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Africa’s Safer Gambling Week will be held annually, although Kesitilwe stresses player protection should be viewed through a daily lens.

“We want Africa Safer Gambling Week to create a platform for ongoing cooperation,” he adds.

“The campaign may run for a week, but responsible gambling must be practiced throughout the year.”

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Since then, annual advertising expenditure by licensed operators has grown substantially and is now estimated to be between £1 billion and £2 billion, accoridng to , the report said.

According to the committee, robust evidence now links gambling advertising to increased participation and associated harms. 

Committee Chair Lord Ponsonby of Shulbrede highlighted that, since 2020, the growth of online marketing techniques and associated harms have shifted the debate substantially.

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Once the deal is completed, current Lottomatica shareholders are expected to own around 67.5% of the share capital, with Cirsa’s shareholders owning the remaining 32.5%.

Cirsa shareholders will receive 0.668 newly issued Lottomatica shares for each of their shares in Cirsa.

Meanwhile Blackstone, Cirsa’s largest shareholder, is expected to become the largest shareholder of the combined company, maintaining around 24% of the share capital.