Press Releases
GambleAware publishes new research
• 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.”
Bringing Branded Mobile Services to Casinos, Sportsbooks, Sports Franchises, and Prediction Market Operators Nationwide
SCCG Management, a global advisory firm specializing in the gambling and sports entertainment industries, today announced a strategic partnership with Bumble Mobile, Inc. to bring white-label wireless solutions to casinos, sportsbooks, sports franchises, prediction market operators, and affinity brands across the global gambling industry. The partnership positions SCCG as Bumble Mobile’s market representation channel into the gaming and entertainment sectors.
Bumble Mobile operates as a mobile virtual network operator (MVNO) with partnerships across major U.S. carrier 5G networks and satellite connectivity. The company enables organizations to launch fully branded wireless services, including mobile plans, home internet, and device warranty programs, without any infrastructure investment, regulatory burden, or customer service overhead. Bumble Mobile handles all compliance, billing, and customer care as the carrier of record, allowing brand partners to focus entirely on marketing and fan engagement.
The white-label wireless model has already gained significant traction globally. More than 25 sports brand MVNOs have launched successfully worldwide, including programs with FC Barcelona, Red Bull, Bayern Munich, Fenerbahce, and Celtic FC. Year one revenues for these programs have typically ranged from $4 million to $11 million, driven by strong initial adoption, low marketing spend relative to subscriber revenue, and approximately 30% lower churn than standard carrier plans.
“Bumble Mobile gives every casino, team, and operator the ability to put their brand in the customer’s pocket 24/7. That changes the relationship entirely,” said Stephen Crystal, Founder and CEO of SCCG Management. “We see wireless as one of the most under-explored revenue and engagement channels in the gambling industry, and Bumble Mobile has the infrastructure, the carrier relationships, and the global proof points to deliver it at scale.”
Under the partnership, SCCG will deploy its commercial network, media footprint, and industry relationships to identify, qualify, and introduce brand customer prospects to Bumble Mobile across several target verticals, including tribal casino operators, commercial casino groups, online gambling operators covering sports betting, online lottery, and online casino, sports leagues and franchises, prediction market platforms, retailers with established loyalty programs, and other affinity brands with customer bases exceeding 25,000 end users.
Beyond connectivity, the partnership unlocks a significant data advantage for operators. Bumble Mobile’s platform captures first-party subscriber data from both carrier networks and satellite sources, delivering substantially greater data volume than standard carrier sources alone. Combined with behavioral insights generated across the company’s ecosystem of over 15,000 apps worldwide, this creates a personalization and player development layer that no social media channel or email marketing campaign can replicate. For casinos and sportsbooks focused on lifetime value and player retention, this data capability represents a material competitive edge.
Bumble Mobile also offers fixed wireless internet solutions for both commercial and residential use, along with in-house credit card processing capabilities spanning standard and high-risk verticals. These additional services create further revenue and bundling opportunities for gaming and entertainment brand partners.
SCCG’s marketing support for Bumble Mobile will include features across the SCCG Weekly Newsletter, which reaches over 26,000 gambling industry professionals, targeted articles with SEO backlinks, LinkedIn amplification, dedicated email campaigns, co-branded webinars, and conference visibility at major industry events including G2E Las Vegas, ICE, SBC, NIGA/IGA, and SiGMA Americas.
Matthew Kincaid, CEO of Bumble Mobile, added, “We built this platform so that any brand with a loyal audience can offer wireless as a service. SCCG’s network and credibility in the gambling industry gives us the fastest possible path to the operators and franchises that will benefit most from this model.”
About SCCG Management
SCCG Management is a global advisory firm with more than 30 years of experience connecting clients to strategic partners across the gambling industry. With an ecosystem of over 130 gaming-related partner companies, SCCG provides market representation, business development, capital introductions, and managed services to operators, technology providers, and brands worldwide. For more information, visit sccgmanagement.com.
About Bumble Mobile
Bumble Mobile, Inc. is an MVNO with partnerships across major U.S. carrier 5G networks and satellite connectivity, providing white-label wireless solutions to organizations across sports, entertainment, retail, education, and financial services. The company’s backend infrastructure supports global brands and enables rapid deployment of branded mobile services within 16 weeks of contract execution. For more information, visit bumblemobile.com.
The post SCCG Announces Partnership with Bumble Mobile for White-Label Wireless appeared first on Americas iGaming & Sports Betting News.
Belatra Games, the specialist online slots developer, is heading to Lima to attend the Peru Gaming Show (PGS) 2026, one of Latin America’s most important international gaming trade fairs.
PGS is now in its 23rd year and will take place on 17-18 June 2026 at the Jockey Exhibition Center, a landmark event that unites the leading brands, manufacturers and suppliers shaping the future of gaming across the region.
Belatra will use the event as an opportunity to reconnect with clients and partners while expanding its network across the Peruvian market – an increasingly important territory in Belatra’s Latin American growth strategy. The Belatra team will be on hand throughout the show to discuss its award-winning portfolio and to explore new commercial opportunities in the region.
As part of its time in Lima, Belatra will also be hosting an exclusive Belatra Cocktail Experience for friends and partners. The evening sees leading names from across the industry come together for drinks, conversations and the chance to celebrate the connections forged across the region. The celebrations will continue into the evening, with Belatra also inviting guests to a watch party for Argentina’s clash with Algeria on 16 June.
Prior to arriving in Lima, Belatra will be at SBC Americas in Fort Lauderdale this week. The event is another important chance for the team to meet with existing clients and potential new partners, whilst also showcasing Belatra’s LatAm-ready content to operators from across North and Latin America.
The post Belatra heads to Lima for Peru Gaming Show 2026 appeared first on Americas iGaming & Sports Betting News.
Brazil
MediaTroopers Commits to Serving Brazilian Regulated Market with Development of New Local Entity
MediaTroopers, the leading digital marketing and customer acquisition firm, has doubled down on its commitment to serving Brazil’s regulated gaming market with the announcement of a new local entity, including a registered company, a front office, and local banking infrastructure.
The newly established entity will serve as a strategic bridge for MediaTroopers’ global partners, including operators, vendors, and financial institutions, seeking to enter the newly regulated Brazilian market. The local entity will also serve as a point of contact for active operators in the market, offering its tools as a local service hub to help operators enhance their business outreach in the region.
As Brazil’s regulated market continues to position itself as one of the most important regulatory opportunities for operators across the globe, MediaTroopers continues to cement itself as the go-to acquisition firm to help clients make the most of this growth by providing localized market access, operational support, relevant acquisition strategies, and targeted solutions designed to enhance performance in the region.
Through its local entity, MediaTroopers can continue providing services, such as localized player acquisition, media buying, affiliate strategy, and more, at a more regional level. For MediaTroopers, Brazil aligns with its broader strategy of delivering sustainable, compliant operations in high-growth markets.
“Brazil represents one of the most exciting growth opportunities in regulated iGaming, and MediaTroopers is fully committed to supporting operators in this market,” said Shmulik Segal, CEO of MediaTroopers.
“By establishing a local company, front office, and banking infrastructure, we are creating a stronger operational foundation for our clients. This presence allows us to act both as a bridge for international brands entering Brazil and as a service hub for active operators looking to scale responsibly and efficiently.”
The post MediaTroopers Commits to Serving Brazilian Regulated Market with Development of New Local Entity appeared first on Americas iGaming & Sports Betting News.
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