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Asked why GiG had returned to B2C, Richards explains the decision was threefold.

“First, our own priorities have shifted,” he says. “We have been explicit that we are moving away from a growth-at-all-costs mindset, towards a more disciplined focus on profitability and cash generation, and 888Africa is immediately accretive on both counts.

“Second, the opportunity itself was time-limited. 888Africa became available because of Evoke’s own strategic evolution, and assets of this quality with this kind of market position do not come up often.

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Operators were encouraged to take several practical steps, including enhancing terms and conditions, maintaining robust evidence and uptaking technical standards.

They have also been advised to thoroughly review their Know Your Customer, fraud detection protocols and contractual terms to reflect the guide’s recommendations. 

They must also evaluate their current technical safeguards to ensure alignment with regulator expectations and certification standards.

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Despite the progress made, interviewees agree there are still areas where the gambling industry has work to do.

“I believe there is still work to be done to ensure diversity is fully reflected at every level of an organisation, particularly within senior leadership and executive positions,” Yaxley says.

She also believes the industry needs to broaden its focus beyond gender.