Category: Casino

Casino Guru and BetBlocker are teaming up to expand responsible gambling tools into Finland, giving Finnish players access to anonymous, easy-to-use blocking software in their own language. The move highlights growing attention to problem gambling across Europe and the role of technology in supporting vulnerable players.

Finnish Language Support Opens New Doors

For years, gambling harm support tools have been heavily skewed towards English speakers. Many players who didn’t feel confident in English often struggled to use tools effectively, if they found them at all. Now, BetBlocker’s software — widely recognised in the UK and beyond — is being localised into Finnish, thanks to Casino Guru’s continued efforts in expanding responsible gambling resources.

This isn’t just a matter of convenience. Language shapes understanding, and when a player is stressed or in crisis, being able to use support tools in their own mother tongue can mean the difference between seeking help and staying silent.

Finland, with a long history of both state-run and private gambling, has been reviewing its gambling framework amid increasing concerns about addiction. Officials estimate that nearly three percent of Finland’s adult population struggles with some form of gambling-related harm. That makes the timing of this expansion all the more significant.

Partnership with a Purpose

The collaboration between Casino Guru and BetBlocker isn’t brand new, but its scope is widening. Casino Guru has been pushing safer gambling measures globally, from its Safety Index to its Global Self-Exclusion Initiative, which aims to create cross-border consistency in gambling restrictions. BetBlocker, meanwhile, has positioned itself as an anonymous, free-to-use blocking solution.

Bringing the two together creates a synergy. Casino Guru provides the data, insights, and reach. BetBlocker provides the tool. Together, they’re chipping away at what has long been considered one of the industry’s biggest blind spots — accessibility.

One short sentence is enough here. It’s about making the service truly usable.

Why Finland Matters in the Gambling Debate

Finland might not be the largest gambling market in Europe, but it represents a fascinating test case. For decades, the Finnish system was unique: a state monopoly, Veikkaus, controlled almost all gambling. But with the rise of online platforms and cross-border operators, that model has been breaking down.

Regulators are now considering moving towards a licensing-based model by 2026, similar to what Sweden adopted in 2019. Under such a system, private companies could apply for licenses but would be held to strict responsible gambling requirements.

So, tools like BetBlocker aren’t just a voluntary add-on anymore. They could soon become part of compliance frameworks, where licensed operators are expected to promote, or even integrate, such software. That gives this partnership a regulatory relevance beyond its immediate user base.

Interestingly, Finland has one of the highest gambling participation rates in Europe. Some surveys suggest that over 70% of adults gamble at least once a year, compared with around 45% in the UK. That contrast makes localised harm reduction tools especially urgent.

Tackling the Language Barrier Head-On

One of the core issues addressed here is deceptively simple: language. Many global gambling companies boast of their multilingual platforms, yet support tools often lag behind. Casino Guru has been systematically translating its database and educational content into multiple languages, betting that accessibility will drive both awareness and action.

Here’s what’s on offer in Finnish now:

• The full BetBlocker application interface, menus, and options translated into Finnish.

• Casino Guru’s responsible gambling articles and help guides available in Finnish.

• Integration of Finnish-language self-exclusion resources, connecting local and global support.

That bullet list is important because it shows tangible results rather than abstract promises.

And yes, this move matters beyond Finland. Localisation can be rolled out to other countries with similar needs, whether that’s Hungary, Slovakia, or non-European markets like Brazil.

Responsible Gambling Efforts in Numbers

To put this in perspective, let’s compare Finland’s situation with a few others. The following table highlights recent figures:

This table helps show why Finnish localisation isn’t just symbolic. The country has both a high participation rate and a relatively high harm percentage compared with its neighbours.

One line here is enough. The numbers speak loudly on their own.

Industry Reaction and What Comes Next

The gambling industry’s reaction has been mixed. On one hand, charities and advocacy groups have praised the initiative, calling it a long-overdue step towards inclusivity. On the other, some operators quietly worry that such tools could cut into revenues if too many players self-exclude.

That tension is nothing new. Safer gambling has always had to balance commercial interests with public health goals. But in an age where regulatory pressure is mounting, companies that fail to support initiatives like this risk reputational damage and possible penalties.

Casino Guru has hinted that Finland won’t be the last. Discussions are ongoing to extend similar localisation projects to other European markets where gambling participation is high but support resources remain scarce.

The big question is whether governments themselves will step in and mandate such translations. If they do, tools like BetBlocker could go from optional add-ons to required safeguards.

And for players struggling in silence, that could change everything.

Nevada’s casinos had one of their strongest months on record in July, pulling in $1.36 billion in gaming revenue, even as fewer visitors came through the doors. The state’s seventh-highest monthly win underscored the enduring pull of gambling, with the Las Vegas Strip leading the charge.

Strip Surges While Tourists Stay Away

The numbers tell a fascinating story. The Strip generated just over $749 million in revenue, a rise of 5.6% compared with July 2024. That’s a strong gain, especially against the backdrop of fewer visitors — the Las Vegas Convention and Visitors Authority (LVCVA) reported a 12% decline in visitation, down to just under 3.1 million people.

June had already shown an 11% fall in visitors, making July the second month in a row with double-digit drops. For a city that thrives on foot traffic, that’s unusual. Yet, despite emptier sidewalks and hotel lobbies, the tables and slot machines were busier than expected.

It’s a paradox: fewer people, but more money spent. Analysts say this hints at a different type of visitor coming to town — fewer budget travellers, more high-rollers and wealthier tourists.

Big Spenders Make Up the Difference

Industry experts suggest that while overall tourist numbers have shrunk, the quality of spend has gone up. Some argue that international visitors, who often gamble in larger sums, are returning after pandemic-related disruptions. Others point to domestic tourists who, though smaller in number, are staying longer and spending more per head.

One sentence to note here: high-spending visitors can outweigh a drop in volume.

The Nevada Gaming Control Board (NGCB) noted that baccarat — a favourite among international high-rollers — showed strong performance, alongside table games and slots. That aligns with the theory that fewer but richer visitors are driving the gains.

• Baccarat winnings rose sharply compared with last year.

• Slot machines, still the bread and butter of casino floors, maintained steady growth.

• Sports betting revenue, however, cooled slightly as the summer calendar slowed.

Together, these figures helped prop up the total even as foot traffic slowed.

Historical Perspective: Where July Stands

To put the $1.36 billion in context, July 2025 ranks as the seventh-best month ever for Nevada’s casino industry. That’s no small feat, given the market’s decades of growth.

Here’s a quick look at where July 2025 fits compared to previous peaks:

This table shows how consistent July has been as a high-revenue month for the state. Summer still matters, even if visitor counts waver.

Tourism Slips But Hotels Stay Busy

While gaming revenue hit records, the hospitality side told a different story. Hotels reported weaker occupancy rates, reflecting the 12% dip in arrivals. Convention attendance was also lower, with fewer big corporate gatherings compared to last year.

Yet, average daily room rates stayed firm. In some cases, they even went higher, as operators sought to squeeze more from fewer guests. That suggests casinos may be offsetting lower volume with pricing strategies across both gaming and non-gaming segments.

One hotel manager described it as “fewer guests, but higher-spending ones,” echoing the revenue data.

Broader Economic Implications

The state’s reliance on gaming taxes means the July performance is good news for Nevada’s budget. Taxes from the $1.36 billion win help fund schools, infrastructure, and public services.

Still, the decline in tourist numbers cannot be ignored. Fewer visitors put pressure on restaurants, shows, ride-share drivers, and the entire ecosystem that thrives around gaming. The Strip may be thriving at the tables, but the ripple effects outside the casino walls paint a more complex picture.

Economists warn that relying too heavily on high-spending gamblers could make the industry more vulnerable. If global economic conditions shift, that segment could dry up quickly. It’s a reminder that gaming revenue can look strong while other parts of the tourism economy quietly suffer.

Looking Ahead to Autumn

The big question now: can Nevada keep up this performance into the autumn months? August often shows a dip after the summer surge, while September tends to hinge on convention traffic and sports events.

NFL season brings renewed sports betting activity, which could help offset slower slot play. Conventions scheduled for late September may also draw in large groups, potentially reversing the trend of declining visitors.

But for now, July stands out as an oddity — a month where fewer people came to town, yet casinos made more money than almost any other time in history.

Penn Entertainment’s second-quarter numbers painted a mixed picture: retail casino revenue flatlined, but a digital push gave the company a welcome lift. The interactive division’s growth is now doing much of the heavy lifting.

Interactive Division Gains Momentum

The online arm of Penn Entertainment has been a standout. Revenue from the interactive segment climbed 35.9% to $316.1 million in Q2 — the highest growth rate among its business units. Even more telling, losses narrowed sharply, with adjusted EBITDAR losses shrinking from $102 million in Q2 2024 to $62 million this year.

Executives point to two main factors: sharper product updates and Penn’s omnichannel strategy, which ties online play to retail loyalty programs. “We’ve still got plenty to iron out, but the momentum’s clear,” said CEO Jay Snowden.

For the first half of 2025, interactive losses were down by nearly half compared with last year. That kind of turnaround doesn’t go unnoticed in a sector where digital profitability has been elusive.

Retail Casinos Hold Ground

Brick-and-mortar casinos remain Penn’s cash anchor, but performance was flat in Q2. Retail casino revenue stayed at $1.4 billion — identical to last year’s figure. That stability isn’t necessarily bad news, though it does suggest competition and market saturation are keeping growth in check.

Adjusted EBITDAR from the retail side was the primary contributor to Penn’s total $498.6 million adjusted EBITDAR in the quarter. Without that steady base, the company’s online recovery would be harder to fund.

Still, no one inside the company is ignoring the reality: retail casino floors aren’t pulling in more players than a year ago.

Financial Position Steady but Watched Closely

Penn closed Q2 with $671.6 million in cash and $2.1 billion in net debt. The debt level is significant but not unusual for a company with both physical and digital operations to maintain.

Share buybacks continue to be a priority. So far in 2025, Penn has repurchased $115.3 million in shares, with a target of at least $350 million for the full year. It’s a signal of confidence — but also a calculated risk if operating costs rise faster than expected.

• Q2 Revenue: $1.76 billion (up 6% YoY)

• H1 Revenue: $3.4 billion (up 5% YoY)

• Adjusted EPS: $0.10 (vs. $-0.18 last year)

Online Betting and iCasino: The Real Growth Story

The numbers suggest that Penn’s online sports betting and online casino products are no longer side projects. They’re becoming primary growth drivers. Both categories saw record gaming revenue in Q2, driven by improved app performance, better odds offerings, and cross-promotions with retail properties.

Here’s a quick snapshot of year-on-year change:

Analysts Split on Future Trajectory

Some see Penn’s hybrid retail-online model as a long-term advantage. Others warn that digital gains could plateau if competitors match Penn’s tech upgrades. Regulatory changes in online gaming markets also remain a wildcard.

A few are keeping an eye on margins. Interactive losses may be shrinking, but they’re still losses. If marketing costs spike — as they often do in sports betting seasons — quarterly results could swing back into the red.

Still, Q2’s 6% revenue growth and an adjusted EPS turnaround from a loss to $0.10 will keep optimism alive, at least for now.

Customer Journey Mapping sounds like a no-brainer. Understand your users, tailor their experience, increase engagement. Simple, right? Not quite. Uplatform, a sports betting and casino platform provider, says operators are repeatedly making the same mistakes—and it’s costing them.

Done right, customer journey mapping doesn’t just track behaviour—it shapes it. But the reality? Too many teams are guessing rather than knowing, reacting instead of planning. Uplatform’s latest insights peel back the curtain on the four biggest errors operators make when plotting the player experience, and what can be done differently.

Forgetting That Players Aren’t All The Same

Not all users think alike. You’d think this one was obvious, but it’s a frequent blunder.

Some operators still treat every player like they’re following the same script. Same welcome bonus, same UX flow, same nudges. What they miss is that behaviours vary wildly depending on motivation, risk appetite, and platform experience.

In short: lumping all players into one ‘typical user’ profile? It backfires.

There’s also the issue of segmentation laziness. It’s one thing to define user groups. It’s another to actually design tailored experiences for each one.

And let’s not forget those returning players—many maps ignore loyalty stages altogether.

Mapping the Funnel, Not the Experience

Operators often treat CJM like a sales funnel diagram. Spoiler: it’s not.

Funnel-based thinking flattens the journey into neat boxes—Acquire, Convert, Retain. But players don’t act that predictably. They jump back and forth. One minute they’re interested, next minute they ghost.

That’s where true experience mapping beats funnel logic. CJM is meant to feel like a diary of the user’s thoughts, not a list of what you want them to do.

CJM fails when it becomes too internal-focused—too much about the operator’s strategy, too little about the player’s actual thoughts and emotions.

Here’s what to remember:

• Players zig-zag across devices, time zones, and moods. Your map should reflect that unpredictability.

Skipping Emotion: The Invisible Thread

Here’s where it gets overlooked: emotion.

Yes, even in betting. Especially in betting.

Many customer journey maps focus purely on behaviour—clicks, logins, deposits. But they miss the “why” behind it. Fear, boredom, curiosity, or adrenaline… these are the real drivers.

You can spot the difference in UX. A good map identifies not just what the user does, but what they’re feeling. And that’s what helps platforms truly stand out.

People don’t remember what you offered. They remember how it felt.

That tiny delay during login? It might annoy a casual user into leaving for good.

Failing to Use the Map Once It’s Done

Here’s the twist: some teams actually build a good map—and then do nothing with it.

Too many CJMs end up buried in Google Drive folders or presentation decks. A customer journey map is meant to guide decisions, not just tick a project box.

There’s also a failure to keep it alive. Markets shift. Players change. If your CJM is more than 6 months old and hasn’t been reviewed? It’s probably irrelevant.

Now, have a look at how well (or not) CJMs are being maintained in the industry:

The Quiet Success Stories Don’t Shout—They Listen

Interestingly, Uplatform notes that some of the most successful operators aren’t the loudest. They’re the ones that keep listening. Testing. Tweaking.

These teams treat their CJM like a living document, not a final draft. They embed it into onboarding processes. They ask actual players for feedback. They even factor in complaints as data points.

The best maps aren’t the prettiest. They’re the most honest.

It’s not about perfection—it’s about progress. And that starts with asking: where are we losing people, and why?