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“That combination of proven profitability, established market share and continuity of management materially reduces the execution risk you would normally associate with re-entering a consumer-facing business.”

But, as Robinson warns, the opportunity to enter Africa doesn’t come without challenges.

“It’s profitable, it’s growing and it was for sale from a distressed vendor,” he says. “That combination rarely appears in regulated Europe, where scaling a B2C brand means paying up for customers against Flutter and Entain on thin margins.

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The “3” prefix is not incidental. Spinomenal’s catalog already includes titles such as 3 Chinese Charms and 3 Volcano Power, alongside 3 Fortune Mummies. That points to a deliberate naming convention, one that groups slots into a recognizable line.

This numbered structure works as a soft branding device. It signals to players that a title belongs to a familiar mechanical or presentational family, which can shorten the time it takes a returning player to feel oriented in a new game.

The approach also suits Spinomenal’s release rhythm. The provider ships titles at a steady clip across multiple themes at once, and a repeatable template makes that schedule far more sustainable over time. A useful shortcut, in other words.

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Her previous leadership roles include chairing the Independent Parliamentary Standards Authority (IPSA), the Bar Standards Board and acting as a lay member of the General Medical Council. 

Evans also served as a non-executive director of the Serious Fraud Office. She led the steering group responsible for a voluntary industry code that reimburses victims of authorised push payment (APP) scams, introduced in 2018.

Ahead of his departure Counsell said the Commission was developing a new strategy and ramping up its work to tackle illegal gambling, with Evans set to play a “pivotal” role as it also finalises measures from the Gambling Act review’s subsequent white paper.