BETTER CHANGE STATESIDE
ourselves in during the global pandemic. As a result of this, and with no offline gambling opportunities available apart from the National Lottery draw and its instant win scratch card product the focus was very much online. These were very difficult and challenging days in many ways for all of us, but the unique opportunity this presented to the industry to promote the safer gambling message online was taken with both hands and it has helped to develop Safer Gambling Week into the wide-reaching campaign we see today. It is not just the gambling industry who engage with SGW either, Better Change as well as other organisations have worked with sporting clubs, media outlets and large employers to help raise awareness and educate the public on safer gambling. Anecdotally whilst at breakfast in our hotel whilst away on visits to promote SGW one of the hotel staff mentioned in conversation with us that she was aware it was Safer Gambling Week and that she had seen the advertising on the high street, a great example of how the campaign is reaching the masses. During the week at Better Change we spoke on panel
conversations, wrote articles such as this on the benefit of SGW and announced partnerships that will help us spread our message of Positive Play but one of the real highlights of the week is being able to visit operators and speak openly with colleagues from the frontline through to C-level about safer gambling and in this area the casino industry is second to none. The engagement and passion we saw from the operators we visited
both in the UK and in Gibraltar that week was fantastic. Team members shared openly the challenges they have around interacting with customers and helping them to gamble in a way that was both entertaining and safe. This was so refreshing and a huge positive for the culture that these organisations have built where team members of all levels felt comfortable to speak openly about their challenges. This of course impacts the customer experience, and in the land- based venues we visited there was a great atmosphere with customers enjoying their leisure time and the teams enjoying their work. This does not happen overnight of course, these organisations have worked hard at this and have been open to working with others around safer gambling for some time, it is also something they know they need to continue to work at as the ever-changing landscape will always bring new challenges and cultural shifts. It is also important that organisations such as Better Change learn from organisations that have seen success in safer gambling as it helps us to refine our offer and develop our educational programmes to keep up to date with the latest industry trends. Keeping the balance between our commitment to safer gambling as well as other compliance objectives whilst continuing to run a commercially viable business is the key to success. Whilst the nature of Safer Gambling week is changing every year as
we learn more about our industry and our customers it was good to see that some traditions were still in place and there were plenty of cupcakes on offer! Our sincerest thanks to those organisations we worked with during
SGW, for making us feel welcome and for talking so honestly, we are very grateful. We hope you all had an enjoyable SGW and we look forward to
working with you in the future to help you make “Better Change” to your business
DECEMBER 2023 29
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