SEGG Media, the company behind the Lottery.com courier and media app, wants to get in on the UK casino market.
The Nasdaq company has marked the UK as the ideal target market for a planned expansion into the physical and online casino industries.
British betting and gaming is a huge industry, ranked as the second largest market globally according to the Blask index – though it is also one undergoing major regulatory changes.
SEGG states that it wants to acquire assets that will enable it to hold a non-remote casino operating licence and enable expansion into the online casino and gaming space.
Such an acquisition would mark another major takeover by the company, coming off the back of the 2021 acquisition of Sports.com and the 2025 acquisitions of Tickets.com and Concerts.com.
A takeover is not guaranteed though. The firm has previously stated that it wanted to acquire a sports technology provider, or at the very least partner with one, but so far no acquisitions have occurred in this area.
“Our strategy has been to build a diversified portfolio of regulated sports, entertainment and gaming businesses,” said Marc Bircham, Chairman of SEGG Media’s Board.
“A UK casino spanning both an online operating license and a physical casino complements our existing portfolio and overall growth strategy.
“We’re particularly drawn to the economics of online casino gaming, which we believe offers a more predictable, higher-margin revenue profile than other regulated wagering products.
“The UK is the best market for SEGG Media to start this expansion.”
Is the UK worth it?
A UK launch, specifically in the casino sector, brings with it a lot of factors to consider.
Firstly there is tax. The industry is subject to new tax rates, implemented in April 2026 as part of the November 2025 budget announced by Rachel Reeves, former Chancellor of the Exchequer.
Remote Gaming Duty (RGD), paid by online casino companies, went up from 21% to 40%, while General Betting Duty (GBD) will go up from 15% to 25% as of April 2027 – but with one key exception, retail casinos.
This has given the land-based gaming sector a break while the online one takes the burden.
Other factors to consider include general political debate around advertising and marketing, as well discussions on the extent of gaming venues on the high-street, including adult gaming centres (AGCs).
If SEGG decided to launch in the UK via a takeover of an AGC operator, which are at the very least casino adjacent due to their main products being slots, it would need to keep this in mind.
Despite these factors, the firm is seeing dollar signs – or perhaps pound signs is more appropriate – in the UK market. The company cited Gambling Commission stats showing £16.8bn in gross gaming yield (GGY) for the year ending 31 March 2025.
SEGG deals with the courts
A possible UK expansion is not the only thing on SEGG’s mind, however.
The company announced earlier this week that it would transform Lottery.com, once one of the biggest lottery courier apps in the US, to a solely affiliate model.
On top of this, it also has a court battle on its hands. The firm launched a lawsuit against Texas company White Diamond last month, claiming $20m (£15m) in damages stemming from short selling of its stock.
White Diamond had accused the company of being “fake”, leading to a decline in share price. These declines have continued, prompting SEGG Media to raise its claim for damages to $30m.
“We amended our complaint because we believe our shareholders have been harmed by false and disparaging statements, and that harm has continued since we filed our original complaint,” said Robert Stubblefield, Chief Financial Officer and Interim Chief Executive Officer of SEGG Media.
“Reflecting the full extent of those damages is a necessary step in holding the defendants accountable. Our focus remains on executing our business plan, integrating our acquired assets and delivering results for our shareholders.
“At the same time, we intend to vigorously pursue this litigation and all other remedies available to us to protect the Company and its shareholders.”