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New Research Shows Public Want National Lottery to Do More to Help People Experiencing Gambling Harms

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GambleAware has published a new research which shows that three in four members of the public want the National Lottery to do more to help people experiencing gambling harms. The charity is urging the National Lottery provider, Allwyn UK, to direct people to help and support available. Unlike other charity lotteries the National Lottery does not currently signpost to support on its advertising.

The research is based on figures from GambleAware’s forthcoming Annual Treatment and Support Survey 2024, a nationally representative online survey of almost 18,000 adults over the age of 18, conducted by YouGov. It found that the majority of the public (84%) agree that the National Lottery is a form of gambling, with almost half (46%) disagreeing that the National Lottery products are harmless. The research also found that almost three quarters (74%) of the public agree that the National Lottery should signpost people to support for gambling harm on its products. Similar research in 2023 also found that almost seven in 10 (69%) of the public also agree that National Lottery adverts should sign post to GambleAware “like other gambling adverts do”.

GambleAware is calling on the National Lottery to signpost people to gambling support services on its advertising as well as products such as tickets, scratchcards, and online instant win games. Unlike other charity lotteries, the National Lottery does not currently signpost to support on its advertising, making it an outlier in this respect.

The House of Commons Culture, Media and Sport Select Committee also recommended in 2022 that the National Lottery should signpost to gambling support services, such as GambleAware, but this has not been implemented.

National Lottery products are used by millions of people each week and reach far more people experiencing gambling harms than any other gambling brand. Previous research from GambleAware found there could be up to 600,000 people experiencing “problem gambling” who take part in the National Lottery draw.

“When I gave up gambling and self-excluded myself from places I could gamble, the one thing I couldn’t bar myself from was playing the lottery in shops. When I got a craving in my early recovery, I bought £450 worth of scratch cards.

“I later moved on to buying online scratch cards, which look like fruit machines and make sounds. There was a big jackpot where you could win a million pounds so I was really lured into those and was spending a lot. I know other people experiencing gambling harm who have had similar experiences with the National Lottery, so putting information on tickets and scratch cards about where people can get support would help so much,” a woman with lived experience of gambling harm said.

“I registered on the National Lottery app, and I got a bit of a habit with the instant scratch cards on there because they make it so easy for you to play… it did lead me into financial difficulty; I wasn’t able to buy food for about a week because I’d spent the food shopping money on scratch cards,” a respondent to GambleAware’s Annual Treatment and Support Survey said.

The National Lottery’s reach amongst those experiencing gambling harm means it has a critical role to play in preventing and reducing gambling harm. This alongside its popularity and public trust in its brand, means that measures taken by the National Lottery operator to improve signposting across its products and advertising could have a substantial positive impact.

Andy Boucher, GambleAware Chair of Trustees, said: “We recognise the great work the National Lottery has done supporting a range of worthy causes over many years. In the public’s mind, it is there to do good in the community, and so we believe it is also the right thing for it to look after the people who play the National Lottery. Allwyn, the National Lottery’s current operator, has previously stated that ‘player safety is our top priority’ and it must live up to those words and play a critical role in protecting people from gambling harms, which are a serious public health issue that can drive societal inequalities, worsen mental health issues, and increase pressure on our over-burdened health system.

“This is why we are calling for clearer signposting on the National Lottery’s products and advertising. The signposting we want to see is already a minimum standard across other charity lotteries, and we believe that it is only right that the National Lottery adopts them, as an organisation whose purpose is to benefit good causes and have a positive effect on society.”

Ian Semel, CEO of one of the National Gambling Support Network treatment providers, Breakeven, said: “At Breakeven we have over 20 years’ experience of delivering help and support to anyone affected by gambling-related harms. We are proud to be an integral member of the National Gambling Support Network and offer services across the East of England, and Kent and Sussex in the South East of England, with instant access to treatment and support without any waiting times.

“Around 11% of clients who came to us for support in 2024 disclosed that the National Lottery or scratch cards were causing them gambling harm. Therefore we have joined the call for the National Lottery to signpost to support services like us as it is crucial for people to be able to access support as soon as they recognise they may be starting to experience gambling harms.”

The post New Research Shows Public Want National Lottery to Do More to Help People Experiencing Gambling Harms appeared first on European Gaming Industry News.

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Caesars Entertainment and Bread Financial Introduce New Caesars Rewards® Prestige Visa, a Premium-Level Credit Card Allowing Caesars Rewards Members to Earn Tier Status Faster and Unlock Luxury Rewards with Every Purchase

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Caesars Entertainment (NASDAQ: CZR), the largest casino entertainment company in the U.S., is playing a bold new hand by launching a second, elevated, Caesars Rewards® Visa Signature credit card with Bread Financial (NYSE: BFH), a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions. For a $149 annual fee*, the Caesars Rewards Prestige Visa Signature credit card includes up to $450 in annual value and gives members all the benefits of high-end experiences as well as waived fees for foreign transactions*.

Cardmembers will receive Prestige Perks worth up to $450 and redeemable annually across Caesars’ 50+ U.S. destinations, including:

  • A complimentary hotel night upon anniversary (up to $300)*
  • $50 Slot Play*
  • $100 Caesars dining credit*
  • Accelerated earn rates for Caesars Rewards destinations at seven Reward Credits® per $1 spent*

“Caesars Entertainment has always been about giving our members unmatched access to the best experiences in the industry,” said Josh Jones, chief marketing officer at Caesars Entertainment. “Through our world-class Caesars Rewards program and our relationship with Bread Financial, we’re expanding the ways our members can earn and enjoy perks—from one-of-a-kind experiences, exceptional dining options, accelerated status opportunities and more – this new card option brings even more excitement, value and VIP treatment to every guest staying and playing with Caesars Entertainment.”

“The Caesars Rewards Prestige Visa credit card gives cardmembers more ways to earn rewards immediately on everyday purchases and unlock exclusive perks on travel, entertainment, dining and gaming —making every tap a step closer to their next unforgettable Caesars experience,” said Val Greer, EVP and chief commercial officer at Bread Financial. “This new credit card offers Caesars’ most dedicated members additional opportunities to make each purchase even more rewarding.”

Additionally, the credit card provides more ways to earn Tier Credits through welcome offers and annual bonuses, enabling members to achieve their Caesars Rewards loyalty program tiers faster. New cardholders can earn up to 25,000 additional Tier Credits in their first year*.

Welcome Offer

  • Platinum Status upgrade*
  • 2,500 Tier Credits after first purchase outside of Caesars Rewards destinations*
  • 20,000 Reward Credits and 2,500 Tier Credits after $1,000 spend outside of Caesars Rewards destinations*

Annual Bonuses

  • 2,500 Tier Credits with $5,000 annual spend + another 2,500 Tier Credits with $10,000 annual spend*
  • 15,000 Tier Credits with $50,000 annual spend*

The new credit card adds to the existing Caesars Rewards Visa suite, including the Caesars Rewards Visa Signature Credit Card. Whether members are gaming, dining, or on the go, Caesars and Bread Financial have cardmembers covered with two distinct credit card programs to choose from and limitless ways to earn. The Caesars Rewards Visa card has also been elevated with a sophisticated new black design, bringing a sleek, modern edge to a card that delivers everyday perks with timeless luxury.

The post Caesars Entertainment and Bread Financial Introduce New Caesars Rewards® Prestige Visa, a Premium-Level Credit Card Allowing Caesars Rewards Members to Earn Tier Status Faster and Unlock Luxury Rewards with Every Purchase appeared first on Gaming and Gambling Industry in the Americas.

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Boomerang Partners and AC Milan summarize the results of the first year of strategic partnership

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Boomerang Partners, an affiliate marketing agency, is proud to announce that Boomerang and the legendary AC Milan celebrated the first anniversary of their strategic partnership. This collaboration has redefined how brands and clubs engage with fans, partners, and global sports audiences.

Over the past 12 months, this alliance has made significant strides both on and off the field. From global exposure to affiliate program growth, this partnership has become the benchmark for what a meaningful brand-club partnership in iGaming can look like.

During the year of Boomerang’s partnership with AC Milan, Boomerang Partners became one of the best sports affiliate marketing programs in the industry:

  • +194% growth in sports traffic across Boomerang’s affiliate ecosystem
  • +81% increase in audience interest in sports
  • +23% boost in Boomerang brand loyalty
  • 30+ exclusive partner campaigns were powered
  • 1,000+ media mentions with a total global reach of 320M+
  • 1M+ impressions on Boomerang’s platforms from AC Milan-related content

The Boomerang’s partnership with AC Milan has also influenced the brand recognition and prestige of Boomerang Partners. Some of the most prominent achievements and news were:

  • Hosting the ceremony of the second annual Golden Boomerang Awards 2025 global affiliate tournament at Milan’s iconic San Siro stadium;
  • Participation in Boomerang Partners events by AC Milan Legends such as Andrea Pirlo, Serginho, and Massimo Ambrosini;
  • More than 200 Boomerang’s partners visited San Siro during the season (the most attended match was the derby between AC Milan and Inter FC on February 2, 2025);
  • Over 500 merchandising items were donated to guests and brand partners.

Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, said: “For Boomerang, the collaboration with AC Milan is a top-level achievement. During the year of our partnership, we won three prestigious industry awards: ‘Rising Star in Sports Betting’ (Operator) at the SBC Awards 2024, ‘Best Player Engagement’ at the SiGMA Europe Awards 2024, and ‘Unique Gaming Company of the Year’ at the International Gaming Awards 2025. The Club has shown itself to be an ideal partner, ready to meet our needs in joint projects. We are grateful to AC Milan and its representatives for their professionalism. I’m sure that there are many more bright activities ahead of us that will surprise the sports world and the affiliate marketing industry.”

Boomerang’s partners have also greatly benefited from the brand’s strategic partnership with AC Milan. These include unique promotional and engagement opportunities, cool campaigns and creatives, and, of course, the chance to visit the legendary San Siro stadium in Milan.

For AC Milan, the collaboration with Boomerang is an opportunity to enhance fan engagement across Europe, offering unique experiences that celebrate their shared passion for sports. Fans from all over the world were given access to special giveaways, allowing them to attend the football Club’s matches and meet its legends.

Boomerang and AC Milan have entered their second year of strategic partnership. The parties are confident that their alliance will enable them to achieve numerous successes and solidify their status as one of the most effective partnerships in the industry. Stay tuned.

About Boomerang

Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, which contributed to an almost 1.5-fold increase in product users.

Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.

The post Boomerang Partners and AC Milan summarize the results of the first year of strategic partnership appeared first on European Gaming Industry News.

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Spinmatic launches Pinky Plinko Deluxe

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Following the success of its original release, Spinmatic’s Pinky Plinko returns with a beautifully reimagined Deluxe edition. The innovative B2B provider elevates the beloved game with refined mechanics, enhanced visuals and immersive sound design for a high-performing addition to any operator’s content portfolio.

Set during a mythical Japanese matsuri – a spirited festival where the human and spirit worlds briefly collide – the game invites players to join Pinky, a cheerful half-human, half-cat spirit, on a joyful journey through lantern-lit streets and supernatural surprises.

The core mechanic of the game remains the classic Plinko format, but the Deluxe version introduces a completely reworked Hold & Drop system. Players can now choose to release 1, 5, 10, 25, 50 or 100 balls at once, with each drop visualised through a fluid, lottery-style counter that enhances anticipation and immersion.
This new edition also offers a more visual and accessible approach to risk levels. The game now makes it easier for players to read the volatility of each session at a glance.

One of the most exciting additions is the introduction of Prize Multipliers – magical glowing bands that appear on the board and double the value of any ball that lands within them. These appear in one zone in the 8-line mode and two zones in the 16-line setup. Each winning drop is accompanied by bespoke visual and audio effects that scale with the prize’s value, creating a celebratory atmosphere that mirrors the game’s festive theme.

To support long-term engagement, a live results tracker has been integrated into the interface, sitting discreetly in the top-left corner. This feature allows players to monitor their recent outcomes and keep track of lucky streaks without disrupting the rhythm of play.

Beyond mechanics, Pinky Plinko Deluxe delivers a complete sensory upgrade. The background art and game board have been redesigned with intricate detail, enhancing the depth and richness of the game’s world. Every element has been refined to evoke the spirit of the festival and elevate the player experience.

The sound design also adapts dynamically, with subtle sparkles for small wins and full-scale fireworks when larger prizes are secured.
The result is an atmospheric and polished experience designed to delight players and perform strongly across a wide range of markets.

The post Spinmatic launches Pinky Plinko Deluxe appeared first on European Gaming Industry News.

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