Munchy Milo

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The deals include sleeve sponsorships, stadium branding and training kits.

Just last week, Sunderland announced the crypto casino and sports betting platform Shuffle as its new official sleeve partner, in what was described as a “multi-year partnership”.

Shuffle does not hold a licence to operate in the UK.

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The prime minister is also considering imposing an increased tax on gaming machines in the UK, based on a proposal from the Social Market Foundation. This could be seen in the upcoming autumn budget.

The National Lottery registered ticket sales of £7.9 billion, up 0.9%, while prize payouts slightly decreased by 0.6% to £4.5 billion. Contributions to good causes increased by 2.8%, estimated between £1.6 billion and £1.7 billion.

Large society lotteries also experienced growth with ticket sales up 5.7% (£1.2 billion), prizes up 6.1% (£335.6 million) and contributions up 2.8% (£498.5 million).

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“Africa isn’t saturated, but I wouldn’t call it easy either. Betway and the local incumbents are well dug in. The difference is that you’re competing for a market that’s still forming, at a fraction of the acquisition cost, and the operating margin is there if you get the payments and the product right. The risk is regulatory and currency rather than competitive.”

GiG’s immediate priority following the completion of the deal will be disciplined integration, says Richards. This includes bringing 888Africa’s financial reporting, compliance and operational processes in line with GiG’s standards.

Ahlberg suggests GiG will look to transition 888Africa onto GiG’s platform, providing synergies down the line. Richards says GiG will look at where the company’s platform and tech can add value to the existing 888Africa business, although in terms of expansion, he again reaffirms that it will be a cautious approach in the short term.