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A total of 22 participants were purposely recruited to provide detailed insights.

Participants broadly accepted the principle that gambling information should be transparent and accessible, but many reported difficulty interpreting or using it effectively in practice. 

Technical data such as odds and rules were often obscured by delivery timing that came too late to influence decisions. 

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This summer, the Commission reached settlements of £900,000 with Betfred over safer gambling failures, £4.75 million with Evolution over weaknesses in its AML risk assessment and supply-chain oversight, and £122,835 with Stakelogic after games were found to be running faster than permitted.

Taken together, the cases provide further ammunition for the anti-gambling lobby at a time when it is already facing political pressure, tax increases and demands for tighter restrictions. Each apparently avoidable failure makes it harder for the industry to argue that existing regulation is sufficient.

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“Not making the product available across all game suppliers and all product verticals would be a massive missed opportunity,” Wilson explains. “Wherever you can have a player placing a bet, give them the opportunity to win on the jackpot engine because it is such a sticky product.”

A branded jackpot also gives operators a visible identity across content they did not create, turning third-party games into something closer to their own ecosystem.

“There’s this huge, proven revenue opportunity, but it’s also about continuity of the brand that exists across the whole platform and the whole offering,” Wilson adds.