The UK land-based gambling sector has faced significant challenges in recent years due to business inactivity during periods of COVID-19 restrictions and rising operating costs. As a result, many venues have closed, impacting local communities through the loss of jobs and decreased economic activity. The government hopes that these will help to revitalize the sector while ensuring adequate protections are in place for consumers.

In May 2023, the government initiated a regulatory reform program known as the ‘smarter regulation programme’. The aim of this programme is to enhance regulation and guidance for businesses, ensuring clarity, proportionality, and the removal of unnecessary burdens that could stifle innovation and growth.

As part of this initiative, the t (DCMS) released a white paper in April 2023. This document outlined the government’s plans to modernize the regulation of the gambling sector, with a particular focus on land-based gambling. The white paper proposed several key measures to update the outdated currently applied to the sector.

Between 26 July and 4 October 2023, the DCMS conducted a public consultation on these measures. After analyzing the evidence submitted, the government has decided to implement several measures:

• Relaxation of casino rules: This includes allowing 1968 Act casinos to increase their number of gaming machines to 80 if they meet the size requirements of a Small 2005 Act casino. Smaller 1968 Act casinos will be allowed more than 20 machines, on a pro-rata basis commensurate to their size, and betting will be permitted in all casinos.
• Machines in arcades and bingo halls: A 2:1 ratio of Category B to Category C and D gaming machines will be allowed in arcades and bingo halls, implemented on a device type basis.
• Cashless payments on gaming machines: The prohibition on the direct use of debit cards on gaming machines will be removed, subject to the introduction of appropriate player protection measures.
• Introduction of a legal age limit of 18 for certain gaming machines: To protect children and young people, anyone under the age of 18 will be banned from playing low stake Category D slot-style machines that pay out cash.
• Licensing authority fees: The maximum chargeable premises licensing fees will be increased by 15 percent.

The consultation received 87 responses from a wide variety of stakeholders, including researchers, adult gaming centre operators, bingo operators, campaign organizations, casino operators, individuals, local authorities, pub representatives, and responses from the wider gambling industry.

The government’s response provides non-remote gambling operators with clear notice of the intention to introduce the measures set out within this government response. Following the publication of this response, six regulations will be laid before Parliament.

The government is committed to ensuring that the regulation of land-based gambling is fit for the modern age and is proportionate to the risk associated with the gambling products on offer. However, it recognizes that a minority of customers do experience gambling-related harm and that it is necessary to have safeguards in place to protect customers.

Jan Hagelberg, the Senior Vice President of International Business at Finland’s Veikkaus, (photo above), has projected that the Finnish authorities will commence the issuance of gambling licenses by September 2026. Hagelberg expressed , “We understand the business, and there’s a lot happening: technological advancements, responsibilities, platforms, and new talent from companies like Kindred. We’ve even recruited individuals from PokerStars. We’re quite busy on all fronts.”

This prediction comes as Finland prepares to inaugurate its regulated market, with the government pledging to implement the new system no later than 2026. This represents a significant shift from the current monopoly model, where the state-owned Veikkaus holds exclusive rights to offer iGaming and sports betting. The existing system has largely been deemed unsuccessful in achieving its channelization objectives, with a substantial portion of revenue remaining in the unregulated segment.

Legal advisor Antti Koivula, a Finnish market expert at Legal Gaming Attorneys at Law, indicated that some form of Payment Service Provider (PSP) payments blocking would likely persist under the new regime. This system, introduced in 2023, has been criticized for its ineffectiveness.

Currently, no entities are listed on the Finnish National Police Board’s (NPB) BML Group, was the first to be blacklisted in February, following a decision by the Helsinki Administrative Court. However, the order was suspended by the Supreme Administrative Court pending the conclusion of the case.

Mansoori added, “Once the licence regime is implemented, the circumstances would be much more challenging for the operators – because then you cannot just change companies, you need to have a Finnish license at that time.”

Influencers and streamers may face stringent regulations however a balanced system would see the government concentrate on areas with a high prevalence of underage users, such as certain social media platforms. This approach would ensure the protection of vulnerable groups while allowing the industry to flourish in a regulated environment.

The Finnish gambling landscape is set for a significant transformation come 2026. As the country moves away from a state monopoly towards a regulated market, the industry is poised for exciting times ahead. The journey may be fraught with challenges and controversies, but the potential rewards promise a vibrant and thriving gaming sector.

Blask, a pioneering company in iGaming analytics from Limassol, Cyprus, is excited to announce the launch of its AI-based market analytics tool designed specifically for the iGaming industry. This cutting-edge solution empowers iGaming operators, affiliates, and platform providers with unparalleled clarity about the market and their performance within it, revolutionizing their brand marketing approach and other GGR-driving activities. Blask has already secured the support of strategic partners Yolo Investments and Oakvale Capital and early adopters of the product, including BC.Game, , Sportingtech, and Already Media.

One of Blask’s most innovative features is the Blask Index. This metric serves as a barometer for the iGaming industry, similar to how the Nasdaq Composite and Dow Jones Industrial Average gauge the U.S. stock market. By analysing extensive search data, the Blask Index provides a comprehensive overview of the iGaming market’s size and individual brands’ market share within a particular country, offering valuable insights into the industry’s overall health and sentiment.

In addition to the Blask Index, the platform offers a range of powerful tools, including Relative Market Share, Market Dynamics, and Gross Gaming Revenue (GGR) prediction. These features enable brands to benchmark their performance against competitors, identify areas for improvement, and uncover potential expansion opportunities.
The platform is powered by two SOTA (state-of-the-art) models that work in tandem to extract features from over 1 billion data points, including 450 active brands. Our custom-built Computer Vision Model is designed to identify and classify iGaming-related websites with exceptional accuracy of up to 91%. In addition, our Natural Language Processing (NLP) Model is fine-tuned to understand the unique language and terminology used within the iGaming industry and has multiple language capabilities. With the automated brand discovery and up to 1 hour of data granularity, businesses can make informed strategic and tactical decisions, from analyzing a Sunday football match’s impact on market performance to deciding which new markets to enter.

“We are excited to introduce Blask to the iGaming industry. This is the product that I wish I had access to when I acted as the CMO of a leading iGaming company. The clarity it provides leaders to make informed decisions can drive significant GGR increases,” said Dmitry Belianin, Blask’s co-founder. “Our team has worked tirelessly to develop a solution that offers unparalleled market insights, with a cutting-edge use of AI technology,” co-founder and CEO Max Tesla added.

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Andrew Rhodes, Chief Executive of the UK Gambling Commission (UKGC) confirmed that the third White Paper consultation will focus entirely on the land-based gaming sector.

Speaking at the Bingo Association Annual General Meeting (AGM) 2024, Rhodes provided insights into the . Rhodes addressed the audience, highlighting the importance of collaboration and data-driven decision-making in the gambling sector.

Rhodes began by expressing his enthusiasm to update the attendees on the Commission’s work since the previous AGM, emphasising the ongoing efforts to implement the White Paper effectively. He underscored the role of the Government’s policy in shaping the future of gambling across England, Scotland, and Wales, emphasising the need to prioritise its successful implementation for the benefit of all involved.

“The White Paper and the Government policy it contained was a signal moment for gambling in Great Britain
and a once in a generation opportunity to deliver positive change.”

Rhodes also shed light on the Commission’s commitment to enhancing the evidence base around gambling, citing the importance of accurate data for effective regulation. He highlighted the following priority areas where the GC wants to see more research being conducted, namely:

• early gambling experiences and gateway products
• the range and variability of gambling experiences
• gambling-related harms and vulnerability
• the impact of operator practices
• product characteristics and risk
• illegal gambling and crime.

Rhodes also mentioned ongoing stakeholder engagement initiatives and collaborations with the Department for Culture, Media and Sport (DCMS) to ensure a coordinated approach to implementing regulatory changes.

During his , Rhodes discussed the various consultations conducted by the Commission, including topics such as Financial Risk Checks and regulatory returns. He highlighted upcoming changes, such as the tightening of age verification processes and the introduction of new rules affecting land-based licensees. These adjustments, outlined in the Licence Conditions and Codes of Practice (LCCP), are set to be implemented in stages from August 2024 to February 2025.