Remote Gaming Duty in the UK rose from 21% to 40% in April — the largest single tax increase on online gambling in the country's history. Two operators have already left the market, and major groups report additional costs in nine-figure sums. But it is not only casinos under pressure: B2B suppliers of platforms, content and services face a shift in procurement criteria.
Operators demand ROI, not innovation
When operator margins were higher, suppliers sold on functionality: more games, new mechanics, advanced analytics. Now the question is different: what commercial value does this deliver?
Operators are reviewing budgets for promotions, affiliate commissions and product lines. Supplier contracts are being audited, new projects face strict ROI screening. Projects that looked attractive for their novelty now risk losing funding if the link to business results is unclear.
A CRM provider must show how its personalisation lifts retention or LTV. A payment provider must demonstrate how it reduces friction and improves conversion. A content studio must prove how its slots affect engagement and hold. 'We have a great product' no longer works.
Who wins
The tax hike squeezes everyone, but it also creates openings. Some operators cut spending, others use the moment to take share from retreating competitors. Investment will continue, but the bar to secure it is rising.
The winners will not be those with the most impressive technology or the largest marketing budget. They will be the suppliers who can articulate value in terms of the client's commercial priorities and prove impact on financial performance. For B2B marketers, that means moving from product stories to understanding the client's economics and building the commercial case around it.
