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The European Gaming and Betting Association has reported a “massive growth” in safer gambling communications through 2021, as a collection of CEO’s reiterate a commitment to driving sustainability in their businesses through a focus on safer gambling.

This communication sees the unity of John Coates, joint group Chief Executive of bet365; Jette Nygaard-Andersen, CEO of Entain; Henrik Tjärnström, CEO of Kindred; Jesper Svensson, CEO of Betsson; Peter Jackson CEO of Flutter Entertainment; and Nir Hakarmeli, Managing Director of WH International and CEO of Mr Green.

“As Europe’s leading online gaming and betting companies, it is entirely in our interest to have long-term customers who enjoy a bet, do so within their means, and consider gambling for what it is – a great form of entertainment. We therefore take our responsibilities to protect our customers very seriously,” a joint CEO statement proclaimed. 

In addition to committing to heavy investment regarding the latest tools and tech to foster an increasingly safe and personalised experience, the six also noted “public concern about the volume and placement of advertising seriously”.

“We want to raise the bar and set a positive example for the rest of the sector – because we cannot drive change alone,” it was noted.

Furthermore, the collective also touched upon a “learning curve” amid a vow to “ learn from past mistakes, implement changes when needed, and improve our efforts to protect our customers, including by contributing to improvements in research and greater understandings of problem gambling.”

Adding: “Our collective ambition is to set a course towards a more sustainable online gambling sector through a focus on safer gambling and a commitment to taking meaningful action. 

“We want to raise the bar and set a positive example … because we cannot drive change alone”

European CEOs

“Through this report we aim to lead by example and be transparent about our efforts and, by doing so, demonstrate that we are committed to providing sustainable entertainment for many more years to come.”

This came as the EGBA published its latest annual sustainability report, which tracks the joint efforts and progress made by authority and members to promote safe and sustainable gambling and contribute positively to society across the continent.

Among the headline findings was a 123 per cent year-on-year uptick, to 38 million, in the number of safer gambling communications sent to customers. Personalised and targeted communications accounted for 66 per cent (22.5 million) of these, up 700 per cent.

The number of customers using at least one safer gambling tool, either on a mandatory or voluntary basis, increased to 14.9 million, or 50 per cent of customers.

“We’re pleased to see that our members are communicating more than ever to their customers about safer gambling and, importantly, in a significantly more personalised and targeted way,” stated Maarten Haijer, Secretary General of the EGBA. 

“This is all part of their efforts to promote sustainability and a strong culture of safer gambling. Meaningful progress has been made, and it is pleasing to see our members reinforcing their efforts by funding more research, introducing innovative new strategies, and investing in the latest tools and technologies to promote safer gambling. 

“The personal commitment of the CEOs to achieve this progress is vital and shows that our members take our collective sustainability drive seriously.”