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UK Gambling Commission launches three-year Corporate Strategy and annual Business Plan

Published

5 years ago

April 6, 2021

Reading Time: 3 minutes

The Gambling Commission has unveiled its new three-year Corporate Strategy which sets out the Commission’s focus as it continues to protect the public and players from harm.

Launched alongside the Commission’s 2021 to 2022 Business Plan, the new Strategy will be delivered through five priority areas:

protecting children and vulnerable people from being harmed by gambling
a fairer market and more informed consumers
keeping crime out of gambling
optimising returns to good causes from the National Lottery
improving gambling regulation.

Protecting children and vulnerable people from being harmed by gambling

The Commission will continue to ensure licence holders minimise the risk of gambling harm to vulnerable groups as part of a coordinated effort to understand factors that influence behaviour. This will be achieved through improving conduct and competence, continuing to evolve the Licence Conditions and Codes of Practice, building a stronger evidence base, and focusing on preventative and regulatory action.

A fairer market and more informed consumers

Ensuring that products are fair and compliant is vital for the Commission – whilst also improving information for players and making it simpler for them to find information on operators they are gambling with. This also includes making licence holders’ complaints procedures easier to access and understand.

Keeping crime out of gambling

The Commission will persist in tackling those who offer illegal and unlicensed gambling to consumers in Great Britain, whilst also continuing, alongside partner agencies, to prevent activities which lead to money laundering. The Commission’s work to manage risks around sports betting integrity and event manipulation will also continue to be an important feature in future enforcement work.

Optimising returns to good causes from the National Lottery

The National Lottery continues to be one of the world’s largest and most popular with millions given to good causes each year. The Commission will ensure the effective management of the third licence continues, whilst also concluding the fair and open competition for the fourth licence – ensuring a smooth and effective transition.

Improving gambling regulation

Over the past year the organisation has been restructured to ensure effective regulation in the future. The Commission continues to support the Government in their Gambling Act Review whilst also building on work it is already undertaking following recommendations from three key reports in 2020 into gambling regulation. The Commission will work with DCMS to ensure it has the resources to regulate effectively, to ensure employees are continually developed and technology is harnessed to improve systems and processes.

Meanwhile, the Commission’s 2021-22 Business Plan sets out the priorities to accelerate progress in making gambling and safer for the public and players, including those at risk of harm and leisure gamblers. This includes a focus on improving the way the Commission regulates in parallel with other high-profile decisions to be announced later this year – such as the Government’s Gambling Review and a review of the Commission’s fees by DCMS.

Gambling Commission chair Bill Moyes said: “Our new three-year strategy maintains the ambition of our previous strategy and goes further in considering how best we can use our current resources.

“We launch the new Strategy and our Business Plan, which details our milestones during what is going to be a hugely important year for compliance and consumer protection as the country starts to move out of lockdown after a challenging 12 months.

“Covid-19 has meant a shift in gambling habits and is exactly why the new strategy focusses on protecting consumers from harm, holding operators to account, creating a fairer market for all, and protecting the National Lottery.

“Additionally, the launch of the Gambling Act Review was a pivotal moment earlier this year and whilst our work continues, we are aware that we must continue to adjust and challenge ourselves depending on the outcomes of the Review.

“Over the next three years we will see the gambling industry change further, especially as the pace of innovation accelerates. As the regulator we must keep pace with that change, be ready to adapt, and ensure that the millions of people who gamble in Great Britain can do so safely.”

You can read the Gambling Commission’s Corporate Strategy: 2021 to 2024 and to explain the Strategy further, a short animation video (opens in a new tab) has also been added to our YouTube channel.

Belatra Games

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

5 days ago

December 23, 2025

Wladimir P.

from-‘mummyverse’-to-crash-games:-belatra-reviews-a-landmark-2025

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

BMM Testlabs

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

5 days ago

December 23, 2025

Wladimir P.

‘chaos-and-soul’:-ebaka-games-plots-global-expansion-after-viral-launch

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

ARC

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

5 days ago

December 23, 2025

Wladimir P.

racing-meets-nightlife:-sbk-backs-arc’s-new-‘friday-night-live’-series

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: