Mixed-Product Incentives and the Law of Unintended Consequences

SolutionsHub CEO Lee Hills has published a new opinion piece with SiGMA World examining the implications of the UK’s new prohibition on mixed-product incentives.

The rule, introduced by the UK Gambling Commission, prevents operators from offering promotions that link different gambling verticals, such as requiring a sports bet to unlock casino bonuses.

While the policy is intended to simplify promotional structures and reduce potential consumer harm, the article explores the broader regulatory dynamics that often accompany well-intentioned restrictions. In particular, it considers whether tightening rules on licensed operators without equivalent enforcement against offshore providers risks creating a competitive imbalance that ultimately benefits the unregulated market.

The piece also reflects on the wider policy trend across several mature markets where regulatory changes, although designed to strengthen consumer protection, may unintentionally reduce the attractiveness of the licensed environment.

The full article is available via SiGMA here.