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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?’
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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Sports marketing consultancy Strive Sponsorship has brokered a multi-platform content and media partnership between SBK, the fast-growing, data-led sportsbook app, and Premier Sports, the premium sports broadcaster in Ireland and the UK.
The deal sees SBK become the official sponsor of Premier Sports’ ‘Scottish Football Social Club’ podcast – a YouTube and audio series that brings sharp, irreverent takes on all things SPFL. SBK will also support and feature in social media content for LALIGA and Scottish Premiership football throughout the 2025/26 season, marking a major step in SBK’s expansion into Ireland and broader UK football media.
In addition, Premier Sports subscriptions will be offered to SBK customers as part of exclusive promotional packages, enhancing access to premium football content and increasing brand loyalty.
“We’re proud to have connected two smart, fan-focused challenger brands in this deal,” said Malph Minns, Managing Director at Strive Sponsorship.
“This partnership brings together content, distribution and fan utility in a way that few betting brands are doing today. SBK’s focus on value aligns perfectly with Premier Sports’ growing football community and media reach. It’s exactly the type of strategic, insight-led activation we specialise in.”
This partnership follows Strive’s work building SBK’s sport sponsorship portfolio across football clubs across the UK and Ireland — with a consistent focus on content-driven, fan-relevant assets that deliver beyond traditional branding.
Adam Baylis, Marketing Director at SBK, said:
“This is a really exciting move for us. Being part of Premier Sports’ LALIGA and SPFL social content gives us powerful visibility in key communities. We’re all about giving fans more value, and with Premier Sports subscriptions now available to our customers, this partnership delivers on that promise.
“It’s been great working with Strive on this deal. What sets them apart is their ability to go beyond just brokering deals — they bring structure, insight, and creativity to the whole process. Their work continues to deliver brand value that aligns tightly with our marketing objectives.”
Shane Hogan, Head of Marketing at Premier Sports, added:
“We’re delighted to welcome SBK on board. They bring a fresh approach to the betting space and have a real focus on fan-first activation. This partnership gives our content new momentum, especially on social and podcast platforms, while giving our audience access to great offers and added value. It’s a win-win.
“Strive has been a pleasure to work with. Their expertise was clear from day one. They don’t just connect brands and rights holders — they engineer partnerships that work commercially, creatively, and for the fans. We’re excited about what this one will deliver.”
The post Strive Connects SBK and Premier Sports in Multi-Platform Football Tie-Up appeared first on European Gaming Industry News.
SOFTSWISS, a global tech provider of iGaming software solutions, has unveiled its latest report on Latin America’s iGaming landscape, providing a comprehensive, data-rich guide for operators navigating one of the industry’s fastest-evolving regions.
After becoming the first certified iGaming software provider in Brazil and obtaining further approval in Peru, SOFTSWISS has deepened its regional expertise to help operators, regulators, and stakeholders better understand and operate within the dynamic LatAm iGaming market.
As the iGaming sector turns its eyes toward emerging markets, Latin America stands out as both a challenge and an opportunity. The newly released Latin America’s iGaming Market Overview from SOFTSWISS offers a detailed, country-by-country analysis of the region’s regulatory frameworks, market potential, and player behaviour.
The report serves as a starting point for understanding gambling regulation across Latin America. It helps analysts, governmental institutions, and operators solve the problem of scattered and unclear information about the market peculiarities of the region’s countries, equipping stakeholders with the knowledge to build strategies grounded in local realities.
What’s Inside the Report?
The iGaming in Latin America Market Overview examines 19 jurisdictions and outlines their licensing conditions, taxation models, local ownership requirements, and digital infrastructure, which collectively shape the operating landscape. The 2025 edition offers:
- Detailed regulatory snapshots for land-based and online gambling in LatAm countries
- In-depth assessments of mobile penetration, payment infrastructure, and demographic trends
- Analysis of traditional betting culture and its impact on online product strategies
- Insights into upcoming reforms and their competitive implications
Many local experts note that the Latin American market is highly fragmented, with each country presenting its own unique regulatory landscape for iGaming. From Costa Rica’s legal grey zones to Paraguay’s border casinos and Brazil’s regulatory leap with Law No. 14.790, the report underscores how nuanced and fragmented the market remains. Understanding distinct frameworks is critical for any operator looking to succeed in the region, whose potential is really powerful when approached strategically.
Magnho José, President of Instituto Jogo Legal (IJL), comments: “Costa Rica’s open licensing model has positioned the country as a global hub for online gambling, serving operators from both Latin and North America. Meanwhile, border zones like Ciudad del Este in Paraguay host some of the region’s most established land-based casinos. Latin America’s market isn’t just growing, it’s geographically layered and commercially diverse.”
The SOFTSWISS overview gives operators a clear, data-informed view of where the region stands today – and where it is headed next.
Dario Leiman, Head of Business Development in Latin America at SOFTSWISS, shares his excitement: “With Brazil’s full-scale iGaming regulation now in place, SOFTSWISS is fully ready to operate in the market. In parallel, we’ve been evaluating opportunities in other Latin American countries. This report is more than a regional snapshot – it’s a practical tool for any operator looking to eliminate the guesswork from market entry and make informed decisions.”
The Latin America report is part of a broader effort by SOFTSWISS to deliver strategic, market-specific intelligence for iGaming professionals. Earlier this year, the company released the iGaming in South Africa 2025 report – an in-depth analysis of one of Africa’s most promising regulated markets.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Releases 19-in-1 Market Overview: iGaming in Latin America appeared first on European Gaming Industry News.
GR8 Tech is bringing the fight to SBC Lisbon 2025 with a clear mission: Activate the Heavyweight. Building on the momentum of its Heavyweight Club, GR8 Tech will showcase how elite operators turn ambition into measurable results: through mindset, execution, and technology that wins under pressure.
“The Heavyweight Club is built on results, not rhetoric,” said Sergey Ghazaryan, CRO at GR8 Tech. “After launching it with great success, we’re bringing that momentum to SBC Lisbon 2025 too—this time with an even stronger call to action: Activate the Heavyweight. It’s where we’ll show exactly how GR8 Tech turns ambition into championship results. If you’re ready to lead from the front, we’ll be in your corner every step of the way.”
The Heavyweight Club unites leaders who build for performance, not appearances. Inspired by GR8 Tech’s partnership with Ready to Fight and the discipline and focus of Oleksandr Usyk, the Club champions resilience, clarity, and execution. It’s for operators who value outcomes over promises and expect a partner to match that intensity.
Activate the Heavyweight: What’s on Show in Lisbon
GR8 Tech will run hands-on demos across its high-performance stack, engineered for scale, speed, and profitability with geo-specific precision:
● Hyper Turnkey — a complete, end-to-end iGaming solution designed for speed and precision. Featuring a no-code, widget-based frontend for instant UI updates, an AI-powered CRM for deep personalization, and geo-specific presets for fast, fully compliant market entry.
● ULTIM8 Sportsbook iFrame — customizable, fast-to-market sportsbook that adapts to any brand and market. Launch in days, personalize deeply, and keep margins tight with AI-powered features.
● Infinite Casino Aggregation — single-API access to a vast content portfolio with powerful promo tools and analytics for smarter monetization.
The Heavyweight Standard: Results Under Pressure
Here’s what Heavyweight performance looks like in practice:
- Breakeven in under 12 months in Tier-2 and 3 markets with geo-specific presets that launch fast and land right.
- +30% engagement powered by AI that identifies player preferences with 99% accuracy, driving precision personalization at scale.
- Retention built in with advanced gamification: quests, leaderboards, and achievements that turn participation into loyalty.
- 180,000+ in-play events traded monthly on our own tech stack, delivering depth, speed, and control to operators.
- 96% uptime and lightning-fast load times worldwide thanks to our geo-distributed, high-performance architecture.
Don’t just watch the next era of iGaming leadership—step into the ring.
Meet GR8 Tech at booth C350 during SBC Lisbon 2025, September 16–18, and discover how to scale fast, localize smart, and compete where it’s toughest. Heavyweight results start here.
GR8 Tech. Platform for Champions
GR8 Tech is an award-winning provider, delivering high-performance sportsbook and iGaming solutions that empower operators to lead and win in competitive markets. Key elements of GR8 Tech’s comprehensive portfolio include the Hyper Turnkey solution, ULTIM8 Sportsbook iFrame, Infinite Casino Aggregation, and Platform Acceler8 suite, featuring its proprietary affiliate management platform, Aff.Tech.
With a geo-specific approach to solutions, a focus on practical innovations, and an operator-first mindset, GR8 Tech helps its clients achieve measurable results in their target markets quickly and efficiently. Trusted by top operators worldwide, GR8 Tech has over 100 successful cases and earned multiple recognitions, including the title of the Best Sports Betting Provider in CEE by GamingTECH Awards 2025.
The post Activate the Heavyweight Experience with GR8 Tech at SBC Lisbon 2025 appeared first on European Gaming Industry News.
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