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Two in Three People Experiencing Gambling Problems Keep Issue Hidden
As many as 2 in 3 adults (64%) in Great Britain who have experienced any gambling problem have kept their experience hidden, new research from GambleAware has revealed. With almost 2 in 5 (39%) of those who hadn’t opened up stating feelings of stigma such as shame, guilt and fear of judgement represent key barriers to reaching out for support – the charity is issuing a call to end damaging stigma and encourage those who may be experiencing gambling harms to “open-up about gambling”.
Zoë Osmond, Chief Executive of GambleAware, said: “It’s alarming to see the number of people who are struggling in isolation. As a hidden addiction, gambling harms can be incredibly hard to spot from the outside. It is therefore critical that people impacted are aware of the wide range of support services available, and that they feel safe to come forward. Anyone can be impacted by gambling harms, but the first step is to open up and have that first conversation, ideally as early as possible.”
The campaign launch comes as research also suggests that most of the public believe certain gambling products, such as instant win games, are addictive, indicating how gambling harm can affect anyone and the importance of building empathy for those experiencing harm. Specifically, over seven in ten (71%) respondents said they believe instant win games are very or fairly addictive, followed by 64% for scratch cards and 62% for casino games.
Noteworthy football commentator Clive Tyldesley said: “I think that since I’ve started to work with charities and meet and talk with both people who gambled which were in recovery and bereaved family members, the thing that has struck me is how normal and unremarkable their backgrounds invariably are. Harmful gambling really can affect anyone and very often those suffering show no outward signs of their issues. It’s a silent, invisible problem because too often the gamblers disappear into their own feelings of embarrassment and guilt. They think they’re to blame when they are not, they think they’re alone when many others are wrestling with the same issues. Getting them to open up and talk is half the battle to beating the problem, either with people close to them or via the professional support the GambleAware website offers. The first conversation is maybe the most difficult but it’s the most soothing and the most important too.”
Professor Dame Clare Gerada said: “When I opened the doors of the nation’s first Primary Care Gambling Service a few short years ago, I was a relative newcomer to the challenges surrounding gambling. However, since then, my eyes have been thoroughly opened.
“Gambling is an addiction which can only be described as ‘uniquely’ awful: the ruin it wreaks on people’s lives can be complete and multi-layered; the collateral damage is also considerable as families and loved ones suffer alongside. Its inherently hidden nature means that, at the moment, people have to see their lives collapse around them before they get the help they desperately need. It doesn’t need to be like this. There is an incredible breadth of support service, from how to deal with debt, to how to stop gambling completely which people can access for free through the National Gambling Support Network, and I urge anyone concerned about their gambling to do so.”
Positively, the research also supports the benefits of opening up, as three out of four (76%) who had talked about their problems stated they felt better after speaking to someone. With gambling harms often manifesting as intrinsically “hidden” and isolating, GambleAware is aiming to bring to the surface the power of conversations and provide reassurance that help is never far.
The campaign has been developed in close collaboration with the gambling harms lived experienced community, and is supported by a range of expert and influential voices including ex-Love Islander Scott Thomas, who has previously experienced gambling harms.
Scott Thomas, Entrepreneur and Presenter, said: “It’s an incredibly scary thing to first tell someone that you’ve got a gambling problem. Many people assume it’s just because you can’t handle your money, but it needs to be viewed as seriously as any other mental health condition. I was terrified when I first opened up about the problems I had been having but, once I did, I felt like a weight had been lifted off my shoulders and I no longer had to hide. I want the same to happen for anyone out there who feels like they might be struggling on their own.”
There is a vast range of resources available and anyone who is worried that gambling might be affecting themselves or someone they love are encouraged to use the self-assessment tool to get free and confidential support tailored to them and their specific needs.
Elissa Hubbard, who has lived experience of gambling harms, said: “Every day was full of anxiety – trying to keep my gambling a secret, whilst finding opportunities to do it more. People think you can ‘just stop’, but you can’t… it’s so easy to be dismissed, and I didn’t want anyone to think bad of me. Finding help changed everything. I discovered that by keeping quiet, it helps no one, and when you start to talk about it, people start to understand you.”
GambleAware has also created tools to help users calculate the time and money spent gambling, served with recommendations in line with the internationally proven Lower Risk Gambling Guidelines. These are expected to become available from early December as part of a soft launch on the GambleAware website.
Dr Ellie Cannon, medical expert and commentator, said: “Gambling harms – or the negative consequences of gambling – are a complex issue that goes far beyond just financial challenges. It can lead to poor mental health, physical health, and relationships break down. They way these issues manifest will vary from person to person, but being aware and recognising the early warning signs of spending increasing amounts of time, money and hiding your gambling can help get people to a better place, sooner.”
Gambling Minister Stuart Andrew said: “Too often we see the devastating impacts of harmful gambling, and our white paper outlines a host of new measures we’re implementing to protect those most at risk. A key element of our plans is the introduction of a statutory levy on gambling companies to raise sufficient, sustainable and trusted funding for research, prevention and treatment of gambling related harm. Stigma is the biggest barrier preventing people from seeking help, and I welcome GambleAware’s vital campaign which is raising awareness of the issue and helping people get the support they need.”
LuckyStreak has announced a major addition to its iGaming content aggregation offering, with a new strategic partnership with crash game provider Aviator Studio.
And for a limited time, LuckyStreak has a special promotional offer for operators that add Aviator Studio’s game to their lobbies for the first time.
Aviator appeals to casual fun-seekers and high-risk thrill-seekers alike. With a new round every 40 seconds, auto-bet and auto-cashout features, it’s very simple and highly exciting to play.
The game creator and license-owner, Aviator Studio, is a provider focused on delivering engaging, innovative gaming experiences. Their journey began with Aviator, the crash game, developed and operated under a fully licensed trademark to ensure players enjoy a genuine and protected experience. Built around a vibrant, community-driven model, Aviator sets the standard for high-adrenaline gameplay.
Customers of LuckyConnect, the name for LuckyStreak’s content aggregation API solution, can now access the Aviator crash game and add it to their casino website without any additional tech work. And as new games are regularly added, all content is auto-synced with customer games management systems.
The partnership underpins LuckyConnect’s reputation as an established, professional and powerful iGaming content aggregator for online casino operators and platforms in regulated, pre-regulated and emerging markets. It has a portfolio of over 6000 games from leading providers, serving all iGaming genres, a proven and secure API integration, and an extensive network of casino operator customers hungry for world class entertaining content. Making it a highly compelling choice of content aggregation partner.
Ady Totah, CEO and Co-founder of LuckyStreak, said: “We’re thrilled to offer the exclusive Aviator crash title on our LuckyConnect content aggregation solution. It will significantly enhance the commercial opportunities for our casino operator partners. Our new partnership with Aviator Studio underscores our commitment to delivering engaging and high-performing content, and we’re genuinely excited about the growth and player appeal this collaboration will unlock for all our customers.”
Giorgi Pruidze, CEO of Aviator Studio, said: “Our network of partners is expanding rapidly, with new collaborations added every week. Integration with LuckyStreak, one of our key strategic partners, marks a significant step forward, extending our reach across key markets. And we’re just getting started. With a bold vision for the future, we’re actively developing new game titles designed to push the limits of gaming and deliver next-generation experiences to players around the world.”
The post LuckyStreak Announces Strategic Partnership with Aviator Studio appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
EvenBet Gaming, a leading developer of online poker and casino software, has secured a five-year B2B supplier licence from the Danish Gambling Authority (Spillemyndigheden), further strengthening its position across Europe’s most established jurisdictions.
The strategic move into the Danish market aligns with EvenBet’s mission to provide its global client base with seamless access to high-potential regulated jurisdictions. By securing this licence, the company enhances its ability to support both new and existing operators in diversifying their market reach through scalable, fully compliant gaming solutions.
The licence covers a comprehensive portfolio of products, including EvenBet’s industry-leading poker software, turnkey online casino platform, and extensive content catalogue comprising roulette, baccarat, blackjack, punto banco, bingo and slots.
The approval follows a rigorous assessment process covering RNG certification, platform security, and business procedures, reinforcing EvenBet’s ongoing commitment to compliance, integrity and player protection.
With the Danish iGaming market generating approximately DKK 11 billion (€1.47 billion) in gross gaming revenue during 2024, the licence represents a significant commercial opportunity for operators seeking long-term growth within a stable and highly profitable market.
By partnering with EvenBet, operators benefit from a streamlined route to regulated markets and gain access to the company’s world-class poker infrastructure and comprehensive casino suite. This enables them to diversify their offerings and engage high-value player segments within a secure and fully compliant framework.
Dmitry Starostenkov, CEO at EvenBet Gaming, said: “Securing our Danish B2B licence is another important milestone in EvenBet’s long-term strategy. Denmark has established itself as one of the most mature and well-regulated gaming markets in Europe, making it an extremely attractive jurisdiction for both suppliers and operators.
“This approval not only reflects the strength and reliability of our technology, but also allows us to support our existing and future partners with fully compliant access to a highly valuable market.”
The post EvenBet Gaming obtains Danish B2B supplier licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Online, on-demand course targets CMOs and senior marketers, with WorldGaming signed as exclusive media partner.
Edge Marketing Institute has launched in the gaming sector with its flagship programme, G.A.M.E (Gaming Advancement in Marketing Excellence), positioned by the company as a dedicated marketing leadership course for B2B gaming.
The company said the programme is designed to help senior marketers develop commercial leadership skills as businesses push marketing teams to contribute more directly to revenue and growth.
Founded by Paul Rees and Gerhard Sagat, Edge Marketing Institute said G.A.M.E consists of 10 senior-level modules covering strategic marketing leadership, positioning, product marketing, sales alignment, go-to-market execution, marketing measurement, brand strategy, and organisational influence.
Paul Rees, Co-Founder of Edge Marketing Institute, said: “Gaming has talented marketers throughout the industry, but too many have been forced to learn senior leadership on the job without structured development or exposure to broader marketing best practice.
“This isn’t a talent problem; it’s a structural one.
“We created Edge Marketing Institute and G.A.M.E to help marketing leaders operate with greater commercial clarity, confidence and influence, so marketing becomes a genuine driver of growth rather than simply a delivery function.”
The programme has launched with the support of WorldGaming as its exclusive media partner. Alex Pratt, Managing Director at WorldGaming, said: “As gaming continues to evolve, the role of marketing is becoming increasingly commercial and strategically important.
“Helping marketing leaders better align marketing with business growth, commercial objectives and long-term industry development is positive for the wider gaming ecosystem, which is why we’re pleased to support the launch of Edge Marketing Institute and G.A.M.E.”
The post Edge Marketing Institute launches G.A.M.E marketing leadership programme for B2B gaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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