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New Research Shows Public Want National Lottery to Do More to Help People Experiencing Gambling Harms
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.”
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Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem
Jelly, one of India’s leading Battlegrounds Mobile India (BGMI) athletes, representing Infinix True Rippers, has issued an appeal to the esports community to stand against cyberbullying and threats in the esports ecosystem.
Following the BMPS 2025 Semifinals 2, where Jelly was performing with the sole goal of helping his team qualify for the grand finals, the player faced a wave of online hate, including abusive messages and death threats, all for eliminating a rival and his former team.
In a heartfelt statement, Jelly explained: “I am here to qualify just like every other team. If there is a fight against GodLike, I cannot just put my guns down and I also don’t know who is in front of me. Every team on this stage is here to play for victory. I wanted both teams to qualify, theirs and mine, but because of mistakes, neither of us made it. It is not because of one fight alone that things went wrong.”
Jelly also condemned the personal attacks he has faced and appealed for a safer esports ecosystem:
“No player deserves hate or threats for doing their job and competing. We put in countless hours to train, just like any athlete in any sport. We need to stand for fair, safe, and respectful esports, without fear of abuse.”
With esports continuing to grow as a mainstream sport in India, the need for stronger measures to protect players from cyberbullying and online harassment is more crucial than ever. Jelly emphasized that athletes, content creators, and fans deserve a positive, supportive environment to thrive.
The 24-year-old pro has pledged to use his platform to promote safe gaming practices and challenge toxic behavior within the gaming community.
Infinix True Rippers, the team Jelly represents, also extended their support to his statement, reiterating their commitment to building a culture of fairness, mental well-being, and respect in Indian esports.
The post Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem appeared first on European Gaming Industry News.
Magency Life, WeClub Malaysia, and 2up.io sign on following Optimove’s regional launch
Optimove, the creator of Positionless Marketing and the #1 Player Engagement Platform in iGaming, today announced that three leading APAC iGaming operators: Magency Life, WeClub Malaysia, and 2up.io have selected Optimove as their player engagement platform. This follows the company’s formal launch of operations in Asia-Pacific and underscores its momentum in the region.
The announcement comes immediately after Optimove’s appointment of iGaming veteran Jack Wheeler to head the APAC region. Wheeler and team are driving regional growth and supporting operators in scaling player engagement strategies through data, personalization, and AI-driven orchestration.
“Our rapid adoption in the region is validation that iGaming operators in APAC are forward thinking, with a deep commitment to meaningful player engagement,” said Jack Wheeler, Senior Account Executive and Head of APAC. “Optimove’s ability to empower operators that embrace Positionless Marketing to increase marketing efficiency by 88% is ushering the APAC iGaming industry into an era where real-time marketing execution is scalable.”
Optimove’s Positionless Marketing Platform gives marketing teams the power to independently launch and optimize campaigns across channels without waiting on engineering, creatives, or analysts.
The company’s Optimove Ignite+ program, played a key role in accelerating adoption across the region. The comprehensive program is designed to accelerate growth for emerging iGaming and sports betting operators. It offers exclusive access to Optimove’s #1 Player Engagement Platform, along with expert CRM guidance, actionable insights, and proprietary industry benchmarks. Optimove Ignite+ empowers operators to enhance player engagement, improve marketing efficiency, and scale efficiently in a highly competitive market.
“These partnerships mark a major step forward in our mission to help operators across APAC build deeper, longer-lasting relationships with their players,” said Motti Colman, VP of Revenue at Optimove. “It underscores that Positionless Marketing, and its ability to free marketers to execute personalized player journeys without bottlenecks, is a key to growth in competitive markets. We’re honored to be chosen.”
With regional operators facing rising competition and evolving player expectations, Optimove provides the tools to act instantly on data, deliver personalized experiences, and drive lifetime value all from a single, AI-powered platform.
The post Optimove Ignites APAC Expansion with Leading iGaming Operators Joining Platform appeared first on European Gaming Industry News.
PepsiCo brings back Pepsi and introduces Mountain Dew, energising the global gaming community at the world’s largest esports event.
The Esports World Cup Foundation (“EWCF”) today announced its renewed partnership with PepsiCo, establishing Pepsi and Mountain Dew as Main Partners of the Esports World Cup 2025, set to take place this summer in Riyadh, Saudi Arabia. With Pepsi and Mountain Dew joining the EWC, both iconic beverages will fuel and energize the worldwide gaming community.
The renewed partnership marks the continued expansion of PepsiCo’s footprint in gaming and a bold step forward in delivering world-class experiences to fans in Riyadh and around the globe.
Following its debut as a Founding Partner in 2024, Pepsi returns to the Esports World Cup with an expanded presence across the 2025 festival. Activations will include immersive fan zones, large-scale product sampling, and co-branded content with artists, creators, and players.
Mountain Dew, joining as a Main Partner for the first time, is levelling up players’ game in EWC 2025 to EWC 2025. A long-standing supporter of gaming, the brand will deliver immersive on-site experiences, exclusive merchandise drops, and branded competitions that resonate from grassroots to pro. With a digital-first campaign themed “Dew levels up your game,” Mountain Dew will activate across KSA social channels, broadcast, and festival touchpoints — reinforcing its ambition to lead in gaming culture and power the next generation of players.
Both brands will feature prominently throughout the event — from the Opening Ceremony to hospitality areas — with branded fridges and product placement across esports venues, the Players’ Lounge, and festival grounds, uniting music, gaming, and entertainment to deliver high-energy fan experiences.
Mohammed Al Nimer, Chief Commercial Officer at Esports World Cup Foundation, said: “We’re excited to have Pepsi and Mountain Dew back as Main Partners for the second year. These are brands that truly get gaming and its fans. With their support, this year’s Esports World Cup will be an even bigger celebration of community and creativity”
Returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, the Esports World Cup will unite global gaming communities for a celebration of esports culture. With 25 tournaments across 24 games, 2,000 elite players, and 200 Clubs from over 100 countries, the EWC will feature the largest prize pool in esports history, over $70 million. Fans can expect exclusive experiences, from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more, drawing millions of fans online and in person.
To learn more about EWC, visit esportsworldcup.com and follow Esports World Cup Foundation on LinkedIn.
The post PepsiCo Returns as Main Partner of the Esports World Cup 2025 appeared first on European Gaming Industry News.
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