UK online deposit limits to be phased in from end of October
On Tuesday, (UK) Great Britain’s Gambling Commission published comprehensive guidance for operators on the new online deposit rules first announced in February. The measures, designed to give consumers greater control over their spending, will be introduced in phases, with the initial stage commencing this month. A Growing International Standard The introduction of mandatory deposit limits follows a key recommendation made in the Government’s Gambling Act review white paper. These player-protection tools are fast becoming common practice in regulated markets globally and are already strictly enforced in jurisdictions such as the Netherlands and Germany. The UK’s move aligns its regulatory framework with these international standards, ensuring British consumers benefit from similar safeguards. The Core Requirement: Full Control from June 2026 The most important deadline is 30 June 2026, the latest date by which all UK-facing online gambling firms will be required to offer users the ability to set a limit on financial deposits. According to the Gambling Commission, these limits must be on a gross basis: what customers actually pay into their account over an appropriate time period. Thus, avoiding any potential manipulation of how spending is displayed. The scheme also enables operators to provide additional tools including loss limits or amounts which can be withdrawn in excess of the mandatory deposit limits. Such could then be framed as gross deposits loss limits — that is total deposits in the period not a net figure of deposit less withdrawals an amount used to hide actual losses, the regulator said. October Deadline for First-Stage Implementation Looms The fresh rules will be introduced in phases, and the initial amendments are slated to kick in with effect from 31 October 2026. The first stage brings a number of immediate operator duties regarding enhancement for example customer journey up front: New Customers Prompt: Operators must prompt a new customer to request them to set a financial limit – this is prior to being able to make their first deposit, from the end of October. This mechanism needs to be reviewable and modifiable. Opt-in Six-month Reviews: All operators must contact consumers every six months to prompt them to check accounts and transaction information for continued relevance of their limit settings. Free Text Limit Setting: Licensees are to provide account wallet limit facilities based upon free text under which customers can precisely and context oriented set their own limits. Setting of Improved Visibility and Access: Operators should offer financial limit-setting facilities subject to a direct link on the homepage and deposit pages. This path should stick out like a sore thumb, and take very few clicks to get to. Immediate Reaction to Deductions: Finally, when customers ask to reduce their financial limits it will have to be addressed immediately by operators, this eliminates friction for players that want to limit their exposure. Empowering Consumers Through Clarity and Consistency The commission said that the changes address primarily how limits are to be defined and explained to customers, steering away from technical imprecision. This would assist consumers in better controlling their gambling patterns, it noted. Helen Rhodes, Gambling Commission director of major policy projects, noted greater player control under the new rules and insisted: “Modernising these limits will enable consumers to be empowered.” These further changes will also improve consistency and clarity for those consumers choosing to set deposit limits, while still enabling gambling businesses to allow customer choice as to the form of limits.” said Rhodes. Navigating Mixed Responses from Consultation The new rules are grounded in responses to a Gambling Commission consultation launched in March, which sought to help the sector understand what the incoming measures could look like. The consultation focused on three main proposals: setting gross deposit limits as the default, whether to allow consumers to select “net” limits (deposits minus withdrawals), and the precise definition of the term “deposit limit”. It received mixed responses. Some stakeholders raised concerns over making gross deposit limits mandatory, arguing for flexibility. There were also clear calls to make the implementation guidance clearer and to place restrictions on the use of the term “deposit limit” to avoid consumer confusion. Technical Definitions to Reduce Consumer Confusion Taking the feedback into account, the commission first sought to clarify key terminology to reduce the risk of confusion and prevent operators from mislabeling products. The core rulings include: Strict Definition of “Deposit Limit”: Only limits that meet the “gross” deposit limit definition—total deposits made during a period—can now be officially defined and presented as a “deposit limit”. Prominence of Alternative Limits: The regulator concluded that while operators must offer gross deposit limits as a minimum, they can also offer other limit types. However, these must be given equal prominence on the operator’s website, ensuring clear comparisons. Most Restrictive Setting Applies: On a technical level, it was decided that when a consumer sets timeframes across several different limit types, the one with the most restrictive setting must apply as the binding constraint. 24-Hour Cooling-Off Period: The commission reiterated that consumers who set a deposit limit cannot deposit again until the defined period has ended or they formally opt out of the limit, with the latter being subject to a mandatory 24-hour “cooling off” period to prevent impulsive decisions. Standardising Language: From “Spend” to “Stake” In its final guidance on terminology, the commission addressed operator-facing language. The term “spend limits” will be replaced by “stake limits”. The regulator determined this better aligns with actual gambling behaviour—tracking the money wagered—and will be significantly less confusing for consumers. Other points included clarifying what a “loss limit” means to the consumer; operators must explicitly state that this is defined as total stakes minus any winnings within a set timeframe. Furthermore, the commission advocated for the formal introduction of the term “net deposit limit”, defined clearly as deposits minus withdrawals within a selected period, providing a distinct option separate from the mandatory gross limit.
American Gambling Association issues guidelines on mitigating crypto laundering in AML best practises
Here’s what’s American Gambling Association (AGA) been up to. In the midst of more scrutiny than at any other period since the in the year of 2018’s PASPA decision Anti-money laundering best practices in the biggest casinos along the Las Vegas Strip have come under close scrutiny. This year three casinos made agreements to the Nevada Gaming Commission to resolve allegations relating to AML issues on their properties. In advance of the next Global Gaming Expo (G2E) in Las Vegas, the American Gaming Association published a comprehensive guide on the best practices in developing an effective AML framework across all gambling industries and not just within Las Vegas. The association, which is a part of three-quarters of the $3.229 billion US industry of casinos, hosts the event each year. G2E is a year-round leader in the top ten top gambling conventions in the world. The guide’s 64 pages provide guidelines for betting on sportsbooks in the commercial market on how they can reduce the risks associated with money laundering. Since gaming transactions using virtual currencies increase as they do, the AGA included a long section to the most effective practices in fighting against crypto laundering. To stop illegal financial transactions and protect your integrity in the gaming industry, casinos have to come up with risk-based strategies which ensure compliance with the legal rules that are part of the Bank Secrecy Act, according to the AGA. Increased AML risk through sports betting The binary outcomes that are offered by betting on sports make betting types of bets a favored method for money laundering, the AGA declared in its memo. Like games like roulette, craps, and baccarat betting on sports gives players the opportunity to bet both sides of the coin as a method to smuggle money. If, for instance, gamblers use dirty money to bet $100 on a team that is home and $100 is bet on the opposite side the bet would lose the vig while receiving a cash pay-out to the casinos. As per the AGA that similar risks can occur when a player makes a bet at an authorized sportsbook for the benefit of an unidentified third party in order to hide the source of the money. In the language of gambling, the method is known as betting via the use of a “beard”. AML best practices have come under more scrutiny in the last 24 months, in the wake of numerous convictions for criminal Southern California bookmakers during that time. On August 1, Matt Bowyer received a sentence of around an entire calendar year within the federal jail for running one of the country’s biggest illegal betting on sports. Bowyer was the person who received 325 million dollars of money from Ippei Mizuhara, who was the former interpreter who worked for baseball’s superstar Shohei Ohtani. Within Las Vegas, Bowyer laundered millions of dollars via Resorts World Las Vegas. Alongside Resorts World, MGM Resorts and Wynn Las Vegas also reached agreements with Nevada regulators in the past year in order to settle AML charges. In March The Nevada Gaming Commission approved a $10.5 million settlement with Resorts World, the second largest in the state’s history. It was the second-largest in state history. NGC also issued penalties for $5.5 millions as well as $8.5 million on Wynn as well as MGM Resorts, respectively. Problems with enforcing crypto money laundering Two other bookmakers involved in the investigation, Wayne Nix and Damien LeForbes waiting to be sentenced. LeForbes is a professional poker player, allegedly made millions of dollars in an alleged casino called Resorts World. In the 38-page federal plea agreement the prosecution documents the conversation LeForbes engaged in an exchange with one of his gambling clients. In the event that law enforcement could discover a way to observe this transaction, the customer asked for advice from a bookie. In the response, LeForbes instructed the client to arrange the payment by transferring the money to multiple address: “I’d send $100K at one time to various addresses. You can set up a different account in a wallet each time. Make sure you don’t transfer it through the exchange.” Authorities have seized two Trezor wallets from LeForbes home during a search conducted on the 22nd of December, 2023. In the event of applying best practices to cryptocurrency transactions and transactions, the AGA suggests that any virtual currency must be converted to US dollars before being used at an online sportsbook. When converted to dollars the transactions are as subject to Suspicious Activity Report review as any other cash transactions in a casino, according to AGA. This week, several panels in this year’s G2E Conference will be dedicated to AML practices across the industry. Compliance officers of MGM, Wynn and Resorts World will be in attendance at an early next week session.
Analysis: Why $5m FanDuel settlement with Jaguars might be a decent deal
When FanDuel agreed to pay the Jacksonville Jaguars $5 million to resolve litigation surrounding a disgraced former employee, the settlement did not quite cripple the company’s bottom line. ESPN reported recently that the two sides finalised the settlement in early 2025. The network also reported last year that the Jaguars made a request to FanDuel to repay a portion of the embezzled funds. Securities filings indicate that the settlement may be easier for FanDuel to swallow in comparison with initial projections. Earlier this year, FanDuel finalised the agreement with the Jaguars to compensate the NFL club for approximately $20 million in stolen funds that the employee deposited at the sportsbook. But in a series of legal matters where requested damages by the employee stretch to $250 million, this Jaguars settlement looks relatively smaller, especially compared to the company balance sheet. During the second quarter, Flutter produced revenue of $4.19 billion for the three months period ended 30 June. In the US, Flutter generated revenue of $1.79 billion, with sportsbook revenue of $1.22 billion. A FanDuel spokesman did not respond to a request for comment. Jaguars legal costs not broached in Flutter filing Amit Patel, a former Jaguars executive, pleaded guilty in 2023 to misappropriating $22 million from the team’s Virtual Credit Card (VCC) programme in a brazen bid to fuel his gambling habit. Patel, who served as the sole custodian of the team’s VCC system, received a 78-month prison sentence last year on several charges, including wire fraud. The exact timing of the settlement is unclear, but it appears to have been reached around March when FanDuel parent Flutter released a Form 10-K filing with the US Securities and Exchange Commission. The filing, which covers Flutter’s annual report for the 2024 fiscal year, contained a series of potential damages regarding pending litigation against the company. While Flutter informed the SEC of litigation on several continents, the section on legal contingencies did not contain any matters in North America. The section included: Alleged German and Austrian player claims for the reimbursement of historic gaming losses. A tax dispute with Italian authorities over Pokerstars server infrastructure. An investigation into historical underpayment of a goods and services tax in India. Of the three, the lowest contingency is the Italian tax settlement for €8 million ($9 million), Flutter disclosed. Flutter strongly disputes the European matter and wrote that it was unable to determine a reasonable estimate on a range of potential losses in the India case. How FanDuel settlement could cut off potential harm Thus far in 2025, Flutter has released quarterly filings in May and August for the first six months of the year. Flutter did not alert the SEC of the Jaguars settlement in either filing. But that does not necessarily mean FanDuel is downplaying the gravity of the case. In a parallel matter, Patel filed a $250 million federal lawsuit against FanDuel, alleging that the company took advantage of his gambling addiction. Diagnosed with a gambling disorder a month after his termination by the Jaguars, Patel claimed that FanDuel should have known that he was a compulsive gambler since he made more than 1,000 deposits of at least $20,000. In the annual report, Flutter stated that the company will likely face “increased scrutiny” related to responsible gaming in the relative near future. While Flutter asserted that it implemented safer gambling measures designed to protect customers, if the perception develops that the company fails to adequately protect vulnerable players, it may suffer from reputational harm. Since her appointment as CEO of FanDuel in 2021, Amy Howe has asserted that the company strives to “lead the industry” in responsible gambling. In one month alone, Patel made $5.6 million in fraudulent transactions, an amount that exceeded the cap of the VCC programme, court records indicate. Patel indicated in an interview with law enforcement that he artificially inflated legitimate expenses and generated fictitious charges under the scheme. The NFL encouraged the Jaguars and FanDuel to reach a settlement, but it did not participate in the negotiations, according to ESPN. Last July, the Jaguars filed a lawsuit against FanDuel in Florida state court seeking damages of $66.6 million.
Kalshi, Polymarket become official prediction market partners of the NHL
On Wednesday the NHL designated Kalshi and Polymarket as official prediction market partners of the league, becoming the first major North American sport to strike a commercial partnership with the upstart sites. Under the deal, the league will provide the two companies with access to official NHL proprietary data and rights to use NHL marks, logos and official designations on their platforms and products, according to a press release issued Wednesday. According to the NHL, Kalshi’s and Polymarket’s brokers and merchants will also be able to use the league’s marks and logos to identify the products they make available. “As prediction markets continue to evolve at a rapid pace, partnering with the two market leaders, Kalshi and Polymarket, provides a tremendous opportunity for the broadest fan engagement during the NHL season,” said Keith Wachtel, who serves as president of NHL Business. “Polymarket and Kalshi are ideal partners as this category continues to grow and expand.” Speaking to CNBC on Wednesday, Wachtel said he is intrigued by the potential for increased cross-selling through the partnership. For instance, a customer can trade a contract concerning the week’s most popular show on Netflix, while also making their pick for winner of the NHL’s Vezina Trophy given annually to the league’s top goaltender. The entertainment contracts typically are not offered on a traditional sportsbook. Kalshi brand exposure for NHL Winter Classic It may not be a coincidence that Kalshi marked the announcement by placing an NHL event contract on the most prominent area of its website on Wednesday, occupying the majority of the screen for customers trading on their laptops. A market for the 2026 Stanley Cup champions received approximately nearly $980,000 in trading volume as of 12:20pm ET. Two teams, the Carolina Hurricanes and the Edmonton Oilers, were co-favourites on the market with a 12% chance to hoist the Stanley Cup. The Florida Panthers, the two-time defending Stanley Cup champion, were the third choice at 11%. Kalshi, along with Polymarket, will receive brand exposure via Digitally Enhanced Dasherboards and blue line slot virtual signage on various NHL game broadcasts. The broadcasts will include the NHL Winter Classic, the NHL Stadium Series and postseason games during the Stanley Cup playoffs. Polymarket offered three event contracts on Wednesday’s nightly slate. An all-Canadian matchup between Montreal and Calgary received more than $683,000 in trading volume as of early Wednesday afternoon. “The NHL has always been about giving fans an incredible experience. We’re excited to bring that energy to Polymarket, where fans can engage with the NHL and its teams in a new way,” said Polymarket CEO Shayne Coplan. Attempts to ameliorate integrity concerns Coplan appeared as part of a roundtable with Kalshi CEO Tarek Mansour last month in Washington DC. The event, which also featured several executives from the nation’s largest derivative markets, delved into harmonisation efforts between the US Commodity Futures Trading Commission and the US Securities and Exchange Commission. The two prediction markets, as well as Robinhood and Crypto.com, are in the spotlight for their foray into sports event contracts. The derivative products have been criticised by those contending the contracts are essentially sports wagers that should be regulated on the state level. Kalshi is embroiled in litigation in numerous states on the legality of the contracts. Mansour, however, noted that the partnership with the NHL is a testament to the “integrity, safety, and trust” that Kalshi has spent years building with customers. While Kalshi previously signed a partnership with integrity monitor IC360, critics of prediction markets have argued that the sites lack Know Your Customer and anti-money laundering scrutiny that legal sportsbooks face from state regulators. “Teaming up with the NHL is an important milestone for Kalshi and the industry at large,” Mansour wrote in a statement. “It should be clear now – prediction markets are here to stay.” Position of other leagues Over the summer, the NFL expressed a number of concerns associated with prediction markets. David Highhill, NFL vice president of sports betting, stressed that the contracts are susceptible to “price distortions” without the proper regulations. While MLB is not expressly opposed to the rise of prediction markets, the league called on the CFTC to establish a robust integrity framework for sports event contracts. Nevertheless, the prediction markets’ commercial partnership with the NHL could exert pressure on regulated sportsbooks to accelerate a possible move into the new space. The designation comes one day after DraftKings announced its acquisition of Railbird Technologies. The company owns Railbird Exchange, a federally licensed exchange designated by the CFTC. DraftKings has not indicated if it plans to offer sports event contracts.
Weekend Report: Betfred warns of shop closures, Dutch Lottery risk officer exits
Welcome to the Weekend Report, where iGB looks at the news that you may have missed across the last few days. This week: Betfred warns of UK shop closures, Dutch Lottery financial officer exits and Kambi pens Betnation deal in the Netherlands. Betfred could close all UK shops Bookmaker Betfred has warned it could close all its UK high street betting ships if gambling taxes rise as feared. According to The Guardian, Betfred is considering shutting all 1,287 of its shops. This would put 7,500 jobs at risk across the UK. The government is considering introducing higher tax rates for gambling companies active in the UK. Chancellor Rachel Reeves will set out the plans during November’s budget. Flutter Entertainment also recently said it plans to close shops in the UK and Ireland. Entain and Evoke also said they could shut branches in response to higher tax. Aerssen departs Dutch Lottery The Dutch Lottery has announced that Jet Roos-van Aerssen is stepping down as chief financial and risk officer (CFRO). Aerssen had worked for the operator since May last year, having succeeded Arjan Blok as CFRO. Blok went on to become CEO of the Dutch Lottery. Prior to joining the organisation, Roos-van Aerssen worked in various international and national financial roles. This included stints with Talpa Network, Aegon and General Electric. “Jet has made a significant impact on our organisation and our contribution to sports and exercise in the past year and a half,” Blok said. “We have come to know her as a professional and appreciate her commitment to the Dutch Lottery. We wish Jet every success in the future.” Kambi scores betting partnership with Betnation Also in the Netherlands, Kambi Group has agreed to a multi-year partnership with online operator Betnation. Kambi will deliver its turnkey sportsbook solution to Betnation in the country. This includes a range of sports betting technology and services, such as a betting engine and trading and risk management capabilities. Betnation has operated an online casino in the Netherlands since October 2022. “Kambi’s reputation for excellence, cutting-edge technology and a commitment to regulated markets made them the natural choice as our new sportsbook provider,” Betnation CEO Robert Schouten said. BetMGM extends with NFL’s Steelers BetMGM has extended its partnership with the Pittsburgh Steelers of the NFL. The deal will run to 2029, with BetMGM serving as an official sports betting, online casino and gaming partner. BetMGM and the Steelers will introduce new fan-focused experiences, as well as continue the “Decade of Black & Gold Sweepstakes”. The latter awards one fan in Pennsylvania or West Virginia with 10 years of season tickets and hospitality tent passes for Steelers home games. “This partnership extension allows BetMGM to continue delivering experiences that reflect the energy and passion of Steelers Nation,” said Casey Hurbis, BetMGM chief marketing officer. Svenska Spel details community funding programme Svenska Spel has launched a new initiative to fund local sports clubs in the Gotland region of Sweden. Föreningsdrömmen Gotland will distribute SEK1 million ($106,124) each year. This will see 10 clubs in the region receive SEK100,000 each. Clubs interested in the funding can begin to apply from 12 November. Funds can be used to fund equipment, travel, camps or support their own initiatives. “Sports are an important meeting place for children and young people. It is where joy is born, where dreams grow and where community takes shape,” Svenska Spel CEO and President Anna Johnson said. “With Föreningsdrömmen, we want to give more people the chance to be involved and feel the joy and belonging that sports create.”
Gambling Commission GSGB: A statistical shock and its political fallout
While the raw numbers from the 2024 UK Gambling Commission’s GSGB (Gambling Survey for Great Britain) suggest relatively modest year-on-year changes, the way they are being presented, and the uses to which they are being put by the anti-gambling lobby, could have far-reaching consequences for operators, campaigners and policymakers alike. What Gambling Commission GSGB numbers say The 2024 GSGB shows a decline in past-year participation, from 61.5% in 2023 to 59.6%. “Problem gambling” prevalence, defined as PGSI scores of 8+, rose slightly from 2.5% to 2.7%, while moderate-risk gambling fell from 3.7% to 3.1%. For certain groups, harms appear to be easing: the proportion of gamblers reporting severe adverse consequences declined, particularly among women, where it fell 18%. Serious financial harm indicators dropped by nearly a quarter, and more than halved among 18–24-year-olds. However, other harms moved in the opposite direction. Reported rates of harm to “affected others” (such as partners, families and friends), including violence and abuse, increased. These complexities are often lost in the headline framing: the figure that has dominated media coverage is the 2.7% PGSI rate, extrapolated to imply 1.4 million “problem gamblers” in Britain. From caution to ‘official statistics‘ Until this year, the Gambling Commission had insisted on a health warning: GSGB survey data could not be scaled up to national totals due to methodological uncertainty. That caveat has now been removed, with the regulator describing the survey as “official statistics” and encouraging licensees to use the figures in risk assessments. Melanie Ellis, partner at Northridge Law, believes this shift was a mistake: “It was premature of the UKGC to call these ‘official statistics’ and to take away the health warning, without sufficient scientifically rigorous testing to give confidence that the data is accurate,” she says. Ellis stresses that while the commission was right to modernise its GSGB survey methodology, it failed to pause when early results diverged drastically from NHS health survey benchmarks. “The regulator blinkered itself to the impact these figures would have on the industry,” she adds. Gambling Commission’s GSGC ‘an almighty headache‘ Dan Waugh, partner at Regulus Partners, is even more blunt. He describes the GSGB as the regulator’s HS2, an over-budget, politically committed project that cannot be reversed even if flawed. “The survey has uncovered a previously unheralded huge degree of gambling participation overall. … It suggests a massive unlicensed market which was not picked up in the health survey. So, either the commission has not understood the market it is regulating, or it has let rampant gambling disorder flourish,” Waugh warns. The removal of caveats, he argues, creates “an almighty headache for DCMS” as campaigners will now lobby ministers armed with the regulator’s own statistics. “This will absolutely feed into the discussion on tax,” he adds. “You will see intense lobbying over further ad bans. And it will effectively have the GC’s badge on it.” Bias, capture and sunk costs Regulus’ own analysis frames the GSGB controversy as a case study in regulatory bias and institutional inertia. The Gambling Commission, it argues, has shown a willingness to find vindication where none exists. Researchers at the London School of Economics conducted inconclusive experiments comparing survey modes, yet these have been cited as justification for lifting safeguards. “The willingness of the commission to find vindication where none exists smacks of a prior bias,” Waugh wrote in an analysis sent to Regulus clients. “The alacrity with which some academic researchers have abandoned previously held views may indicate the presence of ‘in-group bias’ or worse.” The problem is compounded by selection bias and self-reporting inconsistencies. Hard industry data on actual participation often fails to align with Gambling Commission GSGB responses. Waugh suggests in his written analysis that there are three possible explanations: The survey overstates gambling prevalence due to selection bias. There exists a vast unlicensed market previously undetected. Respondents misunderstand questions or answer inattentively. None of these explanations, the consultant argues, inspire confidence that the GSGB can yet serve as a sound basis for policy. Industry in denial? Another theme emerging from Waugh’s critique is industry complacency. For years, operators have dismissed or downplayed research framing gambling as an “unhealthy commodity” akin to tobacco. By failing to engage seriously, they now face the risk of punitive tax rises and stricter controls. “Within the next 12 months, UK Research & Innovation will start to distribute £20 million a year in levy funding, with gambling described as a ‘health-harming industry’,” Waugh notes. Without a coordinated response, the industry faces “over-taxation and over-regulation”. Waugh suggests that operators have failed to mount a serious challenge. “The industry has just sat there and done nothing,” he says. “I can’t see that this will not negatively affect the industry.” Black market blind spots For Ellis, the critical missing piece is the role of unlicensed operators. “If [the Gambling Commission] wants to assess whether player protection measures imposed on the licensed industry are effective, it urgently needs to be able to segment its GSGB data into customers using licensed and unlicensed operators,” she notes. The commission has acknowledged this challenge but progress is slow. Without it, assessing whether regulatory interventions reduce harm risks becomes meaningless. Worse, restrictions on licensed operators may push consumers into the unregulated sphere, undermining protections altogether. From survey to supervision For licensees, the key issue is how the Gambling Commission GSGB will be operationalised. Commission CEO Andrew Rhodes has “strongly encouraged” firms to use GSGB data to assess risk within their customer bases. Does this mean operators must assume that one in 10 online sports bettors are “problem gamblers,” as the GSGB suggests? If so, this would transform the expectations around customer monitoring and affordability. Yet ambiguity persists. Ellis cautions that if the commission bases enforcement on GSGB-derived thresholds, “it must ensure that decisions are defensible and acknowledge methodological caveats”. The politics of harm The political consequences are already visible. The Guardian and other outlets have amplified the “1.4 million problem gamblers” figure, fuelling calls from campaigners for advertising curbs and affordability checks. Ministers
GamCare rolls out new gambling harms campaign
UK-facing charity GamCare has announced the launch of a new digital campaign aimed at helping consumers recognise indicators of gambling harms and encouraging players to seek support. Designed in partnership with creative agency 23red, part of CapGemini, the campaign will run year-round. It will feature across multiple digital platforms, targeting men aged 18-44 and individuals affected by their loved ones’ gambling. Featured in the campaign will be several short creatives, with the primary piece of content being a 30-second film using metaphorical visual storytelling to demonstrate the emotions people can experience while gambling. GamCare encourages people to seek support The campaign forms part of a wider, ongoing effort by GamCare to promote support for those impacted by gambling harms. Established in 1997, GamCare provides information, advice and support for people dealing with problem gambling. “Our new creative visualises the inner turmoil that people experiencing gambling harms can feel,” GamCare CEO Victoria Corbishley said. “It’s a fresh approach that we hope helps people in need, whether they gamble themselves or care about someone who does. We hope they will see those signs and reach out sooner for support.” 23red Creative Director Tristan Cavanagh added: “Unhealthy gambling habits are often hidden in plain sight. We set out to create something people who are experiencing gambling harms instantly recognise and feel rather than just watch, with visuals that mirror the quiet chaos inside someone’s head. “Our aim was to cut through the usual tropes and deliver a piece that resonates emotionally, prompting conversations before harm escalates.” The campaign launches as another industry charity, GambleAware, prepares to close. In July, GambleAware said it will halt all activities and transition its work to the British government by the end of March 2026. This followed the introduction of a new statutory levy earlier this year. In August, GambleAware named Anna Hargrave as its transition CEO to oversee its managed closure. Hargrave took on the position after Zoë Osmond stepped down as CEO on 30 September.