Gambling Commission CEO Highlights Growth in Adult Gaming Centres and Upcoming Technical Standards Consultation

At the ICE 2025 World Regulatory Briefing, Andrew Rhodes, Chief Executive of the UK Gambling Commission, provided key insights into the significant growth of Adult Gaming Centres (AGCs) and announced an upcoming consultation on Games Machine Technical Standards, both of which are set to have a major impact on gaming machine operators.

Strong Growth in Adult Gaming Centres (AGCs)

Rhodes revealed that AGCs have experienced substantial growth, with Gross Gambling Yield (GGY) increasing significantly despite relatively static premises numbers. This suggests that while the number of AGCs remains stable, player engagement per machine is rising, indicating a strong demand for land-based gaming experiences.

“The latest statistics show that AGC GGY has increased at a rate that outstrips the rise in machine numbers,” Rhodes noted. “This points to a thriving sector where operators are maximising machine performance and adapting to evolving player preferences.”

This growth trend underlines the continued importance of retail gaming, even as online gaming remains dominant in other sectors. Rhodes also highlighted that the spread of consumer spending across different forms of gambling is changing, with land-based venues maintaining their relevance in a shifting marketplace.

Upcoming Consultation on Games Machine Technical Standards

In a major announcement for gaming machine operators, Rhodes confirmed that the Gambling Commission is set to launch a consultation on Games Machine Technical Standards in the coming weeks. This follows an extensive pre-consultation phase in late 2024, where industry stakeholders provided initial feedback on potential updates to machine design, functionality, and compliance requirements.

“We are grateful for the feedback the industry provided during last autumn’s pre-consultation phase,” Rhodes said. “That information has been invaluable, and we look forward to continued engagement to ensure technical standards reflect both innovation and regulatory requirements.”

The forthcoming consultation is expected to address:

✔ Machine safety and compliance updates

✔ Enhancements to responsible gambling features

✔ Potential changes to stake and prize levels

✔ Innovation in machine gameplay and design

Rhodes encouraged all gaming machine operators, suppliers, and manufacturers to actively participate in the consultation, ensuring that industry perspectives are considered before any regulatory changes are implemented.

A Critical Time for the Industry

With AGCs experiencing growth and regulatory changes on the horizon, 2025 is shaping up to be a pivotal year for gaming machine operators. Rhodes’ comments suggest that while the market remains strong, operators must be prepared for potential updates to technical standards that could impact machine design and operational strategies.

The Gambling Commission is expected to publish further details on the consultation within the coming weeks, providing operators with the opportunity to shape the future of machine gaming regulation in the UK.

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23 January 2025

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