Online gambling operator Stake has announced its withdrawal from the UK market, effective next month. The decision follows an investigation by the UK Gambling Commission (GC) into the company’s advertising practices on social media. This move highlights the increasing scrutiny on gambling operators and their promotional strategies.
The company operates in the UK through a white-label agreement with TGP Europe Limited, which has now confirmed that it will cease Stake’s operations in the region. As a result, new user registrations have been halted, and all redirects to Stake’s main platform have been removed. The full closure of the UK website is scheduled for March 11.
Regulatory Concerns Lead to Market Exit
The Gambling Commision launched an inquiry after a widely shared social media video featured Stake’s branding alongside an adult entertainment actress near Nottingham Trent University. This incident raised concerns about how gambling companies market themselves, particularly in environments where young audiences are present. 
TGP Europe has agreed to shut down the platform as part of its regulatory obligations. The GC has emphasized that the exit must be managed in an orderly manner, ensuring that all customers can withdraw their funds before the final closure.
Previous Compliance Issues
This is not the first time TGP Europe has faced regulatory scrutiny in the UK. In April 2023, the company was fined £316,250 for failing to meet anti-money laundering and social responsibility standards. The GC has reinforced its commitment to monitoring gambling operators closely, ensuring that they adhere to strict compliance guidelines.
With the UK gambling sector under increasing regulatory pressure, companies that fail to meet compliance standards face serious consequences. The Stake case serves as another example of the GC taking action to enforce advertising and operational regulations.
Stake’s Future Plans
Stake has stated that it will no longer operate under white-label agreements in the UK. Instead, the company plans to expand through direct local licensing, allowing it to operate in key regulated markets with a stronger focus on compliance.
The operator has recently obtained licenses in Italy and Brazil, indicating a shift towards direct market presence rather than relying on third-party licensing. This strategy is expected to help Stake strengthen its position in jurisdictions where it can maintain full regulatory control over its operations.
Impact on Football Sponsorships
Stake is currently the main shirt sponsor of Everton Football Club, a deal that began in the 2022-23 Premier League season. The GC has indicated that it will contact Everton, along with other clubs that have partnerships with betting companies, to ensure that they are not promoting unlicensed gambling platforms.
Football clubs have been urged to conduct thorough due diligence when signing sponsorship deals with betting firms. The Gambling Commission is particularly concerned about the potential risks of UK consumers accessing gambling platforms that are no longer licensed in the region.
Industry Implications
The UK’s gambling industry continues to undergo regulatory changes, with operators facing increased pressure to comply with stricter advertising and operational guidelines. Stake’s withdrawal from the market signals a growing trend of enforcement actions that could reshape the landscape for online gambling companies.
As the GC intensifies its oversight, gambling operators must prioritize compliance and responsible marketing strategies to maintain their presence in one of the world’s most regulated betting markets.
