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 “How do you balance that against not draining too much of the players’ funds and making sure that it has the stickiness, and that we’re not pushing players away, but encouraging them to come back?” he asks. “That really is the science.”

For Splash Tech, optimisation means protecting a safe and enjoyable experience while giving operators the opportunity to increase gross gaming revenue. “Getting that balance right is why we exist, really,” Wilson says.

These are not capabilities that Splash Tech intends to begin developing now the acquisition has completed. Its products are already live with recognised operators including ComeOn, while a number of its free-to-play relationships are entering their fifth year.

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According to the committee, robust evidence now links gambling advertising to increased participation and associated harms. 

Committee Chair Lord Ponsonby of Shulbrede highlighted that, since 2020, the growth of online marketing techniques and associated harms have shifted the debate substantially.

“The time was right to reassess this crucial policy area, focusing on the topic of gambling advertising where the former committee’s strong recommendations have been largely unaddressed and where substantial developments in the gambling advertising landscape since 2020 have demanded a re-evaluation of the policy options,” he said.