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Why cutting through in the UK is still very possible

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Graeme Savill, Account Management Team Lead at Gaming Corps, argues how despite the UK being a highly-competitive market, there are still plenty of reasons why it can provide meaningful opportunities for new entrants

Generating a gross gambling yield of just over £4bn during the 2022-23 financial year, the UK is undoubtedly one of the most established and successful online casino markets in the world. With 2,343 active operators holding a UK licences, it is evident that the market is vast. For online casino suppliers, even a small slice of that market could prove to be extremely lucrative. That was the thinking behind our decision to launch in the UK this year.

It is, of course, undeniable that cutting through the noise in the UK market is a very challenging task. The sports betting markets that we have seen open up in the US ihave provided the perfect example of how difficult it can be to upset the status quo. But the key thing to remember is that with challenges comes opportunities; we believe that finding a place in the UK is far from impossible.

We’re not entering the UK entirely as a newbie. The partnerships we have with the likes of Flutter Entertainment, Entain, Kindred and LeoVegas – which we are aiming to bring over from other markets where we are active – will likely bring us speedy access. If we were coming into the UK without those existing relationships, it could be a very different challenge, but having that grounding on which to stand is very important.

Localised content is key

It is critical to remain dynamic and agile in any market that you enter, making sure you adapt to fast-evolving industry trends, regulation and player expectations. There are many legacy brands that continue to dominate the UK market with decades of experience. They have shown how vital it is to build products and player experiences which are localised for the UK market – what works for Swedish players may not work too well for UK players, for example. In fact, UK player interests and habits tend to be quite specific.

As a Brit myself, I may not fit into the typical UK player profile. But it’s fair to say that we’re a fairly unique segment in the global casino player base. We know what we like, and more importantly, what we don’t. The balance of offering proven themes as well as popular mechanics, achievable win caps, frequent features and medium-level volatilities has brought us strong early results and we’re very happy to see players coming back to these games.

The ability to innovate is integral to growth in the UK. As we go live with more and more operators, we will continue to push new verticals like our Smash4Cash™ line of games. We believe this can be a game changer in the long-term, as Gaming Corps looks to reach new and existing players.

In the UK market, there are also opportunities for casino games suppliers to cross-sell their products to sportsbooks, particularly around some of the standout events this year such as the men’s European Championship in football and the Summer Olympic Games.

Regulation leads to adaptation

Admittedly, this is a unique time to be going into the UK, particularly in light of the impending measures of the White Paper, which we all unequivocally have to be aware of. Adapting to, and complying with, increased regulation is part and parcel of competing successfully in all regulated markets. With regards to the UK, a continued increase of regulation does put pressure on operators and suppliers alike, but we believe that the iGaming industry is resilient enough to manage these pressures effectively.

We operate with the understanding that it’s imperative to always adapt and be prepared for new regulations; this is how we can ensure that we have not only a competitive advantage, but also a sustainable business. That ability to adapt will be key to sustaining growth in the UK, regardless of whatever challenge is thrown to operators and suppliers.

The post Why cutting through in the UK is still very possible appeared first on European Gaming Industry News.

Ivelina Balova Product Owner at Sneaky Slots

Sneaky Slots reveals a bunch of freaks in its second release, Freak Show Revelation

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The show is about to begin… so find your seats, sit back and enjoy The Freak Show Revelation! B.T Parnum has gathered the freakiest freaks and created a program that is meant to shock the people! This is the second release from Sneaky Slots since the launch of Nip Tuck last month, with Gopnik and Gods Go Pew Pew up next!

Reel Area

The Freak Show unfolds across a 3-3-3-3-3 reel setup with a couple of sneaky Host tricks above the reel. Each linked to a Host symbol that can land anywhere on the reels. When a Host Symbol lands, the corresponding feature above the reel activates:

  • Host Multiplier: Awards a random Multiplier 5x, 10x, 25x and 50x.
  • The Generous Host: The Host will expand to cover the entire reel and acts like a wild.
  • Host Cash: Instant cash prize will be awarded and the Host will add a random multiplier between 2x and 10x.

xBomb®

Well, well, well… look what decided to make an surprise appearance! It’s one of Nolimit City’s iconic xMechanic, xBomb®, making its first ever appearance in another provider’s game!

In Freak Show Revelation, xBomb® explodes removing all adjacent symbols and increases the Multiplier for the next collapse.

Pick Your Bonus!

The beauty of this show is that get to choose between Heaven and Hell. Land 3 Bonus Symbols and choose between either the Heaven Spins or Hell Respins. Landing 4 Bonus Symbols will unlock the choice for the Super Variants of each bonus.

Heaven Spins

So, you think you have a good cocnscious. When selecting the Heaven Spins, you get 10 free spins. During this feature the Host activation increase in frequency.  A single Bonus Symbol will activate Super Heaven Spins and will award +3 Spins.

Super Heaven Spins

The difference between Heaven and Super Heaven Spins is that the Host is guaranteed to land at least once in each spin.

Hell Respins

Maybe you’re feeling a little mischievous. When selecting the Hell Respins Bonus, you are award 3 respins where the only symbols that can land are; Multipliers between 1x-10x, Blank, Bonus and the Host.

When a multiplier lands on the reels, it’s value will be added to the current multiplier on top of the relevant reel.

Whenever the Host lands on any reel, he will double the value of the multiplier above that reel.

Landing a Multiplier or the Host will always award +1 respin. At the end of the feature all Multipliers will be added up and added to the bet.

Landing a single Bonus Symbol will upgrade Hell Respins to Super Hell Respins and award +2 respins. Super Hell Respins will also keep the collected Multipliers above the reels.

Super Hell Spins

The difference between Hell and Super Hell Respins is that in Super Hell Spins you start with 4 free respins . During Super Hell Spins whenever the Host lands it will triple the value of the Multipliers above that reel. Landing at least 1 Multiplier Symbol or Host will award +1 respin.

Sneaky Buy

Do you want the best seat in the house? The Sneaky Buy feature lets you jump straight into the action:

  • The Host – Guaranteed to land at least 1 Host symbol
  • Bonus – Guaranteed to land 3 Bonus Symbols and pick either Heaven Spins or Hell Respins
  • Super Bonus – Guaranteed to land 4 Bonus Symbols and pick either Super Heaven Spins or Super Hell Respins

Sneaky Boost

Sneaky Boost makes for an unforgettable performance in Freak Show Revelation.

Sneaky Boost is activated for 2 times the base bet, where there is an increased chance of triggering the Bonus rounds. Landing 1 or 2 active Sneaky Symbols in a spin trigger a normal bonus feature.

Super Sneaky Boost can be activated for 5 times the base bet for an increased chance of triggering the Super Bonus feature. Landing 1 Super Sneaky symbol will trigger a normal Bonus and landing 2 Super Sneaky symbols will trigger a Super Bonus.

The Stats

Max Win: 13,000x

Volatility: Extremely Volatile

 

Ivelina Balova, Product Owner at Sneaky Slots, said: “We’ve gotten great reception after our first release and now we’re looking to capitalise off that momentum. Freak Show Revelation has been in the works for a while, we have even changed the name a few times, but the Host? He has always been the star of the show. Sit back, enjoy the spectacle and keep an eye out for those easter eggs!”

Freak Show Revelation will be available to all Sneaky Slots partners on October 29th, 2025.

The post Sneaky Slots reveals a bunch of freaks in its second release, Freak Show Revelation appeared first on European Gaming Industry News.

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Land Colourful Cluster Wins in BGaming’s Merge Up™ 2

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Rapidly expanding content provider delivers data-driven sequel to improve on popular hit

Popular iGaming content provider BGaming is proud to announce the release of Merge Up™ 2, the long-awaited sequel to the hugely popular cluster-pay title, Merge Up™. The new release elevates the original’s gameplay mechanics and design, using data-driven insights and research to give players exactly what they want.

The company has collaborated with Strmlytics, which provided factual streaming data and direct feedback from the streaming community playing Merge Up™. These insights have enabled BGaming to enhance gameplay without losing the charm and appeal of the original title.

This data-first approach has resulted in a visually modernised and polished slot experience. Merge Up™ 2 features an eye-pleasing pastel theme, with simplified visuals and mechanics that are now even easier for players to read.

Gameplay has seen the most significant enhancements. Cell Multipliers are now a central part of the base game, while consecutive clusters can trigger the all-new Bomb symbols, an idea inspired by a more rewarding experience compared to the original title.

Bonus features have also been made more accessible. The Free Spins bonus is triggered with three Scatters, as opposed to four, while three Bonus Buy options now offer different entry levels for players with a brand new bonus with maximum potential.

Merge Up™ 2 also boasts an explosive math model, offering a 10,000x maximum win and an impressive 98% RTP, enhancing the overall entertainment experience.

Yana Drabianok, Game Designer at BGaming, said, “We aimed to keep the merging mechanic as dynamic as before and make it even more engaging, but in the end, we knew the game must also have a heart. Merge Up™ 2 is more than a set of soulless features – it’s a game made with love for detail. We want the feeling of it to be precisely that of a game with a soul: with a smooth flow, understandable rhythm, instant readability, and pleasant “micro-rewards” at every step.

Sebastian Khalighy, CEO at Strmlytics, said, “We are delighted to work alongside BGaming again, and we are excited to see how players react to Merge Up™ 2. Our data, expertise and research identified key areas improvements of the original gaming experience focusing on improving the overall player experience, and we believe the final product addresses all of them, both for the fans of the original and also new players.

Data-driven insights and player research are going to play a key role in gaming development in the coming years, and titles like Merge Up™ 2 are an excellent example of what they are capable of helping to produce.”

The post Land Colourful Cluster Wins in BGaming’s Merge Up™ 2 appeared first on European Gaming Industry News.

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VGCCC: Footy Legends Team Up to Champion Limit Setting

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Aussie Rules football legend Sam Docherty and rugby league superstar Cameron Munster are teaming up for Gambling Harm Awareness Week to encourage people to set limits before they bet.

Both footballers use practical tools when they gamble and are sharing their advice with others, particularly males aged 18–34 who are the biggest users of wagering and sports gambling products.

“I’m committed to raising awareness and encouraging safer gambling habits. I know from experience the highs and lows that can come with gambling. Now, I want to focus on supporting change so that gambling harm can be minimised.

“In the last few years, I have grown immensely as a person and by setting limits, I’ve had the occasional gamble but have been able to focus on what matters most,” Munster said.

Sam Docherty said: “I’ve had my struggles with gambling in the past and now I set a weekly deposit limit. I’ve found it really helps keep my gambling activity in check. People struggling with gambling harm can feel stuck and alone because of feelings like shame and guilt – and I want them to know that it’s okay to seek help.

“It’s important that people, especially young guys, think about their actions before they place a bet. I wouldn’t take to the field without warming up and making sure my body was match fit. Setting a limit is the same. It will help protect you.

Victorian Gambling and Casino Control Commission (VGCCC) CEO, Suzy Neilan said safety should be front of mind as the state’s sporting calendar ramps up.

“There is always a spike in wagering and sports gambling at this time of year, which is why it’s crucial we reach people that are statistically at greater risk of experiencing gambling harm.

“This is about safety. Setting a limit is like putting on a seatbelt as soon as you get in the car. Limits can reduce the likelihood of you experiencing gambling harm.”

Victorians spend more than $7 billion a year on gambling, including approximately $2.5 billion on wagering and sports betting products.

Gambling Harm Awareness Week is an annual event that encourages people to understand the risks of gambling. The 2025 campaign “Set before you bet” focuses on how setting limits can reduce someone’s risk of experiencing gambling harm. Protective behaviours that can be used include:

• Gamble no more than 2% of take home pay.

• Gamble no more than once a week.

• Gamble on no more than 2 different products.

“Sam and Cameron have unique experiences with gambling, and I commend them for implementing their own strategies, including setting limits when they gamble.

“What’s more, it’s great that these role models are now sharing their lessons and advice with other young men who are the cohort most at risk from experiencing gambling harm from sports betting,” Ms Neilan said.

The VGCCC has released findings from the annual Community Attitudes Survey, which asked more than 3000 Victorians about their views on gambling. The survey shows that most Victorians overwhelmingly agree gambling is addictive and can damage families and communities.

“With the widespread popularity of sports betting, it is so important for people to understand our Gambling Harm Awareness Week message and set limits before they bet,” Ms Neilan said.

“Gambling is a personal choice, and it’s vital that people are equipped with the knowledge and practical tools to manage their activity and participate safely.

‘The gambling industry must act with integrity, comply with their licence conditions and Code of Conduct obligations, and care for their customers who may be showing signs of gambling harm.”

The post VGCCC: Footy Legends Team Up to Champion Limit Setting appeared first on European Gaming Industry News.

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