INSIGHT - PERCEPTION & PUBLIC IMAGE
Betsson works to ensure that the gaming regulations themselves are sustainable in the long run and ensure high channelling (share of gaming that takes place within the local licensing system) and
effect if it is too stringent and limiting as this stifles the offerings by the licensed and regulated online operators, prompting some users to look for alternatives that are operating unlicensed with no protection whatsoever.
Operators have come to understand the importance of working together towards the same sustainable goals. Today, there are several trade associations that play an essential role in securing smooth communication with authorities and other stakeholders and work together towards a well-regulated market.
At Betsson, we believe that regulations are an important part of improving the gambling industry’s public image and promote safer gambling. Betsson holds gaming licences in 19 countries, covering varied legislation, and our ambition is to have a strong corporate reputation in the gaming industry globally, working with sustainable regulations. To ensure long-term sustainable operations and profitability, as well as compliance with laws, maintaining strict regulations and ethical
customer protection, while taking into account individual player demand.
standards is crucial. At the same time, Betsson works to ensure that the gaming regulations themselves are sustainable in the long run and ensure high channelling (share of gaming that takes place within the local licensing system) and customer protection, while taking into account individual player demand.
It goes without saying that a successful business such as Betsson’s must also be responsible. Sustainability is an integral part of our strategy and is crucial to generate value for shareholders while taking long-term responsibility for customers, employees, and the communities where we operate. Responsible gaming is crucial to building long- term customer relationships.
Our ambition is to be the inspiration for a healthy relationship to gaming in the industry
and always identify and help customers at risk. In our Sustainability Report, we are transparent with presenting numbers on – for example – the percentage of customers who have been red-flagged and the percentage of customers who use control tools such as deposit limits or self-excluded during the year. Also, on an industry level, operators have come together to present numbers and actions within the area of responsible gaming. In the first ever EGBA (European gaming and Betting Association) Sustainability Report, members jointly present facts on the increase in safer gambling measures taken, with the exact purpose of explaining and educating the public.
Another key component in breaking the gambling stigma is education. It can be speaking opportunities at events, infographics on social or educational programmes, especially programmes that target the youth. Acknowledging the risks of gambling and gaming and talking about them shows the audience that we are working hard toward securing a fun a safe gaming experience that benefits everyone involved.
WIRE / PULSE / INSIGHT / REPORTS P51
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