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By comparison, the long tail of smaller black market sites rely heavily on affiliates to generate traffic.

Much of the onus for the increasing black market is put on increasingly restrictive policies enforced by regulators across the licensed sector.

Taking a deeper look at these restrictive driving black market activity, up to 46% of the markets covered in the report enforced “significant advertising restrictions” on the regulated market, including in Belgium, Bulgaria, Coratia, Cyprus, Germany, Italy, Latvia, Lithuania, Montenegro, the Netherlands, Poland, Romania and Spain.

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“I think it’s about businesses evolving to understand that having more women inside their businesses will aid and abet the success of their businesses, not hold it back.”

Yaxley adds: “The most meaningful measure of progress is not simply who joins an organisation, but whether opportunities, development and leadership pathways are accessible to everyone.”

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

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“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.

Even the most flexible technology cannot do all the work itself. Wilson is blunt about what happens when an operator treats an integration as the end of the job.

“If I just give you one of our games or our jackpot engine and you just plug it in and leave it there to collect dust, you will come back and tell me in three months’ time it’s not working,” he says. “And I will say to you, ‘How have you invested in the product?’”