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Van Lancker said the merger would combine the strengths of both businesses to create a larger and more diversified company with “greater scale and enhanced capabilities” to accelerate growth and create value.

The enlarged group could deliver up to €4 billion in capital returns over the three years following the completion of the deal.

Cirsa has followed an aggressive acquisition strategy in recent years, most recently entering the land-based casino market in Portugal by acquiring a majority stake in Sociedade Figueira Praia, S.A., the owner and operator of Casino Figueira.

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While VIP managers welcomed AI for prioritising their workload, the report suggested they remained cautious about delegating a final judgment to opaque automated systems. 

The report’s authors noted that VIP managers “are not asking to be replaced” but desire tools that assist by triaging and pointing out priority players, while humans maintain relationship control and make final decisions.

Respondents identified several priorities for improving VIP operations. These included an integrated system combining player data, communication history and task management. 

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Another point of contention was content marketing and influencer promotions. The Lords committee advised treating this as advertising and, if a full ban were not immediately feasible, prioritising its prohibition.

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”.