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BGC Members Make Record Horserace Betting Levy Contribution

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Betting and Gaming Council members are expected to contribute a record £105m in levy payments to the Horserace Betting Levy Board for last year, new figures reveal.

The figure, provided by the independent Horserace Betting Levy Board, is an increase of £5m on the previous year.

As a result of this record additional funding from bookmakers, the HBLB announced an increase of £3.2m in its prize money contribution for 2024 versus 2023, from £67.3m to £70.5m.

It is the third year in a row that Levy contributions have increased, from £97m in 2021/22, to £100m in 2022/2023 and now £105m in 2023/2024.

According to the Horserace Betting Levy Board, the £105m total is derived from the receipt of provisional end of year submissions from most Levy-paying bookmakers.

Michael Dugher, Betting and Gaming Council CEO and Acting Chair, said: “This record contribution to the Levy is extremely welcome news and demonstrates once again the enduring, mission critical support regulated betting provides British horseracing.

“Despite a double digit decline in horserace betting turnover over the past five years – and a double digit decline in racecourse attendances – this shows that levy contributions and prize money are both up, and it once again provides a timely reminder that racing could not survive without the record financial support that is flowing from betting.

“Our members remain committed to the long-term success of horseracing, and the huge economic contribution it makes across the country, especially in rural communities.

“Attention must now turn to how we challenge vested interests, introduce real change and reform the sport, ensuring we reverse the current decline and provide racing with a genuinely long term sustainable future.”

Horseracing is the second biggest spectator sport in the UK, second only to football, with around five million people attending approximately 1400 fixtures annually across 59 racecourses.

However, the sport has been in decline in recent years. In 2007, 17% of the population enjoyed horserace betting the previous year, but that fell to 10% in 2018, while racecourse attendances have dropped by 14% since 2019.

Meanwhile, horserace betting turnover for April to December 2023 is down 17% vs the average for the same period across the last five years.

The BGC has made significant efforts to lessen the impacts on racing as a result of the Government’s White Paper on gambling reforms, particularly on the issue of affordability.

Earlier this month the BGC announced a new voluntary industry Code on Customer Checks which raises standards, while reducing the need for requests for private financial documents.

Developed jointly with the Gambling Commission and backed by Government, this Code will operate as a voluntary interim scheme – bringing consistency across the regulated sector for operators who adopt it – until the frictionless financial risk assessments set out in the Government’s White Paper can be developed, tested and implemented.

While this Code delivers progress on resolving the issue of intrusive document checks, it does not offer a complete solution. So, the BGC and GC are now actively working on a new Code on Anti-Money Laundering checks, which also trigger requests for documents.

The BGC is currently working with the British Horseracing Authority and government to resolve a settlement on a new voluntary Levy to support horseracing.

It is estimated BGC members contribute around £350m a year to British horseracing in Levy, media rights and sponsorship deals.

Meanwhile the wider regulated betting and gaming sector supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.

Each month around 22.5m adults in Britain enjoy a bet, whether it’s buying a lottery ticket, having a game of bingo, visiting a casino, playing online or having a wager on football, horseracing and other sports.

The most recent NHS Health Survey for England estimated that 0.4% of the adult population are problem gamblers.

The post BGC Members Make Record Horserace Betting Levy Contribution appeared first on European Gaming Industry News.

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Esportes da Sorte runs World Cup fan chant spot on Times Square screens

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The Esportes Gaming Brasil activation aired in two five-minute slots after Brazil’s opening match, alongside a broader SBT sponsorship and bar program.

Esportes da Sorte aired a World Cup-themed activation on Times Square’s large-format screens in New York on 13 and 14 June 2026, following Brazil’s opening match of the tournament. The campaign ran in two continuous five-minute slots and prompted passers-by to sing the chant: “I am Brazilian, with great pride and great love”.

The Times Square creative featured singer Léo Santana and a group of brand ambassadors and influencers named by the company as Carlinhos Maia, Bruno Formiga, Luisinho Freitas and Raul Erlich, who are producing tournament coverage from the US.

The activation was placed by Esportes Gaming Brasil, the holding group behind Esportes da Sorte, Lottu and Onabet. The company said the New York placement formed part of a wider multi-platform World Cup strategy spanning advertising, live activations and real-time content.

Esportes Gaming Brasil is an official sponsor of the tournament broadcasts on SBT, with planned visibility across free-to-air TV, the +SBT streaming platform, N Sports and digital channels. In Brazil, the group said it is also running activations across approximately 130 bars in cities including São Paulo, Recife, Salvador, Belo Horizonte and Fortaleza.

The company is also running two national campaigns during the World Cup period: “Cheer Like a Corinthian” and “Call-Up”.

The post Esportes da Sorte runs World Cup fan chant spot on Times Square screens appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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N1 Partners at iGB L!VE 2026: Art Collabs with Clym Evernden and Yoomoota, Exclusive Drops and N1 Sport Promo

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N1 Partners team will participate in iGB L!VE 2026 in London, July 1-2. At booth K50, N1 Partners will present exclusive art collaborations with trendy British illustrator Clym Evernden and designer Yoomoota, a new collection of branded merch drop and the N1 Sport Promo opportunities.

N1 Partners exclusive collaborations at iGB L!VE 2026

One of the main events at the N1 Partners booth on July 1 will be an art performance with the participation of Clym Evernden, a BAFTA Award winner known for his collaboration with fashion brands Tiffany & Co., Chanel, Louis Vuitton, Vogue, Diptyque, and Hermes.

Within the framework of iGB L!VE, the artist will create a large-scale artwork in his signature continuous line technique. Guests of the stand will be able to watch the process in real time as well as receive signed postcards and the author’s sketches.

N1 Partners has also prepared an exclusive limited-edition collection with Clym Evernden, which will be included in a select series of gifts for partners.

Another premiere will be a collectible toy created in collaboration with Yoomoota, an art project by artist and designer Taras Yoom, winner of the A’ Design Award and the Good Design Award. His work has been exhibited at PAD London, Art Miami, and the Red Dot Museum and has been featured in Forbes, Hypebeast, Vice, Elle Decor, and Designboom.

Scale sports traffic with N1 Sport Promo

One of the key business topics of the conference will be N1 Sport Promo, which runs from June 10 to July 20.

The promo was created for partners working with sports and Prediction Markets traffic, and is timed to coincide with one of the busiest sports seasons of the year. The FIFA World Cup 2026, UFC, Formula 1, Wimbledon, and other major sporting events open up additional opportunities for scaling campaigns and increasing traffic profitability.

The campaign participants receive additional bonuses for high-quality sports and prediction traffic, which allows them to increase payouts during the period of maximum demand.

N1 Duality: booth concept and activities 

At iGB L!VE 2026, N1 Partners will present a new creative concept, N1 Duality, exploring the intersection of opposites: strategy and intuition, technology and creativity, business and art. It is at this juncture that new ideas, partnerships, and growth opportunities are born.

The concept will be reflected in the new limited-edition merch drop SPLIT: London.

The N1 Partners booth will be a visual continuation of N1 Duality. The space will combine business communication, creative activations, and interactive mechanics, reflecting the idea of finding new opportunities through a combination of different approaches and views.

One of the central mechanics will be the interactive DICE game with the opportunity to win instant prizes and limited gifts from N1 Partners.

N1 Partners shortlisted in iGB Affiliate Awards

During iGB L!VE 2026, the results of the iGB Affiliate Awards will be announced. N1 Partners is represented in two categories at once:

  • Best Affiliate Program;
  • Marketing Campaign of the Year.

Being shortlisted for one of the most prestigious awards in the affiliate industry has become a recognition of the company’s achievements in developing an affiliate program and implementing large-scale marketing projects.

Book a meeting with N1 Partners

Guests of the booth at the conference will be able to learn more about working with more than 14 casino and betting brands of the partner program in 10+ Tier-1 GEO with flexible cooperation models for different types of traffic.

Guests can discuss the following with the N1 Partners team:

  • New opportunities for casino, sports and prediction traffic;
  • Individual terms of cooperation;
  • Product updates;
  • Strategies for scaling and increasing traffic profitability.
  • Current promos and special offers from N1 Partners.

N1 Partners invites existing partners and those interested in cooperation to meet at booth K50 at iGB L!VE 2026.

Contact the team in advance to schedule a convenient meeting time:

If you wish to discuss marketing activities, content projects, media placements or other collaboration formats, N1 Partners’ marketing team will be happy to meet you at iGB L!VE 2026.

  • Tatiana – Head of Brand Marketing (B2B & B2C)
  • Maria – Team Lead of PR, Event, Production
  • Oleksandra – Head of SMM & Content

See you at booth K50 in London.

Start working with N1 Partners — become number one!

The post N1 Partners at iGB L!VE 2026: Art Collabs with Clym Evernden and Yoomoota, Exclusive Drops and N1 Sport Promo appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Sportradar data: Mbappe leads Haaland and Messi in player-to-score betting

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The company says Mbappe drew 29% of player-to-score tickets across three matches, ahead of Haaland (16%) and Messi (10%).

Kylian Mbappe attracted the most action in player-to-score betting markets compared with Erling Haaland and Lionel Messi, according to new insights released by Sportradar.

The company said it reviewed “hundreds of thousands” of betting tickets processed in the ‘player to score’ market across France v Senegal, Iraq v Norway, and Argentina v Algeria. Mbappe accounted for 29% of those tickets, Sportradar said, compared with 16% for Haaland and 10% for Messi.

Daren Lury, Head of Risk Management at Sportradar said: “We’re seeing high levels of engagement with Mbappe across all of our player markets – a clear sign of his quality and popularity amongst fans worldwide. Based on the betting activity we’re seeing, he’s well positioned to challenge for the Golden Boot having won the award four years ago.”

Sportradar added that, at the time of writing, opening-match results in the tournament had not materially shifted engagement in the Golden Boot winner betting market. The company said Haaland accounted for 21% of tickets processed in that market, followed by Mbappe with 15% and Messi at 4%.

Sportradar said it processes betting tickets on behalf of more than 250 betting operators worldwide.

The post Sportradar data: Mbappe leads Haaland and Messi in player-to-score betting appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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