BETTER CHANGE
together voices from across our industry including operators, regulators, academics and lived experience of gambling harm, the EGBA presented a wealth of information across multiple topics, all of which are available on their website.
being open about their progress, gambling companies can foster trust and demonstrate a commitment to ethical practices.”
The conversation set the tone nicely for Europe’s annual week of safer gambling focus. In terms of communicating the industry’s responsible gambling and wider sustainability initiatives the EGBA were true to their word and hosted a number of informative and engaging webinars. Bringing
In the UK Safer Gambling week has always been a bit of a contentious affair. From its early days as Responsible Gambling Week were the emphasis was on communicating to the customer that “they” should gamble responsibly, to its change of title suggesting that Safer Gambling is everyone’s responsibility. Despite this much more amicable approach the week still attracts more than its fair share of detractors. The accusation is usually that this is a token gesture and that safer gambling should be a concern all year long and not just for gambling week was held they might have had a point, the function of safer gambling with many organisations would sit as one of a number of responsibilities that a compliance manager might have. Today however this could not be further from the truth, safer gambling is a key part of an organisations structure, as well as being a consideration for marketing, managers, front line staff, customer services and compliance there are people who are employed full time with safer gambling as their only function. Whether it be creating strategies, analysing data, or interacting with customers you can be assured that safer gambling is very much a 52 week a year, 7 days a week, 24 hours a day focus.
This investment in safer gambling has undoubtedly raised the bar when it comes to player protection and it was good to see the industry use this week to evidence the good work that has been done. Safer gambling messaging is now far more prominent than it was 7 years ago and we continue to collaborate with operators to ensure that it is
integrated fully into their content as opposed to being a standalone feature at the bottom of a page or poster. The use of Safer Gambling tools continues to improve with the EGBA reporting that 65% of European customers used safety tools last year, that’s 21million people with over half of them doing so voluntarily. A further 67.6 million messages were sent to promote safe play with over 23 million of those personalised based on an actual customers behaviour. Something we should improve.
You can see how Safer Gambling Week engages with colleagues across the industry too, it was great learn about the challenges they face as well as joining in with the spirit of the week. Having fun during safer gambling week and engaging with customers in discussions around safer gambling helps to remove the stigma sometimes associated with safer gambling. If that is made easier with a few cupcakes, as the team at Empire casino, London demonstrated then so be it. It was refreshing and hugely positive to see our industry get on the front foot during this years campaign, there is still a mammoth task ahead of us to change the public perception of our industry but for now I’ll leave you with the new Betting and Gaming Council of Great Britain CEO, Grainne Hurst’s words when speaking during safer gambling week she stated, “I am clear that we at the Betting and Gaming Council will be “louder and prouder” customers, colleagues and communities we serve.” Have a Wonderful Christmas and a Happy New Year from everyone at Better Change.
Rob Mabbett
Rob joined Better Change from the charity Gordon Moody where he spent 5 years running their international gambling helpline “Gambling available in their residential treatment centres to meet demand. With over 12 years industry experience, including being a previous winner of the Racing Post and SiS Betting Shop Manager of the Year award, Rob brings a unique insight into the
prevention and treatment of gambling harm and is keen to focus his efforts further upstream as we aim to prevent against gambling harm at Better
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Change through Positive Play.
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20 DECEMBER 2024
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