Ladbrokes pay to be linked to social responsibility

Ladbrokes have reacted to the prevailing concerns over problem gambling in betting shops by altering the pay structure of its executives to take social responsibility targets into account. With the campaign against bookmakers, and B2 gaming machines in particular, in full force since the turn of the year, Ladbrokes have taken the smart move to underline how important the firm takes the issue of problem gambling.
The move comes after recent calls from the Gambling Commission for the gambling industry to be seen to be taking the lead on its social responsibility obligations, specifically with how it uses technology, so the fact that the bookmakers have linked them with remuneration will be well received and could well spark a trend.
It has been pointed out that Ladbrokes have more to lose than their main competitors, given their higher dependence on gaming machine income, but B2 games (generally known as FOBTs) are vital for any betting shop. The protection of the vulnerable is also a key tenet of the Gambling Act and therefore it is entirely appropriate for it to be a key aspect for gambling executives as well. The only issue is how exactly will such performance be measured.
Ladbrokes’ move comes just a week before the new player-focused measures are introduced on all gaming machines. The measures include options to set time and expenditure limits and also introduce mandatory breaks in play at frequent intervals.