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Two in Three People Experiencing Gambling Problems Keep Issue Hidden

Published

2 years ago

November 22, 2023

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Reading Time: 4 minutes

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.”

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Atlaslive

Operational Friction at Scale: Infrastructure Risks in Online Casinos

Published

2 hours ago

March 12, 2026

Wladimir P.

operational-friction-at-scale:-infrastructure-risks-in-online-casinos

This article is part of Atlaslive’s series examining vulnerabilities in online casino operations and how established operators can address them proactively.

The series highlights critical exposure areas, including cybersecurity threats, KPI red flags, financial leakage, platform and infrastructure weaknesses, and compliance challenges. The final article will present mitigation principles recommended by Atlaslive specialists.

Focusing on Infrastructure and Platform-Level Risks

As online casinos scale, structural vulnerabilities often emerge, revealing weaknesses in technical architecture. These issues typically remain hidden during early development and only appear under stress—such as peak traffic, new market launches, major campaigns, or rapid product expansion.

Common Structural Risks Include:

System latency during high-load periods
Gaps in integration between payments, CRM, and other platforms
Delays in reporting pipelines
Limited real-time data visibility
Fragmented architecture requiring manual intervention in risk, bonus, or payment processes

Beyond Uptime: Performance Quality Matters

Infrastructure issues affect more than system stability. Latency disrupts in-play sessions, reporting delays slow decision-making, and poor integrations increase manual workloads while reducing responsiveness to fraud or behavioral anomalies.

For mature operators, resilience is measured not just by uptime but by seamless communication across verticals—sportsbook, casino, payments, CRM, and risk management—without friction. True scalability maintains performance quality even as operational complexity grows.

Reducing Operational Friction

As scale outpaces architecture readiness, operational friction rises: manual interventions increase, visibility decreases, and response times to emerging risks slow. Atlaslive experts emphasize the importance of structured system communication, real-time data access, and integrated workflows to sustain stability under growth.

Infrastructure vulnerabilities rarely appear overnight; they evolve gradually as operations expand.

To explore Atlaslive’s insights on cybersecurity threats, KPI red flags, financial leakage, regulatory exposure, and recommended mitigation strategies, visit the full article on the Atlaslive blog.

About Atlaslive

Atlaslive is a B2B software developer delivering a multifunctional, automated platform for sports betting and casino operators. Core components include Sportsbook, Casino, Risk Management & Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and a Retail Module. Follow Atlaslive on LinkedIn for the latest iGaming technology updates.

The post Operational Friction at Scale: Infrastructure Risks in Online Casinos appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Fanatics Casino

RLX Gaming expands US reach through Fanatics Casino launch

Published

2 hours ago

March 12, 2026

Wladimir P.

rlx-gaming-expands-us-reach-through-fanatics-casino-launch

RLX Gaming, the innovative iGaming aggregator and content supplier, has officially launched its full portfolio with Fanatics Casino in the United States.

Players in New Jersey and Pennsylvania can now access RLX Gaming’s extensive library of in-house and third-party titles, following a soft launch in Pennsylvania. Leading slot hits like Temple Tumble, Bonsai Dragon Blitz, and The Great Pigsby are now live, alongside a broad selection of releases from some of the most creative studios in the industry.

Fanatics Casino, available in Michigan, New Jersey, Pennsylvania, and West Virginia on iOS and Android, offers a wide variety of classic and modern casino experiences, including slots, blackjack, roulette, progressive jackpots, and video poker. Each game is designed to deliver authentic casino action, ensuring endless entertainment for players.

This partnership marks a significant step in RLX Gaming’s mission to deliver dynamic, globally-ready content that drives innovation and engagement in the online casino space.

Matthew Hockenjos, Commercial Account Manager for North America at RLX Gaming, said:

“Our collaboration with Fanatics Casino represents a major milestone for RLX Gaming as we strategically broaden our footprint across North America. Fanatics Casino’s commitment to delivering top-tier entertainment aligns perfectly with our mission, and we’re thrilled to bring our engaging slot experiences to players in New Jersey and Pennsylvania.”

Kieron Shaw from Fanatics Casino added:

“We are delighted to integrate RLX Gaming’s captivating portfolio into our platform. This partnership reinforces our dedication to offering a premier online casino experience, giving players access to high-quality titles with proven appeal across New Jersey and Pennsylvania.”

The post RLX Gaming expands US reach through Fanatics Casino launch appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gen Z

Traffic and Gen Z: What actually works?

Published

2 hours ago

March 12, 2026

Wladimir P.

O brave new world… Greetings to everyone who keeps running traffic in these turbulent times, where the rules of the game change faster than we can update our creatives. Regulations are tightening, social platforms constantly rewrite their policies, and search engines keep updating their algorithms, that’s already the new normal. But there is another factor influencing the market just as much. A new generation has grown up, reached adulthood, and is entering categories that were dominated by millennials just yesterday. We’re talking about Gen Z and those coming right after them, generation Alpha.

There’s a lot of discussion about them. But the team at Moon Partners wants to look at this topic from a more practical angle, not through the lens of generational theory, but through traffic performance.

Who are Gen Z as an audience?

This is the first fully digital-native generation. They don’t just use smartphones, they’ve never known life without them. They grew up inside social media algorithms, and by the age of 18 they’ve seen more advertising than previous generations did in their entire lives. And because of that, they’ve learned to filter it. They almost never click “just because”. If content doesn’t build trust within the first few seconds, for them it simply doesn’t exist.

Another important factor is gamification and convenience. The more dynamic and engaging the experience is, the better. At the same time, everything must be comfortable and fast. Responses to user actions should be immediate, because patience is limited and people expect results right away.

Sounds like a challenge. Let’s look at what kind of strategy can work with this audience.

Creative preparation

At this stage, we recommend not treating Gen Z as a single segment. The 21–26 age range is only a demographic label. In reality, this audience is made up of many different micro-communities. These may include gamers, crypto enthusiasts, sports fans, self-improvement communities, streamer audiences, Discord communities, and many other niche groups with their own interests and communication styles. So the first step is deciding which context you want to enter. Approaching this audience without segmentation often leads to wasted budget. Gen Z responds strongly to personalization. Content should feel aligned with their interests, almost as if you already understand the environment they live in. Of course, this requires some research. But we never said this would be easy.

Platform choice

When working with Gen Z, choosing a platform is not just a technical decision, it’s a strategic one. They perceive each platform as its own culture, with its own language, pace, and level of trust. Our goal is to speak their language and appear naturally in their environment. Not as someone trying to interrupt their world, but as something interesting that appears organically in their feed. Remember those early-2000s movies with model castings where judges would say “Thank you, next” the moment something didn’t fit? Gen Z treats their feeds exactly the same way.
They will scroll past almost everything, but they will choose only a few pieces of content to engage with.That’s why creatives on social platforms must look like a natural part of the feed. The first seconds decide everything. If content feels out of place, it simply gets skipped.
For push and pop traffic, aggressive clickbait usually doesn’t work well. For native and search traffic, users often double-check information about projects, read reviews, and research products before engaging. This is why it’s important to work with clean products that have a solid reputation.
So the strategy is simple: choose the right platform and adapt your content specifically for it.

A small case study

At Moon Partners, we’ve seen how the behavior of younger audiences changes in practice. One of our affiliates tested an iGaming offer targeting users aged 21–26. The initial creatives were standard for the vertical, banner ads with a bonus offer and a direct registration CTA. However, CTR stayed around 0.4%, and most users simply scrolled past the ads.
After analyzing the audience, it became clear that a large portion of the traffic overlapped with gamer and streamer culture. The creatives were redesigned. Instead of banner ads, the affiliate launched short videos styled as clips from a live stream, where the character “tested their luck” and commented on the gameplay in a familiar, entertaining style.
The content looked like a natural part of the feed rather than a typical advertisement. As a result, CTR almost tripled, and landing page conversions improved noticeably.

For us, this once again confirmed a simple insight: Gen Z reacts far better to content that feels like part of their environment rather than direct advertising.

The takeaway

At this point it becomes clear that what works best with this audience is subtlety and context. The era of simple, straightforward creatives is gradually fading. Marketers need to adapt to new realities, create more native experiences, integrate with audience interests, do deeper research, and stay aware of current trends. This doesn’t mean that traditional approaches no longer work at all. But we are clearly in a transition period, and those who fail to adapt may quickly lose relevance.

If you are exploring traffic opportunities with younger audiences, the Moon Partners team is always open to communication. We’re happy to share our experience, insights, and discuss collaboration formats that work for everyone. Because for us, affiliate marketing is about more than numbers, it’s about honest partnerships, real conversations, and win-win collaborations.

The post Traffic and Gen Z: What actually works? appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.