Categories and criteria
The categories for the EGR Operator Awards 2025 have been developed following a thorough research process to ensure they reflect the fast-moving nature of the sector.
Each category has its own set of criteria to ensure that entering companies can fully demonstrate why they deserve to win and so that judges can decide on the true standout firm in each category.
The EGR Operator Awards voting process will be officiated by accountancy giant Deloitte. The adjudication by a third-party continues to be a part of EGR's pledge to make the judging process the most stringent in the industry.
Entries must only cover activities between July 2024 - June 2025 inclusive
Headline categories
Affiliate of the year – for affiliates only
Casino operator
Employer of the year
Individual achievement award
Innovator of the year
Operator of the year
Operator rising star
Sports betting operator
Supplier category
Game of the year
Affiliate categories
Casino affiliate
Marketing campaign - for affiliates only
Sports affiliate
Operator & affiliate categories
Best AI development of the year *new for 2025*
Best customer service
Diversity and inclusion model
ESG strategy of the year
Operator categories
Affiliate programme
Bingo operator
Casino product of the year
Crypto operator
DFS operator *new for 2025*
Esports operator
Football betting operator
In-house product
In-play sports operator
Lottery operator
Marketing campaign - for operators only
North American operator of the year *new for 2025*
Omnichannel operator *new for 2025*
Poker operator
Safer gambling operator
Slots operator
Sports product of the year
Virtual sports operator *new for 2025*
Headline categories
The headline categories consist of our most hotly contested awards. These categories have a different judging process than the other categories and are assessed on a live judging day, where the 2025 finalists can present their entries live to the judging panel.
If you’re shortlisted for one of the headline categories you’ll be invited to this year’s judging day taking place on the 3 September. This is a great opportunity to make your entry stand out from the rest of the competition. For each headline category, a bronze and silver award will be given in addition to the gold winner.
Affiliate of the year – for affiliates only
The judges will reward the affiliate that has stood out from the pack in a competitive sector through innovation, traffic generation and growth, genuine ROI for operators and the ability to build strong partner relationships. This is not an award for the biggest affiliate site, but scale will be a factor in determining the winner. Entrants will need to provide evidence of growth, innovation, quality and scale of traffic and differentiation.
Key criteria include:
- Differentiation and quality of offering
- Quality and scale of traffic
- Growth
- Innovation
- Strong partner relationships
Casino operator
The winner of this award will be the casino operator that has been able to dominate the sector through their global reach and quality of their product. Entrants will be judged on the originality of their product, the strength of the brand and product, and innovations helping set their offering apart from its competitors. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Customer acquisition and retention strategies
- Quality of brand and marketing
Employer of the year
This award will recognise the operator or affiliate that can demonstrate its commitment to organisational performance improvement through investment in the recruitment, personal and skills development and motivation of every individual employee. Special consideration will be given to the operator or affiliate that can show evidence of a clear plan towards integrating a strong company culture right across the business.
Key criteria include:
- Staff retention and employee engagement
- Positive leadership and management
- Incentive and benefit schemes
- Quality of training initiatives
Individual achievement award
This award will go to the individual employee of an operator who has delivered outstanding work across the past 12 months. Those eligible can represent any area of the business, from leading innovative marketing initiatives to implementing robust risk strategies to spearheading industry-leading ESG projects. Entries should outline details of the individual and their work, explaining why they should be deserving of special industry recognition this year.
PLEASE NOTE: Individuals nominated must have been employed for a minimum of the Awards judging period, starting in or before August 2024. Entrants can be from any level of seniority. Please include detailed information of their job role and specific projects worked on in the past 12 months.
Innovator of the year
This award recognises the operator who has moved the needle the most in terms of innovation of product, strategy, marketing and/or player experience. Entrants should show evidence of breakthrough initiatives that represent novel ideas which delivered measurable success in the market, and examples of tapping into new markets or player segments through pragmatic thinking.
This does not reward the largest or newest operator, but rather the company making waves in the industry with innovation and that has established themselves as a market disruption in the last 12 months.
PLEASE NOTE: This category is open to all operators regardless of commercial scale or years of business.
Key criteria include:
- Examples of novel solutions to challenges
- Demonstrable success in establishing innovative products in the market
- Evidence of innovative marketing and/or products
- Examples of player satisfaction and new market/segment access
Operator of the year
This award recognises the operator that has set the standards for others to follow over the past year. The judges will be looking for a company that has acted as a driving force within the industry, and the winning operator will need to demonstrate a market-leading proposition.
It is not a reward for the largest operator, but rather operational excellence in the markets where the company has a presence. Judges will be looking for a company that has clearly shown market influence, through a mixture of growth and strong product performance in one or more of the key verticals. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Operational excellence
- Quality and diversity of product
- Growth and commercial success
- Influence on wider igaming market
- Strength of brand and marketing
Operator rising star
The Rising Star award rewards an operator of up to three years in existence that, despite being new to the sector, is rapidly growing and establishing itself as a force to be reckoned with. Innovation will be a major factor in the judging process, however operational excellence and early signs of commercial success will also be taken into account.
Key criteria include:
- Greatest promise
- Innovation and differentiation
- Growth and commercial success
- Profitability
PLEASE NOTE: This category is only open to operators that have been established for three years or less and have not previously won this category.
Sports betting operator
In the competitive sports betting field, the operator that has been able to differentiate itself from its key rivals through an excellent product offering, an effective marketing strategy and impressive global reach will be awarded this prize. Judges are looking for an operator that has enjoyed consistent growth over the past year and demonstrated operational excellence in the markets they operate within. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Scale and growth
- Geographical diversity
- Innovation and differentiation
- Quality of on and offline marketing
- Quality of product
- Advancement of research in gambling
Affiliate categories
These categories are open to affiliates driving player acquisition and engagement through standout marketing, innovation, and strategic partnerships.
Casino affiliate
The judges will reward the casino affiliate that has provided significant traffic, player numbers and genuine ROI for operators. An ability to build strong partner relationships as well as innovation in terms of brand, marketing and player retention strategies will be key criteria for deciding a winner. This is not an award for the biggest affiliate site, but scale will be a factor in determining the winner. Entrants will need to provide evidence of scale of traffic and strong partnerships with operators as well as putting forward a clear case for differentiation and stand-out within their sector.
Key criteria include:
- Differentiation and quality of offering
- Quality and scale of traffic
- Growth
- Innovation
- Strong partner relationships
Marketing campaign - for affiliates only
This award is designed to reward the affiliate business that has demonstrated an entrepreneurial marketing initiative and/or brand development that demonstrated new thinking and which can boast significant success.
Key criteria include:
- Commercial success and business growth
- Sales/market share figures
- Description of how market responded to the idea
- Description of future development possibilities
Sports affiliate
The judges will reward the sports betting affiliate that has provided significant traffic, player numbers, and genuine ROI for operators. An ability to build strong partner relationships as well as innovation in terms of brand, marketing, and player retention strategies will be key criteria for deciding a winner. This is not an award for the biggest affiliate site, but scale will be a factor in determining the winner. Entrants will need to provide evidence of scale of traffic and strong partnerships with operators as well as putting forward a clear case for differentiation and stand-out within their sector.
Key criteria include:
- Differentiation and quality of offering
- Quality and scale of traffic
- Growth
- Innovation
- Strong partner relationships
Operator & affiliate categories
These categories are open for entries from both Operators and Affiliates businesses.
Best AI development of the year *new for 2025*
This award will reflect on the best use cases of AI tools and strategies across the sector. The trophy will be awarded to the operator or affiliate who demonstrates a robust use of AI in place to improve customer experience, safety and/or retention, with careful consideration made to those who can evidence customer satisfaction, improved services and commercial impact.
Key criteria include:
- Quality of AI integration
- Demonstrable positive impacts on growth and customer UX
- Innovation and differentiation
- Positive customer feedback
Best customer service
This award will go to the affiliate or operator that can best demonstrate that it truly has the customer at the heart of its business, and manages its resources to continuously improve its performance standards ensuring it can meet the needs of its entire customer base.
Key criteria include:
- Staff engagement in customer satisfaction strategy
- Continual training and development
- Continual measurement
- Competitive advantage
- Impact on retention
Diversity and inclusion model
This award will recognise the operator or affiliate that can demonstrate its commitment to diversity and inclusion. The award will honour the organisation that puts workforce engagement at the heart of their business strategy, communicating a strategy that provided clear support and inclusion for all.
Key criteria include:
- Details of D&I strategy
- Positive impacts on representation and retention
- Engagement, education, and commitment
ESG strategy of the year
This award will recognise the operator or affiliate that can demonstrate a commitment and robust strategy towards ESG and sustainability goals. Special consideration will go to the operator or affiliate that can show evidence of company-wide implementation of ESG and sustainability priorities, as well as efforts to encourage and lead the wider industry in the pursuit of improved sustainability across the sector.
Key criteria include:
- Clear evidence of focussed ESG strategies
- Transparency of reporting and accountability
- Demonstrating responsible leadership within the industry
Operator categories
These categories celebrate operators that lead the way in player experience, innovation, and operational excellence across various verticals in the industry.
Affiliate programme
This category rewards the operator affiliate team that can best demonstrate the use of innovative and effective marketing strategies to drive customers to their sites. Judges are looking for programmes that have used the full range of marketing tools available. In this highly competitive environment, evidence of strong affiliate partnerships and effective use of brand messaging will also play a vital role in selecting the winner.
Key criteria include:
- Innovation and creativity
- Brand messaging
- Acquisition or retention numbers
- Affiliate relationship management
Bingo operator
This award is for the bingo operator that has created a stand-out proposition in a competitive market through a combination of product, marketing and/or significant revenue growth. The winner will be a site operating strong product(s) with a significant customer base, an effective marketing strategy, and a lively online community. Operators demonstrating innovation and that are pushing the sector forward will be given special consideration. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Customer acquisition and retention strategies
Casino product of the year
This award recognises the operator that has made the biggest impact within the casino space during the previous 12 months with a new or improved product. The judges will be looking for evidence of revenue growth, innovation and strength of product. The winner will be the operator that can demonstrate a successful offering with strong functionality and growth.
Key criteria include:
- Growth and commercial success of product
- Player metrics
- Product quality and functionality
- Innovation and differentiation
- Cross-platform strategy
Crypto operator
This award recognises the operator that has stood out from the pack within crypto gambling. The judges will be looking for evidence of innovation, growth, and the quality of products and service. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Growth and commercial success
- Player metrics
- Product quality and functionality
- Innovation and differentiation
DFS operator *New for 2025*
This award is for operators offering a B2C real-money betting product in the DFS sector. The award will go to the operator that can demonstrate how it has found success in the field of DFS betting during the 12-month period, with judges taking into consideration product differentiation, presentation and marketing strategies.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Quality of brand and marketing
Esports operator
This award is for operators offering a B2C real-money betting product in the esports sector. The award will go to the operator that can demonstrate how it has found success in the field of esports betting during the 12-month period, with judges taking into consideration product differentiation, presentation and ability to attract a new demographic into the igaming sector.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Quality of brand and marketing
Football betting operator
This award will recognise the operator that has stood out in the football betting space, through quality of product, customer centricity, differentiation and commercial success. Judges will be looking for an operator that offers a market-leading product combined with an effective marketing strategy and CRM capabilities, as well as strong commercial performance.
Key criteria include:
- Quality and breadth of offering
- Scale and product diversity
- Growth and commercial success
- Quality of online and offline marketing
In-house product
This award will recognise the operator that can demonstrate it has developed the most effective in-house product or platform which helped it stand out from its competitors and offered the biggest commercial boost to its business during the past 12 months. Relevant products include – but are not limited to – betting and gaming platforms, game content, mobile and tablet apps, and marketing technology. Judges will be looking for the success of the product, both commercially and in terms of solving a business need, as well as the level of innovation demonstrated in its conception and development.
Key criteria include:
- Quality of product
- Evidence of positive commercial impact
- Innovation and differentiation
- Link to solving direct business need
In-play sports operator
The judging panel is looking to reward the operator that has developed a product that stands out from the crowd, and provided a significant boost to sportsbook revenue in this vitally important sector of the business. Innovation and strength in mobile and tablet will be a key criteria for assessment. The panel will also be looking at breadth of markets offered and the ability to offer in-play on multiple platforms.
Key criteria include:
- Growth and commercial success of product
- Innovation and differentiation
- On and offline marketing strategy
- Breadth of markets and platforms offered
Lottery operator
This award is for operators offering both lottery and bet-on-lottery products. The award will go to the operator that can demonstrate how it has found success in the lottery sector with judges paying particular attention to growth, product innovation and the ability to appeal to a new demographic, which includes the transition of retail players into the online and mobile environment.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Quality of brand and marketing
Marketing campaign - for operators only
This award recognises the operator that has run the most innovative, intelligent and creative marketing campaign over the past year. Judges will select a winner based on effective use of brand and contextual advertising along with other elements such as banner ads, affiliate programmes, use of SEO and viral marketing for a specific campaign. The award is not simply for the most effective campaign in terms of ROI, but the financial performance of the campaign or its success in recruiting new customers will be a factor in judging a winner.
Key criteria include:
- Innovation and originality
- Use of different channels
- Creativity
- ROI including growth in customer acquisition
North American operator of the year *New for 2025*
This new award recognises success in the ever-evolving North American market, showcasing the innovation, marketing and retention strategies specific to this customer base. The award will go to the operator who can demonstrate a market-leading proposition across the USA and/or Canada, with strong growth and product performance across one or more key verticals. This award is not necessarily for the biggest operator, but for the one who can showcase the most innovative products and services as well as strong commercial growth across the past 12 months.
Key criteria include:
- Operational excellence
- Quality and diversity of product
- Growth and commercial success
- Influence on wider igaming market
- Strength of brand and marketing
Omnichannel operator *New for 2025*
This award is for the operator that has managed to provide seamlessly integrated online and retail products and services for customers, leading to increased revenue and customer acquisition. The winner should evidence how retail and online offerings have combined to produce quality and consistent customer experiences, including through marketing strategy and innovation.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of integrated products
- Customer acquisition and retention strategies
Poker operator
The poker operator of the year award will be given to the operator that has operated the most successful real-money poker offering over the past year. Judges will award the prize for originality, growth and marketing strategy, with special consideration given to innovation. Special consideration will be given to those operators who have shown growth in the current market and to operators that have been able to differentiate in a crowded sector. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Strength of brand and player acquisition strategies
- Quality of product
Safer gambling operator
Judges will award the prize to the operator that has done the most to implement procedures designed to protect their customers. The winner will be rewarded for age verification technology, problem gambling support, responsible gambling safeguards and comprehensive KYC procedures. Special consideration will be given to operators that have campaigned for wider industry controls to ensure socially responsible gambling.
Key criteria include:
- Age verification
- Problem gambling assistance
- Problem gambling safeguards
- CRM and problem gamblers
- KYC procedures
Slots operator
This award will go to the slots operator running the most successful and innovative offering. The judges will be looking for operators that have a strong product offering, brand identity and an effective marketing strategy. This is not an award for the largest operator, but scale, growth and revenue generation will be factor in determining the winner. Additional recognition will be given to operators with a strong regulated market business.
Key criteria include:
- Growth and commercial success of product
- Innovation and differentiation
- Strength of brand and player acquisition strategies
- Quality of product
Sports product of the year
This award recognises the operator that has made the biggest impact within the sports betting space during the previous 12 months with a new or improved product. The judges will be looking for evidence of revenue growth, innovation and strength of product. The winner will be the operator that can demonstrate a successful offering with strong functionality and growth.
Key criteria include:
- Growth and commercial success of product
- Player metrics
- Product quality and functionality
- Innovation and differentiation
Virtual sports operator *New for 2025*
This award is for operators offering a B2C real-money betting product in the virtual sports sector. The award will go to the operator that can demonstrate how it has found success in the field of virtual sports betting during the 12-month period, with judges taking into consideration product differentiation, presentation and marketing strategies.
Key criteria include:
- Growth and commercial success
- Innovation and differentiation
- Quality of product
- Quality of brand and marketing
Supplier category
This category is open to Suppliers delivering cutting-edge game content for Operators in the sector.
Game of the year
The Game of the year category will recognise the game studio or operator that has produced the stand-alone game that has made the biggest impact during the past 12 months.
Key criteria include:
- Quality of product
- Innovation and differentiation
- Commercial success
- Player metrics
Get in touch
If you have any questions or need any more information please contact Clark.