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Sponsorships and advertising with sports teams was also flagged as according to the report, voluntary efforts had failed to reduce the industry’s exposure. 

With int he report Dr Matt Gaskell MBE observed that “overall exposure (including shirts, hoardings, logos, sponsorship and related marketing) during live sports programmes does not show that self-regulation has reduced exposure meaningfully”. 

Voluntary efforts have included Premier League football opting to ban front-of-shirt gambling sponsorships, as of the beginning of this current season. Although, branding remains on training kits, shirt sleeves and across stadium advertisements. 

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Lottomatica CEO Guglielmo Angelozzi described its merger with Cirsa as a “low-risk proposition”, during an investor call detailing the deal on Wednesday.

The Wednesday announcement promised the merger of the two listed gaming giants would create the second-largest listed global gaming and sports betting operator, with a pro forma adjusted EBITDA of approximately €2 billion ($2.3 billion).

Angelozzi, who is set to lead the combined company as CEO, told analysts on the post-announcement call that the deal was expected to be a “low-risk proposition” given the consistent growth demonstrated by both Lottomatica and Cirsa in recent years.