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.”
Soccabet, the powerhouse Ghanaian operator, has gone live with QTech Games’ retail solution, QTech Hybrid, across over 200 outlets on its nationwide retail estate.
Founded in 2015, Soccabet is a Tier-1 brand in the growing Ghana marketplace, and already a Top 3 digital operator in this territory, thanks to its burgeoning online presence. However, this new retail deal with QTech Games has now confirmed Soccabet as Ghana’s largest retail operator by far, also joining up the retail and digital experience via this agile and forward-thinking software from QTech.
Ekaterina Mayorova, QTech Games’ Head of Region for Africa, said: “It’s an honour to have been chosen by a brand as respected and recognisable as Soccabet to scale their retail operations across Ghana, and also join them up with their significant online presence. At QTech, we put a premium on understanding markets at a hyper-local level, alongside bridging that gap between retail and online channels, to define a gateway to success in this nuanced betting ecosystem. Which is why we’ve created, and continue to refine, QTech Hybrid – our transformative retail solution which speaks to brands which still enjoy a high share of retail business coupled to an agent-based structure.
“It’s just the latest example of our broader effort to elevate the end-user experience by seamlessly marrying online and offline. This trademark ingenuity is also another sign of our commitment to under-served regions in developing products that have a high local demand, wherever you set your scene on the map. This system is already proving a game-changer, revolutionizing the gaming experience for our partners’ players.”
Henrik Sandin, Product Owner of QTech Hybrid, added: “It all started back in the pandemic when retailers were forced to close their shops, and were losing their sources of revenue since they were not allowed to accept patrons. As a result, many operators contacted us to find out how they could continue operating their business by migrating online, and consequently the Hybrid concept was born: keep existing business afloat, while bringing them online and get the best of both worlds in the future.
“Now, six years later, QTech Hybrid has evolved into a product that far exceeds what the retail business was originally doing, thanks to new innovations like cross-channel campaigns. We reduced the importance of the terminal, as you now can use your own device and are not vendor-locked. We update our lobby with on average one new game per day, so there’s always something new for players to discover. Each terminal houses 10,000 games, while income decline due to stagnant games is now a thing of the past. Lowering operational costs and increasing profits make QTech Hybrid a very appealing product for struggling retailers, or those simply looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS.”
Imad Hawwach, Managing Director of Soccabet, added: “Soccabet is dedicated to corralling the best of market-leading technology and aligning it with the best of Ghanaian culture. And this collaboration with QTech achieves that over the diverse demands of our huge retail estate. They understand that our customers expect the best gaming experience possible, and we believe that this unique Hybrid solution, which also features QTech’s high-quality and diverse portfolio of games, will help us deliver just that across all channels. Their software, allied to a collaborative way of working, has now placed us in pole position to navigate the near-future on both casino and sportsbook, at a consequential moment for the company as we prepare for the FIFA World Cup in June.”
QTech Hybrid equips players across Africa, and other emerging markets where QTech is the leading game aggregator, with a seamless switch from traditional retail to digital and back again. It’s a software service that links QTech Games’ AI-powered casino lobby (a leading game-personalisation engine known as QTech Play) to a land-based (retail) management system and a state-of-the-art integrated AMS (Agent Management System) to manage both retail outlets and agents. This allows operators to scale their brick-and-mortar operation online. QTech Hybrid simplifies transactions by enabling deposits, withdrawals, and gameplay while allowing access to players both in-store and on personal devices. For the player, the result is being able to enjoy all the games and sports they love from the comfort of their own home, or on the move. QTech Hybrid offers a new style of gameplay, allowing players the option to play at physical terminals or on their mobile devices and seamlessly transfer their progress across multiple devices. And for the operator, there is no need for expensive terminals, as QTech Hybrid runs on cost-effective computers/tablets.
In short, It’s ideal for operators looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS in a multi-channel model which Africa has been crying out for. Ghanaian customers are increasingly calling for betting experiences that are not only functional but also convenient to use, and personalised to their preferred betting proclivities. Consequently, QTech Games and Soccabet have aligned their complementary skills to deliver a coherent and effortless user experience and optimised journey that exports to any environment of channel, alongside a flexible spread of content that is both locally authentic and appealing to the next generation of players. This partnership will also explore new cross-sell opportunities between sportsbook and casino, with next summer’s football World Cup on the horizon, always a key acquisition and retention driver for global sportsbooks, but above all in Africa where soccer dominates. To arrange a QTech Hybrid demo, contact [email protected], or simply email Ekaterina directly to get a tailored proposal for any African region and the best casino games on the market.
Notable benefits of QTech Hybrid for both operators and their players: Players: can now enjoy all the games in the comfort of their own home on mobile, or play at physical terminals in-shop with effortless transferability to other hand-helds. Operators: have no need for expensive terminals; QTech Hybrid runs on cost-effective computers/tablets. QTech Hybrid is ideal for operators looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS. Seamless Transition Between Channels QTech Hybrid integrates QTech Games’ casino software with terminal hardware, allowing seamless gameplay between mobile and terminal devices. Cost-effective & Versatile QTech Hybrid runs efficiently on affordable computers and tablets, eliminating the need for expensive terminals and enhancing multi-channel offerings for operators. Ultimate Player Freedom QTech Hybrid revolutionizes slot gameplay, allowing players to seamlessly switch and access their games across mobile, desktop, and terminal devices (i.e. any device can be used).
Designed For Operators QTech Hybrid empowers operators to enhance multi-channel customer experiences, providing flexibility to lead the market in both land-based and online gaming sectors. Simplified Cash Interface QTech Hybrid’s cash interface simplifies fund additions, boosting brand trust by allowing easy deposits and withdrawals at venue terminals or computers. Direct Play & Transactions Players can play at the store terminal, deposit money, receive winnings, and transfer games to personal devices instantly. Market-leading performance
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QTech Hybrid fuses in-person and digital elements; located in bars, restaurants, or kiosks
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Instant for on-site transactions, cash in or credit with no additional fees
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Broadens game variety, featuring online games with a physical presence
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Lower operational costs than land-based casinos, slightly higher than online casinos
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Offers promotions and loyalty rewards, combining online and offline benefits
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Customer support blends in-person assistance and digital help, as direct as land-based, combined with comprehensive 24/7 online support
The post Soccabet goes live with QTech Games retail solution in Ghana appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Avanti is in advanced talks with leading operators, with the official rollout beginning Q1 2026, which will initially feature multiple Live Baccarat and Blackjack variants, Dragon Tiger, and localised Top Card games. Games will launch in regulated markets worldwide, starting in Spain, where only live Roulette was previously permitted, with Avanti’s original Toro vs. Matador Live and Live Blackjack. Innovative formats, including exclusive “One Tap” and other original games, which will follow in the first half of 2026.
Gustaf Hagman, Co-Founder at Avanti Studios, said: “Player trust has always been the cornerstone of live casino success. At Avanti, we preserve that trust through genuine real-time multiplayer action while leveraging next-gen technology for flawless execution and scalability. This is Live Casino done better – it’s authentic, reliable, and has been built for the future.”
Jonas Delin, Co-Founder at Avanti Studios, added: “Traditional Live Casino has been slow to embrace innovation. We’ve put technology at the centre, eliminating human error and operational bottlenecks so that operators can focus on growth whilst providing the best possible player experience. Our model enables rapid game launches, continuous feature updates, and game innovation at a pace the industry has never seen in this vertical.”
The post Avanti Studios Debuts Cutting-Edge Live Casino appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Adam Pentecost Chief Revenue Officer at Gaming Corps
Gaming Corps partners with BetMGM for exclusive Ontario launch
Gaming Corps – a publicly-listed game development company based in Sweden, has announced a landmark content partnership with BetMGM, a leading iGaming and sports betting operator, marking BetMGM as the first partner to bring Gaming Corps’ full portfolio to players in Ontario. The exclusivity will run for an initial period before the portfolio is rolled out more widely in the market.
The agreement brings BetMGM players in Ontario the full force of Gaming Corps’ premium line-up, from blockbuster titles like 3 Pigs of Olympus and Gates of Hellfire to signature mechanics including the adrenaline-fuelled A-MAZE-CADES
and instant-win Smash4Cash series.
Available at BetMGM Casino, the portfolio also features the innovative X-MY-WAY challenge, as seen in Hoop Champion and Golf Champion, which introduces new layers of interactivity and personalised gameplay experiences.
Adam Pentecost, Chief Revenue Officer at Gaming Corps, said: “Ontario has quickly become one of the most exciting regulated markets in North America, and we’re thrilled to be making our debut with BetMGM as our first operator partner in the province. The opportunity to launch with such a high-profile brand, on an exclusive basis, allows us to showcase our content to an engaged player base and demonstrate the unique experiences we can deliver. This is an important milestone in our North American expansion strategy, and we look forward to seeing how Ontario players respond to our portfolio.”
Oliver Bartlett, Vice President of Gaming at BetMGM, said: “Exclusivity matters because it gives our players something they can’t find anywhere else and sets us apart in a competitive market. Gaming Corps’ engaging and interactive content portfolio is a fantastic addition to BetMGM Casino.”
The post Gaming Corps partners with BetMGM for exclusive Ontario launch appeared first on Americas iGaming & Sports Betting News.
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