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Excluding lotteries, the Gambling Commission reported that GGY rose 4.7% to £13.2 billion ($17.7 billion) between April 2025 and March 2026.

Growth was strongest online, where remote casino, betting, and bingo GGY climbed 6.9% to £8.3 billion ($11.1 billion), compared with a modest 1.1% increase across land-based sectors.

This digital expansion coincided with a continued shrinkage in physical retail. Great Britain had 8,081 licensed premises at the end of the period, down 2% year-on-year.

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The committee considered the bill once, on 3 February, and has since taken no further action.

Meanwhile the government has been approaching the issue via a new bill. Sports minister Sadok Mourali said in November 2024 that a gambling and sports betting bill had been circulated for consultation. Twenty-six public institutions received that consultation, including the central bank, Competition Council and financial intelligence authority.

A year later he said the draft had been completely revised to bring it into line with international standards on sports betting manipulation and money laundering.

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Across markets in Latin America, Europe and Asia, Yashin says the average stakes for swipe games display a pattern closer to sports betting than crash gaming. In one market, the average Swipe Games bet was 20 times higher than the average crash-game bet with the same operator.

Retention has provided another encouraging signal. Depending on the market, Yashin says day-one, day-seven and day-30 retention can range from around the crash-game benchmark to between five and 10 times higher. The number of rounds played during a session can also be significantly greater.

The explanation, he believes, comes back to the behaviour that inspired Swipe Games in the first place. Crash players may experience a different outcome each time, but visually they repeatedly encounter much the same thing. Social media has conditioned its users to expect something new with every swipe.