Bally’s Intralot Sees Opportunity as UK Gambling Market Shifts

Bally’s Intralot believes the recent changes to UK gambling taxes could open the door for operators that know how to adapt quickly. Speaking during the company’s Q1 earnings call, CEO Robeson Reeves explained how Bally’s has been able to take advantage of shifting market conditions while some competitors reduce their marketing activity.

The increase to Remote Gaming Duty, which came into effect on 1 April, has already started to reshape the UK online gambling space. According to Reeves, several smaller operators have scaled back their spending, creating an opportunity for brands with stronger acquisition tools and more efficient advertising strategies.

Bally’s says its online platform recorded more than a 60% rise in new customer numbers during Q2 so far. Reeves credited this growth to the company’s ability to target players at the right moment, while also keeping marketing costs under control.

He described online gambling behaviour as constantly changing, with players often moving between platforms or taking breaks before returning to play elsewhere. Bally’s strategy, according to Reeves, is built around recognising those patterns and placing advertising where it matters most.

The UK remains Bally’s biggest market, accounting for 64% of total group revenue during Q1. Revenue from the region reached €172.1 million across the three-month period, while the company’s UK online business posted growth of 10.5% on a constant currency basis.

April figures also showed further momentum, with preliminary revenues reportedly climbing another 11.5%.

Reeves suggested the market is beginning to consolidate as smaller operators struggle to compete under rising costs and tighter regulations. That could leave larger, better-funded companies in a stronger position moving forward.

The comments also reflect a wider trend across the industry, where operators are focusing more heavily on retention and long-term player value rather than aggressive short-term spending. Many brands linked to established networks, including several listed among the top Gamesys Casinos, have also leaned into loyalty-driven models and stronger player retention strategies in recent years.

Another topic discussed during the earnings call was the possible introduction of financial risk assessments in the UK. These checks are still being tested by the Gambling Commission and could eventually become part of the wider affordability framework for online gambling.

Reeves downplayed concerns about the impact on Bally’s customer base, saying the company’s players tend to be more stable and consistent than average. He argued that sustainable spending habits are already built into Bally’s platform design and business model.

At the same time, he warned that too much friction during the customer journey could push some players towards unregulated gambling sites, something UK regulators are trying to avoid.

Away from player acquisition and regulation, Bally’s also provided an update on its ongoing discussions with Evoke. CFO Andreas Chrysos said both companies continue to work through several areas connected to Bally’s proposed acquisition offer.

Bally’s now has until 8 June to decide whether it intends to make a formal offer for Evoke. Talks first became public in April after Bally’s revealed it was considering an all-share deal valued at £0.50 per share.

The possible takeover has attracted attention across the industry, particularly because Evoke recently reported a post-tax loss of £541 million and continues to carry substantial debt. Even so, Bally’s appears confident enough to continue discussions while reviewing the financial and operational details behind the deal.

For now, Bally’s focus appears firmly fixed on growth in the UK market, where changing regulations and reduced competition may create fresh opportunities for operators prepared to move quickly.

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