Unibet places ‘responsibility’ at the top of its Belgium agenda

Kindred Group’s flagship online sports betting brand Unibet, has announced the launch of its new Belgian advertising campaign Faites le bon choix –  Jouez Responsable’ – placing safer gambling at the forefront its market communications.

Translated as ‘Make the right choice – gamble responsibly’ – Kindred marketing seeks to highlight the various tools available to Unibet Belgium customers to help them ‘stay in control, whilst increase awareness of problem gambling behaviours’.

The Jouez Responsable campaign was launched on October 22 across multiple Belgian  TV and media networks, with Unibet highlighting its  following player safety features;

  • Customer maximum deposit limits
  • ‘Reality checks’ – allowing players to set in-play time limits/controls
  • Player self-exclusion from accounts and specific game types

“We strive for zero problem gambling on our platforms. To reach this goal, we are convinced that we must create awareness about gambling behaviours. This is one of the reasons why we launched this campaign. We want gambling to be what it should be, pure entertainment”, details Henrik Tjärnström, CEO at Kindred Group.

The launch of Unibet Belgium’s responsible gambling campaign coincided with  ‘Kindred Sustainability Summit’ held in Stockholm last week, in which the European operator put forward a number of industry-wide initiatives aimed to improve standards and the industry’s perception to the wider general public.

“We want our players to feel safe and stay in control on our platform. For Kindred, sustainability is about making use of important research and integrating key findings on our sites and products. That is an important part in creating the best experience and a sustainable relationship with our players”

Led by the Christian Democrats (CDV), In 2017 Belgium’s multi-party coalition government agreed that it would implement a stricter advertising code for gambling/betting services.

Provisions include a ban on all gambling-related advertising during sports broadcasts and the implementation of an 8 pm TV watershed.