Republic of Ireland’s proposed regulations could jeopardise horseracing

Social media influencers have become a crucial part of advertising. This has however led to complex challenges, especially in sectors like iGaming, where strict regulations are in place. A recent incident involving social media influencer Astrid Wett and Festival Free Bets, a platform that compiles betting offers, highlights these complexities.

In March 2024, the UK’s Advertising Standards Authority (ASA) criticized Festival Free Bets for a promotional advert featuring Wett, who was 23 at the time. The advert was for the Cheltenham Festival, a notable horseracing event, and was posted on X (formerly Twitter). The ASA stated that by featuring Wett, Festival Free Bets had violated the CAP Code rule, which states that no one under 25 should play a significant role in marketing communications for gambling services.

The ASA expressed concern over Festival Free Bets’ apparent disregard for the Code, as the company did not respond to the investigation. Wett apologized and admitted she was unaware of the age restrictions for gambling adverts. She had assumed that being over 18 was enough to promote such content.

The ASA concluded that the ad was irresponsible as it was intended to facilitate gambling and featured someone under 25 playing a significant role. The watchdog has since ordered Festival Free Bets not to run the ad in its original format again and ensure future compliance with age restrictions.

This incident reflects the critical need for influencers and companies in the It also raises questions about the future role of influencers in this industry.

promoting online betting, one might wonder about the future of this sector. With regulatory reforms being implemented, there’s a possibility that opportunities in this area could diminish. However, it’s also possible that these changes could lead to a more responsible and sustainable industry. The impact of these reforms remains to be seen, leaving us to speculate on the future of influencer marketing in online betting.

Influencer marketing in the iGaming industry is evolving towards a more comprehensive approach where content creators are deeply involved in promoting products. This shift goes beyond traditional CPA deals, where influencers are paid based on the results they deliver. Today, we see creators who use iGaming products they promote regularly and express genuine excitement towards them becoming brand ambassadors.

The iGaming industry, which includes online gambling, sports betting, and casino games, has experienced rapid expansion in recent years. In 2021, the industry was estimated to be worth $61 billion annually, with projections of an 86% growth rate by 2028. As the industry evolves, brands are building their communication and expanding their audience with content creators.

Influencer marketing is a powerful way to connect and engage with target audiences, providing a level of authenticity and trust that is difficult to achieve via traditional advertising channels. However, as the case of Astrid Wett and Festival Free Bets illustrates, it is crucial for both influencers and iGaming companies to navigate the regulatory landscape carefully to ensure responsible and compliant promotional activities. The future of influencer marketing in the iGaming sector will undoubtedly continue to evolve, shaped by regulatory developments, market trends, and the innovative strategies of influencers and companies alike.

Buzz Bingo, a leading name in the UK’s bingo industry, is set to acquire two oflocated in Cricklewood and Northampton. This move comes as part of Buzz Bingo’s strategic expansion following a year of impressive performance.

In the wake of the Covid-19 pandemic, Buzz Bingo reported a remarkable revenue growth of 47 percent in its first full trading period, with a gross profit of £137 million ($167 million) and revenue of £195 million. The year 2023 saw the brand increase its retail revenue by 5 percent and online revenue by 31 percent, with EBITDA up 14 percent.

Buzz Bingo’s success isn’t confined to the UK. The brand recently relocated its digital business to Gibraltar, indicating a global vision for its operations.

The two clubs in question have been operational for over 25 years, with the Cricklewood club hosting 410,000 players annually and boasting 3,500 winners monthly. It also holds a Guinness World Record for the highest single bingo house prize. This acquisition will make the Cricklewood club the largest in Buzz Bingo’s portfolio.

Bingo’s popularity has surged among the younger demographic in the UK, as evidenced by several initiatives by Mecca Bingo, including free line-dancing sessions and Loose Women-themed scratchcards, made in partnership with ITV. Buzz Bingo’s October report further substantiated this trend, revealing that half of its new retail customers were aged 35 and under.

“is having a renaissance,” said Dominic Mansour, Chief Executive of Buzz Bingo. He expressed his delight at the prospect of acquiring the two leading bingo clubs, attributing the decision to the business’s thriving state and the growing demand for Bingo. “Buzz Bingo is positioning the business for accelerated growth, which is the key rationale behind our decision to move our Digital business to Gibraltar,” Mansour added.

Despite the year’s successes, Buzz Bingo faced a few hiccups, notably when its Halloween ad was ruled as breaching the advertising code by the Advertising Standards Authority (ASA) in January. However, the company quickly bounced back, partnering with Future Anthem later that month to introduce new personalisation features to its products. This resilience underscores Buzz Bingo’s commitment to innovation and customer satisfaction, promising an exciting future for the brand and its patrons.

The UK bingo market has been undergoing a transformation in recent years, with a noticeable shift from traditional, land-based bingo halls to online platforms. This transition has been expedited by the COVID-19 pandemic and mirrors wider trends in the industry, such as the surge in online gaming and the allure of its convenience.

Despite the growth of online bingo, there was a significant decrease in revenue from bingo in Great Britain, from over 800 million British pounds to approximately 130 million British pounds between April 2020 and September 2020. This decline is likely a consequence of the COVID-19 pandemic and indicates a fiercely competitive market where constant innovation and adaptability are crucial for maintaining market share.

Moreover, the number of bingo establishments in Great Britain also experienced a decline in 2020, suggesting a market consolidation and potentially intensifying competition among the remaining players.

In this competitive environment, companies like Buzz Bingo are strategically expanding through acquisitions and digital growth to fortify their position and tap into the escalating demand for bingo, both online and offline.

However, it’s important to bear in mind that the reliability of available data can fluctuate due to factors such as scheduled maintenance or unforeseen technical issues on individual bingo sites. Therefore, for the most precise and current information, it’s advisable to consult dedicated market research reports or official statistics.

Another successful milestone was achieved by the SiGMA Foundation recently in the Philippines with the Smiles Through Miles Mount Daraitan trekking fundraiser event which took place on the 4th of May, 2024, generously sponsored by BP Wallet, Infipay, SoftGamings and Creativents. 

The Mount Daraitan trek, undertaken by our 40 participants, is a breathtaking adventure. Standing at 738 metres, this trek allowed the team to embrace the natural beauty of the Philippines while not only testing their physical endurance but also provided an opportunity for each person to contribute to those in need. 

Mount Daraitan expedition participants.

The event's success was made possible through the generous support of our sponsors, whose contributions will be going towards the Foundation’s ongoing efforts in the Philippines. These efforts began approximately four years ago with the financing of a church renovation and the installation of a solar panelling system for the Jose Depiro Formation Centre in the town of Dinalipuhan, Bataan. 

Reflecting on the experience, Ariyo Aboumahboub, Business Development Manager of Infipay Tech shared, “The trek to Mount Daraitan was nothing short of amazing, and knowing that we were there to support the children of Jose DePiro Formation Center in Bataan made it even more special. We're really looking forward to teaming up with SiGMA Foundation again in the future to continue making a positive impact on communities.”

Solar panelling installation at the Jose Depiro Formation Center.

Renovated church, St Catherine of Alexandria Parish.

Recent efforts have also extended to nurturing musical talent within this same community, where, under the guidance of MSSP Fr Joseph Cremona, the SiGMA Foundation has been able to further provide opportunities for children to pursue careers in musical academia. Presently, the Foundation is financing the construction of a multi-sensory hall for the budding musicians of the Jose Depiro Katabaan Orkestra.

Jose Depiro Katabaan Orkestra practicing.

The highly anticipated occasion of the inauguration of the multi-sensory hall is scheduled to coincide with the SiGMA Asia summit on the 6^th of June, in an effort to align the SiGMA Group’s mission to unite individuals for a brighter future.

Looking ahead, the SiGMA Foundation envisions to further expand initiatives within the Philippines. With plans underway to establish a community centre benefiting the indigenous Aetas tribe descendants residing within the Batiawan area of Zambales, Pampanga. 

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

The Philippine gaming industry has experienced a surge in the first quarter of 2024, with Gross Gaming Revenues (GGR) reaching a staggering Php81.7 billion (€1.39 billion). This represents an 18.54 percent increase from the same period last year, according to the Philippine Amusement and Gaming Corporation (). 

PAGCOR Chairman and CEO , expressed his satisfaction with the industry's performance, particularly highlighting the outstanding growth in the Electronic Games (E-Games) sector.  

“The E-Games revenue performance continues to exceed our projections, and this reflects how gaming technology and the proliferation of mobile devices is influencing not only our daily lives but our entertainment choices as well,” Tengco said. 

“With the way technology is constantly shaping our lives and the way we do business, and even the way we choose to be entertained, the future of gaming clearly lies in this sector,” Tengco added. 

The iGaming revenue soared to PHP 22.5 billion (€360.9 million), exceeding expectations and demonstrating the profound impact of gaming technology on entertainment choices. 

Tengco attributed the success of the iGaming sector to PAGCOR's improved regulatory policies and reduced fees, which have attracted both local and international gaming companies to invest in the Philippine gaming industry. 

“We are confident that with our new regulatory policies, more gaming companies both here and abroad will continue to look at business and investment opportunities in the Philippine gaming industry,” he said. 

While licensed casinos remain the biggest contributors to 1Q GGR, bringing in PHP 49.7 billion (€797.13 million), there has been a slight decrease compared to the previous year. PAGCOR-operated casinos and bingo operations also experienced dips in revenue, indicating the ongoing challenge posed by online platforms. 

Despite these minor setbacks, the industry's outlook remains positive, with first-quarter revenues surpassing 24 percent of the projected full-year GGR. Moreover, the 1Q 2024 revenues have surpassed previous records, setting a promising trajectory for continued growth in the Philippine gaming industry.