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BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT
The Betting and Gaming Council has welcomed new Codes of Conduct for Gambling Related Agreements across a number of major sporting bodies, significantly raising standards for sports sponsorship deals.
Working alongside globally recognised national sports bodies including the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority plus official bodies representing darts, snooker and boxing, the BGC has developed a cross industry voluntary code of conduct for betting sponsorship deals, with each body producing a specific code for their own sport.
This new framework, created by the BGC to drive up standards, sets new standards on safer gambling sponsorship across four key principles of protection, social responsibility, reinvestment and integrity:
- Protection of children and young people – gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
- Social responsibility – gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
- Reinvestment into sport – the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve fans and communities. This includes investment in improving infrastructure and providing community and grassroots participation opportunities for local communities.
- Maintaining sporting integrity – gambling sponsorship must not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.
The EFL, Premier League, The FA and Women’s Super League have already announced that that they have formally agreed to adopt the new Code of Conduct for Gambling Related Agreements in football ahead of the new season, as has the British Horseracing Authority. We expect further sporting bodies to publish shortly.
This code has huge practical implications for sports sponsorship. For football, that includes ensuring the design of betting sponsorship limits reach to children and those at risk of harm, ensuring professional footballers are aware of available support services and making sure club social media accounts do not include links to betting operator websites.
Clubs will now also ensure that a reasonable and proportionate portion of gambling sponsorship assets promote safer gambling messaging, which may include perimeter boards and match day programmes.
For horseracing, the new code will ensure that betting promotions are not directly targeted at U18, and that appropriate age awareness arrangements are applied on course.
BGC members are committed to ensuring sports betting – and sponsorship – are carried out in a socially responsible way and have been working hard to deliver these new standards.
Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans.
“BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.
“These codes will a be a big step forward and is something we have been working on for many years, long before the white paper. Our work in this area is another demonstration of our commitment to ensure that any betting sponsorship agreement must be undertaken in a responsible way.
“It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing – including replica football kits – and the whistle to whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97 per cent.
“BGC members are committed to safer gambling and signposting available support regularly and prominently, while our largest members helped deliver a record donation of £172m to tackle gambling harm between 2019 and 2024.
“When we say we are raising standards, we mean business, and this is further concrete evidence of that determination.”
BGC Members provide some of the country’s most popular sport with vital funding, from the grassroots to the elite level.
The Sky Bet sponsored English Football League and its clubs receive £40m, William Hill sponsors the Scottish Professional Football League, while a host of other BGC members from Betway to Kindred are supporting football and other sports.
Meanwhile, horseracing receives £350m, and snooker, darts and rugby league – which is currently sponsored by Betfred – receive more than £12.5m.
Meanwhile, BGC member Entain’s Pitching In sponsors the Trident League – 250 clubs at steps three and four of the English football pyramid – a huge boost to grassroots football. And Flutter has invested millions into a huge range of community sports through its Cash4Clubs scheme.
The regulated betting and gaming industry in the UK supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.
Each month in Britain around 22.5m adults have a bet and the most recent NHS Health Survey for England estimated that 0.4 per cent of the adult population are problem gamblers.
Latest News
Fun in Your Pocket: How Easy It Has Become to Access Slot Games
In recent years, the world of gaming has undergone a significant transformation, making entertainment more accessible than ever before. One of the most remarkable developments in this regard is the ease with which players can now access Slots Online. What was once an activity confined to physical casinos is now available at your fingertips, providing endless fun and excitement anywhere, anytime. This article explores how technology has revolutionized the accessibility of slot games and what it means for the modern player.
The Rise of Mobile Gaming
The advent of smartphones has been a game-changer in the world of online gaming. With the power of a computer in your pocket, mobile devices have made it possible for players to enjoy their favorite games on the go. Slots Online are no exception. Game developers have responded to this trend by optimizing slot games for mobile platforms, ensuring that the experience on a smartphone or tablet is just as immersive and enjoyable as on a desktop computer.
Mobile apps dedicated to slots online are now widely available, offering a seamless gaming experience with high-quality graphics, smooth gameplay, and intuitive interfaces. Whether you are waiting for a bus, on your lunch break, or relaxing at home, the ability to spin the reels is literally at your fingertips.
Instant Access to a Variety of Games
One of the greatest advantages of playing Slots Online is the sheer variety of games available. Online platforms host hundreds, if not thousands, of different slot games, each with its own unique theme, features, and payout structures. From classic fruit machines to modern video slots with complex bonus rounds, the options are virtually endless.
In a traditional casino, you might be limited by the number of machines available on the floor. However, with Slots Online, there are no such limitations. You can easily switch between games, try out new ones, and find the perfect slot that suits your preferences without ever leaving your home. This vast selection is accessible with just a few taps on your screen, making it easier than ever to explore and enjoy a wide range of slot games.
User-Friendly Interfaces and Enhanced Gameplay
As slots online have become more accessible, game developers have also focused on creating user-friendly interfaces that cater to both novice and experienced players. The simplicity of the controls, combined with clear instructions and helpful tutorials, ensures that anyone can start playing with ease.
Furthermore, technological advancements have enhanced the gameplay experience. High-definition graphics, engaging sound effects, and interactive features like bonus rounds and free spins make playing Slots Online not only convenient but also highly entertaining. These innovations have bridged the gap between traditional slot machines and their digital counterparts, offering an experience that is both familiar and new.
Safe and Secure Gaming Environment
The ease of accessing slots online has been complemented by the development of secure gaming environments. Reputable online casinos use advanced encryption technologies to protect players’ personal and financial information, ensuring that they can enjoy their favorite games with peace of mind.
Moreover, the availability of responsible gaming tools allows players to set limits on their spending and playing time, promoting a healthy and balanced approach to gaming. This combination of accessibility and security has made Slots Online a popular choice for both casual players and serious enthusiasts.
The accessibility of slots online has revolutionized the way people engage with slot games. With the ability to play from anywhere, at any time, on a wide variety of devices, the fun of spinning the reels is no longer confined to the casino floor. The vast selection of games, user-friendly interfaces, and enhanced gameplay have made it easier than ever to enjoy this form of entertainment. As technology continues to advance, the future of slots online promises even more exciting developments, bringing fun and excitement straight to your pocket.
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Atlaslive and Legitimuz Team Up to Boost Registration and Compliance for iGaming Operators in Brazil
Atlaslive, a leading B2B software provider in the global iGaming industry, announced a new partnership with Legitimuz, Brazil’s premier identity verification and facial recognition provider. This strategic collaboration aims to streamline Know Your Customer (KYC) processes, boosting player registration and ensuring top-tier compliance across the Brazilian iGaming market.
With a strong presence in the LATAM region, Atlaslive continues to enhance its offering to iGaming operators, helping them scale their platforms efficiently while maintaining the highest standards of security and regulatory compliance. By integrating Legitimuz’s cutting-edge technology, Atlaslive will enable its partners to register up to 30% more bettors through faster and more reliable KYC solutions.
The partnership will combine Atlaslive’s dynamic iGaming Platform with Legitimuz’s expertise in automated document analysis, 3D facial recognition, and instant approvals — all delivered in less than 30 seconds. This joint effort will enhance user onboarding, improve data security, and prevent fraud without sacrificing conversion rates.
CEO of Atlaslive, Maxim Slobodyanuk, said: “This collaboration aligns perfectly with our commitment to providing scalable, secure, and innovative solutions to the iGaming industry. With the Brazilian market poised for growth, ensuring seamless and compliant registration processes is critical. Together with Legitimuz, we will support operators in increasing registrations, reducing fraud, and adhering to local regulations, all while improving the user experience.”
CEO of Legitimuz, Kayky Janiszewski, commented: “Our technology is designed to increase conversions while maintaining the highest level of security and compliance. By integrating with Atlaslive’s powerful platform, we’re enabling operators to scale their businesses efficiently and confidently in Brazil. Our KYC solution, with its automated document analysis, 3D facial recognition, and instant approval, ensures that players can be verified quickly and securely, driving growth and trust in the process.”
This partnership further solidifies Atlaslive’s position as a trusted and innovative provider in the Latin American iGaming market, supporting operators in scaling their platforms with confidence. As the demand for reliable and fast KYC grows, this integration will enable operators to meet the expectations of both regulators and players.
eSports
DATA.BET hosts CS2 tournament at SBC Summit
DATA.BET, a premium esports betting solution provider, invites all exhibition attendees to the DATA.BEAT tournament. The event will occur at the Feira Internacional de Lisboa, at stand D160.
Visitors will have the opportunity to participate in a live CS2 competition featuring Christopher “GeT_RiGhT” Alesund, one of the most iconic figures in Counter-Strike history. A four-time top-ranked player, GeT_RiGhT dominated the global scene, being named the best player in the world in 2013 and 2014.
Qualification matches will be conducted on September 24 and September 25 with the finale on September 25. Registered players will compete for the highest scores, and three finalists will go head-to-head with the pro and win a Steam Deck. Everyone is welcome to watch the game, enjoying drinks from an open bar.
“At DATA.BET, passion for esports is in our DNA. We want to push the boundaries of gaming culture and bring esports closer to the masses,” said Natalie Loshatynska, Head of PR & Marketing at DATA.BET. “Hosting a CS2 tournament at SBC Summit is a perfect way for us to engage with the community and showcase that Counter-Strike is more than just a game – it’s a cultural phenomenon. And having an icon like GeT_RiGhT on board makes this experience even more memorable.”
Former pro player Christopher Alesund added, “It’s a fantastic opportunity to reconnect with fans and be a part of the growing esports culture that continues to evolve. I’m excited to see the level of talent from the community at this event!”
For those who only want to remember old times, DATA.BET will open its stand on September 26 for an open-play experience. Visitors can enjoy hands-on time with CS2, where they can play alongside fellow attendees.
Are you attending the SBC Summit? Register for the event here and get a chance to face GeT_RiGhT. The number of participants is limited.
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