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Category: iGaming News

Explore fresh news and insights from the iGaming industry. Stay informed on casino developments, betting industry changes, major events, and industry-leading providers shaping the future of online gaming.

  • affie.ai Launches as AI-Powered Decision Engine for Affiliate Managers

    affie.ai Launches as AI-Powered Decision Engine for Affiliate Managers

    TAG Media and Gamblitude have launched affie.ai, a new decision-making platform built specifically for affiliate managers in iGaming. The product combines over 150 years of cumulative affiliate expertise with a dedicated analytics layer designed for real operational use.

    The platform will be officially presented at SBC Summit Malta (28–30 April), where selected operators will have the opportunity to become one of the first five launch partners.

    A Structural Problem in Affiliate Management

    Affiliate management remains one of the most commercially critical areas for operators, yet it is still largely driven by experience rather than structured systems.

    Managers are expected to balance CPA efficiency, revenue share deals, partner quality and long-term value, often without consistent frameworks or tools. While operators have access to large volumes of data, interpretation is fragmented and highly dependent on individual expertise.

    This creates a gap:

    • Experienced managers rely on intuition and pattern recognition
    • Less experienced teams struggle with decision consistency
    • Even senior professionals lose time navigating complex data environments

    The result is slower decisions, higher risk of mispriced deals and missed optimisation opportunities.

    From Data to Decisions, Not Dashboards

    affie.ai positions itself differently from traditional affiliate tools. It is not a tracking platform or reporting layer. It is a guided decision-making engine.

    The system is built on:

    • Real affiliate programme data
    • Frameworks developed across 50+ programme launches
    • A dedicated iGaming data layer powered by Gamblitude

    This matters because most tools stop at showing numbers. affie.ai goes one step further and interprets them.

    Instead of asking:
    “What is happening?”

    The platform answers:
    “What should I do next?”

    Embedded Analytics, Not Additional Work

    Gamblitude provides the analytical backbone through its cloud-native infrastructure, designed specifically for iGaming scale and complexity.

    This means:

    • Data is unified and consistent across the organisation
    • KPIs are aligned through a single semantic layer
    • Insights can be generated in seconds instead of days

    affie.ai sits on top of this layer and translates raw data into actionable recommendations around:

    • Deal structures
    • Partner performance
    • Programme optimisation
    • Commercial risk

    The goal is not more analysis. The goal is faster and better decisions.

    Reducing Dependency on Individual Expertise

    One of the key challenges in affiliate teams is knowledge concentration. Performance often depends on a small number of experienced managers.

    affie.ai addresses this by:

    • Standardising best practices
    • Embedding expertise into workflows
    • Making insights accessible across the team

    This reduces onboarding time, improves consistency and helps retain institutional knowledge.

    Supporting Relationships, Not Replacing Them

    Affiliate management remains a relationship-driven business. The value of affie.ai is not automation for its own sake, but removing uncertainty from decisions.

    By providing clear, data-backed guidance:

    • Negotiations become more structured
    • Decisions are easier to justify
    • Managers can focus on partner relationships instead of internal debates

    This aligns with a broader shift in iGaming, where AI is not replacing human roles but augmenting them with decision-grade intelligence.

    Limited Early Access

    To support the rollout, affie.ai is offering a 6-week trial for 5 operators, with no fees and minimal onboarding requirements.

    Operators can connect their affiliate data and start using the platform immediately, testing its impact on decision speed and programme performance.

    Why This Matters

    Affiliate remains one of the largest acquisition channels in iGaming, but also one of the least standardised.

    affie.ai introduces a new category:
    decision intelligence for affiliate management

    In a market where margins are shaped by small optimisation gains, the ability to make faster and more consistent decisions can translate directly into measurable revenue impact.

    And that is where this product positions itself.

  • AI Gaps in AML Controls: UKGC Warns iGaming Operators About Compliance Risks

    The UK Gambling Commission (UKGC) has issued a serious warning about the use of artificial intelligence in anti-money laundering (AML) systems across the iGaming industry. As more operators embrace AI to automate monitoring and risk detection, the regulator is seeing signs of overconfidence — and underperformance.

    According to the UKGC, some gambling firms are implementing AI and behavioural models that generate customer risk scores without fully understanding how those algorithms work. In multiple cases, algorithms required long periods of data accumulation before producing a score — a delay that allowed high-risk transactions to occur undetected. Even more concerning: operators often couldn’t explain why a model triggered a flag — or failed to.

    These gaps in explainability and oversight are especially problematic given that many AI tools are delivered by external vendors. The regulator noted instances where consultants had inserted incorrect logic or risk definitions into compliance documents, undermining the reliability of AML systems.

    The UKGC has made clear that while AI can support compliance, it cannot replace clear governance. Operators will now be required to explain algorithmic logic, weightings, and thresholds — and the Commission plans to test these models using real-world cases. Transparency, traceability and human supervision are now essential criteria.

    The Commission will also assess whether written AML policies align with system configurations. In many firms, that consistency is still missing.

    As AI becomes a foundational layer in modern iGaming operations, this development is a stark reminder: intelligence without accountability introduces risk. For AI to enhance compliance, operators must pair it with structured governance, internal education, and ongoing validation.

  • PRace Launches as Data-Driven B2B Marketing Agency for Gambling Industry

    PRace, a newly launched B2B marketing agency focused on the gambling sector, officially entered the market on May 6, 2025. Founded by Nicholas Brown and Aiste Garneviciene, the agency aims to fill a gap in performance-focused marketing within the B2B gambling space.

    With offices in London and Vilnius, PRace operates with a 15-person team of industry specialists and uses data-led strategies to build measurable lead generation and sales funnels. Although just formally launched, the agency has already worked with over ten major clients and is on track to generate nearly €1 million in revenue this year.

    Brown and Garneviciene identified a lack of tailored, outcome-based marketing services in the B2B gambling market. Leveraging their backgrounds from Square in the Air and BetGames, they created PRace to deliver marketing that goes beyond traditional PR and creative work. The focus is on demand generation, pipeline growth, and end-to-end conversion.

    The agency has partnered with clients including Relax Gaming and Amelco, applying a structured, full-funnel methodology that reflects their combined experience in scaling brands within the gambling space.

    PRace’s entry signals a growing demand for marketing partners that can provide accountable, results-driven strategies in an industry that has traditionally underinvested in B2B brand building and lead generation.

  • Evoke plc Reports Strong H2 Performance, Driving 2024 Revenue Growth

    Evoke plc reported a revenue of £1.8 billion for 2024, reflecting a 3% increase from the previous year. This growth was primarily driven by a strong performance in the second half of the year (H2), where revenue rose by 8%, compared to a 2% decline in the first half (H1). The company attributed this success to strategic improvements and product enhancements.

    Financial Performance and Cost Savings

    Adjusted EBITDA grew by 4% to £312 million, with H2 contributing 63% of the total. EBITDA performance was even more skewed, with H2 accounting for 85% of the yearly total. Evoke highlighted that it met all targets set in H1 to drive profitability in H2, including a £30 million cost reduction program, improved marketing strategies, and enhanced product offerings.

    Revenue Breakdown: UK Market Dominance

    Online revenue increased by 6% to £1.2 billion, with the UK contributing 55.2% and international markets making up 44.5%. UK online revenue saw a 9% rise, while international revenue grew by 7%. However, UK retail revenue declined by 5%. In response, Evoke rolled out a new fleet of betting machines between October 2024 and March 2025 to address this issue.

    During the company’s earnings call, CFO Sean Wilkins clarified that while strong sports results in Q4 helped performance, they merely offset weaker outcomes earlier in the year. Overall, sporting results remained neutral for the year.

    The company achieved £48 million in cost savings through a streamlined operating model, increased automation, faster product releases, and improved supply chain efficiency.

    Shift Towards Higher-Value Customers

    Evoke noted a shift towards higher-value customers, leading to fewer bets but increased revenue per customer. This was attributed to enhanced personalization in betting promotions and the introduction of new features like the bet builder on its William Hill platform.

    Sustainable Growth and Market Expansion

    CEO Per Widerström emphasized that Evoke is positioned for sustainable and profitable growth, with regulated revenue reaching 95% of the total, up from 94% in 2023 and 90% in 2022. The company strengthened its presence in key markets, including the UK, Italy, Spain, and Denmark, and expanded into Romania through its acquisition of Winner.ro in August 2024.

    Evoke significantly reduced its exposure to unregulated markets, now making up just 4% of its business compared to 13% in 2021. This aligns with its strategy to focus on stable, well-regulated markets, particularly in the UK, where upcoming regulatory changes are expected.

    Market Share and Future Developments

    The company’s William Hill Online brand holds a 9% share of the UK market, while its retail business commands 22%. In Romania, its newly acquired business, including 888 Casino, has secured a 7% market share.

    Evoke plans to introduce further product enhancements in 2025, particularly for its racing and football betting platforms, following positive customer feedback.

    Financial Stability and Outlook

    Gross profit remained relatively stable at £1.15 billion (+1.6%), while the company reported a small operating loss of £200,000, compared to a £24.2 million profit the previous year. Capital expenditure stood at approximately £100-110 million, including a £20 million one-time payment for its exit from the US market and £10 million for the Winner acquisition.

    Despite these expenses, Evoke remains focused on long-term growth, though net debt increased slightly (0.5%) by year-end. The company remains committed to improving profitability and market positioning in 2025.

  • Croatia Shakes Up Gambling Laws with Stricter Rules and Higher Taxes

    Croatia is making waves in the gambling world by unveiling a bold set of regulatory changes aimed at tightening control over the industry. The government has announced a range of measures targeting gambling addiction, underage betting, and the growing influence of illegal operators.

    One of the central themes of the reform is the tightening of advertising laws. Gambling promotions will face new restrictions — including daytime ad bans and a ban on celebrity endorsements. The goal is to reduce the visibility of gambling, especially among younger audiences. That concern is warranted: recent data shows a large percentage of Croatian teenagers have tried gambling, with some already at risk of addiction.

    In addition to new rules on advertising, the country is also introducing self-exclusion programs and banning self-service betting terminals in public spaces like cafés and restaurants. These steps mark a significant shift in how Croatia wants gambling to be perceived — not as entertainment everywhere, but as a regulated product with boundaries.

    Perhaps the most controversial part of the overhaul is financial. Licensing fees for both online and land-based operators are going up by around 50%, and tax brackets for player winnings are being restructured. This raises questions about the future of smaller operators, who may find it hard to absorb these increased costs. Some experts believe it could spark a wave of mergers or market exits.

    Despite these challenges, many view the changes as necessary. The Croatian government is also stepping up efforts to fight the black market, which remains a significant problem. Past attempts to block illegal gambling sites through IP restrictions haven’t worked as hoped. Now the authorities are shifting focus toward monitoring payment providers — a move designed to cut off funding to unlicensed operators.

    As the industry adjusts, licensed companies may end up carrying a heavier regulatory burden, but they could also benefit if enforcement finally levels the playing field. With the legal market growing year by year, Croatia hopes this new regulatory framework will balance economic opportunity with better consumer protection.

    What remains to be seen is whether these new rules will genuinely shrink the black market — or simply drive more players toward it in search of fewer restrictions. Either way, Croatia’s gambling sector is entering a new era, one defined by greater oversight and higher stakes.

  • OpenBet Transitions to Independent Ownership in $450M Management Buyout

    OpenBet has officially completed its $450 million management buyout, marking a major shift in ownership from Endeavor to a leadership group headed by current CEO Jordan Levin and other senior executives. The acquisition was finalized through OB Global Holdings LLC, a company formed to take over the business with a combination of cash and debt financing. Notably, Endeavor’s own CEO, Ari Emanuel, is involved in the deal on a personal level.

    The move positions OpenBet to operate independently, with plans to accelerate its growth and innovation in the sports betting technology space. The company sees this new chapter as a chance to strengthen its position across global markets, backed by a strong product portfolio and seasoned leadership.

    IMG Arena Deal with Sportradar

    Just days before the OpenBet buyout was completed, Sportradar struck a deal to acquire Endeavor’s IMG Arena, a prominent sports data provider. The arrangement includes a $125 million payment to Sportradar, plus $100 million in reimbursements to sports rights holders. Until regulatory approval is finalized – expected in Q4 2025 – OB Global Holdings will continue to manage IMG Arena operations.

    The sale of both OpenBet and IMG Arena follows Endeavor’s decision to streamline its portfolio ahead of a $13 billion private equity buyout by Silver Lake. Endeavor had originally acquired OpenBet in 2022 for $800 million in a push to expand its footprint in the growing global sports betting market.

    However, the market has since shifted. Many top-tier operators have started building their own proprietary betting platforms, moving away from third-party solutions. This trend has impacted providers like OpenBet and its competitors, leading to a reevaluation of long-term strategies.

    OpenBet Eyes Growth, Especially in Brazil

    Despite changes in the market landscape, OpenBet remains optimistic about its future as an independent supplier. The company sees significant growth potential in newly regulated markets – particularly Brazil, where it has already secured key partnerships.

    OpenBet is powering the online betting operations for Todos Querem Jogar, a brand backed by Grupo Silvio Santos. It’s also behind BandBet, an online sportsbook launched in collaboration with Bell Ventures and branded through an agreement with Brazilian media giant Grupo Bandeirantes .

    These strategic moves highlight OpenBet’s ambition to become a leading player in Brazil’s rapidly evolving betting landscape. The company has emphasized its commitment to delivering scalable, regulation-ready betting experiences tailored to local markets.

    Beyond Brazil, OpenBet continues to support some of the industry’s most recognizable names, including FanDuel, Paddy Power, Sky Bet, Ladbrokes, BetMGM, and national lottery operators like Nederlandse Loterij, OPAP, Singapore Pools, and Danske Spil.

    With a renewed focus and independent direction, OpenBet aims to carve out a strong position in the global iGaming ecosystem.