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Data at the heart of online gambling industry’s growth according to Future Anthem survey

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State of Online Gambling reveals 74% of industry sees data as focus area and 50% more organisations share data with suppliers and partners than 12 months ago

The improved use of data has been one of the main contributors to positive performance in the last 12 months, according to Future Anthem’s State of Online Gambling survey, with 74% of respondents saying it is a focus area for the year ahead.

Furthermore, 87% say their data is structured – an increase from 76% in Future Anthem’s 2021 state-of-the-sector survey – including 32% who say it is very structured.

 

Gambling companies re-shaping their use of data

The improved use of data is being harnessed to build better experiences. Operators and studios are putting data at the heart of the way they are growing their businesses, using it to conquer markets, move into new areas and create products across more devices.

Future Anthem, the pioneering AI and game data science specialist, found that while there is a growing understanding and clear support for the use of data – the industry has yet to realise its full potential.

Although double the amount of organisations (24%) as last year share their data with at least five suppliers and partners, the size of the potential to improve performance from data is shown by a total of 41% of respondents not sharing their data with suppliers and partners.

This is underlined by 33% feeling that their organisation does not extract the full value of their data and – even more so – by only 26% of respondents saying that their data-driven decisions are measurable.

 

Data-driven insights needed to compete with Netflix and Amazon

Data science brings many benefits to operators and studios, allowing the chance to address several industry challenges around game and portfolio optimisation as well as increasing responsible gambling standards.

“Having taken the industry’s pulse once again in our 2022 State of Online Gambling survey, it is clear that data is key to future growth. The majority of respondents cite the improved use of data as a major focus area (74%), and 50% more organisations share data with suppliers and partners than 12 months ago,” said Future Anthem CEO Leigh Nissim.

“We expect these trends to accelerate as the industry increasingly reaps the benefits in key operational areas. Online gambling is competing with the likes of Netflix, Amazon and other kings of recommendations – being more data-driven is the only way to win minutes and eyeballs.”

Future Anthem is trusted by some of the world’s leading gambling operators and studios with their use of data, including Betfred, Big Time Gaming, Blueprint Gaming, Gamesys (a Bally’s Corporation Company) and Paddy Power Betfair.

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N1 Partners Shortlisted at iGB Affiliate Awards

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N1 Partners was shortlisted for the iGB Affiliate Awards in two categories: “Best Affiliate Program” and “Marketing Campaign of the Year”. 

iGB Affiliate Awards is a prestigious award in the affiliate industry, annually honouring companies and experts who develop the iGaming market, influence its future, and set industry standards. For N1 Partners, these nominations reflect the high results of the past year.

N1 Partners received nominations in two categories at once:

  • Best Affiliate Program

N1 Partners creates the best conditions for partners by providing a portfolio of 14+ betting and casino brands in 10+ Tier-1 GEOs. Moreover, in 2025, the average monthly volume of FTDs driven by partners increased by 150%. This is one of the most striking indicators of company scaling and effectiveness. N1 products are also constantly evolving and expanding, with 4 new brands added in 2025 with high conversion rates and extensive scaling capabilities.

  • Marketing Campaign of the Year

N1 Puzzle Promo has become one of the largest promos in the affiliate industry in 2025, with 350+ partners, reaching over 6 million views in 50+ media. With a prize pool of €500,000 and the main gift, Robinson R22 helicopter, the campaign brought partners from around the world together and provided an opportunity to receive solid rewards for traffic achievements.

At the same time, N1 Partners continues to create competitive mechanics for partners in 2026 — the N1 Traffic Cups tournament series continues to strengthen partner engagement and develop the affiliate community.

This year, the company also launched sports traffic on three brands — N1 Bet, RollXO, and Lucky Hunter — and released a new vertical, Prediction Markets, a betting format for real events with simple “yes/no” mechanics.

Scale your results with N1 Partners:

  • 14+ casino and betting brands with high Reg2Dep
  • 10+ Tier-1 GEOs
  • CPA up to €700 and RevShare up to 55% + NNCO for top affiliates

Be number one with N1!

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Compliance

The Mill Adventure wins GLI-19 certification ahead of Ontario market entry

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The Mill Adventure has obtained GLI-19 certification as it prepares to enter regulated online gaming in Ontario, a key step in the platform provider’s North American expansion plans.

The company said the certification supports technical compliance requirements common across regulated North American markets, including platform functionality, reporting processes, KYC measures and geolocation. GLI-19 is a technical standard used for interactive gaming systems.

The milestone comes ahead of The Mill Adventure’s planned launch with its first client in Ontario. The company said it will build on experience in multiple European regulated jurisdictions as it targets further growth in North America.

The Mill Adventure also pointed to recent developments including the launch of Dutch operator Winz.nl and a wider integration with Optimove’s CRM suite.

Bjørnar Heggernes, Chief Commercial Officer at The Mill Adventure, said: “Achieving GLI-19 certification reinforces that our platform and compliance framework are built to support the complexity regulated operators face in markets like Ontario, without compromising performance or scalability.

“Our focus is not simply on entering North America, but on becoming a long-term technical partner for operators looking to scale efficiently across regulated jurisdictions.”

The post The Mill Adventure wins GLI-19 certification ahead of Ontario market entry appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Alberta

EveryMatrix gets conditional AGLC approval ahead of Alberta iGaming launch

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EveryMatrix has received conditional licensing approval from the Alberta Gaming, Liquor and Cannabis Commission (AGLC) to offer its iGaming technology in Alberta.

The approval allows the supplier to provide casino and sports platform technologies to licensed operators in the province, which is expected to launch a regulated iGaming market in July. Alberta would become Canada’s second regulated iGaming territory after Ontario.

At launch, EveryMatrix said it will offer titles from its in-house studio Fantasma Games and aggregated content, with plans to expand its portfolio over time.

The company said the Alberta approval adds to its North American licensing footprint, which includes Ontario (since 2022) and US states New Jersey, Michigan, West Virginia, Connecticut, and Pennsylvania. EveryMatrix also said it has signed agreements to deliver platform and in-house gaming content in Alberta.

Rani Axon, Market Manager, North America, EveryMatrix, said: “Entering Alberta marks an exciting step for the Group as we expand further into one of North America’s most attractive regulated markets. This approval shows the strength of our compliance team and our readiness to meet regulatory requirements in any market.”

The post EveryMatrix gets conditional AGLC approval ahead of Alberta iGaming launch appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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