Latest News
Embracing New Affordability Checks and Supporting Safer Gaming
By Adam Hancox, director of gaming for TransUnion in the UK
The gambling industry is facing major changes, with the UK government review of the 2005 Gambling Act white paper set to be published in the coming weeks and a new customer interaction guidance for remote gambling licensees coming into force in September 2022.
Although these upcoming changes will require adjustments from gaming operators, they can also bring new opportunities. The revised regulation – with precise details still to be revealed – is expected to further support safer gaming initiatives that were introduced by the UK Gambling Commission in 2019. This will also help operators to balance their social responsibilities with the products they provide and protecting vulnerable gamblers.
The time has come for increased protection
Problem gambling is not new, but given wider economic uncertainty and the cost of living crisis, it’s an area that needs increased attention. Recent figures suggest that 1.3% of the population – the equivalent of over 870,000 consumers – could be termed ‘problem gamblers’.[i]
With inflation at its highest rates since March 1991,[ii] over half of UK consumers have reduced their expenditure and intend to decrease it further as the year progresses,[iii] according to TransUnion’s latest Consumer Pulse study.
When these figures are viewed against the backdrop of a clear link between individuals facing financial strain and gambling issues, there is cause for concern. In fact, researchers from the University of Liverpool and the National Centre for Social Research found that people in deprived areas are more likely to use online casinos and place risky long-odds bets.[iv]
The NHS has pledged[v] to open two new clinics exclusively serving gambling addicts this year, on top of longer-term plans to bring the nationwide total to fifteen gambling clinics by 2024.
To support this, the Gambling Commission has shared new customer interaction guidance for remote gambling licensees which outlines how operators must “identify, act and evaluate” when a player may be displaying tell-tale signs of problem gambling.
The new framework is designed to help gambling operators spot signs of harm and subsequently take prompt action. But it is also designed to be reactive so that organisations can support players where harm is already being experienced, in order to reduce or stop gambling. Even at this later stage, intervention is most effective if the harm is identified promptly and responded to quickly.
The gaming sector is waiting to see what the long-awaited review of the 2005 Gaming Act spells for the industry. With publication imminent, it is expected that operators will be obliged to remove features from online games that heighten an at-risk player’s likelihood of engaging in unsustainable activity. Other restrictions could include caps on stakes of between £2 and £5 for online casinos, as well as a ban on free bets and VIP packages for players who incur heavy losses.[vi]
One particularly controversial point appears to be to what extent affordability checks will be ramped up, and whether the white paper will spell out the requirement for checks that oblige players to share personal financial information such as bank statements and payslips.
Increased protection without CX disruption
Any concerns that these changes could dilute customer experience (CX) are misplaced. Gaming operators need to adhere to more stringent regulations but in a way that doesn’t compromise their platform’s player experience – this is key. Using innovative, data-enabled solutions can maintain the smooth experience today’s players expect, whilst also promoting safer gaming through identifying and protecting the vulnerable.
For example, the Gambling Commission’s new customer interaction guidance requires licensees to analyse several factors to determine a player’s affordability credentials, which include spending patterns, time spent gambling and other key indicators. They are then obliged to “take appropriate action in a timely manner” if the risk of harm is identified.
Modern, AI-led solutions can enable gambling companies to assess and evaluate all relevant factors on an always-on basis. For example, TransUnion’s Affordability Solution for Gaming, uses cutting-edge modelling and analytics to help operators protect their business and players while supporting compliance strategies and regulatory requirements. Anti-fraud and identity verification capabilities can significantly amplify player protection, having stopped 300,000 underage gambling applications last year.
By using socio-demographic, behavioural and transactional data – such as playing time, a series of bad debt indicators, deposit and loss amounts, income sustainability indicators, operators that use the solution can assess players’ affordability and vulnerability throughout their journeys, with minimal impact to the gaming experience.
Additionally, there are already solutions in place that can alleviate any concerns around new affordability checks. For example, Open Banking that has had a strong impact on the financial services sector. At its simplest, Open Banking means that consumers can more easily utilise the power of their bank statement information.
For gaming, this could mean affordability and anti-money laundering (AML) assessments no longer require a request for documents that causes friction in the player experience. Instead, players can use a purpose-built screen flow which quickly, but securely, takes them through the consent and authorisation required for Open Banking. What’s more, the solution can be fully embedded into existing interfaces with simple integration meaning players are taken on an unintrusive, friction-right journey to better data sharing.
Gaming operators will need to meet new regulation, whether that be the framework that came into effect for remote licensees in September, or the soon-to-be revealed legislation in the forthcoming white paper.
Rather than interpreting these changes as challenging hurdles, gaming operators have the opportunity to embrace advanced automated solutions that will help meet new regulation with ease – allowing them to demonstrate to their players just how committed they are to protecting their financial wellbeing, as well as their gaming experiences.
[i] Gambling Commission: Andrew Rhodes speaks at Westminster Media Forum 2022, June 2022
[ii] Office for National Statistics: Consumer price inflation, UK, June 2022
[iii] TransUnion’s Consumer Pulse Q2 2022 UK Study, based on a survey of 1,004 UK adults from 20 May–1 June, 2022
[iv] National Centre for Social Research and University of Liverpool: 2022 Patterns of Play Report
[v] NHS England: NHS launches new gambling addiction clinics to meet record demand, February 2022
[vi] Gambling Insider: Gambling Review Whitepaper ‘Due in the Coming Weeks’
Powered by WPeMatico
At EvenBet Gaming, we see firsthand how the marketing landscape is changing. Insights from our iGaming Future 2026 report show that in 2025, success comes from connection, not noise.
As regulations tighten, acquisition costs rise, and audiences scatter across platforms, the brands that win are those that blend precision with personality. Today’s players and partners expect authenticity over aggression and storytelling over sales pitches. Campaigns are no longer about mass impressions but about micro-moments – tailored, data-driven interactions that feel personal, even at scale.
The winners listen first, analyze second, and act third – turning insight into engagement. In this landscape, connection is the foundation of sustainable growth.
The Split Game: B2B vs. B2C
In B2B, the battleground is trust. CEOs and decision-makers are drowning in noise – from events to endless newsletters. What cuts through? Case studies that show ROI, product demos that feel real, and personal networks built at ICE or SiGMA. Social media remains the undisputed king here: 49% of iGaming executives use it as their primary info source, followed by in-person networking and industry events. Long-form content still works – when it’s insightful, not promotional. To stand out in B2B marketing, brands should focus on:
- Building thought leadership through expert commentary and research-backed insights that prove credibility;
- Nurturing long-term relationships via community-led webinars, roundtables, and co-marketing projects that drive collaboration;
- Leveraging data storytelling – turning complex metrics into simple, visual narratives that help decision-makers act fast.
B2C, by contrast, is all about emotion and immediacy – but with a sharper distinction between markets and business models. The latest EvenBet Gaming Social Media Report shows that while short-form and community-driven content remains key, the dominance of platforms differs markedly. In Europe – LinkedIn leads the way as a professional and networking hub, reflecting a B2B-oriented focus on authority building, lead generation, and industry-specific engagement. In Asia – Facebook and Instagram dominate, highlighting a strategy centered on community connection, targeted advertising, and broad audience engagement, with Telegram also playing a significant role. For B2C operators – visual storytelling and entertainment-led platforms such as Instagram, Facebook, and TikTok continue to drive emotional engagement, while for B2B providers – LinkedIn holds an undisputed lead, supported by Instagram and Telegram as complementary channels. The formula, therefore, is not simply to be social-first, but to be strategically social – prioritizing community and visual impact in B2C, and credibility and professional engagement in B2B.
AI and Automation – The New Marketers
According to EvenBet’s iGaming Future 2026 report, AI has moved from buzzword to backbone – redefining how brands attract, convert, and retain players. Predictive analytics now segment audiences before login, while machine learning powers adaptive CRM systems that personalize offers and retention bonuses in real time. In marketing operations, AI delivers measurable impact through:
- Dynamic pricing and bonus optimization – adjusting rewards by player value and engagement;
- Content intelligence – automating localization and campaign creation, cutting production time by up to 60%;
- Ad fraud prevention – identifying fake traffic before it drains budgets;
- Predictive churn analysis – triggering personalized retention actions;
- Voice and visual recognition – tracking live reactions and sentiment to optimize creative on the fly.
In B2B, AI turns marketing from broadcast to conversation – analyzing partner behavior, flagging high-value leads, and automating follow-ups. The brands that master real-time data interpretation lead the race. In iGaming, AI doesn’t just predict behavior – it shapes it.
Social Channels – The Real Arena
Social platforms have evolved far beyond advertising spaces. They’ve become the central nervous system of iGaming marketing. In 2025, social media is a living ecosystem where customer acquisition, brand positioning, community building, and market research all merge. Every platform has its rhythm and audience psychology; successful brands know how to play them like instruments in the same orchestra.
Whether a B2B partnership or a B2C retention campaign, the rule is simple: go where your audience lives, speak their language, and deliver value before the pitch. How each key platform shapes the iGaming marketing mix? Read here.
LinkedIn – the B2B Heartbeat
This is where credibility is built and deals are born. For iGaming providers, affiliates, and tech companies, LinkedIn serves as the top channel for partnerships, thought leadership, and lead generation. Sharing industry insights, case studies, and event takeaways reinforces authority and keeps brands visible among decision-makers. Paid targeting tools also allow for pinpoint precision, ensuring that every ad or article reaches the right vertical – from operators to regulators.
YouTube & Twitch – Where Entertainment Meets Education
As highlighted in EvenBet’s iGaming Future 2026 report, streaming has become a key growth channel for iGaming brands. YouTube anchors long-form storytelling – developer insights, product demos, and CEO interviews that build credibility. According to the EvenBet Gaming Social Media Report, YouTube accounts for 14% in Europe and 15% in Asia, showing near-equal relevance across regions and reinforcing its universal value for both markets.
Twitch, mentioned in iGaming Future 2026 alongside YouTube Live and Kick, plays a pivotal role in real-time engagement – driving live gameplay, poker tournaments, and influencer collaborations that enhance transparency and community connection. While no percentage data is provided for Twitch, the report emphasizes streaming as a natural fit for gambling content and audience interaction.
Together, these platforms turn audiences into participants – transforming content from promotion into experience.
TikTok & Instagram – Short, Raw, and Honest
Authenticity wins here. These platforms thrive on short-form, story-driven content that prioritizes emotion over polish. According to the EvenBet Gaming Social Media Report (p. 58), Instagram ranks second in both regions – 22% in Europe and 20% in Asia – while TikTok shows stronger traction in Asia (9%) than in Europe (5%), underscoring its growing influence among younger, mobile-first audiences.
Behind-the-scenes clips, quick tips, and relatable humor consistently outperform corporate messaging. Interactive ad formats like reels and hashtag challenges help iGaming brands spark viral loops, amplify influencer reach, and turn curiosity into action.
In a mobile-first world, these platforms don’t just advertise – they convert. The brands that master them know one truth: social is the marketplace, the focus group, and the loyalty engine all at once.
Customer Access and Personalization
Today’s players expect the brand to recognize them before signing in. The data backs it up: operators using personalized onboarding see up to 37% higher retention. Hybrid campaigns – connecting online and live play – are rising fast. A push notification might lead to an app bonus, unlocking a live event seat. That seamless loop is where loyalty lives. For iGaming operators, personalization now stretches far beyond “Hello, [Name]”:
- Behavioral segmentation uses AI to analyze time-of-day habits, game preferences, and betting velocity – letting brands tailor every interaction, from welcome bonuses to tournament invites;
- Cross-channel identity mapping ensures players get a consistent experience across web, app, email, and live venues – no duplicate offers, no irrelevant messages;
- Progressive profiling builds player personas gradually through engagement, balancing data collection with trust. This creates a 360° view without overwhelming the user with long forms;
- Experience-based incentives are replacing static bonuses. For example, completing a “10-hand challenge” online could unlock real-world prizes or exclusive event tickets.
What Next?
As highlighted in EvenBet’s iGaming Future 2026 report, the next phase of iGaming marketing – especially in B2B – is built on access, insight, and shared growth. Partners no longer want to be sold to; they want to collaborate, learn, and co-create. Loyalty now comes from ecosystems of mutual value, not discounts or outreach volume. Next-gen B2B engagement revolves around:
- Micro-communities on Slack, Discord, or LinkedIn – invite-only spaces where suppliers, affiliates, and operators exchange insights and form strategic alliances;
- Account-based marketing (ABM) powered by AI – integrating CRM and social data to tailor outreach, improving conversion rates by up to 50%;
- Virtual demos and co-branded webinars – frictionless entry points for collaboration that combine live interaction with analytics-driven follow-up;
- Shared data dashboards – transparency as the new trust currency, providing partners with real-time access to KPIs and campaign metrics.
In both B2C and B2B, the rule holds: the closer you get to your audience or partner, the harder it is for them to leave.
Innovation: Beyond Buzzwords
Gamification has become the universal language of engagement – missions, badges, leaderboards, loyalty loops. AI adds the adaptive layer; players evolve in real time. This same logic applies in marketing: adaptive storytelling that shifts with user behavior. The future? Predictive personalization. The line between “targeting” and “understanding” is getting thinner, and the best marketers are crossing it first. The new generation of gamified marketing goes beyond points and badges – it builds ecosystems of continuous engagement:
| Category | Tool / Mechanism | Description & Benefits |
| B2C (Players) | Dynamic Missions | AI-driven missions that adapt to player behavior in real time – e.g., switching from “daily spins” to “multi-table hands” based on user habits. Keeps engagement personal and relevant. |
| Reward Tiers & Progression Paths | Data-driven systems that reward consistency, not just spend. Players advance through experience-based milestones, improving long-term retention. | |
| Social Competition | Leaderboards, team missions, and community milestones create peer motivation. Increases engagement by up to 40% vs. solo play. | |
| Narrative Gamification | Marketing campaigns unfold as storylines – every message or promo feels like a new chapter in the player’s journey. Builds emotional attachment. | |
| AR & VR Integration | Combines real-world activity (QR scans, event participation) with digital rewards, creating immersive cross-channel brand experiences. | |
| Predictive Personalization | AI anticipates player mood and intent, adapting visuals, tone, and offers before behavior shifts. Moves from reactive to proactive marketing. | |
| B2B (Partners) | Partner Scoreboards | Tracks campaign performance – traffic, conversion, retention. Encourages friendly competition and higher partner productivity. |
| Gamified Learning Platforms | Turns product training and onboarding into missions, quizzes, and leaderboards. Boosts learning retention and team motivation. | |
| Incentive Ecosystems | Partners earn tiered rewards – access to beta tools, co-marketing funds, or exclusive insights – based on measurable performance metrics. | |
| Community Challenges | Affiliates or resellers compete in group KPIs (e.g., “Top Q3 Converters”). Builds engagement and shared achievement culture. | |
| AI Engagement Analytics | AI monitors partner engagement levels, offering personalized feedback, goal suggestions, and reward triggers automatically. |
Ultimately, gamification in iGaming marketing has shifted from “adding fun” to engineering motivation. It’s about designing systems where engagement becomes the most natural move. When rewards, progress, and storytelling align seamlessly with user behavior, participation stops feeling like marketing and starts feeling like entertainment. The brands that master this balance turn every interaction into a self-sustaining loop of curiosity, reward, and loyalty – where players don’t just play the game, they live inside it.
Final Hand
In 2025, iGaming marketing is a blend of human intuition and machine precision. The era of mass messaging is over – success now means balancing data with emotion and automation with authenticity. In B2B, growth comes from trust, transparency, and measurable ROI rather than lead volume. In B2C, players expect instant personalization, dynamic engagement, and brands that speak their language – making AI-driven personalization and social-first storytelling essentials, not extras.
The strongest brands will merge both worlds, using AI to amplify empathy and data to sharpen creativity. In a market flooded with content, relevance is survival – and trust is the true currency of differentiation.
Reading Time: < 1 minute
This Halloween season, GR8 Tech dares the iGaming world to face its darkest fears. The company has launched an interactive campaign titled “What Scares Operators Most?”, inviting operators to explore the challenges that haunt their daily operations—and to discover how the right solution can turn those fears into fuel for growth.
The mysterious, immersive journey highlights iGaming’s most chilling pain points, and each revealed fear leads to actionable insights and practical solutions, guiding operators toward the tools and strategies that keep their businesses bulletproof, no matter what monsters lurk in the data.
“Fear is a powerful teacher,” said Yevhen Krazhan, CSO at GR8 Tech. “Every operator faces moments that test their systems and their strategy. Our Halloween campaign acknowledges those fears and shows that with the right partner, they’re entirely conquerable.”
On the GR8 Tech website, visitors can flip cards, uncover their personalized iGaming “fear,” access GR8 Tech’s expert take on how to overcome it, and view materials that discuss the problem in more detail. They can also share their results or book a meeting to discuss real-world solutions.
Operators brave enough to fight their fears are encouraged to continue the conversation in person at SiGMA Central Europe 2025, Booth 5028. Because in the world of iGaming, even the scariest nightmares can turn into winning stories.
The post GR8 Tech Challenges Operators to Face Their Fears This Halloween appeared first on European Gaming Industry News.
Reading Time: 5 minutes
Here are this weeks latest slots releases compiled by European Gaming
Relax Gaming is opening the hatch to Frank’s Diner, an apocalyptic slot where Split Symbols, reel multipliers, and Gold Wild re-spins deliver the potential for sizzling wins. Split Symbols take centre stage, with two or three identical single symbols landing on the same reel, forming double or triple stacks that immediately multiply the number of ways to win.
BC.GAME has released Tim & Larry, a new in-house developed slot combining traditional video slot mechanics with a cartoon-inspired theme centered around a kitchen standoff between a cat and a mouse. The game features high volatility, a theoretical RTP of 96.91%, and a capped maximum payout of 15,000× the base bet.
Inspired Entertainment, Inc., is excited to announce the launch of Werewolf It Up!
featuring Cash Bank and Zeus Legends of Olympus featuring Triple Hit Combo across the UK and Malta iGaming markets. Packed with captivating visuals and engaging gameplay, this online and mobile slot duo is designed to deliver strong results for operators and offers the best in iGaming entertainment for players.
TaDa Gaming invites players to spin for royal rewards in Crown of Fortune, a vibrant 5×3 slot featuring expanding Wilds, locking respins and dazzling payout potential of up to 1000x the bet. Blending nostalgic fruit slot charm with polished, modern mechanics, Crown of Fortune captures the timeless allure of classic gameplay—enhanced by Wild-driven action.
SlotMatrix has launched its latest exclusive title, Aphrodite’s Fortune, an enchanting slot that invites players into the goddess’s golden garden of love and wealth. Set among the clouds of Mount Olympus, Aphrodite’s Fortune celebrates beauty, fortune, and celestial power in a stunning 10,000-ways-to-win format.
Have you got what it takes to take on the Prize Ladder and come out on top? That’s the question players must answer before taking on the latest classic slot title from in-demand content house, Northern Lights Gaming. Bright lights and big wins are the order of the day in Prize Ladder, a game-show style blockbuster that promises twists and turns from the very first game round to the last.
Gaming Corps is preparing to enchant players this October with the launch of its latest slot, 3 Pots of Potions. Arriving just ahead of Halloween, the high-volatility release combines imaginative design with feature-rich gameplay and the potential to conjure wins of up to 10,000x the stake.
Get ready for a spine-tingling splash with Fish Tales: Halloween from Booming Games! This spooky twist on the beloved Fish Tales: Monster Bass takes you to a haunted underwater world where ghoulish fish and creepy cash prizes await. The beloved spook-tacular mechanics remain intact, but with an eerie makeover—fog-drenched waters, zombified fish, and a fang-tastic new design.
Evoplay has released Young Buffalo Coins, the second instalment in its popular Young Buffalo series. Following the success of the original title, the new game takes players back to the wild prairies for another action-packed adventure, combining fast-paced gameplay, sticky coins, and big jackpot opportunities.
Online casino operators can give their players the fright of their lives with Midnight Queen, the latest slot launch from in-demand iGaming content provider, ICONIC21. Midnight Queen is a Vampire-themed slot that’s perfect for entertaining players during the Halloween season and beyond.
TaDa Gaming has returned to the savannah with intriguing new release Golden Explorer. A rich trove of multiplier gemstones sparkling with additional random multiplier bonuses can burst on to the screen, enhancing the win potential and delivering vivid and exciting gameplay for 96.99% and a max win of 30,000x.
To celebrate the launch of Reactoonz 100, Play’n GO’s iconic slot character Garga reached a max altitude of 37,753 metres (117,300 ft) in a two-hour flight to set a world record and become the first slot character ever in space. Play’n GO, the world’s leading casino entertainment provider, has today announced that one of the most iconic characters in slots, Garga, has set a world record by becoming the first slot character in space.
Tom Horn Gaming is expanding its portfolio with the release of 243 Zeus Fruits, a slot that combines two proven player favourites – fruit slots and Greek mythology. The game delivers short feature cycles, multipliers, and higher stakes through the supplier’s QuickX mechanic.
Amusnet invites players into a realm of mystery and midnight thrills with Vampire Dice, its latest Online Casino portfolio addition. This captivating dice-themed game combines gothic elegance, thrilling features and an immersive atmosphere where every roll reveals secrets of the night.
SlotMatrix has embraced the Halloween spirit with its latest exclusive release, Ghost Pigger. Combining high energy rhythm and rewarding gameplay in a disco-fuelled haunted house, Ghost Pigger makes for a truly unique slot experience. The 96.09% RTP, medium volatility, and maximum win potential of up to 13,712x keep the players engaged.
The post Week 43/2025 slot games releases appeared first on European Gaming Industry News.
-
Frank’s Diner6 days agoRelax Gaming serves up sizzling wins in post-apocalyptic release Frank’s Diner
-
Balkans6 days ago
CT Interactive Launches Diamond Tree Jackpot on Palms Bet
-
Australia5 days ago
Tabcorp Appoints Vivian Stewart as Non-executive Director
-
BC.GAME6 days ago
BC.GAME Releases “Tim & Larry”
-
Latest News5 days agoWhale.io Introduces Crock Dentist Game and Exclusive RWA NFT Collection
-
AI customer service5 days ago
Introducing the newest testing tool for AI-boosted customer engagement
-
Uncategorized6 days ago
THE UAE LOTTERY CONFIRMS FIRST AED 100 MILLION GRAND PRIZE WINNER
-
Australia3 days ago
Western Australia: New Casino Carded Play Set to Reduce Gambling Harm
