

Press Releases
UKGC: Information for operators re-opening land-based gambling premises
As restrictions on the lockdown ease the UKGC has published a number of frequently asked questions covering its expectations from land-based operators.
These FAQs are aimed at helping operators manage compliance with Government guidance on reopening with continued compliance with the Licence conditions and codes of practice (LCCP).
The Commission is also reminding operators they are still expected to continue to follow Customer Interaction guidance as doors are reopened to consumers.
Frequently asked questions
Which premises can open from 15 June?
Just betting offices in England are able to open from 15 June.
Do Operators still have to meet all the Gambling Act and LCCP requirements?
Yes, there are no changes to operators’ obligations. We therefore expect operators to have confidence in their ability to be fully compliant with our requirements when they reopen. Where we find evidence of non-compliance, we will take swift action.
Will the Commission undertake premises-based assessments?
The Commission’s approach will support the following Government objectives as set out in guidance:
- To minimise the contact resulting from visits to stores or outlets
- To minimise the number of unnecessary visits to offices
- To minimise non-essential travel
This means that the Commission will look to obtain premises information by remote means. This includes requesting electronic data or recordings and where possible/necessary undertaking Skype meetings.
Will Licensing Authorities undertake premises-based assessments?
LA requirements remain the same. Individual LAs will undertake their own risk assessments and implement policies and procedures accordingly.
Who do I report my concerns to if I think government Covid-19 guidelines are not being followed correctly?
The Gambling Commission is not responsible for addressing breaches of Covid19 guidance. The Health & Safety Executive (HSE), Local Authorities, and local Police Forces (England & Wales only) have the relevant information on their websites.
Risk Assessments
General business risk assessment
Whilst not a requirement, we would expect operators to consider the risks posed to compliance with the Act, LCCP and associated guidance. As such we may seek evidence to support this.
Do operators need to review their premises [local] risk assessment(s)?
Operators may have to implement changes to manage social distancing and to protect staff and customers. Where these changes are significant, and could affect the mitigation of local risks, operators must review and where necessary update their risk assessments.
Do operators need to update their AML risk assessment?
Land based operators in the regulated sector are required to regularly review their AML risk assessments. Casinos are not reopening in June, but we would expect them to review the risks when they do. Operators in the unregulated sector are expected to review the risks and if required update any risk assessments.
Premises
What do operators need to consider if they are putting screens around machines for customer protection?
Operators must ensure that whatever measures they put in place to socially distance customers, staff can continue to supervise the premises, monitor customers behaviour for signs of gambling-related harm and monitor compliance with age-restrictions.
Do the social distancing rules mean customer interactions are suspended?
No. Operators must ensure that staff can and do undertake customer interactions that are meaningful and effective and that they comply with the LCCP and with our Customer Interaction guidance .
Do operators still need to undertake Age Verification (AV) check programs?
Operators are still required to undertake these programs. Suppliers (e.g. Serve Legal) could also be undertaking their own business risk assessments that may require changes to the process.
If customers are wearing PPE (facemasks), are operators still required to undertake AV checks?
Yes, Government guidance states that customers can be asked to remove their masks for AV checks. If customers refuse, then staff should follow operator guidance on refusing service.
If customers are wearing PPE (facemasks), are operators still required to enforce self-exclusions?
Yes. There are no changes to an operator’s responsibilities. Operators are expected to review their policies and procedures and to take a pragmatic approach.
Can operators move their gaming machines to allow for social distancing? Where plans submitted to LA stipulate specific areas for machines (most likely betting shops) operators must contact the LA for advice first.
Can operators expand the use of TITO?
We expect full and proper supervision of these facilities, in particular the monitoring for potential money laundering or safer gambling issues. Operators must ensure that they can evidence appropriate controls when installing TITO and all gaming machines must comply with the relevant technical standards.
Can betting operators increase the number of SSBTs?
We expect full and proper supervision of these facilities. In particular the monitoring for potential money laundering or safer gambling issues. Provided operators can evidence appropriate controls when installing SSBTs, use can be expanded.
Can operators replace safer gambling messaging (posters/leaflets etc.) with social distancing/Covid 19 messaging?
Our guidance on the provision and display of information has not changed.
Will the Commission suspend test-purchasing?
We will continue to carry out test-purchasing to identify those that are operating unlawfully.
What will the Commission do about the period of time during which there were no test-purchase exercises?
We do not want operators to be disadvantaged and so we will be calculating results only for the periods during which premises are open.
Staff
What happens if staff will not or cannot undertake customer interactions due to social distancing or Covid 19 concerns?
Operators must ensure customer interactions take place. Staffing issues are a matter for individual operators, but our expectation is that they are confident in their abilities to meet all of our requirements, including customer interactions, when they reopen. Where we find evidence of non-compliance, we will take swift action.
What happens if a PML goes sick with C-19 or has to self-isolate?
Our expectation is that operators will have in place contingency plans. So long as this is the case, wherever possible the Commission will be flexible on arrangements.
BMM
BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.
BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”
With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.
McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.
The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.
Eastern Europe
Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.
On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.
“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.
A Simple Concept, a Powerful Impact
The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.
Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.
More Than Just a Run
It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.
“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.
“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”
“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”
“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.
Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.
Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.
The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.
AI
Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.
Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.
Playable ads deliver returns across ad budgets for mobile game advertisers
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring “metaplay” elements to motivations can improve performance
“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.
UGC is becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”
Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”
The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.
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