GVC launches new safer gambling campaign

A new global responsible gambling campaign has been launched by Ladbrokes and Coral's parent company GVC Holdings, whose chief executive Kenny Alexander promised there was more to come.

GVC's Changing for the Bettor campaign is headed by a major research project with the Harvard Medical School's and also includes a pledge to double the company's donation to fund research, education and treatment of problem gambling.

Alexander said: "I think it reflects that GVC and the industry in general is making steps forward and is proving to be proactive in tackling the issue of problem gambling and being responsible operators.

"It brings together things that we have announced in the past with some new initiatives and pulls the whole strategy we are pursuing together.

"We promise that's not it. We are continually evolving and trying to tackle this issue and our aim is to be the most trusted and responsible operator in the world."

Kenny Alexander: 'Our aim is to be the most trusted and responsible operator in the world'Credit: Kathleen Sarg

The company will be investing $5 million into the new partnership with Division on Addiction over the next five years, providing them with access to anonymised player data across a range of its brands, sports betting, and gaming products.

GVC's director of responsible gaming Grainne Hurst said: "Whilst the vast majority of our customers enjoy playing with us in a safe and fun environment we are aware that for some players, gambling can impact their lives negatively.

"We are committed to leading the industry in minimising potential harm caused by problem gambling. That is why we are today launching Changing for the Bettor and have partnered with Division on Addiction to help us to better understand and tackle the issues around problem gambling."

Alexander added: "It's a statement of intent in terms of the amount of money we are investing in it and if you are going to pick an educational research establishment to do this work you can't really get any better.

"That they are prepared to work with us and that we have chosen them really illustrates how seriously we are taking this."

The partnership is one of seven pillars which make up the new campaign.

Others include the roll-out of youth education programmes with the charity GamCare in the UK as well as the state school awareness campaign with EPIC Risk Management which was announced before Christmas.

Operators provide 0.1 per cent of their gross gambling yield – the money retained after winnings have been paid out – to GambleAware to fund research, education and treatment of problem gambling.

GVC are set to double that to 0.2 per cent, although the additional funds will be donated to bodies other than GambleAware.

The industry-agreed ban on pre-watershed television gambling adverts around live sports which is due to come into force this summer is also part of GVC's campaign.

Hurst and Alexander visited problem gambling charity the Gordon Moody Association last year which emphasised the effects of gambling advertising on television to them.

Alexander said: "That whole experience for myself and Grainne rammed it home and has kicked off a lot of the actions that have subsequently been announced."

Mims Davies: minister welcomed GVC campaignCredit: Mims Davies

News of GVC's global campaign was welcomed by the UK minister for Sport and Civil Society, Mims Davies.

Davies said: "Gambling operators have a key role to play in protecting people from harm and identifying potentially risky betting behaviour.

"Research is essential to progress in this area and GVC's 'Changing for the Bettor' campaign will make an important contribution to tackling problem gambling.

"We are committed to protecting consumers across the country and are working with industry to create a healthy and more socially responsible sector."

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