Next Generation Partners

Firms To Watch: Gaming and betting

Irwin Mitchell‘s gaming and betting team is geared to support on commercial licensing and compliance audit services. Described as ‘tactically astute’, Philip Somarakis heads the team, with Andrew Cotton recognised as a leading individual in the sector.
SteelRose Legal Ltd is a fast-growing firm recognised for its work in the African gaming sector. The team is led by Olafadeke Akeju, who brings a ‘sense of safe hands’ combined with strong cross-border transactional expertise.

Gaming and betting in London

Bird & Bird LLP

Bird & Bird LLP is home to a highly experienced gaming and betting team offering comprehensive services across areas such as IP, tax and corporate, frequently handling international matters. Andy Danson heads the International Gambling Group, with a notable proficiency in gambling regulatory and commercial matters. Elizabeth Dunn has in-depth knowledge of online gaming and gambling sponsorship agreements. Robert Turner is a key adviser for sports rights holders in relation with commercial arrangements involving gambling operations. Recently promoted to senior associate, Lucy Paterson is particularly well-placed to advise on regulatory enforcement actions undertaken by the Gambling Commission. Partner Bryony Hurst left the firm in August 2024.

Responsables de la pratique:

Andy Danson


Autres avocats clés:

Elizabeth Dunn; Rob Turner; Lucy Paterson


Les références

‘Bird & Bird’s expertise, understanding of regulatory stakeholders, and client service are at the top of the market.’

‘Elizabeth Dunn and her team always provide prompt and accurate quotes, which they clearly communicate both upfront and throughout the process, ensuring that we as a startup are never met with unexpected costs. It is a refreshing approach to legal billing in the startup space.’

Principaux clients

Allwyn


Betsson


Flutter


MGM LeoVegas


DoubleDown Interactive


Stronach Group


White Hat Gaming


LiveScore


Tennis Data Innovations


Metric Gaming


Principaux dossiers


  • Continue to advise Allwyn on the transition and ambitious transformation of the UK National Lottery.
  • Advised Flutter on high profile data privacy and other matters.
  • Advised the operator of Winner.ro on its sale to Evoke.

CMS

CMS’s gambling team offers a comprehensive range of services across commercial and regulatory matters, intellectual property and competition law. Team head David Zeffman leads on a variety of high-profile strategic transactions, regulatory issues and litigation. Rob Willis focuses on corporate transactions involving real-money and social gaming businesses, both domestically and internationally. Stephen Hignett, co-head of the London tax team, is a key contact for both contentious and non-contentious tax matters. Tamsin Blow regularly advises on B2B disputes and provides regulatory guidance on anti-money laundering obligations. Anna Soilleux-Mills brings considerable experience in the online gaming space, while senior associate Alasdair Lamb is frequently instructed by game suppliers and platform providers.

Responsables de la pratique:

David Zeffman


Autres avocats clés:

Rob Willis; Stephen Hignett; Tamsin Blow; Anna Soilleux-Mills; Alasdair Lamb


Les références

‘Very knowledgeable, good bench strength and pleasant company to boot. Always a pleasure to spend time with them, and to also benefit from their informed legal views and unrivalled expertise and experience.’

‘The unique experience and knowledge of the wagering industry, and their ability to apply this knowledge in a pragmatic manner, is impressive. The speed with which matters are understood and the fidelity of their responses is refreshing.’

‘Again, the unique experience and knowledge of the wagering industry, and their ability to apply this knowledge in a pragmatic and effective manner, is highly valuable. In particular, David Zeffman has been a terrific support and reference for us as a business.’

Principaux clients

BetFred


Betting and Gaming Council


Flutter


Hard Rock Digital


Hong Kong Jockey Club


Instant Win Gaming


LiveScore


Lottoland


Lottomatica Group S.p.A.


OpenBet Limited


Rank


Principaux dossiers


  • Advising Endeavor on the UK gambling regulatory aspects of the sale of its sports betting businesses (OpenBet and IMG Arena) as part of a management buyout.
  • Advised Hard Rock Digital on a significant number of deals.
  • Advised longstanding client Instant Win Gaming Limited (IWG),  on its agreement to sell a 70% stake to multi-national lottery operator Allwyn.

Harris Hagan

Harris Hagan’s boutique practice provides a comprehensive range of services across both online and land-based gaming. The practice is led by John Hagan, who specialises in all aspects of gambling law and regularly advises on both remote and non-remote operating licence applications, as well as regulatory investigations. Co-head Bahar Alaeddini is a key contact for regulatory and licensing matters, particularly where they intersect with corporate issues such as restructuring and transactional due diligence. David Whyte is frequently instructed on high-profile enforcement matters and compliance investigations, drawing on his extensive experience working with the Gambling Commission. Senior associate Jessica Wilson regularly advises start-ups on licensing, regulatory and compliance issues.

Responsables de la pratique:

John Hagan; Bahar Alaeddini


Autres avocats clés:

David Whyte; Jessica Wilson


Les références

‘They are very knowledgeable about the UK gaming industry and are subject matter experts on licensing and regulation. They provide proactive engagement and support when new regulations are in the pipeline.’

‘They are experts in gambling law. What makes the practice different is their strong, in-depth knowledge of how the Gambling Commission operates, making them invaluable for operators navigating a changing regulatory environment. They provide a quick service to solve issues and are always available in a crisis with cool, considered advice, which has always been accurate and actionable.’

‘Working closely with David Whyte and John Hagan, they have both proved very knowledgeable in their field and provided excellent training for our company, including for executive-level senior staff.’

Principaux dossiers


  • Advising a global private equity firm, with over $500bn AUM, on a take private deal in the gambling industry.
  • Acting for a US publicly traded company on its proposed separation of certain business units and merger in a deal valued at over $6bn.
  • Acting on numerous Gambling Commission compliance and enforcement investigations, including B2C and B2B online and land-based gambling businesses and senior executives.

Mishcon de Reya LLP

Frequently instructed by international corporate clients, Mishcon de Reya LLP’s betting and gaming practice is well-equipped to provide a full range of services. The team is led by Nick Nocton, who has earned international recognition as a regulatory lawyer and frequently advises financial institutions on matters relating to the gambling industry. Susan Breen is a key contact for commercial arrangements, for example, those in relation to M&A and joint ventures. Niki Stephens is adept at advising business models that remain untested under UK law. Stuart McMaster brings strong expertise in data protection matters, while Lorenzo Coppola focuses on international expansion projects.

Responsables de la pratique:

Nick Nocton


Autres avocats clés:

Susan Breen; Niki Stephens; Stuart McMaster; Tom Whitton; Sian Harding; Lorenzo Coppola


 


Les références

‘The team stands out for its unique combination of deep regulatory expertise, commercial acumen and a highly collaborative, cross-disciplinary approach. They integrate top-tier legal advice with strong insight into the evolving gaming and betting landscape in the UK and internationally. Innovation, litigation strength and billing transparency are hallmarks of their practice.’

‘The team is fantastic to work with as they listen to clients’ needs, analyse problems effectively and execute with efficiency. Their commercial understanding and responsiveness set them apart.’

‘Mishcon de Reya is a very strong all-round gambling practice. They are pragmatic, personable and business-focused, helping us manage global projects across Europe, Africa, the US and Canada. They also offer valuable advice in specialist areas such as IP and cybersecurity, and their regulatory expertise is second to none.’

Principaux clients

Aristocrat Leisure Limited


DraftKings


Innovation Labs Limited


Entain Plc


Betting and Gaming Council


Pantera Capital Management LP


EMD Advocates


Videoslots Limited


Everi Holdings Inc


Kambi Group Plc


Skillz Inc


Socios


Best of the Best Plc


Moloco


Principaux dossiers


  • Advised Aristocrat on the $1.2bn acquisition of NeoGames S.A.
  • Advised on the acquisition by Innovation Labs Limited Titan Inc.
  • Provided Best of the Best plc with regulatory advice to ensure compliance with relevant laws for its prize competition operations, reviewed its end-user terms and conditions for consumer protection, advised on the tax treatment of business models involving game credits as promotions, and guided the company on the proposed acquisition of a competitor.

Wiggin LLP

The team at Wiggin LLP is regularly instructed by software providers, major online operators and payment processors. Team lead Stephen Ketteley is described as the ‘doyen of UK gambling lawyers’. Jason Chess now acts as a consultant, frequently advising on ongoing changes to gambling regulations. Chris Elliott specialises in online gambling and regularly advises both B2C and B2B businesses. David McLeish is well positioned to support on commercial matters and leads on cases involving technology litigation. Bethan Lloyd is a key name for negotiating complex software and brand licensing agreements. Oliver Tenzer has departed the firm for an in-house role.

Responsables de la pratique:

Stephen Ketteley


Autres avocats clés:

Jason Chess; Chris Elliott; David McLeish; Bethan Lloyd


Les références

‘Steve Ketteley is the doyen of UK gambling regulatory lawyers. No one has more experience in dealing with complex regulatory matters.’

‘Chris Elliott has an exceptional grasp of the complexities of regulation but is also able to cut through issues and offer clear, pragmatic advice.’

‘David McLeish provides legal advice within a broader business context. He understands the industry and how it functions, enabling him to offer clear, commercially informed guidance on both legal and operational matters.’

Principaux clients

Flutter Entertainment (including The Stars Group, Sky Bet, Paddy Power and Betfair)


bet365


Playtech


evoke (including 888 and William Hill)


Worldpay


Entain (including Ladbrokes, Coral and Party Poker)


Leovegas


Evolution (including NetEnt, Red Tiger and Big Time Gaming)


Bally’s Corporation (including Gamesys and Jackpotjoy)


Betway


Principaux dossiers


  • Over the past 12 months, Wiggin has secured multiple mandates from Entain (owner of Ladbrokes, Coral, Party Poker, and more).
  • Advising the BGC in connection with UK gambling regulatory matters, including extensive work on the BGC’s responses to consultations issued by the Gambling Commission and the UK Government’s request for submissions in connection with a proposed overhaul of UK gambling legislation.
  • Continuing to serve as the primary regulatory adviser to bet365 for over 12 years.

Keystone Law

Keystone Law is noted for its specialist expertise in advising on regulatory challenges and transactional matters across both land-based and online gambling. The team is regularly instructed in high-stakes licensing reviews, particularly those concerning potential revocation proceedings brought by the Gambling Commission. Richard Williams is a key contact for start-ups and multinational gambling operators, while Alan Owens specialises in litigation and regulatory investigations, especially for online betting platforms. Carl Rohsler regularly advises on high-profile transactions and is often instructed by governments and regulators worldwide on gambling law.

Autres avocats clés:

Richard Williams; Alan Owens; Carl Rohsler; Niall McCann; Stephen Rodd


Les références

‘Alan Owens is enormously experienced across the whole range of gambling disputes. His great strategic sense, detailed knowledge of the industry and understanding of how it works mean that he should be the first port of call for gambling disputes.’

‘Alan Owens at Keystone Law is an expert adviser in gaming and betting disputes, and is a standout practitioner in this field. He excels both in strategy and detail, and is a great team player.’

‘Alan Owens is a real expert in the field, fully immersed in the statutory regime, regulatory rules and guidance, and relevant case law. He works tirelessly for his clients and demonstrates excellent tactical and strategic instincts.’

Principaux clients

Moravcevic Vojnovic and Partners in cooperation with Schoenherr


Postcode Lottery Limited


Betfair (part of the Flutter Entertainment plc group)


Jammy Ltd


Jackson Jackpot Limited


Incentive Games Limited


Ielb Ltd


Happy Tiger APS


Galactica Games Limited


Flutter Entertainment plc & Betfair


Power Leisure Bookmakers Limited (« Paddy Power »)


CSGOROLL


BIGO LIVE


ITV plc


Blue Squid Studios


Moravcevic Vojnovic and Partners in cooperation with Schoenherr


Postcode Lottery Limited


Betfair (part of the Flutter Entertainment plc group)


Jammy Ltd


Jackson Jackpot Limited


Incentive Games Limited


Ielb Ltd


Happy Tiger APS


Galactica Games Limited


Flutter Entertainment plc & Betfair


Power Leisure Bookmakers Limited (« Paddy Power »)


CSGOROLL


BIGO LIVE


ITV plc


Blue Squid Studios


Principaux dossiers


  • Acting for AlchemyBet in litigation against Trinitas Gaming Limited (trading as “Rogue”).
  • Asked by the People’s Postcode Lottery Limited to provide a training session in Edinburgh for its senior executives to brief them on changes to the ASA CAP/BCAP Codes relating to the advertising of gambling products, particularly in relation to children.
  • Representing the Flutter Entertainment online gambling group (which owns the SkyBet, Paddy Power, Betfair and Fan Duel brands) to defend claims made.

Northridge Law LLP

Northridge Law LLP is a leading firm in the gaming and betting sector, frequently advising gambling operators, particularly on complex, high-stakes matters. The practice is well-placed to handle dispute resolution and employment issues. Melanie Ellis leads the team and is a key point of contact for licensing and regulatory advice. Managing associate Tom Edmonds is well versed in commercial agreements relating to sport and betting, drawing on his in-house experience.

Responsables de la pratique:

Melanie Ellis


Autres avocats clés:

Tom Edmonds


Les références

‘They have a deep understanding in gaming and betting.’

‘Melanie Ellis works transparently and diligently on all of our engagements. We have been working with her for the last 3 years and don’t see us changing to any other regulatory lawyers any time soon.’

Principaux clients

Evolution Gaming


SportyStuff TV


Betway


Fitzdares


GridRival


StakeMate / Bet Theory


Dazzletag


Transigo Ltd (DigiWheel)


Data.Bet


Goodwin Racing


Dazzletag Entertainment


Digitain


Gameshop Limited (Octoplay)


Newcastle United Football Club


Principaux dossiers


  • Advise Evolution Gaming on its British gambling licensing, including advising on proposed upcoming changes to technical standards on game design and stake limits for online slots.
  • Advised SSTV on various commercial matters, including those relating to the production and broadcast of its flagship greyhound racing programme: Racing Post Greyhound TV and its TV channel ‘SportyStuffTV’ and the recent shutdown of this channel.
  • Advises the leading global betting brand Betway on its global sponsorship programme, including its expansion into the US.

Pinsent Masons LLP

Pinsent Masons LLP is a ‘one-stop shop’ for gaming and betting clients, often working alongside regulators to provide a holistic approach to resolving issues. The team has a strong litigation background and is well-placed to represent clients in relation to licence applications. Diane Mullenex leads the global gambling practice and advises some of the world’s largest gaming operators and software providers across multiple jurisdictions. Audrey Ferrie left the practice in April 2025.

Responsables de la pratique:

Diane Mullenex


Autres avocats clés:

Rémi Bresson Auba; Tom Neger


Les références

‘The betting and gaming team at Pinsent Masons is unique due to the high quality of their work and their true international profile. They are highly knowledgeable in technology, GDPR, digital marketing and finance, which their clients benefit from.’

‘Pinsent Masons’ crime, fraud and licensing – gaming and betting practice stands out due to its multidisciplinary approach, global reach, high-level expertise and standards and strong industry knowledge.’

‘They have global reach and strong industry connections.’

Principaux clients

PLR Media (Playrix)


Trinitas Gaming Ltd (t/a « Rogue”)


Principaux dossiers


  • Advised PLR Media (Playrix) on a significant trade mark filing programme for some of the group’s leading products.
  • Advising an online gambling company on various issues related to the request for a licence to operate online sports betting activities.

Poppleston Allen

Poppleston Allen is a key destination for clients in the bingo, lottery and alcohol licensing sectors. Nick Arron leads the gambling team and handles a substantial volume of work involving the Gambling Commission, including licence reviews under section 116, judicial reviews and other relevant licensing applications, while Richard Bradley mainly assists operators with corporate acquisition projects. David Inzani is also recommended, particularly for his expertise in acquisitions and restructuring for both land-based casinos and remote operators, and both Imogen Moss and Felix Faulkner are also highlighted as key.

Responsables de la pratique:

Nick Arron


Autres avocats clés:

David Inzani; Richard Bradley; Imogen Moss; Felix Faulkner


Les références

‘Nick Arron and David Inzani are knowledgeable, approachable and responsive. They are always willing to tackle complex legal issues and provide clear, practical advice that is easily understood by clients.’

‘They communicate clearly, understand the sector deeply, are commercially minded and offer proactive solutions when questions arise.’

‘The depth of their knowledge of UK gambling law and licensing is excellent throughout the practice. They stay up to date with legislative changes and legal developments, and keep their clients informed.’

Principaux clients

Buzz Group Limited


MERKUR AG.com and MERKUR Group


Bingo Association


Paddy Power Betfair


Shua Limited t/a Bongo’s Bingo


MERKUR Slots UK Limited


Bandai Namco Amusement Europe Limited


Bourne Leisure Group Limited


Parkdean Resorts Limited


Palatial Leisure Limited


City Gaming Limited


Boomerang Digital Limited (formerly NRM)


Bee-Ethical Group including Bee-Ethical Limited and Bee Ethical Information Technology Services Limited


Morgan Stanley


Stade Development (Hastings) Ltd


Funbox Entertainment UK Limited


EG On the Move Limited


Dogs 4 Rescue CIC


The Veterans’ Foundation


Park Holidays UK Limited


Namco UK Limited


Merkur Casino Entertainment UK Limited


Cowells Arrow Bingo UK


John Fowler Holidays Park


Hijingo Worship Street Limited (trading as Hijingo)


A & G Amusements Limited


Nikolas Shaw Limited


Merkur Bingo and Casino Entertainment UK Limited


Carlton Clubs Limited


Veterans’ Lottery


Bede Gaming


Blueprint Gaming Limited


Regal Amusement Machine Sales Limited


Blueprint Operations Limited


Principaux dossiers


Woods Whur

The gambling practice at Woods Whur is well-equipped to represent major bookmakers, betting operators, bingo halls, and adult gaming centre premises. Co-founders Paddy Whur and Andrew Woods lead the team, which is also sought after by remote international and independent operators. Whur specialises in operating licence applications and regulatory matters for gambling premises, while Woods is highly experienced in alcohol licensing issues and provides strategic advice on corporate transactions, including mergers and acquisitions.

Responsables de la pratique:

Paddy Whur; Andrew Woods


Principaux clients

Future Leisure Limited


Metropolitan Gaming


Jennings Racing Limited


TGP Europe Online Gaming


Mayfair Casino


East Kent Leasing


Rank Leisure Limited


Chongie Entertainment


Boylesports Limited


Mecca Bingo Limited


Evoke Holdings Limited


Shipley Amusements


Grosvenor Casinos Limited


Silvertime Amusements Limited – Casino OL


Silvertime Amusements Limited – AGC Extension of Hours


Intervison Gaming (UK) Limited


Lotteries Council


Oxfam


Principaux dossiers


  • Continuing to win all contested hearings without counsel for Chongie.
  • Having a casino operating licence granted by the GC for Silvertime.
  • Getting granted a 24hrs AGC licence against Westminster Policy for Silvertime.

Bryan Cave Leighton Paisner

Bryan Cave Leighton Paisner’s gambling practice focuses primarily on corporate gambling transactions, commercial litigation and employment matters within the sector, often involving cross-border elements. The team is led by Benjamin Lee and Marie Johnson. Lee, described as a ‘commercial and versatile’ lawyer, regularly advises on M&A transactions and private equity matters. Johnson is a regulatory specialist, acting for both domestic and international clients. Jeremy Bark brings extensive experience in tribunal advocacy and licence application issues.

Responsables de la pratique:

Benjamin Lee; Marie Johnson;


Autres avocats clés:

Jeremy Bark; Oran Gelb


Les références

‘Benjamin Lee is a commercial and versatile lawyer with the full range of skills across public markets, private M&A and private equity. He is our lead relationship partner and a great lawyer too.’

‘Oran Gelb is our go-to for contentious matters. He is a class act – strategic, calm under pressure and very dependable.’

‘Bryan Cave Leighton Paisner have a strong all-round team. They are our go-to for major matters, particularly those with a public markets element, and consistently demonstrate technical excellence and sound commercial judgement.’

Principaux clients

Northern & Shell PLC (New Lottery Company)


Playtech plc


Playtika Holding Corporation


SuperPlay


Huuuge Inc


Sportradar AG


Bally’s Corporation


Principaux dossiers


Costigan King

Costigan King's gaming practice is well-positioned to advise on intellectual property and regulatory matters relating to blockchain and cryptocurrency in the gambling sector, both in the UK and internationally. Arianne King leads the team and is a gambling specialist with extensive experience representing operators in investigations initiated by the Gambling Commission and advising on commercial transactions in online gaming.

Responsables de la pratique:

Arianne King


Autres avocats clés:

Lynn McCaw; Nadia Armah


Les références

‘All individuals we’ve worked with have a unique style and approach to the overall service. Everyone is experienced, and always provide solid and sound advice with a reassuring confidence.’

‘Arianne King is unparalleled in her understanding of the betting and gaming world. She is an immersed lawyer and participant in the sector who knows everyone and really fights for her clients.’

‘The people make this practice unique. Costigan King have a great work ethic, and provide excellent service with a clear objective, but also friendly charm. They are a joy to work with.’

Principaux clients

EveryMatrix Software Limited


Playbook Group


Star Sports Group


Les Ambassadeurs


Playmaker Capital Inc


Juste Puharic


Buzzmint Limited


Planet Bet Limited


RPM Gaming


A Jolly Consulting


Principaux dossiers


  • Advising EveryMatrix Software Limited on its joint venture with Entain, ensuring alignment with UK Gambling Commission regulations and contractual obligations.
  • Advising Playbook Gaming Limited on a Gambling Commission licence review, ensuring compliance with regulatory standards and mitigating risks associated with potential adverse findings.
  • Advised Star Racing Limited on a Gambling Commission licence review, assisted with regulatory compliance, internal policy revisions and staff training following recent regulatory changes.

Hugh James

The gaming team at Hugh James demonstrates strong capabilities in navigating complex matters across both online and land-based gambling. The group is particularly adept in advising on sports betting regulation, licensing frameworks and high-value intellectual property arrangements. Team head Aled Walters, a corporate and commercial specialist, frequently acts on cross-border matters for clients in the gaming sector.

Responsables de la pratique:

Aled Walters


Autres avocats clés:

Martin Jones; Nicola Jordan


Les références

‘The team are good communicators and have a very good knowledge of the subject.’

‘Nicola Jordan has excellent knowledge. A good communicator and easy to work with.’

Principaux clients

BetVictor


Club 3000 Bingo


888 Africa


Inspired Entertainment Inc


Reel Kingdom Limited


Patrianna Limited


Development Bank of Wales PLC


Admiral PLC


Stakelogic BV


M Cook Business Ltd


Principaux dossiers


  • Advised 888 Africa’s acquisition of BetLion which is a regulated and licensed gaming operator in Kenya and Zambia.
  • Assisted Stakelogic BV on certain UK-based corporate and banking elements in preparation for its sale to Sega.
  • Instructed by Verifyd to consider their prize draw competition website and produce a legal opinion on whether it was considered a genuine prize draw competition site and therefore outside the scope of the Gambling Act 2005.