26. June 2026

World Cup Screenings in Adult Gaming Centres: Key Compliance Considerations

Planning Ahead

There's great excitement around the World Cup, with many opportunities opening up to watch the games. This includes matches being shown in some gambling premises, such as Adult Gaming Centres.

This will potentially (and hopefully for operators) bring new customers into these premises. While many operators will already be well advanced in their planning, major sporting events can create a different operating environment and bring customers into gambling premises who would not normally visit.

Before hosting any screenings, operators should satisfy themselves that they have the necessary permissions and licences in place, including any relevant commercial broadcast rights, and consider whether the proposed activity remains consistent with the primary gambling use of the premises.

Where screenings are taking place, this is an ideal opportunity for gambling businesses to demonstrate how gambling can be provided in a socially responsible and legally compliant way. For many visitors, it may be their first experience of entering a gambling premises, making the customer experience and the standards applied by operators more important than ever.

Customer Protection and Interaction

Major sporting events are one of the few occasions where gambling premises may welcome significant numbers of people who are unfamiliar with the environment. How operators manage that experience says a great deal about the effectiveness of their customer protection measures.

Key considerations include:

Effective customer interactions. Customers attending primarily to watch football may be unfamiliar with the premises, gambling products and the wider gambling environment. Staff should remain alert to indicators of vulnerability and be prepared to engage where appropriate.
Managers considering whether additional briefings are required to refresh staff understanding of customer interaction procedures, vulnerability indicators and escalation processes before the tournament begins.
Increased vigilance in respect of age verification. Individuals who do not normally visit gambling premises may be attracted by the screening of games and may not fully understand the legal requirement that under-18s are not permitted in Adult Gaming Centres.
Staff being alert to customers who may be intoxicated and/or attempting to consume alcohol on the premises. This may include considering whether additional security measures are appropriate.

Operational Considerations

Making sure that there are appropriate levels of staffing during the showing of any games, particularly where matches are being played at unusual times or where increased customer numbers are anticipated.
Considering customer numbers, queue management and the ability of staff to maintain effective supervision of both gambling activity and any increased footfall.
Staff refreshing themselves on premises licence conditions and operating procedures so that gambling facilities are only provided within permitted times and in accordance with the licensing objectives.
Maintaining accurate records of customer interactions, incidents, refusals, safeguarding concerns and any action taken by staff.
Having effective channels of communication, including appropriately escalating any issues that arise.

Regulatory Compliance

Ensuring that any promotions are compliant with the relevant regulations and codes. This is particularly important where operators are using social media or online channels to promote screenings and events. Care should also be taken to ensure that marketing does not have strong appeal to children or young persons. Operators should be mindful that marketing activity may be subject to scrutiny from both the Gambling Commission and the ASA, with the ASA increasingly using AI-assisted monitoring tools to identify potentially non-compliant online advertising.
Being alert to any opportunities for unlawful betting activity linked to tournament matches.
Not permitting local sweepstakes on the tournament. These are a form of customer lottery which are prohibited in licensed gambling premises.

Operators may also wish to inform partners such as the licensing authority and local police teams so that they are aware of any planned activity.

An Opportunity to Demonstrate Good Practice

We all know that there is an increased focus on our high streets through the Government's devolution agenda and programmes such as Pride in Place, with greater scrutiny being directed towards businesses operating within town centres.

While much of the public discussion has focused on issues such as vape shops, barbers and other high street businesses, major events such as the World Cup provide an opportunity for licensed gambling operators to demonstrate the standards, safeguards and controls that exist within the regulated gambling sector in practice.

For many visitors, a tournament screening may be their first experience of entering a gambling premises. The next few weeks therefore provide an opportunity for the industry to showcase the customer protections, compliance measures and economic contribution that underpin responsibly operated gambling premises.

How operators manage these events - from customer interaction and age verification through to supervision, safeguarding and regulatory compliance - will help demonstrate the role that well-run gambling premises can play within their local communities.