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Euros and Ascot ‘perfect storm’ point towards record-breaking user growth for UK gambling industry

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  • Gambling app industry records strong H1 2024 with Android gambling app downloads up 30% in the week prior to Euro 2024 vs. the same period last year
  • Gambling apps on average see approximately 69% increase in downloads around major horse racing events – week of Grand National saw 124k new users and Cheltenham 143k – compared to weekly average of 79k
  • Period of World Cup 2023 saw 369k new gambling Android app users 
  • Euros and Ascot could combine to see highest ever month of downloads – with Olympics to follow 
  • Sports betting sector reaches 20 million lifetime downloads on Google Play Store
A new analysis of sports betting apps on the Google Play Store by app growth solutions company, SpliMetrics, predicts that the sector may see its strongest ever month in terms of new users due to the Euros and Royal Ascot coinciding.
SplitMetrics found that the UK’s other major horse racing events – The Grand National and Cheltenham – led to download numbers increasing by an average of 69% in the week leading to the races. On average new download numbers in 2024 for the UK’s top 17 gambling apps on Android were 79k per week, however, the Grand National saw 124k and Cheltenham 143k – the highest download weeks of the year by a considerable margin.
Similarly, the first week of World Cup 2022 saw 122k downloads – with 369k recorded over the course of the tournament.
The gambling industry as a whole has seen a strong start to the year with downloads up by approximately 30% compared to 2023.
These factors could combine to see the UK’s top seventeen gambling apps registering their largest month on record and, with the Olympics still to come, put the industry on course for its largest year of growth ever.
The top 17 sports gambling apps analysed through the App Radar by SplitMetrics platform, experienced an approximate 15% increase in Android downloads in the two weeks running up to the start of Euro 2024 (3-16 June 2024) when compared to the same period in 2023 (110k vs 96k downloads).
The apps that added the most Android downloads in those two weeks are bet365, Sky Bet, Paddy Power, Coral and Ladbrokes.
Overall, sports betting apps reached an estimated 20 million lifetime downloads on 16th June 2024. These apps have gained an estimated 2 million new users in 2024 up until 16th June.
The top five apps in terms of lifetime downloads are bet365, Sky Bet, Paddy Power, William Hill and Ladbrokes.
Thomas Kriebernegg, General Manager, SplitMetrics Agency, said: “Our new study shows that major UK horse racing events lead to a dramatic increase in downloads for gambling apps – almost the same number per week as we see for huge global events like the World Cup.
“The combination of Royal Ascot, the Euros, and the high growth rate of the gambling app industry this year could combine into a perfect storm – generating unprecedented new customer numbers. With the Olympics also coming up, 2024 could easily become the biggest year for customer growth in the smartphone era.
“Each download represents a new user for these businesses which, if converted to long-term customers, would have a huge impact on their bottom line. An accessible and seamless user experience will be a big factor in whether these apps will be able to retain the new users and convert them into loyal customers.
“Big global events bring a lot of potential new customers to different parts of the app market but they also bring a lot of competition. Businesses that invest in smart, targeted marketing can differentiate themselves from their competitors. It’s also an opportunity for smaller businesses to punch above their weight and supercharge their growth.”

The post Euros and Ascot ‘perfect storm’ point towards record-breaking user growth for UK gambling industry appeared first on European Gaming Industry News.

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Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks

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Firesand, a leader in iGaming security services and software, has developed a cutting-edge Anti-Account Fraud solution to safeguard iGaming operators and platform providers from escalating credential-based cyber threats.

Firesand Shield is a best-in-class product that has been designed to address the growing complexity of account fraud that has impacted the global iGaming industry in recent times, which in some cases has resulted in loss of business, damaged reputation and regulatory fines. Common examples of account fraud include credential stuffing, dictionary attacks, and common password exploitation.

The new solution provides proactive, intelligent detection and prevention against the full spectrum of account compromise techniques, without relying on user-disruptive CAPTCHAs or blunt blocking mechanisms, to ensure the end user experience remains uninterrupted.

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Unlike legacy or bot-only detection tools, Firesand Shield leans on the company’s specialism as a penetration testing service provider to focus on attack patterns, regardless of whether the source is human, bot, or hybrid, offering unmatched insight and agility in protecting operator user accounts and platform integrity. It includes in-depth attack analysis and reporting to provide greater transparency and clarity over the source of each security vulnerability.

With a product upgrade roadmap that includes geolocation anomaly detection, VPN usage analysis, and AI-powered behavioural profiling, Firesand Shield is set to offer operators and platforms significant peace of mind to stay ahead of security threats as they evolve.

Chris Blake, Director at Firesand, said: “Account fraud is a growing threat to the global iGaming industry. There have been multiple cases in the previous year alone where user data has been breached, leading to a detrimental impact for businesses targeted.

Firesand Shield has been designed to support operators and platform providers of all sizes to sharpen their security capabilities as these attacks become more common and sophisticated. Underpinned by our superior iGaming security excellence, we are well positioned to further strengthen online systems on a global scale.”

With a proven track record of developing bespoke security platforms for a range of industries, Firesand brings unmatched credibility and expertise to the iGaming space, combining technical solutions with practical, actionable defence capabilities for high-risk digital environments.

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The post Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks appeared first on European Gaming Industry News.

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Industry Awards

Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025

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Soft2Bet has secured two major wins at the SBC Awards Europe 2025, being recognised by excellence for Acquisition & Retention Partner of the Year and Industry Innovation of the Year. Its flagship brand Betinia also earned a Silver Award in the Casino Operator of the Year category, highlighting a company’s ability to create performing brands in saturated and highly competitive key markets.

The awards recognise the continued success of Soft2Bet’s powerful turnkey solutions and Motivational Engineering Gaming Application (MEGA), which has played a central role in driving player engagement and retention across key markets. During the last 12 months, the impact of Soft2Bet’s cutting-edge gamification solutions for casino and sportsbook has played a major role in enhancing customer experience, loyalty, and engagement, delivering ROI-driven performance that goes beyond retention. MEGA was key in achieving a 128% retention uplift for Campobet in Denmark and 106% for Betinia in Sweden, further proving the solution’s impact.

“SBC Europe Awards recognition is a testament to the vision of our technology and its impact on building strong brands, long-term player relationships, and product excellence that goes beyond retention. MEGA continues to lead the European, Nordic and North America market in creating unique experiences that combine innovation, a strong regulatory framework, high performance results from the start,” stated Oksana Tsyhankova, CMO at Soft2Bet.

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Earlier in 2024, Soft2Bet was also recognised at the SBC Awards, winning in Innovation in Mobile and Innovation in Casino Entertainment categories. Soft2Bet now holds 19 licences across 12 jurisdictions and continues to expand both its B2B and B2C footprint in Europe and beyond. With brands like Betinia, CampoBet, Don.ro, Tooniebet, and Quickcasino, the company remains focused on delivering innovative, localised, high-performance iGaming experiences.

The post Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025 appeared first on European Gaming Industry News.

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Affiliate Industry

Meet MegaList: The Rising Force in iGaming Affiliation

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There are affiliate networks, and then there’s MegaList – a performance-first, hype-last kind of operation built for casino and sportsbook brands that prefer results over buzzwords.

In an industry that sometimes feels like it’s powered by vague metrics and recycled content, MegaList steps in as the “Mega Map” – a practical, data-driven network guiding both players and operators to higher ground. Less “look at our reach,” more “here’s your conversion rate.”

So no, this isn’t just another logo-stamped brand promising traffic and delivering bounce rates. This is a carefully engineered affiliate engine built on smart SEO, qualified leads, and just enough caffeine-fueled obsession with results to make even the most skeptical operators pay attention.

The iGaming Affiliate World: Why It (Still) Matters

Let’s be honest – the affiliate space in iGaming has had its fair share of bad actors and empty promises. But when done right, affiliate marketing is still one of the most effective and efficient ways to connect licensed operators with the right players.

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Players want fewer popups, more clarity. Operators want actual ROI, not vague impressions.
Enter: the data-driven affiliate network.

It’s simple:

  • Informed players make better choices.
  • Strategic affiliates deliver better traffic.
  • Everyone wins. Except, of course, the shady operators who preferred it the other way.

Meet the MegaList Brands

These aren’t vanity microsites. Each MegaList brand has a specific mission, actual humans behind the content, and a reputation for, well… telling it like it is.

MegaCasinoList


Let’s face it – players don’t need another affiliate promising “top 10 casinos” based on whatever ad paid the most. They need honest, transparent, expert-backed reviews.

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That’s where MegaCasinoList comes in – a platform that filters out the noise and delivers legit info on licensed casinos, security, fairness, and gameplay. Slots? Live dealer games? Payout speed? Yep, it’s all in there, and it’s all vetted.

They work with reliable operators only, because – and here’s a crazy idea – not every shiny site deserves your deposit.

MegaTipsList

If you like sports predictions that read like a 20-page legal document, you’re in the wrong place.

MegaTipsList is built for bettors who want real insights, fast reads, accurate tips, and actual value. It delivers predictions, sports news, and timely promotions – minus the fluff and with none of that “win guaranteed” nonsense.

Designed for bettors who like to stay informed without needing a PhD to understand the odds.

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MegaBetList

For the practical bettor who just wants the facts: which sites are legit, which ones pay fast, and what to expect before placing your first wager.

MegaBetList reviews betting platforms with a clear, no-nonsense voice. It’s not trying to dazzle; it’s trying to help people bet smarter – and it’s doing a pretty solid job of it.

From licensing to promotions to usability, everything is covered – and everything is filtered through what actually matters to sports fans.

Why This All Matters (And Why It’s Working)

The iGaming world doesn’t need more noise. It needs better filters, smarter partners, and affiliates that actually care whether the traffic leads somewhere useful.

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That’s where MegaList comes in – not to impress with buzzwords, but to perform, to scale, and to make sure both operators and players are on the same page for once.

And if we may drop in a little vision while we’re at it:

“At MegaList, we believe informed players and strategic operators shape a stronger, smarter iGaming industry.”

For once, a statement that isn’t just inspirational filler.

So the next time someone pitches you an affiliate network, ask one thing: “Do they have a plan, or just a landing page?”

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 MegaList has both, and a track record to prove it.

Explore MegaList’s network:
🔗 MegaAffiliatesList.com

The post Meet MegaList: The Rising Force in iGaming Affiliation appeared first on European Gaming Industry News.

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