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About Cash Goddess
They recommended banning direct marketing by operators and affiliates except for essential account or safety communications.
The committee also suggested a ban on inducements (free bets, sign-up bonuses) as these promotions stimulate betting activity and recruit new or lapsed customers.
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.
How to play Cash Goddess
Harrison Barrett, VP of business development, spoke to the iGB team at iGB L!VE 2026 to discuss the evolution of Soft2Bet’s MEGA platform, which started out as a purely gamification layer but has become “much more compelling than simply leaderboards, missions and point-based rewards”.
As Barrett puts it, MEGA is “ultimately a retention tool that helps our partners move away from heavy bonus and costs”.
With ice hockey and UFC-themed initiatives driving engagement in North America and a 45% lifetime value increase seen with the launch of MEGA Shoot, a player-versus-player simulation penalty shootout game initiative which launched during the World Cup, it is an exciting time for the Malta-based platform provider.
What is Cash Goddess?
The DCMS has said she brings extensive experience from her long-standing career in public protection and financial crime prevention.
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.
