New Wave of UK Journalists Could Redefine Casino Content, If Brands Are Paying Attention

_{From news vans to solar news bikes, newsrooms are changing. (Image: Alan Evans/Casinos.com)}

Young journalists are reshaping the media, and casino brands ignoring the shift may be left behind.From solar-powered bikes to self-funded TikToks, the next generation of UK journalists is entering a rapidly changing industry, motivated by public service but disillusioned by structural barriers. Their push toward transparency, community relevance, and ethical storytelling presents both a challenge and an opportunity for land based and online casinos that rely on trust-based engagement.

A 2025 Tickaroo survey of 172 journalism students and early-career reporters found 65% chose the field to “educate the public.” But nearly half say journalism is in financial crisis, with 48% citing unstable business models, poor pay, and reliance on wealthy owners as threats to its future.

“It’s becoming an engine for political campaigns,” one respondent said. “It serves a few rich owners.” 

Despite that cynicism, these journalists remain passionate. They want to hold power accountable and connect with communities, especially ones overlooked by mainstream media.

_{Michael Coiner from the USA used the News Van as a training ground for her journalism studies. (Image: Alan Evans/Casinos.com)}

Barriers and Gaps: Entry Remains Exclusive

Many respondents described steep entry barriers: unpaid internships, limited jobs outside London, and hiring systems that sideline diverse voices. While 89% said representation is essential for accurate reporting, 74% believe current hiring models need a complete overhaul.

_{Key Stats. (Image: Tickaroo)}

Digital tools pose another challenge. Fewer than half expressed confidence in using AI, analytics, or even liveblogging software. Yet they understand the stakes: 63% said short-form video will dominate the future of news, while only 43% still believe in paywall-driven journalism.

The Rise of Creator-Journalists

A 2026 report from The Video Consortium and Project C explores how creator-journalists are stepping in to fill the credibility vacuum. These independent reporters operate on platforms like TikTok and YouTube, often with no institutional backing. More than half fund their work through personal savings, and only 19% receive grants or fellowships.

_{Journalism students learning new skills via placement at a local newsroom. (Image: Alan Evans/Casinos.com)}

Still, they thrive on one key metric: trust.

“Audiences follow people they believe in, not brands they don’t trust,” the report notes. “And young creators are redefining credibility from the ground up.” 

This shift matters for casinos. With under-35s increasingly turning to creator-led content for news, operators looking to build audience trust will need to partner with voices who prioritise ethics and relevance over fluff.

Hyperlocal News: The Power of Presence

_{Young graduate Journalist Elkanah Evans is optimistic about the future of news. (Image: Alan Evans/Casinos.com)}

The rise of hyperlocal journalism in Wales shows how agile, grassroots models can redefine engagement. Alan Evans of Casinos.com, founder of Llanelli Online and Wales News Online, launched his newsroom with just a laptop. His mobile team including his son, a media studies graduate reported during the pandemic from vans and even solar-powered bikes, delivering trusted updates when larger outlets focused solely on national headlines.

“We were excluded from public health ad budgets, even though we were the ones actually reaching those communities,” Elkanah said. “So we found new ways to stay visible.”

Elkanah shared frustrations about the lack of opportunity in rural areas.

“I find it quite difficult to break into the local news industry,” he said. “They’re ignoring community-based stories… obsessed with certain people constantly in the news, at the expense of more important issues.” 

But he remains optimistic that entering mainstream media isn’t a lost cause.

“If young journalists break into mainstream platforms, they can make change from within,” he said. “The more of us there are, the more we can shape how the industry evolves.” 

 

In the Welsh town of Llanelli Dave Hurford a former cameraman for the BBC now uses all his time in providing a hospital radio station with news on the hour every hour. Hurford has approached hyperlocal news outlets for his news as he says that the larger news suppliers generate generic often non relevant news. Hurford and his team have won a number of awards for their station Radio BGM..

_{Dave Hurford runs a very successful radio station presenting News for the local community. (Image: Alan Evans/Casinos.com)}

Casinos, Content, and Credibility

Veteran journalist Jill Manuel, now advising on content for casino brands, says the industry needs to pivot toward clarity and relevance. In a recent interview with casinos.com Manuel said: 

“It’s about answering, ‘How does this affect me?’” she told Casinos.com. “Too many stories miss that.” 

She believes the future lies in combining journalistic rigour with platform-native storytelling, particularly around complex topics like regulation, responsible gambling, or RTP (return to player) rates.

“People want information they can use, not vague marketing,” Manuel said. “That’s where smart content teams can lead.”

 

Should AI Write the News?

AI has sparked mixed reactions in newsrooms. While some see it as a threat to originality, others welcome it as a support tool. Evans, like many younger journalists, believes the key lies in how it’s used.

 “It helps with suggestions and formatting things quite well,” he said. 

“But fundamentally, we retain editorial and creativity standards. We’re not relying on AI to take our hand and lead us blindly.” 

Used properly, AI can assist with research, suggest structure, or even help simplify complex gambling terms. But replacing human judgment? That’s a non-starter.

Casinos.com recently reported on how the Press Gazette uncovered a large number of bogus journalists and newspapers who fell for and used the content. 

Why This Matters for Casino Operators

Casinos thrive on consumer trust, and trust is increasingly tied to transparency, relevance, and credibility. As younger audiences grow more skeptical of traditional media and more loyal to authentic creators, brands that fail to adapt risk becoming irrelevant.

_{Casinos.com news writer Alan Evans working from his home-based newsroom. (Image: Casinos.com)}

This isn’t about pandering to trends. It’s about aligning with the values of a new generation that demands accurate, ethical, and engaging content.

Operators who embrace platform-native journalists, those who combine ethics with audience fluency, will be better equipped to explain regulation, promote safe gambling, and tell stories that matter.

Because in the end, it’s not clicks that build trust. It’s connection.