The Betting and Gaming Council (BGC) has launched a new multimedia safer gambling campaign which will support the group’s Safer Gambling Commitments launched in November 2019.
The campaign, which will be rolled out via a series of 20-second digital films and associated content, will be tailored towards men between the ages of 18-34 who ‘might be at risk of overindulging during the festive period on products, including gambling.’
It will focus upon the promotion of online tools and initiatives which give punters the option to set limits. This will include the Limits are Good campaign which ‘seeks to activate research insights which indicate that all gamblers set conscious or unconscious limits to their play, with a direct correlation between enjoyable gambling and bets that are made within those boundaries.’
Commenting on the campaign, Brigid Simmonds OBE, Chairman of the Betting and Gaming Council, said: “We set limits on what we do every day and betting and gaming should be no different. Over the festive period with so many important sporting events, if people wish to have a bet it’s important not to lose track of how long you spend or the amount you have staked.
“Tools are available online and in betting shops and casinos to help you set your time and spend limits and we encourage everyone to use these. For those worried about their betting or gaming, there is the option to self-exclude from gambling entirely and support is available throughout the festive period from the National Gambling helpline 0808 8020 133.”
The films are now live on YouTube and will be rolled out across a range of online operator channels and in retail locations over the next few weeks.
The campaign will be subject to a measurement framework, which will include the following metrics: Number of deposit limits set on average pre- and post- campaign; visit/visitors to deposit limit pages online and in-app; (Soft) media measurements e.g. cost per completed view of the films vs industry benchmark.
Gillian Wilmot added: “This campaign draws on real-life gambling behaviours to promote tools which help gamblers stay within self-determined limits. Our behavioural research identified that most gamblers maintain a range of informal strategies to maintain control of their gambling. By formalising limit-setting tools, operators can do more to empower their customers to gamble safely.”
The results of the campaign measurement will be published after the first wave of evaluation in about six months’ time.