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Betting and Gaming Industry Unites Once Again for Safer Gambling Week 2021

Published

5 years ago

May 20, 2021

George Miller

Reading Time: 3 minutes

The regulated betting and gaming industry is joining forces once again for Safer Gambling Week 2021.

This year’s event will run from November 1-7 and will see the Betting and Gaming Council, the Bingo Association and bacta – the amusement machine trade association – coming together in a renewed drive to champion higher standards.

The annual campaign has been running since 2017, when the industry united for the first time to promote Responsible Gambling Week.

Once again, this year’s event will see a blitz of safer gambling messages both online and in land-based venues, sparking a nationwide conversation on how to bet responsibly.

Last year’s event was a huge success, despite the pandemic causing the closure of betting shops, casinos, bingo clubs and amusement arcades across the UK.

The number of social media impressions – where someone saw a post related to Safer Gambling Week 2020 – hit 19 million, an increase of 19 per cent on the previous year. And the number of sessions on the Safer Gambling Week website during last year’s campaign was 18 per cent higher than the year before.

Meanwhile, operators also reported an increase in the number of customers using safer gambling tools such as setting deposit limits and self-exclusion – proof of the real cut-through Safer Gambling Week has among the general population.

Every arm of the regulated betting and gaming industry will come together to encourage staff, customers and the general public to raise awareness of, and to talk about, safer gambling.

Regulated betting and gaming operators already work tirelessly all year round to promote safer gambling, including by encouraging deposit limits and time-outs, as well as directing customers to the range of self-exclusion services that exist.

Safer Gambling Week provides an opportunity to go even further by encouraging businesses and organisations to start a conversation, not only with staff and customers, but also with their friends and family.

Michael Dugher, chief executive of the BGC, said: “As the standards body representing the regulated betting and gaming industry, the BGC is delighted to support Safer Gambling Week 2021.

“Last year’s event was a huge success despite the pandemic and, with the prospect of betting shops and casinos being open when this year’s takes place, I’m sure Safer Gambling Week 2021 will be even better.

“Our members already demonstrate their commitment to safer gambling through things like increased funding for research, education and treatment, the whistle to whistle ban on TV betting commercials during live sport and strict ID and age verification checks.

“During the pandemic, we have also seen the number of safer gambling messages on betting websites more than double, while direct interventions where customers have been spending more time and money betting than before Covid have increased by 25 per cent.

“Safer Gambling Week is a great opportunity to highlight this fantastic work – and emphasises the difference between the regulated industry and the unlicensed and illegal online black market, which has none of the safeguards which are commonplace among our members.”

Miles Baron, chief executive, The Bingo Association, said: “Safer Gambling Week is an important part of the bingo industry’s commitment to social responsibility and provides a useful focal point for highlighting activity and support that is available throughout the year. As venue-based businesses, the sector recognises the important opportunity we have to promote safer gambling messages and engage directly with customers.”

John White, chief executive, bacta, said: “Safer Gambling Week once again allows the industry to showcase its year-long commitment to safer gambling. It also brings customer focus to the tools that are available to them if they in anyway feel their gambling is becoming problematic. Those tools continue to grow as we learn more about safer gambling and form part of our ambition to cement social responsibility at the heart of our offer to the consumer.”

Existing registered campaign supporters have already received confirmation of the dates for this year’s event and will receive further updates from Safer Gambling Week organisers as information and materials become available.

Organisations seeking information on Safer Gambling Week 2021, or how to become a registered supporter, should visit the Safer Gambling Week web site (www.safergamblingweek.org) or the Safer Gambling UK web site (www.safergamblinguk.org). The websites are key information points for safer gambling resources and information and for Safer Gambling Week 2021.

Safer Gambling Week 2021 social media channels are also live: @SGWeek21 on Facebook, Twitter and Instagram #SGWeek21.

eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

8 hours ago

July 15, 2026

Wladimir P.

esports-foundation-names-faker-game-ambassador-for-ewc-and-enc-through-2028

Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

15 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

15 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.