Bacta Pushes for Urgent Reform in Gaming Machine Rules

The British Amusement Catering Trade Association (Bacta) has renewed its call for reforms in gaming machine regulations, saying the current framework is outdated, restrictive, and holding the sector back from meaningful growth. At the heart of the campaign is a push to modernise stake limits, game design rules, and venue licensing — all of which, Bacta argues, need urgent updates to reflect the way people play in 2025.

While this conversation may sound niche to some in the broader gambling ecosystem, it matters more than you might think – especially for affiliates, suppliers, and retail operators navigating the line between land-based and digital convergence.

What is Bacta actually asking for?

Bacta’s proposals focus on a few core areas:

1. Increased flexibility in stake and prize limits: Many of the UK’s Category C and B3 machines – typically found in adult gaming centres, pubs, and seaside arcades – have stake and prize limits that haven’t meaningfully changed in years. Bacta argues this makes the machines less attractive to players used to faster, more interactive digital gameplay.
2. Alignment with digital standards: There’s a growing mismatch between what’s permitted in land-based machines and what players experience online. Bacta wants to see regulatory alignment that gives venues the ability to offer modern game mechanics, features, and bonus rounds.
3. Modernised licensing rules: Bacta believes that adult gaming centres and family entertainment centres (FECs) should be treated as legitimate, community-facing businesses – not quasi-taboo establishments. The association is calling for a streamlined process that helps operators open and expand in towns where demand exists.
4. Support for industry innovation: With most machines requiring physical presence, the industry faces constant logistical and tech challenges. Bacta wants to ensure that innovation in machine design — including better displays, contactless payments, and dynamic content – is not stifled by rigid rulebooks.

Why this matters right now

The UK Gambling Commission and DCMS (Department for Digital, Culture, Media and Sport) are still working through consultations on the implementation of the Gambling Act white paper. While most headlines have focused on affordability checks, online slots stake limits, and new licensing procedures for digital operators, land-based reform is still very much in the spotlight – and often left behind.

Bacta is positioning its push as not just a regulatory request, but a survival issue. Without change, they say, the industry risks shrinking further as younger players bypass arcades and adult gaming centres in favour of digital-only experiences.

In 2023, the number of FECs operating in the UK had already dipped, and while AGCs fared slightly better, many are operating with slim margins. For the high street, the amusement sector plays a surprisingly large role in footfall – especially in coastal towns and tourist-heavy regions.

The affiliate connection

This is where affiliates should be paying attention. Many are quick to dismiss land-based developments as irrelevant. But three key trends are bringing the two worlds closer:

1. Omnichannel operators: Brands like Merkur, Admiral, and Buzz Bingo are now running both retail and online gaming experiences – and need affiliate partners who understand both sides of the coin.
2. Geo-targeted affiliate strategies: Affiliates targeting players in specific towns or regions (especially via Google Maps, local SEO, or events-based content) can benefit from knowing which land-based venues are expanding, modernising, or promoting new machines.
3. Cross-promotional deals: Some land-based operators offer bonus vouchers or registration links tied to retail activity. As Bacta pushes for regulatory flexibility, more of these deals may emerge — and affiliates could be first in line to promote them.

In short, understanding the state of land-based regulation isn’t just about supporting venues — it’s about staying ahead of how the full player journey is changing.

The political angle

Bacta’s messaging is also deliberately designed to resonate with policymakers. Instead of focusing purely on profit, the association is highlighting:

• Job creation in struggling high streets
• Preservation of traditional British entertainment (think arcades and bingo halls)
• Innovation in tech and contactless gaming
• Safe, regulated alternatives to the unlicensed sector

With a general election looming, and gambling reform on the political radar, Bacta’s decision to strike now is a calculated move.

What happens next?

There’s no guarantee these proposed reforms will be accepted. The UK gambling regulatory system is notoriously slow-moving, and much of the recent attention has been skewed toward curbing online harm. But Bacta has made it clear: if land-based operators aren’t given the tools to compete, they’ll continue to close – and a chunk of the industry’s heritage will go with them.

Whether through revised machine rules, modernised payout systems, or better links to digital platforms, the retail side of the gaming world needs a refresh. And that means affiliates should be watching closely too.

Final thought

The Bacta campaign isn’t just about machines – it’s about relevance. In an industry moving quickly toward online everything, land-based venues are still part of the bigger picture. Whether you’re an operator, supplier, or affiliate, understanding how – and why – this part of the market evolves could make all the difference in staying one step ahead.