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Path to Play: What is it, and what does it mean for the gambling industry?



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Path to Play is a new piece of research and framework developed by the UKGC to understand better what “the typical consumer journey looks like, from the beginning of a gambling interaction to the end.” The intention is a greater exploration of gamblers’ perspectives, habits and influences. This builds on earlier work by the UKGC and continues the move away from the operator and regulator perspective. According to the UKGC, it allows them to “understand how consumers experience gambling, what factors influence them, where there may be greater risks for some gamblers and identify opportunities for intervention”.

Understanding more about players’ perspectives

The Path to Play study included 937 participants who had been gambling in the last 12 months. The sample included varying types of gamblers as ​​participants were a range of; ages, GB regions, socioeconomic groups, life stages, ethnicity and PGSI ratings. The Path to Play framework indicates key milestones and stages gamblers go through. It’s not a one-size-fits-all model, recognising that gamblers are not all the same and experiences differ. 

There are six phases included in the framework

  1. Passive influences (underlying attitudes and perceptions of gambling)
  2. External triggers (nudges that prompt consideration of play)
  3. Internal impulses (motivation/reason to gamble)
  4. Active search (production selection process)
  5. Gaming experience (how playing goes),
  6. Game outcome (impact of winning or losing). 

The steps are sequential, aside from external triggers (like bonuses and promos) and internal impulses (such as laying a bet during a match to increase excitement or visiting a casino to celebrate an event or pass the time), which can take place at any time.

According to the research, different factors influence players more or less at different stages. For example, special offers, direct communications and winning experiences significantly influence people to gamble, as do popular events like the World Cup or Premier League. Meanwhile, other factors, like advertising and sponsorships, are much less consequential and, therefore, categorised as “background noise”.

Problem gamblers highlighted

The research showed that problem gamblers were far more susceptible to influences and triggers throughout the framework stages than those categorised as not at-risk. This was especially true for passive influences, which can include day-to-day interactions, upbringing and past experiences, to name but a few.

The role of safer gambling messages

It also questioned whether safeguarding techniques worked, finding that responsible gambling messages and warnings had little impact despite being seen regularly. Spending limits are currently under-utilised, with only 7% of consumers employing them, despite many going into a gambling session with a budget in mind.

What does Path to Play mean for the gambling industry?

The study aims to assist the UKGC in creating new policies and initiatives to better address problem gambling and the industry on the whole through a better understanding of the complete journey gamblers take and what influences their behaviour. This is a commendable attempt by the UKGC to prioritise understanding players and what makes them tick. Moreover, it’s only through research like this that operators and regulators better know what safeguards work and what support players need.

In light of more recent third-party research, such as GambleAware’s commissioned Patterns of Play study, which showed that participation, spending and harm of gaming products are disproportionately concentrated in the most deprived areas of Great Britain, ) Path to Play’s qualitative, quantitative and longer-term research adds essential colour to understanding such findings. The research also compliments overall participation statistics which suggest that while slot and other casino games are less prevalent than betting, the number of problem gamblers using these games is more than double. Online slots also see the highest loss per player and are the most produced type of casino game, as shown by the number of new slots released every month. What’s more, in a time when the UK is undergoing a crisis of living costs, coupled with the pandemic’s longer-term effects, understanding what drives and influences different players is critical to creating effective regulation.

The implications of the research are not yet clear, and they come at a time when the UK is already in the process of concluding a new white paper (part of the Gambling Review, which will update gambling laws for the modern industry and is expected to cover both affordability checks and mandatory player budgets). However, as Path to Play is fresh off the think tank, it’s a little late to be taken into account in the white paper, which is expected to be released within weeks. Although interestingly, just days after Path to Play was released and ahead of the white paper, the CEO of the UKGC issued a warning to operators regarding higher levels of expected compliance and consumer protection within the industry. What remains to be seen is how often the UKGC will undertake Path to Play surveys and what practical implications the results will have for policy, safeguards and operator LCCPs.

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SOFTSWISS Jackpot Aggregator Starts Partnership With Abocasino



SOFTSWISS Jackpot Aggregator Starts Partnership With Abocasino
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The SOFTSWISS Jackpot Aggregator grows its client portfolio by starting a partnership with Abocasino. This collaboration will allow the online casino to enhance player engagement and gain deeper insights into their player community by launching jackpot campaigns.

Abocasino is an online casino rapidly gaining popularity. It is registered and operated under the laws of Curacao. Abocasino has an extended loyalty program for VIP players, a comprehensive portfolio of games, as well as live casino titles.

For a new partner, the Jackpot Aggregator has launched a jackpot promotion named ‘Call of jungle’. It is a progressive jackpot campaign with three independent levels: Mini, Middle, and Mega. Lastly, an online casino will award a prize ranging from 50,000 to 100,000 EUR.

This jackpot campaign not only increases player activity but attracts and retains new users. It will give Abocasino a deeper understanding of its audience’s playing behaviour and interest, and will facilitate the development of a promotional campaign that piques the interest of several player segments.

Aliaksei Douhin, Head of SOFTSWISS Jackpot Aggregator, commented: “Both the SOFTSWISS Jackpot Aggregator and the client side have done a high-quality job of launching the jackpot campaign, particularly on the design of the ‘Call of jungle’ jackpot. Abocasino has dedicated solid attention to all the details and we are confident that this will benefit the online casino. I am sure we have a long and productive collaboration ahead of us.”

“We are delighted to work with the SOFTSWISS Jackpot Aggregator team. They confidently prove their professionalism and expertise, and always complete goals promptly. The jackpot campaign will be a new round of development for our casino,” noted Abocasino Team.

The SOFTSWISS Jackpot Aggregator lets its clients launch jackpot campaigns with different prize tiers. The tool helps online casinos to set up new jackpot promotion projects in line with their business goals. The first results of the Jackpot Aggregator campaigns showed that almost 70% of casino players make more daily wagers after participating in jackpot campaigns. 



SOFTSWISS is an international iGaming company supplying certified software solutions for managing gambling operations. The expert team, which counts 1,400+ employees, is based in Malta, Poland, Georgia, and Belarus.  SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013 SOFTSWISS was the first in the world to introduce a bitcoin-optimised online casino solution.

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Mischievous betting brand Paddy Power presents an eyebrow raising ‘drama with balls’ after teaming up with creative agency Octagon for their latest ad campaign. 

“Bingoton” was formally rolled out in a fashion befitting the brand’s proverbial bingo debutante today (23rd September).  

Written and art directed by Jonny Watson, Dan Harrison and Neil Richardson of Octagon UK, and directed by Jim Gilchrist of Outsider, the 30-second TVC will get its first showing on ITV this evening during Coronation Street.  

The commercial takes viewers back to the early 19th century, with Miss Bingoton and her lady-in-waiting assessing a selection of ‘gentlemen callers’, cleverly creating a humorous parallel with the perils of modern-day dating.  

According to Josh Green, Executive Director at Octagon, this was the ideal comical conduit to convey the Paddy Power Bingoproposition:  

“In the simplest terms, bingo is drama with balls. That’s how the idea of Bingoton was born.” 

Tom Muldowney, Head of Gaming Marketing with Paddy Power adds:   

“We wanted to make a ballsy ad and Miss Bingoton felt like the perfect leading lady to convey our ‘more chances’ message. That’s with the exception of the Suitor who sent her (Charles) Dickens pix. He remains on the cutting room floor.”    

The advert opens with stunning views of high society types gathering at the palatial grounds of Bingoton Manor. Centre stage is Miss Bingoton, who is joined by her lady-in-waiting and Master of Ceremonies, all of whom eagerly anticipate a parade of potential suitors for her viewing pleasure.   

Suitor Number 10 gets the (bingo) balls rolling. But he’s quickly dismissed by Miss Bingoton who instructs her footmen to “swipe left” on her behalf.   

  Suitor Number 3 is quickly dispatched in an equally decisive manner, having been judged by Miss B to be “catfishing again” after she takes in his dated and unrecognizable profile painting.  

Trying his luck next is Suitor Number 66, a handsome gentleman from Essex who only has eyes for his own reflection.   

“The only way is EXIT,” she giggles under her breath to her lady-in-waiting.  

Paddy Power’s latest campaign comes with all the easter eggs punters have come to expect from the mischievous brand, who manages to marry drama (and balls) to make it a perfect match.   

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Turbo Mode in the Game ‘Mines’ is On – Fasten the Seat Belts



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Classics are eternal, but classics with new improvements are captivating. One of the first
Turbo games has undergone visual and functional changes and has transformed into one
more game Turbo Mines.

The Head of Product at Turbo Games says:

“Visually, this is the successor to the super hit of our classic Mines. We are a young
progressive team that improves our product regularly, but not just observes what works
well. There is no limit to perfection, especially when you can change quickly and
qualitatively to open an even wider potential of Turbo hit.”

What does it mean for the players?

The rules remain the same as in Mines, but some additional features modify the perception
of the interface and the game pace.

Firstly, it is possible to change the game field size: to 3*3, 5*5, 7*7, and 9*9. Such
modification gives a player a chance to work on their strategy and choose the risk rate. So
to say, every round can be absolutely different from all points of view.

Secondly, those players who enjoy speed can experience it in Turbo Mines too. Such a
function enables a player to choose the same pattern for opening the blocks for many
rounds in a row. If a player sticks to the strategy that they believe in, they will win for sure
because dripping water wears away a stone not with its strength but with its constancy.
But there is no need to wait, do it in Turbo mode with Turbo Mines.

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