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Gambling Firms’ Adverts are Among the Most Aired Radio Commercials During School Run Hours in the UK

Published

5 years ago

November 9, 2021

Reading Time: 2 minutes

Gambling firms’ Adverts are among the most aired radio commercials during school run hours in the UK, according to an analysis for the Guardian by market analysis firm Nielsen.

Data shows gambling came second in a list of industries that spend the most to appear on commercial radio between 7 am and 8 am and from 3 pm to 4 pm.

The analysts found that gambling accounted for 5% of all spending during school-run hours, with about 1200 hours of ads airing during those times over the past 12 months.

The amount spent on gambling ads was exceeded only by government communications – including Covid-19 messages – and motor supplies. Nielsen does not disclose the actual spending figures because it is commercially sensitive data.

Many of the ads are for the national lottery, but ads broadcast during the school run also include spots for betting and online slot machine brands such as Gala Casino.

After it was contacted by the Guardian, Entain, which owns Gala Casino, is understood to have added a stipulation to its media-buying arrangements to prevent broadcast during weekday school-run times.

Government statistics suggest millions of children are likely to be in the car during the period. There are 8.9 million schoolchildren in the country and the last in-depth survey by the Department for Transport survey found that 46% of children aged 5-10, and 23% of those aged 11-16, go to school by car.

Addiction experts and campaigners said the figures underscore the need for an ongoing government review of gambling regulation to take a tough stance on advertising.

Heather Wardle, Lord Kelvin Adam Smith reader in social sciences at Glasgow University, said: “Commercial gambling is rightly considered an adult-only activity, yet the way it’s advertised across radio and other media makes it very difficult to protect our children from being exposed to this.

“Evidence from the Gambling Commission shows that 7% of children exposed to gambling advertising said that seeing or hearing advertising prompts them to gamble when they were not planning on doing so.”

Labour MP Carolyn Harris, who chairs a cross-party group examining gambling harms, called for reform of “national disgrace” advertising rules. “Until we completely overhaul their access to advertising platforms, we will continue to expose children and vulnerable adults to this unrelenting attack,” she said.

The government is due to publish proposals for the reform of gambling regulation early next year.

A spokesperson for the Betting and Gaming Council (BGC) said: “BGC members abide by the strict rules set down by the Advertising Standards Authority. Indeed, since the BGC began two years ago, we have introduced a number of measures to go even further than the requirements of the advertising codes developed by both the ASA and the Committees of Advertising Practice.

“In addition, our members also ensure that 20% of their TV and radio ads are safer gambling messages.”

A spokesperson for the national lottery operator, Camelot, said it needed to advertise at all times of the day to reach as many people as possible. “We’ve always followed strict guidelines to ensure our ads don’t appeal to children, and this has contributed to it being widely recognised that the inherent risk of unhealthy play associated with national lottery games is extremely low,” said the spokesperson.

game releases

Greentube launches Cash Connection – Golden Sizzling Hot with guaranteed Winning Spins

Published

6 minutes ago

July 14, 2026

Wladimir P.

greentube-launches-cash-connection-–-golden-sizzling-hot-with-guaranteed-winning-spins

Greentube, the NOVOMATIC Interactive division, has launched Cash Connection – Golden Sizzling Hot on 14th July 2026. The new title extends the supplier’s Cash Connection series and introduces a gold-themed variant with updated bonus mechanics.

Cash Connection – Golden Sizzling Hot is played on a 5×3 grid with five win lines. Landing six or more disc symbols triggers a Lock & Spin feature, with access to four jackpots across the game and two bonus prizes. The Grand Jackpot can be triggered by landing 15 discs during the feature, which also ends the round.

Greentube said the Mini and Minor jackpots are tied to a separate Winning Spins feature. In this mode, played on a different set of reels without disc symbols, “every spin is a guaranteed win,” according to the company.

Richard Ganster, Director of Games Strategy and Games Portfolio Management at Greentube, said: “Cash Connection has grown into one of our most consistently popular game families, and Golden Sizzling Hot shows exactly why we keep coming back to expand it.

The Lock & Spin feature has always been a strong draw for players, but what really sets this edition apart is the guaranteed Winning Spins feature. Landing a Mini or Minor jackpot doesn’t just add a cash value; it opens the door to a round where every spin wins, and that’s a great incentive for players.

“Giving the game a golden makeover was about more than just a new look. It’s part of how we keep our most established franchises feeling fresh, and Golden Sizzling Hot is a great example of that balance between familiarity and evolution.”

The post Greentube launches Cash Connection – Golden Sizzling Hot with guaranteed Winning Spins appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

game-launch

Habanero releases Galaxy Babies slot with Black Hole Wild blocks

Published

6 minutes ago

July 14, 2026

Wladimir P.

habanero-releases-galaxy-babies-slot-with-black-hole-wild-blocks

Habanero has launched Galaxy Babies, a new 5×3 slot released on 14 July 2026, built around a Black Hole mechanic that randomly drops blocks of Wild symbols onto the reels.

The game runs on 25 paylines. In the base game, the Black Hole can appear at random and “warp in” Wild symbol blocks across the reels. Habanero said Wilds in the title are only triggered through the Black Hole feature.

A free spins mode triggers when three or more Scatter symbols land, with up to 50 free spins available and retriggers during the bonus round. In free spins, Habanero said the Black Hole “grows,” creating larger 3×3 and 4×4 Wild blocks.

Galaxy Babies also supports Habanero’s Jackpot Race, Buy Feature and Super Bet, which the supplier said gives operators options when configuring the game for different player preferences. The release follows recent titles including Happy Hatchlings, Nuwa Deluxe and Steampunk Plinko.

Toni Karapetrov, Head of Corporate Communications at Habanero, commented: “Galaxy Babies is a title with a lot of personality and a mechanic that delivers real impact. The Black Hole Wild is simple to understand but creates moments that feel genuinely exciting.

“It is a game that will appeal to a broad range of players, and we are looking forward to seeing how it performs across our operator network.”

The post Habanero releases Galaxy Babies slot with Black Hole Wild blocks appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

casino content

ICONIC21 distributes full casino portfolio via Blue Ocean Gaming

Published

6 minutes ago

July 14, 2026

Wladimir P.

iconic21-distributes-full-casino-portfolio-via-blue-ocean-gaming

ICONIC21 has signed a distribution agreement with Blue Ocean Gaming that makes the supplier’s full portfolio—live casino, slots and RNG titles—available through Blue Ocean Gaming’s operator network. The companies announced the deal on 14 July 2026.

Blue Ocean Gaming said it aggregates content from more than 140 providers and offers operators a catalogue of over 13,000 casino titles across categories including slots, live casino, virtual sports and sportsbook.

The integration includes ICONIC21’s live casino Gravity Series game-show formats, including Gravity Wheel. ICONIC21 said the title runs multipliers on every spin and includes four multiplier symbols—Saturn, Moon, Comet and Sun—with the Sun multiplier offering wins of up to 1,000x.

The agreement also covers ICONIC21 slots including Buffalo Wild Collection and Las Piggas, alongside RNG titles such as Chicken Run, Mines and Crash.

Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, said: “Being distributed through a platform of this scale, alongside such a strong roster of providers, gives our content exceptional exposure and reach. What makes us proud is that our footprint keeps growing, and it keeps growing very quickly. Each new partnership is a reflection of our strength and potential, and Blue Ocean Gaming is a very meaningful addition to that journey.”

Dejan Jović , CEO at BlueOcean Gaming commented: “ICONIC21 is doing something truly exciting in the live casino space, raising the bar when it comes to player immersion and showmanship. Their ability to take classic table games and supercharge them with dynamic twists like the Gravity series adds a fantastic new layer of entertainment to GameHub. It’s exactly the kind of high-vibe, retention-driven content our operators look for to stand out in a crowded market, and we are thrilled to welcome them on board.”

The post ICONIC21 distributes full casino portfolio via Blue Ocean Gaming appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.