iGaming
A BASIC GUIDE: HOW TO CHOOSE A GOOD ONLINE CASINO
Looking for an online casino? You’ve probably noticed there are “quite a few” out there, to say the very least! So, how on earth do you find a good one to play at?
After all, every single online casino says they are the best, and many of them offer a similar range of slots and live casino games, and even very similar sounding promotion sign-up offers and bonuses.
But, not all casinos are created equal! So, to help you decide which ones you should sign-up for and spend your hard earned money at, we’ve put together a brief overview of things to look for and consider.
Does the casino accept players from your country or jurisdiction, and offer your preferred language?
All legitimate casinos will tell you which countries they don’t accept players from. If your country isn’t on that list, then you’re generally going to be accepted. Always keep in mind that you need to follow the specific rules and laws for your country, or region/state. Just because a casino lets you sign-up doesn’t mean you are legally allowed to gamble. While you may think this isn’t an issue as long as no one finds out, remember that if you run into trouble and need help, you’ll have nowhere to turn if you are gambling illegally anyway.
Of course, the languages supported can also be important. Almost every casino will offer English, but many offer a range of other languages too – even if you aren’t in one of those countries, you might prefer another language. Be aware that often times, though several different languages will be offered in terms of website content, the casino may not offer customer support in all those languages – so check first. It could be important if you ever have a problem and need help.
Casino reputation and feedback
As with any online business, it’s always a good idea to check out their reputation if you aren’t already familiar with them. Again, just as with any type of online business, for every good operator, there’s also a shady one. Favourite tricks of dodgy casino operators are not paying out winnings and hiding behind a myriad of excuses. These are usually along the lines of:
- There was a technical problem in the software, so they don’t legally have to pay out your winnings. Whilst this can sometimes be true, and you will normally find the terms and conditions state this, it is also obviously a fairly catch all excuse.
- They implement unrealistic withdrawal limits, preventing most average gamblers from ever cashing out their winnings.
- They insist you play through a specified amount of winnings before cashing out.
- They simply stall you, delay withdrawals, and don’t respond to support requests.
There are also, unfortunately, some casino operators who will actually mess with slot games settings, so they deliver smaller theoretical returns than advertised by the developer. Thankfully, these are increasingly rare, but they are still out there.
Finally, when it comes to offers, promotions and bonuses, some casino operators will come up with a way to say you’ve broken terms and conditions, so they aren’t compelled to pay out. Again, this is pretty much the same as with any business and special offers – so you should always be sure to check the terms and conditions thoroughly before making use of an offer.
Despite all this, it is important to keep in mind that online reviews and feedback sites themselves often aren’t what they seem, or can be abused by competitors. For example, we’ve all heard of the negative reviews left on TripAdvisor from competing hotels – well, unsurprisingly, this is all too common when it comes to online gambling. Aslo, always remember that, as is the nature of gambling, some people lose, and some people are not good losers! Sore losers can be like scorned lovers, and some will make it their mission in life to trash the reputation of a casino they lost at.
There’s no fool proof way of seeing through all the BS, but the best rule of thumb is simply to be aware, read, read, and read some more, and try out new casinos carefully first, before you become a big spender.
Which license does the casino have, if any?
Ok, here’s a biggie. Licenses. Any country with a regulated gambling market issues licenses. If a casino has a license from a specific country, or state, it means it has to comply with their laws and regulations, and is usually checked and monitored by the relevant authorities. It also means that players in a country that gamble with an operator licensed in that country, are directly contributing to the tax system, because the casino will be paying tax based on revenue from that country.
However, a great number of countries and territories allow online gambling but don’t issue their own licenses. In these countries, you are allowed to gamble at any online casino, but as a player you will probably want to choose one that is registered and holds a respectable license from one of the big gambling hubs – these are places like the UK, Malta, Gibraltar, or Curacao.
Playing at a casino with one of these licenses gives the player an element of consumer rights protection, because if a casino does try to “pull a fast one” and do something like not pay out, or if they are engaging in misleading advertising practices or similar, the player can complain to the gaming authority that issues the license. Do remember though, that you will only have this protection if it is legal to gamble online where you are, and if you are in a regulated market, you need to gamble with a casino that is licensed in your market. So, for example, if you are in the UK, you should only play at a casino licensed with the UK Gambling Commission, or if you are in Sweden, you should only play at one licensed with the Swedish Gambling Authority.

Payout rules and big wins
So, you hit it big and win a million! Awesome, right! Life changing in fact! Well, yeah, but maybe not as much as you think. You see, it all depends on the casino operator. Obviously, large operators that generate hundreds of millions per year aren’t going to have any issue in covering big multi-million wins, but smaller operators might. But, even then, sometimes the operators have insurance schemes that cover wins, or the win comes from a third-party company, not the operator you are playing at. Obviously, there’s no way the average player can find these details out before playing, but you can check out something that will give you a clue.
Winnings payment schedules. Yep. They exist. Hidden in the small print of terms and conditions and users agreements will often be something that says big wins, say a million, are paid out over time – much like some big lottery wins are. Now, this isn’t necessarily a bad thing, if it’s done fairly and includes interest payments. But, some smaller operators use it as a way to protect their cashflow, and it could mean your million big win results in just getting a few thousand a month over decades – still a good result, but perhaps not what you had in mind. So, the moral of the story there is, check first!
Games; slots, live casino, poker and more
Ok, so you’ve done your research into the legalities and reputation of a few casinos, and you’ve narrowed your choice down to a handful. Now it’s time for the fun bit – checking out the games. If you haven’t been to an online casino for a few years, prepare for a shock. There are literally thousands and thousands of video slots and table games to choose from, plus hundreds of live casino versions of classics like roulette, blackjack, and baccarat, along with zillions of types of poker, and loads of interesting new genres like TV show style games and even slot/video game hybrids with combine chance and skill.
It’s a lot to take in. Even just taking slots, there are hundreds of different themes, styles, and play mechanics. Of course, you’ve still got your classic fruit machine-style slots, but you’ve also got plenty of variations, ranging from officially-licensed movie, television, and music spin-offs, to immersive adventures with special bonus features galore. Some of the most popular themes for slots are ancient Egypt, space, or fantasy adventure, but there’s literally just about everything in-between too.
Most casinos also let you play slot games for free too, however in some jurisdictions, like the UK for example, you will still have to open an account and go through age verification procedures before you can play for free. But, this is a good way to get the feel of a game, and figure out which ones you want to play before spending any money. At legitimate casinos, the slot games should behave according to the same mechanics on free play as real-money play. Obviously, this doesn’t mean you will get the same wins, or same loses, but the probabilities of either should be the same.
If live casino is your thing, and you’ve after the true Las Vegas Strip-style experience, there are lots of different live studios now – and many casinos will offer games from several. Again, there are many different versions of classic games, but also some totally new ones you won’t have seen before. When playing these, just familiarise yourself with the rules first, so you know any specific variations and quirks. You’ll probably figure out a studio you like best pretty quickly, just from the style.
Player support, is it responsive and professional?
As we mentioned before, a big one here is the languages supported. If you run into a problem, especially if it’s quite technical in nature, it helps to be able to communicate effectively. If you aren’t able to, there’s a good chance of misunderstandings, and things can “go south” quickly! But, assuming they do offer support in your preferred language, check out how they offer it. The best casinos will offer a choice of livechat, email, and phone – and it’s always reassuring to see a real land-based postal address too. But, some casinos, especially the more sketchy ones will only offer email and livechat. This isn’t necessarily a bad sign, but it can suggest they are either too small to have dedicated support staff, or they don’t want people to be able to contact them easily. When you’re on their site, before you play, when not check out how professional and courteous their support staff are by dropping them a quick question on livechat too?
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Bonuses, sign-up offers and terms and conditions
This is another one of those subjects that can be touchy. Anyone who feels they have come off with a raw deal will tend to think all bonus offers are scams. Quite simply, most bonus offers and sign-up welcome deals are legitimate, but there are many different types, and not all of them will suit all players. The key thing here is to read the terms and conditions carefully before parting with a large amount of cash.
If you’re only going to play casually, with a relatively small bankroll, you’ll want to look for simple offers like no-deposit Free Spins, or deposit match bonuses with low or no wagering requirements. Entering more complex offers that require a larger financial commitment in order to get the benefits, could end up seeing you lose money rather than gain it. Conversely, if you are an avid gamer, or you have a pretty big bankroll, and you know you will easily meet the requirements, then it would be a waste to not use the biggest offers to your full advantage.
Remember, casinos are also trying to keep so-called “bonus hunters” at bay. These are people who spend their time looking for ways to exploit bonuses, so they can collect winnings without ever spending anything. No casino wants them, and all they do is damage the viability of offers for genuine customers. Casinos are always having to balance providing genuine customers with good offers, and trying to stop bonus hunters from ruining things – so they usually have some pretty robust terms built into the small print. As with everything, just be aware.
Design and user experience
Like anything online, if the site looks crappy and dated, and if navigation is poor and everything looks like its been put together by a drunk baboon rather than designed by professionals, its probably best to avoid it. Saying that, there are many different designs, and the style of casino you prefer is very much going to depend on two main things, personal taste, as in the colours and graphics, and intuitively of the navigation, and secondly which device you normally use to play. Some sites will have been built with mobile more in mind from the start, while others may have been optimised for desktop computers, and then modified. These days most will have been built dynamically, to work well on all devices.
In general, if you find yourself getting frustrated with a casino in terms of navigation, or you find the colours scheme giving you a headache, just leave it – there’s plenty of beautifully designed, smooth, pleasurable experiences out there.
Payment options, limits and fees
Again, we touched on this before, but different casinos will have different deposit and withdrawal limited, and different fee structures. Often these variables are dictated by the particular payment method, and so aren’t always down to the casino as such.
The main types of payment methods to be found at online casinos are credit and debit cards, ewallets, prepaid cards, cryptocurrencies and bank transfers. It goes without saying that old fashioned bank transfers tend to be the slowest and most expensive, and some banks won’t process casino related transactions. However, most people now find it more convenient to use one of the host of internet wallets, like skrill or neteller, or popular online payment platforms like PayPal. Debit cards are also widely accepted, though increasingly some countries are restricting the use of credit cards for gambling, and some providers again might not allow their cards to be used.
More and more online casinos are also accepting cryptocurrencies, especially the most popular ones like Bitcoin (BTC), Ethereum (ETH) and Litecoin (LTC). There are even some cryptos specifically designed for online gambling. If you’re already familiar with cryptos, you might well want to use them to fund your online gambling, and if you’re not, many casinos now offer easy guides or even services allowing you to buy cryptocurrencies. Just a word of caution though, remember the actual prices of cryptos can be very volatile, so make sure you have thoroughly understood the basic principles of cryptocurrencies before buying any.
All good online casinos will have an easy to find list of payment options, all associated deposit and withdrawal limits, fees, time scales, and geographical restrictions. So, when you’ve found a good casino, check these out before you commit.
Be aware that many casinos, especially those licensed in stricter jurisdictions, will require you to verify your identity with things like official ID and utility bills before processing any withdrawal. This isn’t as much hassle as it sounds – just keep a scan of a recent bill and your ID handy, and you’ll have it sorted in no time. Many casinos are also integrating state-of-the-art identification verification tools allowing them to biometrically check things via your webcam to make the process even quicker. Remember, it’s all to protect your money and fight money laundering and the financing of terrorism, so have patience.

All original content featured on this site is © Pentagon Digital Limited, 2019-2021.
iGaming
BETFRED TURNOVER HITS £995.6M AS ONLINE NEARS HALF OF GROUP REVENUE
Betfred’s latest accounts show turnover of £995.6m for the 52 weeks to 29 March 2026, with online growing to 45% of the business as retail’s share fell to 55%.
Betfred generated turnover of £995.6m in the 52 weeks to 29 March 2026, according to its latest accounts filed at Companies House, with its online business now accounting for close to half of the group’s revenue.
Retail contributed 55% of turnover in the period, down from 61% a year earlier, with online making up the remaining 45%. The shift continues a long-running rebalancing for the family-owned bookmaker, which built its business on the high street.
The group traces its roots to a single shop opened by brothers Fred and Peter Done in Salford in 1967, and it remains privately controlled by the Done family. It grew into one of the largest retail estates in British betting, adding the Tote in 2011, and has since built out its online sportsbook and casino to compete with the listed groups that dominate UK digital betting.
A change of year-end
The headline numbers are not directly comparable with the prior set of accounts. Betfred moved its year-end from September to March, so the comparative period covers 78 weeks to 30 March 2025. On a like-for-like 12-month basis, group turnover rose by £23.3m, according to the filing as reported by the trade press. Management attributed part of the growth to higher marketing spend aimed at increasing market share and attracting new customers.
Gross profit for the year came in at £719.9m. Operating profit was £74.1m after a one-off £4.6m charge for aborted acquisition costs, and EBITDA was £140.6m. Profit after tax was £39.6m, as reported by SBC News.
Exceptional charges totalled £7.1m, including the aborted deal and £801,000 of closure costs for a foreign subsidiary linked to the US business the group wound down in 2023-24. Betfred had earlier sold its Spanish online business, booking a £1.6m profit on the disposal.
Costs and headcount
Employee costs rose by £19.2m on a like-for-like basis, driven largely by minimum wage increases. Employee numbers edged down to 7,795 from 7,872. The group’s tax charge fell to £24.4m from £59.8m in the longer prior period.
Betfred again declined to provide a geographical breakdown of earnings, with directors stating that doing so would be “severely prejudicial to the interests of the group”.
Tax pressure ahead
The accounts close just before the rise in Remote Gaming Duty to 40%, which took effect in April 2026, so the hit to the online business is not yet reflected in the numbers. The remote betting rate of General Betting Duty is due to rise in April 2027.
The bigger risk for Betfred sits in its shops. Founder Fred Done has been one of the most vocal opponents of a proposed doubling of Machine Games Duty, telling the Financial Times that such a rise would lead the business to close 495 shops within a year, costing 2,575 jobs. In August, Betfred said it was consulting on the possible closure of up to 132 UK shops as part of its response to the tax changes already announced.
The Betting and Gaming Council has warned this week that raising MGD to 40% could cost up to 16,000 jobs across the sector. With retail still producing the majority of Betfred’s turnover, the outcome of the Budget will weigh heavily on whether the online shift accelerates by choice or by force.
iGaming
YOUTUBE OPENS MASTHEAD TO CERTIFIED ONLINE GAMBLING ADVERTISERS
Google will let certified online gambling advertisers buy YouTube Masthead placements from 21 October, extending an existing allowance for sports betting while excluding unlicensed affiliates.
Google will allow certified online gambling advertisers to run campaigns in YouTube’s Masthead, the premium placement at the top of the YouTube home feed, from 21 October 2026.
The change was set out in a Google Ads policy notice posted on 7 October. It extends an allowance that already covered sports betting, opening the slot to online gambling operators that hold certification under Google’s Gambling and games policy.
Who qualifies
Eligibility rests on certification. Operators must be certified for the relevant market, and every ad must still comply with the wider Gambling and games policy as well as local legal, jurisdictional and age restrictions.
The notice explicitly excludes advertisers in Google’s online gambling-promoting content category that are not subject to mandatory state or national gambling registration. In practice that shuts out affiliates, comparison sites and other promotional publishers that send traffic to operators without holding an operating licence themselves, even when the operator they promote is certified.
Google has not listed the countries in which the Masthead change applies. Trade press analysis of the notice has pointed out that earlier announcements on gambling ads in Google TV and Masthead placements named specific markets, while this one does not. Masthead creative is also reviewed individually, so certification alone does not guarantee approval.
Certification itself is country by country. Google requires gambling advertisers to show they hold the appropriate licence from the regulator in each market they target, and to restrict ads to those jurisdictions. That means the Masthead opening will only matter in regulated markets where Google already accepts online gambling ads, and only for operators that have completed the process there.
Part of a wider recalibration
Google’s standard policy has long barred gambling promotion in a handful of formats, including Gmail ads, Shopping ads and Masthead placements. The company has spent 2026 tightening the certification rules that sit underneath its gambling ad policy, starting in March with new requirements for online gambling advertisers and extending them across categories in September.
The Masthead change runs the other way, adding inventory for operators that have cleared those tighter checks. It gives licensed brands access to one of the most visible and expensive placements in digital advertising.
Timing against tighter ad rules
The move arrives as gambling advertising faces mounting restrictions in several of the markets where operators would most want to use it. Denmark has tabled a whistle-to-whistle ban on gambling ads during live sport alongside curbs on affiliate marketing. France has added new sign-off requirements for gambling ad campaigns, and in the UK a House of Lords committee has called for a ban on gambling advertising, a recommendation the industry has challenged.
Platform policy is also under pressure from regulators and industry bodies focused on the black market. In the Netherlands, the Dutch online gambling association VNLOK has taken Meta to court over ads for illegal gambling, while Nordic operator Paf has launched a pilot with Meta aimed at curbing unlicensed gambling promotion.
By tying Masthead access to formal certification and excluding unregistered promoters, Google’s change is likely to favour the largest licensed brands with the budgets to buy premium reach. Operators will be watching for confirmation of which markets are covered once the policy takes effect on 21 October.
iGaming
BGC SAYS DOUBLING MACHINE GAMES DUTY COULD COST 16,000 JOBS
The Betting and Gaming Council has urged the Chancellor to rule out raising Machine Games Duty to 40%, citing EY modelling that puts up to 16,000 jobs, 1,500 betting shops and 34 casinos at risk.
The Betting and Gaming Council (BGC) has stepped up its campaign against a further rise in UK gambling taxes, warning that doubling Machine Games Duty (MGD) to 40% at the forthcoming Budget could cost up to 16,000 jobs.
In a statement published on 13 October, the trade body cited EY modelling showing that the increase would put almost 1,500 betting shops and as many as 34 casinos at risk, while leaving the Treasury up to £124m worse off as venues close and the tax base shrinks.
Betting shops and young workers
The BGC said betting shops support more than 36,000 jobs, with over 80% of them outside London. It said the workforce skews young: 19% of betting shop employees are under 25, against 11% across the wider economy, and 51% are under 35, compared with 35% nationally. Half of the workforce is female.
Of the jobs it says are at risk, 27% are in the North of England, rising to nearly 40% when Scotland is included.
“Britain’s betting shops support more than 36,000 jobs, and more than eight in ten of them are outside London,” said BGC chief executive Grainne Hurst. “Our message to the Chancellor is simple: rule out any increase in Machine Games Duty.”
Casinos warn of closures
The intervention followed a separate BGC statement on 12 October focused on land-based casinos. It said a 40% MGD rate would put up to 3,800 casino jobs at risk and could lead some operators to consider closing as much as a third of their estates. Half of the threatened closures would be in the North of England and Scotland.
The BGC said casinos directly employ more than 10,000 people, receive 14 million visits a year and contribute £515m in taxes. More than £50m of planned investment could be cancelled or scaled back if taxes rise, it added. Hurst described the proposal as “an existential threat to casinos across Britain”.
Where the proposal came from
The idea of doubling the duty on Category B gaming machines was put forward by the Social Market Foundation, which estimated it could raise between £275m and £458m a year in additional revenue. The industry disputes that estimate, arguing that closures would erode the yield.
The warnings land on a sector still absorbing the last round of increases. Remote Gaming Duty rose to 40% in April 2026, and the remote betting rate of General Betting Duty is due to rise in April 2027. Betfred founder Fred Done has said doubling MGD would force the closure of hundreds of the bookmaker’s shops, and a report by consultancy Regulus has argued the hike would put £92m of horseracing income at risk because of the sport’s reliance on betting shop turnover.
The BGC said the regulated industry as a whole supports 109,000 jobs, contributes £6.8bn to the UK economy and pays more than £4bn a year in tax.
What happens next
The Treasury has not confirmed whether MGD is under review, and the BGC’s figures come from modelling the industry commissioned. With the Budget approaching, the sector’s lobbying is now focused squarely on retail, after a year in which online operators bore the brunt of the tax changes. Whether the Chancellor treats machines as the next source of revenue will shape the size of the British high street estate for years to come.
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