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A cross-party committee covering gambling in the House of Lords has recommended a comprehensive ban on gambling advertising across the UK, identifying a reduction in marketing reach as the most effective measure to combat gambling-related harm in Great Britain.
Published on 17 September, the House of Lords Liaison Committee’s follow-up report revisits their 2020 inquiry into the social and economic effects of the gambling industry, with a focus on advertising, marketing and sponsorship.
The committee concluded that current evidence justified taking “meaningful steps” against the sector, including a comprehensive advertising ban, to reduce exposure especially among children and vulnerable groups, and to curb problem gambling.
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Merkur represents the gaming and leisure division of the Gauselmann Group, a historic German family-owned enterprise specialising in gaming machines, software and casino operations across Europe.
Earlier this year Merkur Group agreed to acquire the slots provider White Hat Studios. Merkur said the acquisition, which is subject to regulatory approvals, would “further accelerate” its US expansion, complementing its 2025 purchase of the Nevada-licensed supplier Gaming Arts.
Framing the acquisition as the latest step in the company’s online expansion, Merkur supervisory board Chairman Michael Gauselmann stated: “Having made early inroads into the online space in Europe via our Blueprint acquisition in 2012, I am delighted by this latest development and am confident that White Hat Studios will be a great addition to our group.”
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As Barrett puts it, MEGA is “ultimately a retention tool that helps our partners move away from heavy bonus and costs”.
With ice hockey and UFC-themed initiatives driving engagement in North America and a 45% lifetime value increase seen with the launch of MEGA Shoot, a player-versus-player simulation penalty shootout game initiative which launched during the World Cup, it is an exciting time for the Malta-based platform provider.
Barrett also describes how MEGA can “make a player feel connected within the software ecosystem and the brands” Soft2Bet operate with.
