Andrew Rhodes, former chief executive of the Gambling Commission, has joined strategic advisory firm Hawkbridge as a principal consultant for the gambling sector.
Rhodes left the UKGC in February after nearly five years in the role. During his tenure, he led implementation of the UK government’s 2023 white paper on gambling reform, the most consequential restructuring of UK gambling regulation in two decades. He was also central to the decision to award Allwyn the fourth National Lottery licence, ending Camelot’s long hold on the contract.
Advisory Scope at Hawkbridge
At Hawkbridge, Rhodes will advise gambling industry clients on international regulatory strategy, government and regulatory engagement, governance and operational standards. The firm was co-founded by Bahar Alaeddini and positions itself as offering counsel at a level above legal advice and commercial diligence.
Rhodes said the next five years will be “more consequential for gambling regulation than we have seen in many years,” exceeding in his view even what was tackled during his Commission tenure.
“I have decided to join the founders of Hawkbridge for a simple reason: there has rarely been a single source of regulatory, commercial and operational advice at such a senior and experienced level available to the sector. The best counsel draws on every vantage point, operator, adviser and regulator alike, which is why I am so pleased to bring my own experience to Hawkbridge.” — Andrew Rhodes, principal consultant, Hawkbridge
“This brings uncharted challenges for boards, investors and leaders.” — Andrew Rhodes, principal consultant, Hawkbridge
Alaeddini said the appointment reinforces the firm’s proposition.
“Hawkbridge was established to give operators, suppliers, investors and boards sharp, pragmatic counsel on the questions that sit above legal advice and beyond commercial diligence. Andrew’s appointment strengthens that offering.” — Bahar Alaeddini, co-founder, Hawkbridge
White Paper Programme and Outstanding Questions
The UK gambling white paper, published in April 2023, set out a phased programme of reforms covering online stake limits, player protection tools, affordability checks and advertising restrictions. Rhodes oversaw the Commission’s implementation workstreams throughout, building the regulatory framework that operators and suppliers must now navigate.
The most contested outstanding element is financial risk checks. The Commission proposed triggering affordability assessments at defined loss thresholds as a condition of continued play. Industry argued the frictions would push players to unlicensed operators. The Commission has delayed a final decision on whether to proceed, and no timeline has been set for resolution.
Tax Changes and Enforcement Pressure
Rhodes departs as the regulatory and commercial environment facing UK operators grows more demanding. The Labour government’s November Budget confirmed an increase in the online gambling tax rate from 21% to 40%, effective April, with sports betting rising to 25%. The three largest listed UK-facing operators face cumulative annual tax increases running to several hundred million pounds.
The same Budget allocated an additional £26m to the Commission to strengthen enforcement against the illegal market. The Commission issued £18m in regulatory penalties during 2025 across a range of compliance and social responsibility failures, an enforcement pace Rhodes helped shape. The Commission had also published its final report on the illegal online gambling market as part of a wider effort to define the scale of the problem operators and regulators face.
Commission Transition
Following Rhodes’ departure, the Gambling Commission appointed Sue Young as its executive director of operations. The Commission continues to work through the remaining white paper implementation agenda alongside the financial risk checks question and its illegal market enforcement programme.
Rhodes’ move follows a well-established pattern in UK regulatory circles, where former senior officials enter the private sector to advise the same industry they previously regulated. His proximity to the white paper process from its earliest stages, and his direct experience of how the Commission weighs enforcement priorities, is a resource few advisory practices can match. For operators and investors navigating the next phase of UK reform, where financial risk checks, updated codes of practice and ongoing illegal market enforcement all require close regulatory interpretation, the appointment at Hawkbridge represents a significant advisory addition to the sector.
Source: Intergame Online
