Increased visibility of safer gambling tools pays off, says BGC
The UK Betting and Gaming Council (BGC) has just released new data showing that raising awareness through initiatives like the Safer Gambling Week is highly effective at encouraging players to use safer gambling tools voluntarily.
Over 1.5 million players engage with safer gambling tools
After analysing figures from Safer Gambling Week 2024, which took place last November, the BGC had some encouraging findings. “Analysis of last year’s successful campaign confirmed over 1.5 million unique accounts used a safer gambling tool during Safer Gambling Week – a massive 22 percent year-on-year increase,” stated the BGC.
These tools are designed to help players manage their relationship with gambling and include time and deposit limits, restrictions on gambling-related content and advertising, self-exclusion options, blocking gambling transactions through banks, and blocking access to gambling websites.
“Safer Gambling Week has proved its worth once again by making a real impact, encouraging even more punters to make the most of the broad range of safer gambling tools only available in the regulated sector,” (pictured above). She added, “These new figures are a testament to the campaign’s ongoing success and the industry’s commitment to raising standards and ensuring that the millions of customers who enjoy a regular flutter do so in a safe and responsible environment.”
Social media and gaming platforms amplify the message
The success of last year’s campaign is partly due to the impressive number of messages delivered across gaming platforms and social media. More than 7.2 million safer gambling messages were sent to players throughout the week. The campaign also generated over 60 million impressions across major platforms like X (formerly Twitter), Facebook, LinkedIn, and Instagram – a 21 percent increase compared to Safer Gambling Week 2023, according to the BGC.
First-time adoption of deposit limits reaches 47%
The number of deposit limits set during Safer Gambling Week 2024 increased by 14 percent compared to the previous year. Notably, 47 percent of these limits were set by players who had never used the tool before. Deposit limits are among the most effective tools available, helping players continue to gamble without losing track of their spending. According to the BGC, around 400,000 deposit limits are set each month in the UK.
Additionally, gambling time limits – referred to as “reality checks” by the BGC – allow players to set on-screen alerts to monitor how much time they spend on gaming platforms.
Industry-wide collaboration behind campaign’s success
The Safer Gambling Week initiative is built on collaboration between multiple stakeholders, including regulators and governments across the UK and Ireland. “Safer Gambling Week is an annual cross-sector initiative bringing together the UK and Irish regulated betting and gaming industry – including bookmakers, amusement arcades, bingo clubs, casinos, and online gaming operators – with charities and stakeholders to encourage safe and responsible play,” explained the BGC.
Well-known football clubs such as Tottenham Hotspur, Aston Villa, and Southampton also supported the initiative, drawing on their millions-strong fan bases.
“Our members promote safer gambling every day of the year, but a single dedicated week – bringing together the whole sector with support from MPs, peers, the regulator and other stakeholders – promotes that work in a uniquely powerful way,” concluded Hurst.
