Betting and Gaming Council Appoints Gamesys MD Kane Purdy as Chair

Kane Purdy has been appointed Non-Executive Chair of UK industry trade body the Betting and Gaming Council (BGC) with immediate effect, which he is set to combine with his role as Managing Director of Gamesys.

Purdy brings 20 years’ of gambling industry experience. His previous related roles include IT Service Delivery Manager for BetVictor, Operations Manager for Betfred, and Client Services Manager for Stan James.

Purdy has been in his senior management position at Gamesys, now owned by Bally’s Intralot, since 2013. Purdy has also served as Chair of GamProtect, a customer view initiative designed to enhance player protection.

A change every 12 months

Purdy will replace Executive Chair Michael Dugher, who left the BGC in January after close to six years with the trade body. Going forward, the Chair position will be filled on a rotating basis by BGC members, with each term lasting 12 months, meaning Purdy is set to vacate the position in April 2027.

On his appointment, Purdy said:

“I am honoured and delighted to take on the role of Chair of the Betting and Gaming Council. After 20 years in the industry, I understand the importance of working collectively to meet challenges, raise standards and ensure the regulated sector continues to thrive.

“I look forward to working collaboratively with Grainne [Hurst, BGC CEO] and the team, as well as with members from across the industry, to build on the strong progress already made and help shape the future direction of the BGC.”

Purdy’s profile

Purdy joins with less of a political profile than his predecessor. Dugher was previously an MP for Barnsley East, where he was appointed to several shadow cabinet roles, including Shadow Secretary of State for the Department for Culture, Media and Sport. Dugher served as part-time Chair for the BGC from September 2024, having previously been CEO from February 2020.

However, Purdy joins as a senior figure at an operator that could potentially form serious competition for the big two of Flutter Entertainment and Entain. Earlier this week, William Hill owner Evoke confirmed it has opened talks with Bally’s Intralot over a potential takeover; Bally’s Intralot is expected to announce its intention to make an offer by the middle of May.

Evoke, which also owns 888 and Mr Green, said discussions have taken place over a potential offer for the company worth £0.50 per share, which would value it at £225 million.

Welcome from the CEO

Grainne Hurst, BGC CEO, said:

“Kane brings a huge amount of experience, expertise and talent to this role, built over two decades in the industry. He is a highly respected leader with a deep understanding of both the opportunities and the responsibilities that come with operating in a regulated environment.”

The BGC has recently been focused on publishing evidence which points towards to the growth of the black market in the wake of increased taxation. Remote gaming duty, paid on online casino bets, increased from 21% of gross gaming yield (GGY) to 40% this month, and general betting duty, paid on online sports bets, will rise from 15% of GGY to 25% in April 2027, with the exception of bets on horseracing.

This week, the BGC released research from market intelligence firm the World Advertising Research Centre (WARC), which shows unregulated firms account for close to half of all UK gambling advertising spend, with the trend showing this is set to account for a majority of spend in the future.