the depth of engagement and trust that exists between fans, players, teams, and events. This research shows that esports fans are highly invested participants, not passive viewers, creating an opportunity for brands that show up authentically and build meaningful and lasting connections with this key audience.”
Danny Tang, Co-Founder and CEO of Hero Esports said: “This whitepaper confirms what we at Hero Esports have long believed: esports has evolved into a global cultural and economic force. The data shows an audience that is young, diverse, and deeply engaged. For brands, the message is clear—esports is no longer a niche market; it is the premier platform to connect with the next generation of consumers. We are proud to partner with Niko Partners and EFG to provide this blueprint for understanding and succeeding in this dynamic industry.”
Lisa Hanson, CEO at Niko Partners said: “Our data shows that, much like fans of other sports, Gen Z esports fans are incredibly passionate and have formed strong bonds within their communities. However, their media and consumer affinities extend well beyond gaming and esports, with our research revealing naturally connected interest areas that create valuable overlapping opportunities for brands and partners that show up authentically in this ecosystem.”
The post Study: 400m Gen Z esports fans say brand activations drive purchases appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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