Affiliate World Forum: Empowering affiliate marketers

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 The white paper proposed several key measures to update the outdated currently applied to the sector.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.

The dates of the 4th - 8th of May marked the SiGMA Foundation’s memorable journey of the Camino de Santiago. Starting from Sarria, we covered around 25 km a day until we arrived at the Cathedral in Santiago de Compostela in high spirits.

Leading up to this journey, our 24 participants had been training together each weekend, all in unison of this special cause, to fundraise through various means for the women empowerment project, set to be inaugurated this coming October in Bonga, Ethiopia. 

Construction of the women empowerment project as of May, 2024

This project seeks to provide tailored educational programmes and skills development opportunities to women in Bonga, Ethiopia, providing a breeding ground for the development of this community's future.

Amidst the breathtaking landscapes and camaraderie, our diverse group who were once strangers, have now forged lasting friendships, sharing laughter, overcoming challenges and embracing this powerful feat together. 

Camino 6 group on the Camino Frances trail.

 “Buildup of this was great, the training in Malta, coming together as a group and walking all this way which was really fun and challenging, but most important of all is the fact that we are also here to help those less fortunate than us, and the SiGMA Foundation has allowed us to do this”, one expedition participant shared.

Camino 6 group on the Camino Frances trail.

Our journey was faced with all seasons of weather, from heavy rain to glorious sunshine, each element further contributing to the wonder of this world-renowned Camino Frances trail. Upon reaching the Cathedral, we cherished moments of celebration as well as reflection on the journey that has brought us here, recognising the collective achievements that we’ve made for those in need in Ethiopia. 

About the SiGMA Foundation

With the world in dire need of philanthropy, the SiGMA Foundation is leading the charge. As the philanthropic arm of the SiGMA Group, the Foundation is dedicated to supporting those who are most in need.

The SiGMA Foundation was founded in 2019 by Keith Marshall, Austin Cachia and Eman Pulis, Founder of SiGMA Group, with a mission to make philanthropy more participatory and engaging. Keith, who is known for his boundless energy, has dedicated his life to making a difference in the lives of thousands of people through various expeditions across the globe. With a fun and engaging approach to fundraising, the Foundation prioritises supporting underprivileged communities through active giving and aims to create meaningful impact in the world.

If you would like to get involved in any of the Foundation’s upcoming projects visit the for more information.

Interview with SiGMA Group Founder, Eman Pulis on the SiGMA Foundation

for bookmaker information, iGaming communities, and betting tips, has recently acquired AceOdds, a prominent UK sports betting media brand. The acquisition, valued at €42 million on a net cash/debt-free basis, is set to enhance Better Collective’s presence in the UK market.

AceOdds, established in 2008, began with a mission to provide UK sports enthusiasts with an easy-to-use betting calculator. Over the years, it has broadened its services to include a variety of betting tools, odds comparison, reviews, and streaming schedules, catering to its users through both web and app platforms.

Despite , this acquisition further solidifies its position in one of the world’s largest markets for sports and sports fans. Ian Bowden, Better Collective’s Senior Director for UK & Ireland, expressed his enthusiasm for the strategic acquisition, stating that it brings a robust owned and operated sports betting media brand to the UK market, poised for global scalability.

The acquisition aligns perfectly with Better Collective’s overarching strategy of acquiring leading sports media brands across various niches. The AceOdds brand fills a crucial gap by offering a vital sports betting affiliation brand in a pivotal growth market for the Better Collective group. The AceOdds app, benefiting from hundreds of thousands of installs, will further increase the reach Better Collective can provide its partners.

Better Collective sees this acquisition as a strategic step to leverage local expertise and scale the AceOdds brand globally. The acquisition will bring significant synergies for Better Collective. AceOdds comes with substantial recurring revenue, and its integration will enable Better Collective to expand its global network of sportsbooks, including those in the US.

The company plans to leverage AceOdds’ SEO capabilities and invest heavily in product enhancements to grow the brand’s audience further. Additionally, the AceOdds app will provide zero and first-party data for market segmentation and targeting through Better Collective’s AdTech platform, AdVantage.

The €42 million purchase price will be financed with €40 million in cash and the remainder in Better Collective shares, based on the firm’s volume-weighted average share price on Nasdaq Copenhagen. Over the past 12 months, AceOdds achieved operational earnings (EBIT) of approximately €10 million, with the purchase price implying a last 12-month EBITDA multiple of 4x.

Better Collective plans to reinvest part of this profitability into enhancing the product and user experience, which may moderately reduce short to mid-term profitability. Earlier this year, Better Collective raised €145 million to prepare for future acquisition opportunities.

Following the acquisition, Better Collective has updated its 2024 financial targets, now projecting revenue in the range of €395 million to €425 million, implying 21 percent to 30 percent year-on-year growth. The affiliate previously expected full-year 2024 revenue to reach between €390 and €420 million.

The company’s EBITDA, excluding special items, is now projected to fall within the range of €130 million to €140 million. This is an upward revision from the previous forecast of €125 million to €135 million, indicating a growth rate of 17 percent to 26 percent.

Better Collective A/S is committed to keeping its net debt to EBITDA ratio below 3x, demonstrating its strong financial management.

Currently, the shares of Better Collective A/S (BETCO-DKK.CO) are being traded at kr192.80, marking a 4.78 percent increase.

A recent analysis by CBRE said the integrated resort (IR) is expected to show positive EBITDA results in 2024. This forecast follows Mohegan’s announcement of its highest-ever quarterly net revenue, reaching $461.73 million (€425.5 million) — a 13.8 percent increase year-over-year. 

The South Korean resort, which opened on March 5, has become a significant revenue stream for Mohegan, the US-based operator. Although specific performance metrics were not fully disclosed, CBRE estimates that gaming revenue comprised approximately 40 percent of the total revenue mix during the first two months of the casino's operation. 

CBRE analysts Colin Mansfield and Connor Parks highlighted that INSPIRE is contributing to market growth through increased visitation, gaming drop, and lodging. However, it faces competition from Paradise City. While INSPIRE’s revenue exceeded initial forecasts of $30.1 million (€27.2 million), the property reported a $24.1 million (€22.2 million) EBITDA loss for the quarter, attributed to excess labor and marketing costs typical of a casino opening. 

CBRE pointed to two positive trends for the South Korean gaming market: an increase in inbound visitation to Korea and INSPIRE’s impact on the overall market. February saw a 22 percent month-over-month increase in Chinese visitors to Korea, coinciding with the opening of INSPIRE’s casino. 

Despite initial losses, CBRE is optimistic about 's long-term prospects. They note that there is still significant potential for recovery in visitation from mainland China, Taiwan, and Hong Kong, which are currently at 70 percent, 87 percent, and 81 percent of 2019 levels, respectively. As travel to Korea improves, INSPIRE is expected to ramp up its operations and enhance its market presence. 

The analysts also observed a 4 percent quarter-over-quarter growth in total gaming drop at Paradise City, INSPIRE’s direct competitor, following the latter’s opening. However, Paradise City experienced a 7 percent decline in mass drop during the same period, suggesting that INSPIRE is successfully attracting mass players from its competitor. 

Recent assessments of INSPIRE’s Forest Tower King room Average Daily Rate (ADR) indicate a rate of approximately $240 (€221.21), aligning with initial forecasts and supporting anticipated growth trajectories. For CBRE, these trends reflect the resilience and promising future of the Korean gaming industry.