UK Betting Market Shows Signs of Recovery

The white paper was eventually released in May 2023, but industry experts, such as award-winning affiliate Bojoko's Christoffer Ødegården, noted that they did not see the changes in the industry they were hoping for. Seven months later, we catch up with Ødegården to see how the popular sportsbook comparison site assesses the current situation. 

Light at the End of the Tunnel

"I'm pleased to say that we are finally seeing the light at the end of the tunnel. The anticipated increase in new brands was smaller than initially hoped. However, slowly but surely, the market's direction has become clear. Investors are once again open to work in the UK, and new brands are being released at a higher tempo."

Ødegården states that they actively monitor the number of new UK betting sites they review and list on Bojoko and that the positive trend shows no signs of slowing down.

"Back in June, the month after the white paper was released, I spoke with Yogonet in an interview, stating that we expected to see further investments and market growth in the UK. This is now happening before our eyes, but still at a slower rate than we initially hoped. At the same time, I think the positive trend will continue to grow exponentially as more operators become comfortable working in the UK again.

Difficult Release

The release of the white paper was not an easy one. It was delayed several times and went through multiple revisions.

The first time the gambling white paper was announced was back in 2019. It was one of the first projects that commenced after Boris Johnson entered number 10, and getting it finalised took his entire prime ministerial career, as well as that of Liz Truss and part of Rishi Sunak's.

The minister overseeing the creation of the white paper also changed 5 times over the same period, with Nigel Huddleston, John Whittingdale, Chris Philp, Damian Collins and Paul Scully each trying to complete the task.

"The delays caused stagnation in the online gambling market, as brands wanted to see the final results before financially committing to anything. This caused a ripple effect in the UK gambling market, where everything was held back, and significantly fewer new betting sites opened while the white paper was in the works.", Ødegården explains.

Predictions of the Future

We could not let Ødegården go before we asked him for his predictions for the future of the UK gambling market and how the white paper will affect the industry and the players. He was happy to oblige.

"I think 2024 will see a further increase in new UK betting sites, which is needed to ensure the market remains vibrant and competitive for British players. In general, the white paper has more of a direct impact on casino players rather than bettors, though the affordability checks have remained a hot-button issue. I understand why many view it as an invasion of privacy, and the UK parliament may decide to change course on this specific issue.

He adds, "Ultimately, the white paper improved the previous gambling laws and was a step in the right direction. After a long stagnation period, it takes a while for the industry to pick back up, but as mentioned, we already see very promising signs. As more new betting sites open in the UK and do well, others will follow. This means increased competition and better offers for punters, so reason to rejoice for all."