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Bet365 to move operations to Malta post-Brexit

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In a significant development, Bet365 has decided to move its operations to Malta from Gibraltar as soon as the UK completes its Brexit process next year, according to a report published in The Sunday Times of Malta.

Bet365, fully owned by a British family, had a revenue of €1.5 billion in 2015. The move will see about 1000 jobs relocating to Malta from Gibraltar, which will undoubtedly boost Malta’s economy.

The owners of Bet365 have already inked a sale agreement to buy a large new property in the Tigné peninsula in Sliema, which will become the new hub of its operations.

The promise of sale will come into effect as soon as Brexit materialises, and the British company is expected to pay some €70 million to buy the Sliema property.

Sources close to the gambling industry told The Sunday Times of Malta that the relocation of Bet365 to Malta would be a game changer for the island, as it is expected to create a major economic boost.

“It is not every day that 1000 well-paid employees are relocated to Malta. Apart from the fact that we are talking about the largest sports betting company in the world, with some 23 million customers, 1000 new individuals and their families looking for a place to stay for quite some time on a small island will mean significant business,” the sources said.

At the same time, the sources said that there will be a downside to this “massive relocation,” as rents for housing in the area have already started increasing drastically as rumours about the move make the rounds.”

The problems of increasing congestion and overcrowding in the Tigné area will also continue to become a major problem,” the sources added.

Bet365 has been eyeing the possibility of relocating its major operations to Malta for quite some time, and this was made more likely following the UK’s Brexit referendum, in which the electorate chose to leave the EU.

Malta has become very attractive to online gambling companies due to its low taxation regime and its membership of the EU.

Already registering three companies in 2014, Hillside (New Media Malta) plc – the operating company of the Bet365 group – acquired a remote gaming licence from the Malta Gaming Authority in 2015.

At the time, the company said that this was due to “regulatory developments in various operating territories.”

Following the UK’s Brexit vote, Hillside registered a new property management company in Malta last year, increasing its paid share capital to €12.5 million to invest in the acquisition of the property in Sliema.

Last month the company finalised its plans to transfer part of its business to Malta and registered another company, Hillside (Shared Services Malta) Ltd.

Founded by Denise Coates in 2000 in Stoke-on-Trent, the company fast developed into a multimillion-euro operation with some 3500 employees across the globe.

Apart from Gibraltar, it also operates a massive business in Australia and has a small office in Ta’ Xbiex in Malta.

The company chairman, Peter Coates, Denise Coates’s father, is also the chairman and owner of Stoke City Football Club, which this year was relegated from England’s Premier League to the Championship.

A lifelong supporter of the British Labour Party, Mr Coates is known as having donated hundreds of thousands of pounds to the party.

One particularly large donation coincided with the relaxation of gambling legislation and the lifting of a ban on television advertising by the UK’s Labour government in 2008.

Source: timesofmalta.com

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Dutch Mental Health Care Calls for Total Ban on Online Gambling Advertising

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The Dutch mental health service is calling for a total ban on online gambling advertisements in the Netherlands.

Although a ban on untargeted gambling advertisements and a ban on the use of role models has been in effect since 2023, a recent research by KRO-NCRV’s Pointer shows that (illegal) gambling companies and sports tipster platforms are still enticing young people via social media such as TikTok and Snapchat.

By using influencers and terms like “free money”, they try to attract a young audience and thus lower the threshold to start gambling. This concerns both legal online casinos and online casinos that do not have a license in the Netherlands. The Gaming Authority has started an investigation based on Pointer’s findings.

Pointer’s research shows that part of the gambling industry deliberately targets young people who are often susceptible to promises such as “fast money” and the influence of role models. Ruth Peetoom, chair of the Dutch mental health service, compares this approach to that of the tobacco industry, where similar marketing strategies were used to get young people to smoke.

Despite the existing advertising ban, gambling companies continue to explore the boundaries of the law, according to Peetoom. The Dutch mental health and addiction care associations in the Netherlands therefore push for a total ban on online gambling advertising and stricter rules for the duty of care of gambling providers.

With the call for a total ban, the Dutch mental health care sector hopes to prevent further normalisation of gambling behaviour among young people and to protect them from the temptation and consequences of online gambling.

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Compliance Updates

UKGC: Market impact data on gambling behaviour – operator data to Oct 2024

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UKGC: Market impact data on gambling behaviour - operator data to Oct 2024
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The Gambling Commission has published further data on the gambling industry in Great Britain.

This data, sourced from operators, reflects the period between March 2020 and September 2024, inclusive, and covers online and in-person gambling covering Licensed Betting Operators (LBOs) found on Britain’s high streets.

Comparison should not be made with the industry statistics dataset, as this dataset may include free bets and bonuses and does not include data from all operators.

This release compares Quarter 2 (Q2) of financial year 2024 to 2025, with Q2 of 2023 to 2024, looking at how the market has changed in comparative periods over a year.

The latest operator data shows:

  • online total Gross Gambling Yield (GGY) in Q2 (July to September) was £1.32 billion, an increase of 11 percent from Q2 the previous year. The overall number of total bets and/or spins increased 12 percent Year-on-Year (YoY), reaching a new peak for the third consecutive quarter of 25.2 billion, whilst the average monthly active accounts2 in the quarter increased 8 percent
  • real event betting GGY increased by 6 percent YoY to £453 million. The number of bets decreased 10 percent, while the average monthly active accounts in Q2 increased 9 percent
  • slots GGY increased 16 percent to £680 million YoY. The number of spins increased 13 percent to 23.3 billion while the average monthly active accounts in Q2 increased 16 percent to 4.4 million per month. Although this is a new peak for GGY in this dataset for the slots vertical, it should be noted that one operator has re-classified some of its products into the slot vertical this quarter, which has had an impact on the vertical data
  • the number of online slots sessions lasting longer than an hour increased by 9 percent YoY to 10 million. The average session length remained at 17 minutes. Approximately 6.1 percent of all sessions lasted more than one hour compared to 6.6 percent in Q2 the previous year. The number of spins per session has fallen from 147 to 142 YOY, whilst the GGY per session has fallen from £4.20 to £4.13 in the equivalent timeframe
  • LBO GGY decreased by 1 percent to £533 million in Q2 2024 to 2025, compared to the same quarter last year, while the number of total bets and spins decreased by 0.1 percent to 3.1 billion.
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Industry News

Petra Maria Poola Joins Xace as Group Commercial Director

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Xace has announced that Petra Maria Poola has joined the company as Group Commercial Director.

Petra brings a wealth of experience from the iGaming industry having formerly held roles at several iGaming companies such as Yolo, Relax Gaming and SiGMA. She will lead the commercial growth of Xace and its group companies, including crypto and iGaming focused xda.io, helping to drive strategic initiatives across banking, fintech and iGaming solutions.

In her new role, she will mainly oversee the growth of the group’s sales, marketing and account management functions, ensuring a cohesive strategy that supports Xace’s ambitious expansion plans.

“I am incredibly excited to start this new chapter with Xace, and work alongside such a talented team and management. Transitioning into the fintech space, while still connected to iGaming, presents an exciting opportunity for growth and learning. I’m looking forward to applying my expertise to help Xace and its group companies achieve new heights commercially, while gaining deeper insights into the fast-evolving world of fintech,” said Petra Maria Poola.

Reuben Abel, CEO of Xace, said: “Petra’s extensive background in the iGaming sector, combined with her commercial acumen, makes her a valuable addition to the Xace team. She will play a crucial role in expanding Xace’s market presence and enhancing its suite of services tailored to the specific needs of the iGaming and fintech industries.”

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