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BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT
The Betting and Gaming Council has welcomed new Codes of Conduct for Gambling Related Agreements across a number of major sporting bodies, significantly raising standards for sports sponsorship deals.
Working alongside globally recognised national sports bodies including the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority plus official bodies representing darts, snooker and boxing, the BGC has developed a cross industry voluntary code of conduct for betting sponsorship deals, with each body producing a specific code for their own sport.
This new framework, created by the BGC to drive up standards, sets new standards on safer gambling sponsorship across four key principles of protection, social responsibility, reinvestment and integrity:
- Protection of children and young people – gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
- Social responsibility – gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
- Reinvestment into sport – the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve fans and communities. This includes investment in improving infrastructure and providing community and grassroots participation opportunities for local communities.
- Maintaining sporting integrity – gambling sponsorship must not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.
The EFL, Premier League, The FA and Women’s Super League have already announced that that they have formally agreed to adopt the new Code of Conduct for Gambling Related Agreements in football ahead of the new season, as has the British Horseracing Authority. We expect further sporting bodies to publish shortly.
This code has huge practical implications for sports sponsorship. For football, that includes ensuring the design of betting sponsorship limits reach to children and those at risk of harm, ensuring professional footballers are aware of available support services and making sure club social media accounts do not include links to betting operator websites.
Clubs will now also ensure that a reasonable and proportionate portion of gambling sponsorship assets promote safer gambling messaging, which may include perimeter boards and match day programmes.
For horseracing, the new code will ensure that betting promotions are not directly targeted at U18, and that appropriate age awareness arrangements are applied on course.
BGC members are committed to ensuring sports betting – and sponsorship – are carried out in a socially responsible way and have been working hard to deliver these new standards.
Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans.
“BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.
“These codes will a be a big step forward and is something we have been working on for many years, long before the white paper. Our work in this area is another demonstration of our commitment to ensure that any betting sponsorship agreement must be undertaken in a responsible way.
“It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing – including replica football kits – and the whistle to whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97 per cent.
“BGC members are committed to safer gambling and signposting available support regularly and prominently, while our largest members helped deliver a record donation of £172m to tackle gambling harm between 2019 and 2024.
“When we say we are raising standards, we mean business, and this is further concrete evidence of that determination.”
BGC Members provide some of the country’s most popular sport with vital funding, from the grassroots to the elite level.
The Sky Bet sponsored English Football League and its clubs receive £40m, William Hill sponsors the Scottish Professional Football League, while a host of other BGC members from Betway to Kindred are supporting football and other sports.
Meanwhile, horseracing receives £350m, and snooker, darts and rugby league – which is currently sponsored by Betfred – receive more than £12.5m.
Meanwhile, BGC member Entain’s Pitching In sponsors the Trident League – 250 clubs at steps three and four of the English football pyramid – a huge boost to grassroots football. And Flutter has invested millions into a huge range of community sports through its Cash4Clubs scheme.
The regulated betting and gaming industry in the UK supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.
Each month in Britain around 22.5m adults have a bet and the most recent NHS Health Survey for England estimated that 0.4 per cent of the adult population are problem gamblers.
The post BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT appeared first on European Gaming Industry News.
GR8 Tech has launched a major upgrade to its Tournament engine, featuring a new tournament lobby, enhanced multi-currency support, and manual prize distribution. These new additions allow operators to run global tournaments more efficiently while boosting player engagement.
“Tournaments play a big role in increasing player retention and driving revenue growth,” said Sergey Ghazaryan, CRO at GR8 Tech. “Our latest enhancements allow operators to customize tournaments and maximize participation. The more engaged players are, the longer they stay and the more they play, which leads to an increased profit for the operator.”
Tools to Turn the Win On: What’s New in GR8 Tech’s Tournament Suite?
- The Tournament Lobby centralizes access, allowing players to browse, sign up, and join competitions effortlessly. Players can also easily navigate current, upcoming, and past events in one place. Competitions are automatically prioritized based on participation, ensuring players see the most relevant options. Operators benefit from simplified tournament management and personalized user experience that increases engagement.
- With Manual Prize Distribution, operators gain full control over prize allocation and reward systems. They can customize prize structures by defining the number of prizes, setting amounts, and creating unique payout tiers. Operators can tailor prize pools for small events or high-stakes competitions to suit any tournament size.
- Enhanced Multi-Currency Support enables operators to run tournaments in any of the 160+ fiat and cryptocurrency options supported by the platform. The system ensures that only relevant games and players appear based on the chosen currency, providing a seamless and localized experience. This flexibility allows operators to expand their reach and cater to diverse markets without operational complexity.
Designed with a client-first mindset, “Turn the Win On” Tournament Suite provides operators with seamless flexibility, deeper engagement, and effortless management—all in one powerful solution. And more enhancements are already in development, bringing data-driven insights, advanced customization, and new engagement mechanics to elevate tournament experiences even further. GR8 Tech’s Tournament Suite continues to evolve, ensuring operators have the tools to stay ahead in a competitive market and maximize every tournament’s potential.
The post GR8 Tech Unveils “Turn the Win On” Tournament Suite appeared first on European Gaming Industry News.
Indian cricket legend becomes the latest athlete to promote the world’s number one crash games to his fans
SPRIBE, the pioneering software provider behind the world’s number one crash game, Aviator, has added cricket legend Suresh Raina to its growing roster of brand ambassadors.
Raina is a former Indian international cricketer known for his explosive batting, sharp fielding and inspiring team leadership.
He was a key player in India’s 2011 ICC Cricket World Cup victory and was also a star player for the Chennai Super Kings, helping the team secure multiple Indian Premier League titles.
His accolades don’t stop there. Raina was the first Indian to score a T20I century and remains one of League’s top run-scorers to this day.
Outside of cricket, he’s a successful entrepreneur, philanthropist and influential public figure.
As an Aviator brand ambassador, Raina will promote the game to his fans across various channels and through a range of campaigns over the coming 12 months.
He joins other Aviator brand ambassadors such as UFC superstars like Tom Aspinall, Alex Pereira, Johnny Walker and Merab Dvalishvili.
Aviator is the original crash game with more than 42 million active players a month placing upwards of 350,000 bets per minute across more than 5,500 online casino sites.
David Natroshvili, Founder & CEO at SPRIBE, said: “We are hitting for six with the partnership with Suresh, one of the most iconic and celebrated cricketers in India.
“Suresh was renowned for his explosive batting and thrilling style of play, and this makes him the perfect person to help us drive awareness of Aviator among cricket and sports fans in India.
“Aviator is the original crash game and players love the high-risk/high-reward gameplay it provides, and we are really looking forward to rolling out campaigns featuring Suresh that show this.”
Suresh Raina, former Indian cricketer and now Aviator ambassador, added: “Playing Aviator is the closest I have come to the thrill of playing professional cricket and I couldn’t be happier to help drive awareness of the game among my fans and followers.
“Aviator is action-packed with tons of social interaction and plenty of big win potential. Players have control over the outcome as they get to decide when to cash out – for those that can hold their nerve the longest, the biggest prizes await.
“SPRIBE has some great campaigns planned for the months ahead and I look forward to working with the team to help Aviator really take flight among cricket fans in India and beyond.”
The post Hitting for six: SPRIBE announces Suresh Raina as Aviator brand ambassador appeared first on European Gaming Industry News.
Affiliate Industry
1spin4win announces casino network promotion “Variety of Luck” with €25K prize pool
Fast-growing online slots provider 1spin4win is launching a new casino promotion on a wide selection of its classic games, from fruit-themed to story-based ones, to help operators engage their players.
1spin4win’s fresh Cash & Drops promo will take place from March 28 to April 10, 2025. The prize pool will amount to €25,000, the highest sum offered by 1spin4win so far, compared to previous campaigns, which distributed €20,000 each. The rewards will be randomly awarded across 680 cash prizes to players who wager real money in dedicated games. Wins will be automatically credited to players’ balances without the need for any extra configurations from the online casino.
The provider showcases the diversity of its portfolio through this campaign, as both fans of pure classics and lovers of thematic games will have fascinating 1spin4win titles to spin: from the story-driven Don Catleone Hold and Win to straightforward fruit-and-coin action of Lucky Win Spins and Lucky Win Spins X. Hence the campaign’s name — “Variety of Luck.”
This is one of the many effective promotional tools from 1spin4win, which also include special in-game features and additional marketing solutions such as pre-releases and free spins, all of which cultivate player loyalty. “Variety of Luck” will help online iGaming platforms attract players, enhance their engagement and loyalty, increase GGR, and boost betting volume. It will also foster brand support and visibility.
Olga Hlukhovskaya, Business Development Director at 1spin4win, commented, “We appreciate our clients and always think of ways to help them thrive. Cash & Drops campaigns are an example of this. They allow our partner operators to re-engage their audience and advertise player-friendliness, all with minimum effort. Like any promo tool by 1spin4win, “Variety of Luck” is easy to use since we take care of all technical aspects ourselves.”
10 exciting games were picked for this network promotion, each representing its own version of iGaming entertainment, but all of them united by the concept of luck. Players can hit it big in the following classic slot titles:
- Clover Fest Hold And Win — new slot!
- Don Catleone Hold And Win — new slot!
- Lucky Win Spins
- Cash’n Fruits Hold And Win
- Lucky Win Spins X
- Allways Lucky Pot
- Cash’n Fruits Fortune 243
- Coins Sniffer Hold And Win
- Golden Joker 27 Hold And Win
- Lucky Jane In Egypt Win Spins
For further details and inquiries, please contact your appointed Account Manager, or 1spin4win’s Business Development Director at [email protected].
To learn more about promotional tools and custom offers, visit the studio’s website.
The post 1spin4win announces casino network promotion “Variety of Luck” with €25K prize pool appeared first on European Gaming Industry News.
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