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UKGC: More than football – A Deep Dive into Euro 2024 Betting
Following on from this summer’s UEFA European Football Championship, Commission Research and Statistics Analyst Robyn Brummitt and Research and Impact Manager Caleb Adegbola discuss the impact of the tournament on consumer gambling behaviour.
“The 2024 UEFA European Football Championship (Euros) was a landmark event, not only for football fans but also for the gambling industry. This tournament provided us with a unique opportunity to explore the impact of the Euros on consumer behaviour, particularly following England’s impressive run to the final.
“Given that major football tournaments featuring the home nations occur only every two years, we partnered with our Consumer Voice research provider, Yonder, to explore betting behaviours, motivations, and the impact of promotional offers and advertising during this year’s Euros tournament. This research builds on our previous studies into gambling attitudes during major football events like the World Cup.”
What did Yonder do?
“Using Yonder’s omnibus survey (opens in new tab), we employed cross-sectional tracking to ask a series of questions to a total of 6,237 people across three waves, with just over 2,000 respondents participating in each. The first wave was conducted a week before the tournament started, wave 2 fieldwork was conducted between the group stage and the knockout stages, and wave 3 was a week after the tournament had concluded. Participants shared their insights on various topics, including their betting activity and intentions, awareness of advertising, use of promotional offers, gambling motivations, and even how England’s run to the final influenced their behaviour.
“Betting behaviour: The rise of the young female bettor?
Interestingly, our findings revealed a notable increase in the proportion of female respondents who reported betting on the Euros, which significantly outpaced the rate of increase among male respondents. Pre-tournament (20.8 percent male, 6.6 percent female) and mid-tournament (27.0 percent male, 9.6 percent female) ratios were similar, with males approximately three times more likely to report participation – but that was closer to two times (27.3 percent, 13.3 percent) more likely in the post-tournament wave.”
“When considering age, there was a marked increase in the proportion of those aged 18 to 24 who reported betting on the Euros in wave 3 (14 percent at wave 1, 36 percent at wave 3) compared to older groups, for whom the increase in participation was far more modest.
“As with previous research, (such as the aforementioned project into World Cup gambling attitudes), the most common motivations for gambling were to win money, make the game more interesting or because of a promotional offer and/or free bet. There was evidence of a change in motivations during the tournament due to the success of the English team, with a significant increase in the third wave in the proportion of respondents reporting that they had bet because England or the country they support were playing. (21 percent at wave one, 23 percent at wave two, 36 percent at wave three in which), particularly amongst the 18 to 24 year old group.”
What drives betting?
“Overall, respondents said that advertising had a limited impact on their gambling engagement. Less than 10 percent of those who intended to or had bet on the Euros reported doing so because they saw an advert, and most people who reported betting on the Euros spent the amount they anticipated (67 percent), 15 percent reported spending less than expected (a decrease from wave 2), and just 10 percent reported spending more than they had planned. In their comments, many respondents indicated they had set a fixed budget and felt in control of their spending.
“When it comes to promotions, free bets were reported to be the most popular, with three out of four respondents that had engaged in offers utilising free bets.
“Looking at intentions for future sporting events, a significant proportion of those that bet on the Euros stated they also plan to bet on other upcoming sporting events like the World Cup in 2026 (67 percent), the Premier League (52 percent) and Olympics (22 percent). However, this did not increase from wave 1 to 3, suggesting that the Euros may not have enticed respondents to gamble on other sporting events.”
The post UKGC: More than football – A Deep Dive into Euro 2024 Betting appeared first on European Gaming Industry News.
Affiliate Succes
Hiring Blitz Expands Quantum Affiliate’s Staff By 10%
The UK-based affiliate is expanding its marketing and commercial teams by hiring six new staff members, while there are still five positions to be filled.
Power affiliate Quantum (previously QiH Group) has experienced significant expansion in the initial two months of 2026, hiring six new staff members for its commercial and marketing teams since December.
First on the list is Shannon Walsh, who enters the swiftly expanding commercial department as a partnerships manager.
Dimi Papamichael, speaking about the stellar growth of his team, said: “From day one, I’ve felt a huge amount of backing and belief in what we’re building here at Quantum – and that’s already turning into real momentum. We’ve recently hired a couple of great people to join our growing commercial team, and we’re not stopping there – with a few more hires lined up in the next couple of months.
“It’s a clear sign of where we’re heading, and there’s a real energy around the business right now. With big plans for this year, we’re continuing to invest in the commercial team to make sure we’ve got the right people in place to move quickly on the opportunities ahead. I’m excited to be building such an ambitious and talented team as we head into a big 2026, and I’m looking forward to what we can achieve together.”
The marketing team, headed by Luke Watkin, is proud to welcome:
- Cameron Harris, Marketing Specialist
- Caitlin McIntyre, Affiliate Sales Lead
- Caroline Millington, Affiliate Account Manager
- Ariadni Argyropoulou, paid social specialist
- Gabriela Profir, performance marketing lead
Luke Watkin, director of marketing for Quantum, said: “As a leader I’ve found it to be extremely energising having the backing, the investment, and the ambition within the business to be able to recruit top marketing talent in a number of key positions in recent months. In a short space of time we have really levelled up the quality of our team, and this is already paying dividends both in terms of how we are working, but also (and most importantly) in the form of results. I am excited to continue doing what I love, which is building brilliant teams.”
In addition to the six roles, Quantum is also seeking to fill roles for:
- head of sales
- senior business development manager
- paid social lead and
- sales ops executive
HR Director for Quantum, Andrea Talreja, shared: “It’s a time of exceptional growth for Quantum, which is exciting and rewarding. We’re seeking not only the roles listed here, but quite a few more in 2026, so if you’re a tech or performance marketing professional – whether from iGaming or other sectors – please get in touch!”
The post Hiring Blitz Expands Quantum Affiliate’s Staff By 10% appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
CasinoCanada
CasinoCanada announces new partnership with MelBet
CasinoCanada has announced a strategic partnership with MelBet, the international betting and gaming operator, aimed at expanding the brand’s footprint in Canada through dedicated content and brand representation on CasinoCanada’s digital platforms.
Under the agreement, CasinoCanada.com will produce detailed reviews and SEO-focused content tailored to Canadian audiences. The partnership is designed to provide users with clear, transparent information about MelBet’s products and services, while enhancing the operator’s visibility in Canada and driving traffic to the MelBet website.
CasinoCanada is operated by SEOBROTHERS, and Eugene Ravdin, Head of PR, said:
“MelBet operates across multiple international markets and has established a consistent presence in the iGaming industry. Through CasinoCanada, we will focus on delivering clear, data-based content tailored to users in Canada and quality traffic to the MelBet website. This partnership is structured around transparent communication and long-term cooperation.”
MelBet offers daily betting on over 1,000 events across sports and esports, alongside a wide range of slots from more than 120 global providers. The brand has earned multiple accolades, including Best Online Gambling Operator (EVENTUS 2023), Best Affiliate Program (SiGMA Africa Awards 2024), and Live Casino of the Year (AffPapa iGaming Awards 2024).
The operator’s high-profile sports partnerships feature legends such as Andrés Iniesta, Didier Drogba, and Kamaru Usman. In October 2025, MelBet extended its agreement as Juventus’ official betting partner in MENA and Africa, while Spanish La Liga and professional Dota 2 organisation OG Esports further enhance its global portfolio.
Anastasiia Shcherbyna, CMO at MelBet Affiliates, commented:
“Working with CasinoCanada has been smooth and efficient. They understand the specifics of our brand, communicate clearly, and consistently deliver on their commitments. We appreciate their professional approach and see strong potential for long-term cooperation.”
This collaboration positions MelBet for sustained growth in Canada, leveraging CasinoCanada’s content expertise and digital reach to strengthen brand awareness and user engagement.
The post CasinoCanada announces new partnership with MelBet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Barbara Bang
QTech Games Amplifies Action Through Barbara Bang Integration
Emerging-markets leader enhances its content selection with new games from a rising contender.
QTech Games, the premier game aggregator for emerging markets, has sustained its robust momentum in its pipeline, owing to its recent agreement with promising studio, Barbara Bang, a slots provider recognized for its unique method of game development and a customized approach to discovering localized solutions for various markets.
Incorporating an outstanding portfolio from a highly unique and innovative digital slots supplier further enhances QTech Games’ expanding platform, which is bringing a diverse selection of online games to emerging markets, featuring well-known brands alongside the industry’s most thrilling new providers.
The games offered to QTech partners through this agreement are crypto-friendly and include popular titles and new releases like Sky Rail Riches, Juicy Fruits, Sunshine Rich, and Chieftain Buffalo. Each utilizes distinct maths modeling that alters the volatility spectrum, contributing to an engaging gaming experience.
Philip Doftvik, QTech Games’ CEO, said: “We’re committed to rolling out first-class content that drives revenue for our partners. So, this deal with Barbara Bang extends our impressive sequential pipeline – and we’ve so much more to come in 2026! In today’s marketplace, only high-quality games offering something different separate you from the rabble, so we’re delighted to see how Barbara Bang is fulfilling this demand. Their dedication to data-driven content development, coupled with an acute focus on even the most specific player-centric details, matches up neatly with QTech’s own localisation techniques across emerging markets.
George Dias, Partnership Manager of Barbara Bang, added: “Barbara Bang prides itself on our ever-expanding production line of titles which provide unique and head-turning experiences in an increasingly homogenised space. And we’ve found QTech to be a natural habitat for embracing such content, and delivering it to new audiences. Founded with the goal of bridging the gap between players and gaming platforms, Barbara Bang is now acquiring progressive recognition in the iGaming market, thanks to this deal with the top aggregator QTech Games.
“We’re confident that this partnership will allow us to seamlessly broaden the scope of our slots for fresh audiences across emerging markets. It’s a significant step for Barbara Bang in enlarging our global footprint.”
The post QTech Games Amplifies Action Through Barbara Bang Integration appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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