UK
British Bookmakers Set to Make Record Contribution for Rights to Show Horse Racing
British bookmakers are on track to make a record contribution to horse racing next year – with the bill for media rights forecast to increase by nearly £30m.
The Betting and Gaming Council’s five biggest members for horse race betting, Entain, Flutter, bet365, 888/William Hill and Betfred, expect to see a record cost increase to broadcast races.
In 2022, BGC members paid £270.1m for the rights to live stream races for customers and show them in bookmakers.
But that cost is forecast to rise to £285.3m this year, an increase of 5.6%, with members estimating a further increase to £315.2m in 2024, a further bump of 10.5%.
The combined increase for media rights costs is now expected to rise by 16.7% between 2022 and 2024.
The figures are based on data supplied by the Betting and Gaming Council’s five biggest members for horse race betting, then adjusted to include smaller operators, who must also pay for media rights.
Michael Dugher, CEO of Betting and Gaming Council, said: “BGC members are already making a record contribution to horse racing and these figures show that is only going to increase.
“This comes despite a reduction in betting turnover on racing in the last five years and a worrying decline in participation in horse race betting overall.
“Horse racing remains a hugely important, world-leading sport, enjoyed by millions of fans and like the betting industry it continues to support large numbers of jobs.
“I know racing is trying to modernise and reach out to new fans, while also trying to bounce back from the Covid pandemic and deal with some difficult economic headwinds, plus deal with the hit on its funding caused by the Government. The betting industry is dealing with many of the same pressures on our revenues and costs.
“The BGC and our members remain fully committed to working together with the leadership of the sport, including the BHA and others, to ensure a better future for racing. But the fact that we are making a record and growing contribution to the sport cannot be ignored.”
The forecast costs come after the BGC announced their members directly contributed £384m to British horse racing last year in levy, media rights and sponsorship deals.
These figures showed an increase on previous estimates for the regulated sector’s contribution, which had placed it at around £350m a year.
In addition, bookmakers spent £125m on marketing to promote racing and betting through advertisements and partnerships, which helps secure vital terrestrial coverage of the sport and raise revenue for print newspaper titles.
As well as the increased costs for media rights, levy payments are projected to be £99m in 2022/2023, according to the Horserace Betting Levy Board.
This record investment also enabled horse racing to use some of these revenues to deliver record prize money of £179.3m in 2022.
Horse racing is the second biggest sport in the UK, second only to football, with more than five million people attending around 1400 fixtures annually across 59 racecourses.
However, its popularity is in decline. In 2007, 17% of the population participated in horse race betting in the previous year, but that fell to 10% in 2018.
Meanwhile football overtook horse racing betting around the same time between 2017/2018.
The Department for Culture, Media and Sport has committed to reviewing the Horseracing Levy by next year.
The Horseracing Levy, which is administered by the Horserace Betting Levy Board, goes towards improving the sport, breeding and boosting veterinary care.
Betting operators are working closely with the British Horseracing Authority and racing stakeholders on much needed reforms to the fixture list and race programme which should increase commercial returns from the levy and media rights.
The regulated betting industry fully supports this once-in-a-generation opportunity to modernise horse racing so it can realise its full commercial potential.
The BGC is also working closely with the government on the proposed reforms from the White Paper to ensure those who enjoy betting can continue to do so without unnecessary intrusion, while introducing improved safeguards for the minority who struggle.
Betting shops currently support around 42,000 jobs, contribute £1bn a year in tax to the Treasury and another £60m in business rates to local councils.
The wider regulated betting and gaming industry contributes £7.1bn to the economy, generates £4.2bn in tax and supports 110,000 jobs.
In April DCMS unveiled the Government’s new White Paper on gambling reform, including a number of key measures the BGC had campaigned for.
Those included a new mandatory Ombudsman for the regulated sector, enhanced spending checks online and a new mandatory levy to fund research, education and treatment to tackle gambling related harm and problem gambling.
Each month in Great Britain around 22.5m adults have a bet and the most recent Health Survey for England estimated that 0.4% of the adult population are problem gamblers.
Meanwhile the unsafe, unregulated gambling black market online is growing in the UK, with the numbers betting on these sites doubling in recent years, and the amount staked in the billions.
Press Releases
The Free Bet Wheel: Betting.bet Increases Player Engagement with New Gamification Tool
One of the UK’s leading betting aggregators, betting.bet, has introduced the Free Bet Wheel, a new free-to-play tool designed to increase user retention and interaction. Tied to the weekend’s Premier League football, this gamified feature offers users the opportunity to earn free bets and a weekly £100 cash reward.
At a time when most iGaming affiliates are focused on developing foreign markets such as Latin America and Africa, the function illustrates betting.bet’s ongoing commitment to the UK.
About the Free Bet Wheel
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Weekend Availability: The Free Bet Wheel runs every weekend, aligned with major Premier League and international football matches.
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Multiple Chances to Win: Players receive up to four spins to try their luck each weekend.
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Winning Free Bets: Match three free bet colours within five spins to win a free bet on the featured match.
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£100 Cash Jackpot: Land on the jackpot segment five times consecutively to win £100 in cash.
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Loyalty Rewards: Players also collect bCoins, Betting.bet’s exclusive loyalty currency, which can be redeemed for a range of prizes, vouchers and rewards.
Strengthening Operator Partnerships Through Enhanced User Experience
By launching the Free Bet Wheel, betting.bet is not only elevating the player experience but also delivering tangible benefits to its network of partner operators. The feature offers a new avenue to profile selected betting partners, direct qualified traffic to safe free bets and reinforce affiliate partnerships through increased user activity and conversions.
Steve Gummer, Director of Betting.bet, stated: “We at betting.bet are dedicated to developing products and experiences that not only interest players but also provide clear value to our partners. Designed to benefit our UK community in a fun, frictionless manner, the Free Bet Wheel also supports important weekend traffic and sportsbook conversions.”
Driving Retention Through Gamification
This launch is part of a broader strategic focus on gamification and loyalty at betting.bet, aligning user enjoyment with commercial objectives. As the UK version of the platform continues to grow, features like the Free Bet Wheel are designed to support player acquisition, maximise LTV and drive weekend re-engagement.
The Free Bet Wheel is now live at betting.bet and available to all UK users aged 18+,
The post The Free Bet Wheel: Betting.bet Increases Player Engagement with New Gamification Tool appeared first on European Gaming Industry News.
partnerships
Midnite creates free limited-edition beer for fans to enjoy at World Snooker Championship
Midnite is the new official UK betting and casino partner of the World Championship, Snooker’s greatest event, which will run from April 19 to May 5.
To celebrate the partnership, Midnite has created a FREE limited edition lager – with one free beer available per person – which will be served at a local pub throughout the tournament.
The one-off lager will be served at The Graduate, an iconic Sheffield pub a short walk from The Crucible, with fans able to enjoy a new beer on tap while the World Championship comes to the city.
Midnite has partnered with London-based brewery Drop Project to bring the concept to life. Drop Project creates the freshest, premium flavoursome beers with consistent high-quality results, and pushes creative boundaries and brews the beers that both inspire their passions for the industry and our lifestyles.
A Midnite spokesperson, commented: “We have worked with Drop Project to bring fans a Midnite lager that they can enjoy throughout the whole tournament. We wanted to create something tangible that snooker fans can enjoy throughout, and to have been able to create our own beer is something we’re pleased with.
“The World Snooker Championship brings real excitement to the city, and fans can head straight from The Crucible, to The Graduate and enjoy a pint or two of our specially brewed lager, just for the occasion.”
Midnite is providing the beer free of charge – one free drink per person of Midnite Lager Only and for ticket holders to the Snooker World Championship (18+). Redeem by showing your matchday ticket at The Graduate. While stock lasts.
The post Midnite creates free limited-edition beer for fans to enjoy at World Snooker Championship appeared first on European Gaming Industry News.
Press Releases
Midnite to give away £25k for every 147 maximum at this year’s Snooker World Championship
Snooker fans at this year’s World Championship will get the chance to pocket £25,000 if they witness a 147 maximum break – thanks to bookies Midnite.
Midnite are the official betting and casino partner of this year’s tournament. To celebrate, they are pledging to give away the cash prize to a random member of the Crucible crowd whenever a maximum goes in.
The Midnite Maximum will see a seat number randomly selected at the start of every session and – if a player completes a 147 break – the lucky fan in the audience will collect £25,000.
A 147 maximum is the holy grail of snooker achievements and there have been 14 in crucible history – including two during the tournament in 2023.
Jackson Page made snooker history this week, becoming the first player to complete two maximum breaks in a single pro match on his way to victory over Allan Taylor in the World Championship qualifiers.
Midnite’s sportsbook was launched in 2018 by Nick Wright and Daniel Qu, who previously created daily fantasy sports platform Dribble in partnership with Sky Bet. Midnite added horse racing and casino to the product mix in 2023 and Midnite’s team has grown from 60 to 110 over the past 12 months.
Co-founder Wright said: “At Midnite, we’re passionate about bringing fans closer to the games they love.
“The Crucible theatre is one of the most intimate venues in world sport and it is never more electric than when a player is closing in on a maximum break.
“With Midnite Maximum, our aim is to bring fans even closer to the emotion and tension that the players experience when achieving snooker perfection.”
Earlier this month, Midnite was announced as the official UK betting and casino partner of the 2025 World Snooker Championship.
To take part in the Midnite Maximum giveaway, fans need to be aged 18 and older and opt-in before the start of play at every session at the Crucible.
The post Midnite to give away £25k for every 147 maximum at this year’s Snooker World Championship appeared first on European Gaming Industry News.
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