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Lee Willows: ‘We should be humbled that addiction levels are coming down: do we really think that big state programmes, funded by a statutory levy and controlled by the NHS could do any better?’

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Lee Willows, the long-standing lived-experience leader who came into the gambling space following an addiction that almost drove him to suicide, has warned that the UK risks losing its status as a world-class leader in Social Responsibility. Commenting after the Westminster Media Forum – Next steps for UK gambling regulation and Labour Party MP Carolyn Harris’s Westminster Hall debate on the statutory gambling levy, Willows said: “I firmly believe the UK is a global leader in Social Responsibility, but I worry that flame might be dimming as the funding debate becomes more about a desire to break-up the very eco-system that supported me and today supports many others. It is this Third Sector-led eco-system that to my mind, makes us world-class.”

Addressing the nature of the debate he questioned: “Why have we allowed it to come down to narrow choices between the NHS or the Third Sector to deliver a national programme of treatment – why can’t both co-exist? I have often said we need a choir of voices and organisations in this space. Why is it so difficult for start-up organisations – often led by individuals with Lived Experience – to access funding? Why is the funding debate consistently tarnished by some who feel there is a lack of independence as opposed to recognising the impact of that funding, which in my experience is completely independent. Finally, why are we not humbled that addiction levels are coming down and education and awareness is now at an all-time high, being led by superb charities in a considered, well-thought and evidenced manner?

“These divisions and the potential introduction of a statutory levy carry significant risks to my mind and in many ways undermines a lot of the good work that’s been undertaken. We have built an eco-system to deliver treatment, support and prevention that has impressive reach across the United Kingdom. This didn’t happen overnight, it took time, and a huge collective effort on behalf of many very decent people. A statutory levy risks being seen by operators as another tax and as a result dilute their level of involvement in reducing harms.

“Whilst there is much more to be achieved, we should be humbled by this progress. Do we really think that big state (NHS only) programmes, funded by a statutory levy can do any better? Will big state programmes enable agility and innovation? Will big state programmes deliver better value for money? Will big state programmes really provide the funding for very local services or take a risk on start-up organisations or ideas, particularly from those with Lived-Experience, often starting out as sole-traders? Will big state, one size fits all programmes, be able to deal with the complexities around gambling addictions?

“Several years ago, I led the work of a national reducing re-offending charity at the time when the Probation Services were being privatised. A slightly different scenario, but a similar outcome in that the PLC companies and the state won many of the contracts, forcing many charities to close. Wind the clock forward and re-offending rates today remain broadly where they were prior to privatisation. The tragedy is that re-offending rates were beginning to drop, prior to privatisation. Beneficiaries of services often would say that they had a personal connection with the staff member supporting them from charities, whereas they were more like a number when being supported by the larger companies. It has also been proven consistently that charity-run services almost always deliver better value for money.”

“It will not surprise you that I do not support a statutory levy. There is much comfort to take from the current eco-system and the many charities and non-profit organisations working hard in this space and it would be a big mistake to risk this. Additionally, I believe our prime commissioner of services in this space might want to ask themselves what they can do better to support start-up organisations and foster agility, spending their income in a timely manner, with a percentage aimed at small start-up organisations. I also believe they might consider their ballooning establishment chart, which for many seems excessive.”

Looking to the short/medium-term Lee Willows has identified an action plan in order to facilitate innovation, encourage agility and maintain the UK’s world-class status. He explained: “Firstly the new strategy to reduce gambling-harms should be fully costed (so we actually know how much funding we need as opposed to a blanket 1%); secondly some mandated guidance should be given to operators when making donations, based on percentages for treatment, prevention and research; finally larger businesses should in my opinion, be mandated to commit 50 percent of their LCCP RET donations to fund three-year funding commitments in order to ensure sustainability. Operators need certainty, so they can budget donations; charities and non-profit organisations need certainly so they can plan services”.

“The notion of a Gambling Commission held RET list is something I continue to support, but I would also question if it is appropriate that the Gambling Commission administer Regulatory Settlements. Perhaps having another body or organisation to oversee these would bring about some of the reflections I am proposing, particularly where prevention is concerned. This would enable the Commission to focus on its regulatory responsibilities.”

 

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FIRST.bet Launches Sportsbook with Brazil’s Biggest Online Casino Operator

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7Games partners with FIRST.bet to deliver Tier-1 sportsbook technology to one of Brazil’s largest casino operators.

7Games, Betão, and R7—brands managed by OIG Gaming Brazil Ltda. and recognized as key players in Brazil’s casino-led betting market—have launched a comprehensive sportsbook platform powered by FIRST.bet’s leading Tier-1 technology.

As one of Brazil’s most prominent casino operators, OIG Gaming Brazil Ltda. opted for FIRST.bet to seamlessly expand its reach into the sports betting sector across its trio of brands. This partnership underscores the scalability and robustness of FIRST.bet, demonstrating its capacity to support large-scale, multi-brand ecosystems in the competitive Brazilian market.

Leveraging FIRST.bet’s SportOS operating system, 7Games developed a customized sportsbook front end tailored to its unique branding and user experience. While players interact with a platform fully reflective of 7Games’ identity—from design to functionality—the underlying engine driving trading, pricing, live markets, and overall performance is powered by FIRST.bet.

As a casino-first operator venturing into sports betting, 7Games required a sportsbook solution aligning directly with the nuances of the Brazilian market. FIRST.bet delivered exactly that: a product optimized for Brazil, complete with Brazilian-Portuguese language capabilities, odds models tailored for national leagues, and high-performance live betting, trading, and risk management systems to meet the demands of a competitive scale.

“Brazil isn’t a market where you can afford slow growth—your product must hit the ground running,” explained Fernando Oliveira Lima, Founder and CEO of 7Games. “FIRST.bet provided us with a solution already optimized for this market, allowing us to concentrate on serving our players rather than troubleshooting underlying technology.”

Echoing this sentiment, Tom Light, Founder and CEO of FIRST.bet, added, “Success in Brazil hinges on getting the product right from day one. Operators who fail to meet those expectations are quickly left behind. With 7Games already commanding significant casino traffic, they now have a sportsbook designed to handle that scale. It’s their unique brand experience backed by an engine built for top-tier performance, which is exactly why we developed SportOS.”

The post FIRST.bet Launches Sportsbook with Brazil’s Biggest Online Casino Operator appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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7Games, Betão & R7 Launch FIRST.bet Sportsbook in Brazil

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7Games selects FIRST.bet to bring Tier-1 sportsbook technology to one of the biggest casino operators in Brazil.

7Games, Betão and R7, three brands operated by OIG Gaming Brazil Ltda. and among Brazil’s largest casino-led betting brands, have gone live with a full sportsbook powered by Tier-1 technology from FIRST.bet.

Already among Brazil’s biggest casino operators, OIG chose FIRST.bet to power the move into sports across all three brands, proving the engine reaches Brazil-scale operators running multiple brands at once.

7Games built its own sportsbook front end on SportOS, the FIRST.bet operating system, with the FIRST.bet engine running underneath. Players see a sportsbook that is entirely 7Games, its brand, its design, its experience, while the trading, pricing, live markets and performance come from FIRST.bet.

7Games is a casino-led brand moving into sports, so it needed a sportsbook that already fits Brazil, not one it would have to adapt. FIRST.bet ships that out of the box: a Brazilian-Portuguese product, odds models tuned to the Brazilian leagues, and the live betting, trading and risk management needed to compete at national scale.

“Brazil is not a market you can grow into slowly. The product has to work from day one,” said Fernando Oliveira Lima, Founder and CEO of 7Games. “FIRST.bet gave us a sportsbook that already fits this market, so we could focus on our players instead of fixing the technology underneath them.”

“Brazil rewards operators who get the product right and punishes the ones who don’t,” said Tom Light, Founder and CEO of FIRST.bet. “7Games already commands serious traffic on the casino side. Now they have a sportsbook built to hold up under that kind of pressure, on their own front-end, running on our engine. That is exactly what SportOS was built for.”

The post 7Games, Betão & R7 Launch FIRST.bet Sportsbook in Brazil appeared first on Americas iGaming & Sports Betting News.

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CreedRoomz launches Maradona Run live game show with licensed rights

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The new football-themed title keeps CreedRoomz’ existing mechanics and adds a Maradona-branded visual overhaul and 10,000x max payout claim.

CreedRoomz has launched a new live game show, “Maradona Run,” which the supplier says is backed by official rights and is now available to partner operators on the CreedRoomz Live Casino platform.

The company positions the release around the upcoming World Cup games, with a football-themed reskin of its existing interactive game show concept. CreedRoomz said the game’s “logic and core mechanics remain exactly the same,” while the visual identity has been rebuilt around a 3D animated caricature of Diego Maradona in a number 10 jersey.

Maradona Run combines a lottery-style ball draw, where players can manage up to eight interactive cards, with an “endless runner” bonus round. In the bonus sequence, the Maradona character runs through an obstacle course collecting glowing soccer balls that the supplier says translate into gameplay advantages including multipliers, speed boosts and prize doublers. CreedRoomz stated the game has a maximum payout potential of up to 10,000x the bet.

“Securing the official rights for Maradona Run allows us to hand our partners a massive competitive advantage just in time for the World Cup games,” said Armen Mnatsakanyan, Head of Sales Department at CreedRoomz. “By merging the legendary global appeal of Maradona with our high-retention endless-runner mechanic, we have created a premium crossover product that effortlessly converts football fans into loyal live casino players. The proven logic and math models are exactly what operators trust, but the brand power and vibrant new look make this a must-have commercial powerhouse.”

The title features a live presenter alongside the animated character and includes three bonus ticket tiers—Sprint, Trailblaze, and Marathon—intended to provide multiple bonus-entry paths per round, according to the supplier.

The post CreedRoomz launches Maradona Run live game show with licensed rights appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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