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GambleAware publishes new research

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• Exposure to gambling advertising, including on social media, can have an impact on attitudes towards the prevalence and acceptability of gambling, and in turn the likelihood that a child, young person or vulnerable adult will gamble in the future.

• The attitudes and gambling behaviours of peers and parents are critical in shaping gambling activity; they were significantly associated with both a young person’s exposure to brands and advertising, as well as with current gambling amongst those aged 11-24.

• In the report, researchers identified a number of recommendations, including the need for clearer safer gambling messages and campaigns; a requirement to improve education initiatives; a reduction in the appeal of gambling adverts to children and improved use of advertising technology, to minimise the exposure of such content to children, young people and vulnerable adults.

GambleAware has published the findings of the research commissioned to examine the impact of gambling advertising and marketing on children, young people and vulnerable adults.

The programme of research was conducted by two separate consortia, led by Ipsos MORI and the Institute for Social Marketing at the University of Stirling. The synthesis of findings across the research was written by Ipsos MORI. The research shows that regular exposure to gambling promotions can change perceptions and associations of gambling over time for children, young people and vulnerable adults.

Among those who don’t currently gamble, exposure to gambling promotions was one of the most significant associations with whether someone was likely to gamble in the future. However, the attitudes of peers and carers was also critical when looking at whether an 11-24-year-old was a current gambler. The report reveals that if a child or young person has a close friend or carer who gambles, that individual is six times more likely to be a current gambler, than those without such a connection.

However, when specifically looking at exposure, researchers observed that almost all (96%) of the 11-24-year-old participants had been exposed to gambling marketing messages in the last month. Furthermore, participants in the qualitative research were shown snippets of gambling logos and when asked to identify them, correctly identified an average of eight out of ten.

By using an age classifier on Twitter, researchers also found clear evidence of children following and engaging with gambling related accounts. It was estimated that 41,000 UK followers of gambling-related accounts on the social media platform were likely to be under 16 and 6% of followers of ‘traditional’ gambling accounts were found to be children, a figure that increased to 17% when looking specifically at eSport gambling accounts.

Researchers concluded that the rise of new forms of gambling marketing through social media have increased the ways in which children, young people and vulnerable adults can engage with gambling brands, which in turn helps to establish brand loyalty. One of the recommendations from the report was that more could be done to work closely with social media platforms to improve age screening tools, before individuals are allowed to follow accounts that promote gambling.

However, when examining where children and young people came across gambling in the past month, TV remained the most common source of exposure:

• More than four out of five (85%) aged 11-24 reported seeing gambling advertising on TV (including national lottery adverts).

• 70% of children and young people noticed gambling adverts in betting shops on the high street, window displays as well as promotions on shop floors and near tills. However, those aged between 18 to 24 had higher exposure to gambling during sports events, on smartphone apps, through merchandise, gambling websites, emails and from word of mouth.

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• Two-thirds (66%) reported seeing gambling promotions on their social media channels, that were most likely to be in the form of video adverts while watching clips on YouTube or ads appearing while scrolling through Facebook feeds.

Researchers identified a risk that some advertising may play on the susceptibilities of children, young people and vulnerable adults, particularly when their understanding of the risk of gambling may be poor. The appeal of a gambling promotions, for example ones that imply limited risk, or inflated suggestions of winning, may not always result in an immediate bet. Instead, these adverts were successful in eliciting a range of emotional and cognitive responses from children, young people and vulnerable adults. This therefore was likely to shape their attitudes and the likelihood as to whether or not they would consider gambling in the future.

Responding to the research findings, Marc Etches, CEO of GambleAware, has said: “Gambling is an adult activity, but this new research conclusively shows that it has become part of everyday life for children and young people. This constant exposure to it through advertising and marketing, or via close friends and family, has the potential for serious long-term implications for children and young people. The exposure to gambling on social media suggests there is a clear need for social media companies to improve age screening tools and for gambling companies to make full use of existing ones, to help protect children from potential harmful exposure to gambling. We must always be mindful that gambling is a public health issue and it can have serious implications for people’s mental health. This report is an apt reminder for us to ensure that the next generation is made aware of the risks of gambling as well as the help and support that is available via the National Gambling Treatment Service.”

Researchers at Ipsos MORI identified a number of recommendations to help protect children, young people and vulnerable adults from experiencing gambling harms. These included:

• The need for clearer safer gambling messages and campaigns, to increase the awareness of risk of gambling to children and young people.

• Improving safer gambling education initiatives, that extend to parents, as well as children and young people.

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• Reducing the appeal of gambling advertising, by addressing specific features that may appeal to children, for example the use of celebrities or humour, while also avoiding references to confusing financial incentives.

• Improved use of advertising technology and age screening tools, to minimise the exposure of such content to children, young people and vulnerable adults.

Steve Ginnis, Research Director at Ipsos MORI, has said: “The research points to the ubiquitous nature of gambling advertising, beyond sports and beyond television; and further demonstrates that the impact of exposure goes beyond traditional selling techniques that elicit an immediate response. The evidence captured in this research suggests that there is value in taking further action to reduce exposure and appeal of gambling advertising, which in turn is likely to help mitigate against the plausible risk of gambling-related harms among children, young people and vulnerable adults. Our recommendations are intended to help stimulate collective discussion and action.”

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AGS Interactive Announces Launch of Cash Cow Bonus Wheel

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AGS yesterday announced the launch of Cash Cow Bonus Wheel™ marking the North American debut of AGS Interactive’s newest character-driven franchise, now available in all licensed real-money online gaming markets.

The title expands AGS’ stepper portfolio and introduces Bartholomoo the Cash Cow — a fresh, fully marketable character designed to anchor a multi-title franchise. Powered by AGS’ proven math models and player-favorite mechanics, Cash Cow Bonus Wheel delivers a contemporary take on the classic 3-reel stepper experience with energetic game play and an approachable design.

“We are so excited to introduce this innovative, character-driven game to the online gaming world,” said Zoe Ebling, Vice President of Interactive at AGS. “With Cash Cow Bonus Wheel, we are leveraging our proven performance-validated math models to reduce performance risk for operators, while pairing that strong foundation with a deliberate, recognizable character and IP strategy. This approach enables us to create franchise assets built for marketing impact, player delight, and scalable, long-term operator success – well beyond the lifecycle of a single title.”

The launch serves as the first chapter in AGSi’s new Cash Cow franchise, a long-term strategy built on character recognition, scalable assets, and compounding operator value. The franchise roadmap includes a buildable ecosystem designed to span multiple formats, channels, and promotional opportunities.

Additionally, Cash Cow Bounty Board™ will be available in all licensed real-money online gaming markets April 15, with the Cash Cow 3-pot game to follow later in the year.

For more information, visit newsroom.playags.com.

©2026 AGS LLC. All® notices signify marks registered in the United States. All ™ notices signify trademarks, which are not registered on any country-wide basis. Products referenced herein are sold by AGS LLC or other subsidiaries of PlayAGS, Inc.

 

The post AGS Interactive Announces Launch of Cash Cow Bonus Wheel appeared first on Americas iGaming & Sports Betting News.

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SCCG Management Announces Strategic Partnership with Playphoria to Advance AR-Powered Prediction Market Experiences Across Live Sports and Gaming

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SCCG Management, a leading advisory firm in the global gaming industry, today announced a strategic partnership with PlayphoriaTM, an augmented reality platform transforming live sporting events into real-time prediction market and sports wagering experiences through smart eyewear and connected digital interfaces.

Through this partnership, SCCG will support Playphoria’s business development, strategic go-to-market planning, and global sales distribution efforts across gaming, sports, entertainment, and venue-based ecosystems. Playphoria’s platform is designed to bring real-time predictive market overlays directly into the user’s field of vision, allowing fans to engage with live event forecasting, dynamic odds, and context-triggered market opportunities without shifting attention away from the event itself.

Built as a patent-pending AR interface for real-time prediction markets, PlayphoriaTM combines smart glasses-native design, live event forecasting, instant pricing visualization, and gesture, voice, or companion-device execution. The platform is built to integrate with regulated exchanges, prediction market operators, sportsbooks, stadiums, teams, and smart eyewear ecosystems, creating a new interface layer for live sports engagement.

Playphoria’s technology is centered on winning the in-venue fan experience first, starting with live sports attendees, early smart glasses users, and high-engagement sports bettors. Its phased expansion model includes pilot activations in select stadiums, integrations with prediction market and sportsbook partners, and long-term platform growth through team, league, and smart eyewear distribution channels. The company’s model is designed to monetize through revenue share on wagers, licensing, subscriptions, transaction fees, sponsorships, and AR advertising inventory.

SCCG’s role in the partnership will include strategic introductions, sales support, market positioning, partnership development, and commercialization support across its global network of operators, platforms, sports properties, and technology partners. By aligning PlayphoriaTM with key stakeholders across gaming and sports entertainment, SCCG will help accelerate adoption of an immersive, real-time interface built for the future of in-venue engagement.

“Playphoria represents a compelling step forward in how live sports, prediction markets, and next-generation interfaces can converge into a more immersive user experience,” said Stephen Crystal, Founder and CEO of SCCG Management. “As fan engagement continues to evolve beyond the phone, Playphoria is building a category-defining platform at the intersection of smart eyewear, live event forecasting, and real-time market participation. We’re excited to support their growth and introduce this innovation across our global network.”

The partnership reflects a broader shift toward immersive, hands-free engagement models that blend real-time data, live sports, and predictive participation into a seamless venue experience. As prediction markets scale and smart eyewear adoption accelerates, PlayphoriaTM is positioning itself to become a foundational interface for the next generation of sports engagement.

The post SCCG Management Announces Strategic Partnership with Playphoria to Advance AR-Powered Prediction Market Experiences Across Live Sports and Gaming appeared first on Americas iGaming & Sports Betting News.

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SCCG Management Announces Strategic Partnership with IntualityAI to Advance Predictive Intelligence for Prediction Markets, Sports Betting, and Emerging Gaming Verticals

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SCCG Management, a global advisory firm specializing in the gambling and sports entertainment industries, today announced a strategic partnership with IntualityAI to support business development, commercialization, strategic distribution, and market expansion of its real-time prediction technology, with a major focus on prediction markets and sports gaming applications.

The collaboration will focus on introducing IntualityAI’s technology to operators, platforms, strategic partners, and other qualified counterparties across prediction markets, sports betting, fantasy sports, skill-based gaming, and peer-versus-peer gaming.

IntualityAI has developed a real-time prediction system designed to simulate the human prediction and decision-making functions in fast-moving environments. Its technology processes live conditions as they unfold, recognizes meaningful shifts, and generates early alerts for better-timed decisions. Rather than relying mainly on static historical patterns, the system is built to read what is happening now and project what is likely to happen next.

That capability is especially relevant for prediction markets and sports-related forecasting environments, where timing, momentum, pressure, and situational change can quickly alter outcomes. IntualityAI’s technology is designed to see those changes sooner, supporting earlier decisions, stronger forecasting logic, and more actionable intelligence for dynamic event-driven products.

Beyond sports and prediction markets, the company’s system has broader applications across live assessment systems, healthcare alerting, investment management, website behavior forecasting, and remote predictive monitoring. That broader utility reinforces the flexibility of the technology while SCCG’s initial focus remains on sports-related commercialization and prediction-driven gaming opportunities.

Through this partnership, SCCG Management will support IntualityAI in refining its go-to-market strategy and identifying the strongest commercial opportunities for licensing, pilot programs, strategic partnerships, and broader enterprise adoption. Initial efforts will place significant emphasis on prediction markets and adjacent sports-related forecasting products, while also pursuing opportunities across sports betting, fantasy, skill-based gaming, and peer-versus-peer formats.

As part of the agreement, SCCG will lead strategic introductions to operators, distributors, strategic partners, investors, and other counterparties that may create revenue opportunities, partnership structures, capital relationships, or broader strategic value for IntualityAI.

“Prediction markets are becoming an increasingly important part of the broader conversation around sports, forecasting, and interactive gaming, and we believe IntualityAI is well positioned to bring meaningful innovation into that space,” said Stephen A. Crystal, Founder and CEO of SCCG Management. “What makes this company compelling is its ability to simulate the human prediction and decision-making functions in real time. As prediction markets, sports betting, fantasy sports, and skill-based gaming continue to converge, we see growing demand for sharper insight, earlier signals, and more actionable intelligence. Our role is to help IntualityAI bring that capability to market through the right commercial strategy, the right partnerships, and the right introductions.”

“Prediction markets and gaming increasingly reward those who can recognize change sooner and act before the outcome is obvious,” said Grant Renier, Founder and CEO of Intuality Inc. “IntualityAI was built to simulate the human prediction and decision-making functions in real time, and SCCG gives us the market access to apply that capability across prediction markets, sports-related products, and emerging gaming opportunities.”

The partnership reflects SCCG’s continued focus on helping emerging and established technology companies commercialize solutions that address the future of gaming. By connecting new technologies with qualified operators, strategic partners, and enterprise decision-makers, SCCG continues to serve as a bridge between innovation and scalable market adoption.

The post SCCG Management Announces Strategic Partnership with IntualityAI to Advance Predictive Intelligence for Prediction Markets, Sports Betting, and Emerging Gaming Verticals appeared first on Americas iGaming & Sports Betting News.

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