SBC News EGBA: Euro operators have drastically improved comms approach on Safer Gambling

EGBA: Euro operators have drastically improved comms approach on Safer Gambling

“A shift towards a better targeted and more personalised approach to safer gambling has been witnessed across European gambling markets.”

The above statement was made by Brussels-based trade body The European Betting and Gaming Association (EGBA), which published its annual ‘Sustainability Report 2021/2022.

The report showcases the joint efforts made by EGBA members to promote safer gambling and their progress to contribute positively to societies in Europe, including funding social causes and sports developments.  

This year’s report features the personal insights by CEOs, highlighting work undertaken to promote sustainable gambling and the nurturing of a stronger work culture that promotes safer gambling as a corporate responsibility.

Monitoring initiatives, the EGBA highlighted that during the past year its members had significantly increased the number of safer gambling communications sent to customers, with “38 million communications sent – a 123% yearly increase.”

A focus on ‘personalised and targeted communications’ saw EGBA members send more than 20 million personalised safer gambling communications to their customers last year,” reflecting a 700% yearly increase.

During the period, 15.5 million generic communications were sent to customers to promote safer gambling – a 9% yearly increase

Of significance, the report detailed an increase to 14.9m customers (50%) that choose to play with at least one safer gambling tool, either mandatorily or voluntarily

Social directives saw voluntary contributions to various European sports through sponsorships and sports streaming rights payments which totalled €499m (+22%)

EGBA secretary General Maarten Haijer commented, “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.

“ 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.”

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