XL Media bolsters safer gambling approach with Better Change

Betting and gaming media publisher XLMedia (XLM) has entered into a partnership with safer gambling organisation Better Change.

The agreement commences at the start of the UK’s Safer Gambling Week, a seven-day initiative focused on prompting responsible gaming across the country’s betting and gambling sector.

Initially, the partnership will focus on XLM’s whichbingo.co.uk brand, with the wider arrangement encompassing delivery of Better Change’s training programmes to XLM staff around safer gambling best practices.

Karen Tyrrell, Chief People and Operations Officer, commented: “WhichBingo.co.uk exists to provide our audiences with hours of entertainment and fun, key to protecting that entertainment is for us to ensure that wherever we can, we act in a safe and responsible way.

“Partnering with Better Change will give us direct access to a dedicated and knowledgeable team of experts who will help us in that endeavour. We are proud to be able to further educate our teams to deliver sustainable, responsible fun and to provide our players with the best consumer experience.”

The duo have underscored a joint goal to ensure the XLM team is ‘educated through key consumer research, safe gaming tactics and innovative technology’, provided through Better Change’s Change’s “Positive Play” programme.

WhichBingo.co.uk functions, like other XLM media properties, as an affiliate site, featuring links to UK licenced bingo providers – with SG Week now underway, the London-based publisher has highlighted how it is committed to only promoting responsible operators.

Both XLM and Better Change have also noted that regulation in the UK is set to tighten, particularly around safer gambling, with the recommendations of the Gambling Act review White Paper.

David Richardson, Head of Strategic Partnerships for Better Change, said: “Better Change is excited to be partnering with XLMedia to continue our work in preventing gambling harm through the promotion of positive play. For many, gambling is an entertaining pastime, and we believe that a great customer experience can help keep it that way and minimise problem gambling.

“By working with like-minded and trusted organisations such as XLMedia, we aim to educate, empower and inform people who enjoy responsible gambling as well as those who work in gambling. Our aim is to help promote positive play and keep the industry we love sustainable, fun and above all safe.”