A look back at Safer Gambling Week 2022

Last week, the annual Safer Gambling Week took place across the igaming industry, and there were several initiatives and events as the industry tries to educate all stakeholders on the importance of responsible gambling.

Operators put safer gambling banners across their brands to raise awareness and help customers stay within their limits while also organising workshops for staff to educate them on industry best practices.

Here at EGR, we hosted a Safer Gambling Forum on 18 October, where a number of speakers shared their knowledge and responsible gambling best practices, as well as updates from charities that help those affected by gambling harm.

William Hill hosted a live panel on safer gambling with panellists representing different areas across 888 and Hills to discuss how it is helping its customers to bet and game safely.

Betsson Group also hosted its own safer gambling webinar entitled ‘‘When Safer Gambling Becomes Personal”, which focused on the personal account of former gambler Mark Huis in ‘t Veld and how he overcame his gambling addiction.

Elsewhere, LeoVegas entered into a four-year partnership with the Karolinska Institutet’s Department of Clinical Neuroscience to further support research into preventing gambling-related harm.

Flutter UK & Ireland put content across its social media channels throughout the week as well as print, radio and podcast placements with various partners of each of its brands. As part of its sponsorship of the EFL, Flutter’s Sky Bet subsidiary used the LED advertising hoardings at matches across the week to show Safer Gambling Week content over the usual safer gambling content.

Elsewhere, Kindred Group hosted its sixth annual Sustainable Gambling Conference at the Johan Cruyff Arena in Amsterdam, with the focus being on an open and honest conversation on the potential harms of gambling and what more the industry should do to help those in need.

Kindred’s CEO Henrik Tjärnström spoke about how the industry can improve its responsible gambling approach and remarked that all stakeholders need to help in this movement.

He said: “We need more collaboration among stakeholders in the industry. It’s not just operators and suppliers but also government, regulators and media. We are trying to open an honest dialogue and discussion and we are encouraged that we hear a lot of people are now talking the same language.”

Kindred also donated front-of-shirt branding for two clubs it sponsors and replaced it with a bespoke message to promote Safer Gambling Week 2022. The branding appeared on the shirts of Championship side Middlesbrough and Scottish Premiership giants Rangers for their matches during the week.

EGR spoke to a number of stakeholders within the industry on the importance of Safer Gambling Week.

Michael Dugher, CEO of the British and Gaming Council

“We know that at 0.2%, rates of problem gambling have fallen and are low by international comparisons, which is welcome news, but Safer Gambling Week is further evidence of the regulated industry’s determination to keep raising standards.

“Safer Gambling Week is about showcasing safer gambling tools – like time-outs and deposit limits – that exist in the regulated industry to ensure that the millions of people who enjoy a regular flutter continue to do so in a safe and responsible environment. It’s also, most crucially, about signposting the professional advice, support and help that is out there for anyone who may be struggling with gambling.”

Luke Sugden, director of safer gambling for Flutter UK and Ireland

“Safer Gambling Week is a great opportunity for us to come together as an industry to raise awareness of the protective tools and sector-wide initiatives in place to support customers.

“As an operator, we have led the way on safer gambling in the UK and work hard 52 weeks a year to keep our customers safe. However, this week is all about shouting more loudly than usual, putting aside our normal brand rivalries to help inform every customer about the ways we can best protect them.”

William Mace, director of UK safer gambling at William Hill

“At William Hill, we use Safer Gambling Week as a chance to step back from the day-to-day business activity and focus on talking to each other and to our customers about the many components of safer gambling. We do this throughout the year, but this week sees a real concentration on player safety, which does a huge amount to reinforce and elevate the discussions we are having and messages we are sending throughout the year.”

“Player safety is fundamental to our business and is at the heart of the relationship we strive to have with our customers. We want customers to enjoy our products and experience the thrill of gambling in an environment that is free from any risk of harm. Safer Gambling Week provides a focal point to something that is in constant focus throughout the year.”

“During Safer Gambling Week, we talk to our customers about how they can play within their comfort zone. We remind them to set limits, to take breaks and we remind them not to chase their losses – gambling is a form of entertainment and should not be looked at as a way to make money.”