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BonusFinder UK Survey: Public Trust in Online Gambling & Bonus Offers in 2025
As conversations around gambling regulation and responsible gaming gain momentum in the UK, new research from BonusFinder reveals a complex public sentiment toward the online gambling landscape.
The nationwide survey, which was conducted in May 2025 and included 1,000 respondents, reveals that while the majority of Brits engage with online gambling platforms occasionally, concerns around transparency, trust and bonus terms remain prominent.
Usage patterns
Respondents were asked a series of questions on how they use online gambling platforms, the types of gambling they participate in the most, and if they claim the bonuses offered to them.
Overall, the usage of the platforms across the UK might not be as high as some expect, with 65% claiming they ‘rarely’ use gambling sites and 19% saying they only use the platforms ‘occasionally’.
UK attitudes towards online gambling & bonuses in 2025 have become more lenient in comparison to previous years. The study found that younger Brits, those in the 18-24 bracket, were the least likely to use gambling platforms at 5%, whilst being the most likely to only use the sites ‘rarely’.
Of those asked, within that age bracket, 76% claimed they use gambling sites less than once a month. Meanwhile, 34-55 year olds are most likely to use sites multiple times a week, with 9% claiming so.
Self-employed Brits are the most likely to be using gambling platforms multiple times a week at 12%, this was followed by those who are unemployed at 11%.
Unsurprisingly, sports betting is the most common form of online gambling in the UK with 42% of respondents claiming that this is the type of gambling they participate in most often.
It was also the most popular form of betting across most of the age ranges, except for the two oldest brackets (55-64, 64+) whose most popular choice was ‘other’, which can include the likes of lottery and horse racing.
Bonus awareness & understanding
Around three in five (59%) Brits have claimed a welcome bonus or promotional offer from online gambling sites. However, even more respondents (63%) say that they rarely use casino betting bonuses outside of these welcome bonuses.
Only 3% of the respondents said they use bonuses almost every time they gamble, whilst 26% use them ‘occasionally’. Those who do use bonuses said they most frequently find them directly on the gambling site, with 64% saying so.
This was followed by finding them through social media or website ads (26%) and bonus comparison sites (13%).
Understanding of online casino terms (such as ‘wagering requirements’, ‘cashable vs.
non-cashable’) is quite clear amongst Brits, with 17% saying their understanding is ‘very clear’ whilst 42% say their understanding is ‘somewhat clear’.
Only 16% claimed they don’t understand the terminology at all. Additionally, 56% of Brits claim that they’ve been surprised by the conditions attached to some bonuses.
Confidence in regulation & industry fairness
Not just in the UK, but globally, the casino and gambling industry is often viewed with controversy, prompting a regulatory focus. However, there is no shortage of systems in place in the UK to ensure that these platforms are properly regulated.
On the other hand, despite this, the results show that Brits (understandably) still have their doubts about the systems in place. Overall, only 9% are ‘very confident’ that gambling sites are properly regulated, whilst 43% said they weren’t confident at all.
Older Brits (45-55 year olds) had the most confidence in sites being properly regulated, with 55% saying they’re confident; however, 65% of the eldest bracket (65+) said they had no confidence at all.
Many Brits also have doubts that the UK Gambling Commission are doing enough to protect customers. Only 19% said they thought that they do enough, 28% weren’t sure and 53% say they don’t protect customers at all.
However, the most surprising statistic in this section of the survey is that over two-thirds of the respondents (67%) said they don’t know how to check if a gambling site is licensed in the UK.
Unfortunately, Brits also have doubts when it comes to bonus comparison and affiliate sites sharing fair and unbiased information. In the survey, 54% of Brits claimed they felt like they couldn’t trust them, whilst 31% say they weren’t sure if they could or not.
The primary concerns around gambling and casino sites amongst Brits were;
- Addiction and gambling harm (32%)
- Misleading bonus terms (21%)
- Underage access (17%)
- Data privacy (14%)
- Unlicensed operators (13%)
UK perceptions & marketing
Almost half (45%) of Brits have a negative perception of online gambling sites, and 46% say that their view is ‘neutral’.
Despite earlier questions showing that the younger generation was the least likely to be using the sites on a regular basis, they were the most likely to have a positive view of the sites. Of the 25-34 year olds, 10% said they had a positive perception, this was also the same for the 35-44 age group.
Despite 42% of Brits saying that they feel that bonuses are advertised fairly only
‘sometimes’, 31% believe they aren’t all. Meanwhile 71% said they believe that bonus
promotions should be more strictly regulated.
When asked what would be their biggest confidence booster in regards to their use of online gambling and casino sites, the respondents said:
- Clearer terms and conditions (22%)
- Stronger licensing (15%)
- UK-based customer support (15%)
- Verified customer reviews (13%)
- Faster payouts (12%)
- Emphasis on responsible gambling tools (12%)
- Publicly verified RTP (return to player percentages) (11%)
The post BonusFinder UK Survey: Public Trust in Online Gambling & Bonus Offers in 2025 appeared first on European Gaming Industry News.
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Boomerang Partners shortlisted in 6 award categories at SBC – Affiliate Leaders AWARDS 2025
Boomerang Partners, a rapidly growing affiliate gambling and betting marketing agency, was shortlisted for the SBC – Affiliate Leaders AWARDS 2025. It is a celebration honouring the visionaries of the iGaming affiliate and operator communities. The winners will be determined through voting, which is open until August 21.
Boomerang is aiming to win in the following categories:
- Affiliate & Digital Marketing Campaign of the Year – Boomerang Partners
- Affiliate Marketing Manager of the Year – Darina Sharban, Boomerang’s affiliate team lead
- Affiliate Programme of the Year – Large – Boomerang Partners
- Best Affiliate Program – Boomerang Partners
- Social Media Campaign of the Year – Boomerang Partners
- Affiliate Leader of the Year
The inclusion of Boomerang in the shortlist for six categories is a testament to the company’s notable achievements in the affiliate marketing industry from 2024 to 2025.
In 2024-2025, Boomerang achieved:
- x5 increase in profit in the online betting segment
- x2 increase in the online gambling segment revenue
- +120% growth in the number of partners
- +194% growth in sports traffic
- 6-fold increase in the number of online sports betting offers
- +6 new products added to the portfolio (now totaling over 17)
- 1.5-fold increase in the number of product users
Furthermore, in 2025, Boomerang celebrated the first year of its strategic partnership with AC Milan and hosted the second season of its annual Golden Boomerang Awards tournament. This event saw the participation of over 400 affiliate teams from around the world, who had the opportunity to showcase their expertise and gain global recognition. The award ceremony took place in May 2025 at the legendary San Siro Stadium in Milan, where awards were presented in 11 categories. It was accompanied by a networking event and a charity auction.
Support Boomerang Partners and Darina Sharban by voting on the Affiliate Leaders Awards website until August 21. The winners will be announced on September 17 at Lisbon’s iconic MEO Arena.
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, contributing to a nearly 1.5-fold increase in product users.
Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners shortlisted in 6 award categories at SBC – Affiliate Leaders AWARDS 2025 appeared first on European Gaming Industry News.
This regional structure strengthens Felicity’s access to one of the world’s fastest-growing game development ecosystems, enabling deeper collaboration with developers and creators, having already established a strong gamer base in the US. The new move also positions the company to better serve a rapidly diversifying user base, supporting its broader goal of achieving 2x global growth.
Felicity will also invest $1 million over the next 12–18 months towards building a robust leadership team, expanding its talent pool, and deepening market penetration across APAC. With presence in India, Türkiye, and now Singapore, the company aims to further acquire IP’s, expand talent and player base in new geographies with senior strategic leads focused on product innovation and cross-border partnerships, as well as the formation of a regional developer network.
Felicity has successfully raised a total of $3.7 million across two funding rounds, marking a strong start to its global journey. The company secured $700K in its pre-seed round from DeVC, Swiggy founders, Kunal Shah, and other marquee angels. Building on this early momentum, Felicity recently closed a $3M seed round led by 3one4 Capital, MIXI Global, and T-Accelerate Capital.
Says Anurag Choudhary, Founder & CEO of Felicity
The post Felicity Expands Global Footprint with Singapore Office appeared first on European Gaming Industry News.
Following the success of the 21st BAFTA Games Awards earlier this year, BAFTA today opens entries for the 2026 edition, with key dates, updated entry requirements and voting rules confirmed today.
The BAFTA Games Awards celebrate the very best games of the past year and the talent who make them and recognise the outstanding creativity and technical achievements of individuals and teams working in games every year.
Unlike other industry awards, the BAFTA Games Awards are voted for by an expert membership of over 1,400 experienced professionals and are watched by millions online. Content from the 21st BAFTA Games Awards on 8 April 2025 achieved over five million views (and an additional 2.2 million views across the awards season), in a ceremony that saw Astro Bot take home five BAFTAs including Best Game, Still Wakes the Deep take home three and Thank Goodness You’re Here! crowned Best British Game.
A cross-industry BAFTA Games committee reviews the awards’ eligibility criteria, voting and campaigning rules annually to ensure they are robust and fair, and that they evolve with the ever-changing industry landscape.
Key changes for 2026 include:
Voting
- As our membership grows, we are creating more craft chapters for voting, bringing it more in line with our Film Awards. Thanks to the growing expertise of our games voting membership, members with craft experience in art, audio and performance roles will now vote in Round One of the Artistic Achievement, Audio Achievement, and both Performance categories. Previously, the full BAFTA Games membership voted in these categories in Round One.
Key dates, announced today are as follows:
- Monday 11 August 2025: Entries open
- Thursday 6 November 2025: Entries close
- Tuesday 9 December 2025: Longlist revealed
- Thursday 12 March 2026: Nominations announced
- Friday 17 April 2026: Ceremony
Tara Saunders, chair of the BAFTA Games Committee, said: “It’s always a special moment when the entries open for the BAFTA Games Awards. Reflecting on the success of the last awards and all the amazing games celebrated, it spotlighted to me the incredible resilience, collaboration, and creative brilliance across the games industry. As games continue to explore storytelling, design, and innovation, BAFTA’s is here to champion the teams and individuals whose talent and dedication deliver extraordinary experiences to players around the world. With this year’s updates to rules and voting, we’re continuing to evolve how we recognise excellence across every corner of the industry. I’m excited to see all the brilliant work that will get celebrated in 2026.”
Entry is open to all developers and publishers for games released between 16 November 2024 and 14 November 2025, with an entry deadline of Thursday 6 November 2025.
Entry Information
BAFTA is calling for all developers to register games into the Awards within 30 days of a game’s release. This allows BAFTA’s voting members – experts from all across the games industry – enough time to discover and play all games entered in the awards ahead of voting, levelling the playing field across a wide range of games.
Any developer, publisher or studio that has released a game since 16 November 2024 is encouraged to register it into the Awards by 11 September 2025 to benefit from half-price entry fees. The discounted rate is also available to entrants registering their games within 30 days of release in future.
Only basic details are required to register a game into the awards, within 30 days of release. Entry is half price (£220 + VAT) within that period. The standard entry fee is £440 +VAT. Full entry details will then need to be submitted by Thursday 6 November 2025 to finalise the entry.
The post BAFTA GAMES AWARDS 2026 NOW OPEN FOR ENTRIES appeared first on European Gaming Industry News.
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