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SUSTAINABILITY
Glitnor presents its multi- brand sustainability plan
Tom Clover, Communications and Engagement Manager at Glitnor Group explains the sustainability differentials between business-to-consumer and business-to-business brands.
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ounded in 2018, Glitnor Group has developed itself as a game operator and a content provider for multiple brands, as well as forming a player acquisition team; the three main pillars of the company.
As a game operator, Glitnor has provided Luckycasino, which adopts a Pay’n’Play method in its games. Extending from Luckycasino, the company also launched Swedish market. Swintt is its third brand, which focuses on supplying content for the iGaming industry.
Glitnor looks to develop a sustainable framework within all its brands, following the core ESG initiatives and increasing the longevity of its employees, players and consumers. Tom Clover highlights some of the initiatives that the company has implemented: “The company strongly promotes engagement within the communities, assigning volunteering days for team members. This initiative enables Glitnor to support local good causes and promote a strong employee experience.
“Team members are also encouraged to participate in environmental activities in cooperation with the wider industry, most recently beach cleanups in Malta.” Glitnor also believes in taking a holistic approach to employee well-being, with physical and mental health programmes throughout the year.
14 JULY 2024 GIO
The Group aims to promote strategies that are inclusive and useful to all team members; recent initiatives include a book club, gratitude board and internal competitions to foster a sense of ‘something for everyone.’ working arrangements to promote a positive work-life balance. Expanding on these initiatives, Tom said: “With a strong governance at the heart of the company and a commitment to sustainable, responsible gaming; the company looks forward to supporting Safer Gambling Week later.” With both B2C and B2B in-house brands, Glitnor considers initiatives from a business and an ESG perspective. Environmental activities, employee engagement and wellness programmes are run between the two, ensuring no difference in experience for anyone. Also, there are naturally some aspects of ESG policy that will slightly differ between the two sectors, but Tom highlights: “These occur within the practical, rather than theoretical sphere.” Despite different processes in each sector, the company aims for consistency in its commitment to responsible and sustainable gaming. In B2C, the company uses robust wealth checks and tools to ensure responsible gaming, these elements are integrated within the games, using max bet features. Tom compares: “Similarly, B2B takes a different path with marketing initiatives, aiming at clients rather than individual customers. The
recent release of the Swinttopia board game combines the effective raising of brand awareness and promotes screen-free social time, encouraging positive impacts on mental health.”
Glitnor reflects on the challenges that the industry faces and believes sustainability is becoming a must. The arrival of the EU Corporate Sustainability Reporting Directive (CRSD) has made it essential for companies to comply with ESG matters. Tom says: “It is perfectly possible to thrive as an iGaming company which embraces sustainability, increasing business, as well as moral and social aspects.” He also states that embracing ESG allows companies to engage with stakeholders, internal and external, whilst also offering a business framework.
Companies can also build a more recognisable framework which can inform external stakeholders, customers, and employees. Tom claims that the gaming sector is well-placed to be a leader in sustainability, he expands: “As it has a large online presence, emissions can be kept low whilst community engagement can be high via collaborative initiatives.” In conclusion, commenting on the future of sustainability, Tom outlines: “With a young and creative workforce, sustainability should be a critical aspect of their working lives.” Reassuring that Glitnor believes the industry’s overall ESG future looks to be positive.
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