UKGC Study Challenges 'Informed Choice' Standards
The UK Gambling Commission (UKGC) has taken a significant step toward enhancing consumer protection gambling measures by publishing a new study on informed choice in gambling. Introduced by Strategy Manager Donna Bateman, the Behavioural Insights Team report examines how players themselves interpret and experience this critical concept, forming a key part of the regulator's 2024-2027 strategy.
The research, which analyzed 53 sources and conducted focus groups, found a major disconnect between information being available and consumers actually feeling informed. Participants noted that while data exists on gambling platforms, it is often hard to locate, presented unintuitively, or appears at the wrong time. This finding underscores that simple availability does not equate to genuine understanding or effective responsible gambling.
Key Gaps in Current Operator Practices
The study identified four primary limitations in how information is currently presented to players. Participants reported that crucial details become obscured during fast-paced play or in land-based venues. The report also highlights that many operators adopt a static view of consumers, failing to differentiate between the needs of beginners and experienced players.
Another significant issue is the general assumption that all consumers possess a high level of 'odds literacy,' which can create gaps in understanding product complexity. Furthermore, players perceive that operators often focus more on administrative transparency than on an active commitment to protecting those at higher risk of harm. This is a critical area for improving gambling regulation.
A New Definition for the Industry
Based on its findings, the report proposes a new consumer-centric baseline for how the industry should approach the concept. This redefinition aims to guide future policy and operator conduct.
Informed choice in gambling is the consumer’s ongoing ability to understand and act on the information relevant to their decisions at each stage of play. It requires that information and support adapt to a consumer’s experience, capability, and changing state, including an active commitment towards consumer protection and those at greater risk of harm.
The study also revealed that players desire a shared responsibility model. While they accept full responsibility before playing, they expect operators to intervene during fast-paced games. This dynamic view suggests that the future of responsible gambling must be more adaptive and contextual.
Major iGaming News: Acquisitions and Strategic Growth
Alongside the significant regulatory developments from the UKGC, the iGaming industry saw major corporate moves this week. Key iGaming news includes a strategic acquisition by OpenBet, a significant partnership for SmartSoft in Africa, and a high-profile executive search by Fidel Group.
OpenBet Acquires OmniLogic to Bolster Lottery Sportsbook
In a significant M&A development, OpenBet has agreed to acquire sportsbook specialist OmniLogic. The OpenBet acquisition is designed to strengthen its footprint in regulated lottery markets and expand its capabilities for Tier 1 operators. The deal is expected to be finalized later in 2026, pending regulatory approvals.
Nikos Konstakis, President of OpenBet, called the acquisition a “natural extension” of the company’s strategy to serve operators in highly regulated markets. OmniLogic, founded by Vicente Torrejón and Dávid Márk Gábor, is highly regarded for its sportsbook technology provided to members of the World Lottery Association (WLA). For OmniLogic, the deal provides access to OpenBet's global scale and extensive product portfolio.
SmartSoft Deepens African Commitment with AiA Partnership
Continuing the trend of strategic expansion, SmartSoft has joined the African iGaming Alliance (AiA) as a Gold Supplier Member. This move solidifies the company's focus on the SmartSoft Africa strategy and its commitment to developing sustainable and regulated gaming markets on the continent. The partnership will involve SmartSoft participating in regulatory discussions, research initiatives, and strategic roundtables.
SmartSoft CEO Guram Gotsadze emphasized that the alliance is an important step in their long-term commitment to Africa. Peter Kesitilwe, CEO of the AiA, welcomed SmartSoft, noting their significant exposure to African markets and looking forward to collaboration on issues from B2B licensing to responsible gaming.
Fidel Group Seeks CEO for New Tier-1 B2C Venture
Fidel Group is preparing to launch a new B2C iGaming brand targeting Tier-1 markets and has begun its search for a Fidel Group CEO/Co-Founder. The successful candidate will be granted a founder-level mandate with full P&L ownership to define the product vision, build the executive team, and scale the business. This highlights a significant investment and growth plan from the group, which already has over 30 projects and 1,500 employees.
| Fidel Group CEO/Co-Founder Role | Details & Requirements |
|---|---|
| Experience | Minimum 3 years in a CEO, MD, or comparable C-level iGaming role. |
| Key Mandate | Full P&L ownership, define product vision, and build the executive team. |
| Market Focus | Tier-1 regulated markets. |
| Compensation & Location | Competitive base salary with performance-based Co-Founder incentives; fully remote. |
The company is seeking a leader with a proven track record of launching or operating brands in top-tier markets and strong expertise in finance, strategy, and compliance. The role offers the freedom to choose scaling strategies, platforms, and licenses, making it a unique opportunity for an experienced industry executive. Interested candidates can apply via the Fidel Group vacancies page.
