When I was offered the chance to meet someone who’s an expert in behavioural psychology as it pertains to gaming, but also the direct descendant of a legendary brewer, it didn’t take too long to accept... Despite the fact that my guest Dan Thwaites did not, in fact, bring along a barrel of “samples” to our meeting, the insights he spoke of were well worth the time and effort.

Some readers may remember the Government’s Behavioural Insights Team – better known as the “Nudge Unit.” It’s fair to say that when the general public found out about it, it didn’t get the best reception, but there’s a big gap between the target population being told that an apparent quango is going to be influencing their behaviour, and Dan and his Co-Founders finding subtle (and invisible) ways to improve betting and gaming businesses.