Stay Sharp: Navigating UK regulations for sustainable growth in iGaming
Let’s be honest, the UK iGaming space isn’t for the faint-hearted. It’s one of the most tightly regulated markets out there, with the (UKGC) not messing around when it comes to setting the bar high. But for smart operators, these rules aren’t red tape; they’re the blueprint for building something sustainable, ethical, and actually worth sticking around for.
To dig deeper into what that really looks like on the ground, SiGMA News spoke with Dan Shannon, Head of Organic and Commercial Growth at Casino Kings. With over 15 years working across both UK and MGA-regulated markets, Dan’s got experience and plenty of insight into how compliance can either be your Achilles’ heel or your secret weapon.
The black market problem (and why it’s everyone’s business)
There’s no doubt the black market is growing, with unlicensed operators swerving the rules, dodging player protection, and tempting users with features that licensed brands aren’t allowed to touch, like turbo spins, bonus buys, and no deposit caps.
The result is a worrying uptick in player migration, with vulnerable users lured into risky territory where there are zero guarantees, including whether you’ll even get your winnings.
Dan puts it bluntly, “The black market is a concern for the entire regulated industry. It undermines efforts to create a safer gambling environment and puts vulnerable individuals at risk. We need a combination of better enforcement and sharper consumer awareness to even begin tackling this.”
Building a brand that stays in-bounds and ahead
So, how do you actually grow a business in a market like this, one that doesn’t just scrape by but actually thrives under regulation? Here’s Dan’s six-point playbook for doing exactly that.
1. Compliance That Actually Works for You
Compliance isn’t something you fix in a panic when things go wrong, it needs to be part of the plan from day one. That means building it into your product decisions, your marketing approach, and everything in between.
Clear terms, fair offers, solid KYC processes, and always being ready for a regulatory check, these aren’t just nice-to-haves. For operators who get this right, the payoff is real: trust from players, respect from regulators, and a reputation that holds up over time.
2. Customer Acquisition Without the Cowboy Tactics
Gone are the days of Wild West marketing. If you want to grow a loyal player base under UKGC rules, you need to get smart, and stay honest. Target the right audience, give them clear and compliant messaging, and stop outsourcing your reputation to shady affiliate networks. Focus on SEO, compliant PPC, and partners who share your values. It’s not just about volume anymore, it’s about quality.
3. Retention That Doesn’t Feel Like a Trap
Keeping players around isn’t about throwing bonuses at them and hoping they stick. It’s about building an experience that feels good, intuitive UX, personalised rewards based on real behaviour (not just who’s spending the most), and loyalty systems that reward engagement, not exploit it. Respect your players, and they’ll respect your brand right back.
4. Responsible Gambling Is the Heartbeat, Not a Checkbox
For Casino Kings, responsible gambling isn’t just a tab buried in the footer, it’s front and centre. That means proper tools (timeouts, deposit limits, self-exclusion), but also proper communication. “We want players to know we’ve got their back,” said Dan. And when you approach it like that, it shows.
5. Innovation Without Overstepping
Creativity doesn’t die under UK regulations; it just gets smarter. Whether you’re launching bespoke games, levelling up your mobile UX, or partnering with entertainment brands, there’s plenty of room to innovate. The trick is to build your compliance filters right into your development cycle. Push boundaries, yes, but know where the line is and don’t cross it.
6. Culture Is Your Compliance Engine
Internal culture is everything. If your team isn’t aligned with your obligations, things fall apart fast. Regular training, proactive audits, clear communication (both internally and with the UKGC) keep the ship steady. When your external brand mirrors your internal values, players feel it, and so do the regulators.
UK regulations encourage playing the long game
Winning in the UK market isn’t about doing the bare minimum. It’s about flipping the script, seeing UK regulations not as a blocker, but as a framework for long-term success.
As Dan summed it up: “When you treat regulation as part of your strategy, not just a hoop to jump through, you build a business that actually lasts.”
So don’t cut corners. Build trust. Put players first. Innovate where it counts. Do it right, and you won’t just survive, you’ll help reshape the industry standard.
