William Hill, the largest publisher in the U.K., reported a 5 percent increase in total prize money at more than 2,000 betting shops in early 2008. The biggest change came in the company's more than 8,000 touchscreen roulette games. It shows a 10% improvement in total losses. Among the reasons for this increase are late hours, increased machine restrictions, and the use of multiple licenses in one place to increase large payments. The company also offered a "free bet" promotion to help it win customers from the machine.
Hill argues that the costs of taxes, operating costs and royalties appear to be a significant increase in profits even when compared to rival Ladbrokes. Tightening regulations and the casino tax's surprise operating profit fell 38%, and revenue fell 9.7%, but cuts and closures stabilized profits. Part of this increase in costs reflects the increase in the company's horse racing media rights.
A study by the Gambling Commission found that one in nine roulette players in betting shops are people considered "problem gamblers" or prone to compulsive gambling. Sports Minister Gary Sutcliffe called for further consideration of the social impact of such machines, although the report will not be completed until next year.
