Leading online betting and gaming company 888 has announced the rollout of its safe gambling initiative, the Control Centre, in Ontario. This initiative aims to assist players in gaining a better understanding of their gambling behavior while promoting responsible gaming practices. The product has a proven track record, and its launch should bolster 888’s brand recognition in the region.

The Control Centre Brings Substantial Player Benefits

888 first introduced the Control Centre to its customers in the United Kingdom. Ever since its launch in 2020, the solution has been gaining popularity. Subsequent rollouts in countries like Italy proved the product’s broad applicability, regardless of cultural differences. Players who use the Control Centre tend to be much more responsible and moderate, utilizing deposit limits and temporary self-exclusion.

The customer interface of the Control Centre is integrated into 888’s home pages, offering players access to intuitively presented playing statistics, responsible gambling tools, and educational information. Speaking for CDC Gaming Reports, head of Canada at 888 Roi Nadler emphasized the simplicity, speed, and intuitiveness of the Control Centre, describing it as a one-stop shop for safer gaming.

We are committed to preventing gambling-related harm and are confident that our Control Centre offers customers new levels of transparency that will help them stay informed and in control.

Roi Nadler, 888 head of Canada

888 reiterated its commitment to ensuring players have a safe, fair, and entertaining experience. According to Nadler, responsible gaming provides a palpable competitive advantage and sets the foundation for building long-lasting relationships with players who trust 888 as their entertainment destination. This approach bolsters customer retention and encourages a sustainable business model.

Player Protection Remains a Core Objective for 888

The Control Centre’s Ontario launch marks some much-needed good news for the operator. January saw the company lay off dozens of its Israel employees amidst its global restructuring efforts. 888 is implementing an ambitious cost-saving program, strengthening its core intelligent automation and artificial intelligence capabilities. Fortunately, these cuts should not affect the operator’s customer protection initiatives.

While 888 recorded an 8% annual revenue decrease in FY23, the company’s management retains a positive outlook for the coming year. Safer gaming practices should lead to improved average revenue per user, while strategic investments can deliver sustainable long-term profits. Shrewd management will be instrumental in fulfilling these objectives in the face of industry-wide regulatory and compliance headwinds.

With almost 30 years of experience in the industry, 888 continues to prioritize responsible gaming practices, contributing to a safer and more secure online gambling environment. The Control Centre’s Ontario launch marks a significant milestone in the operator’s revised strategy and should substantially bolster its position in this highly competitive market.

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Simmonds staunchly defended Safer Gambling Week, denouncing critics who she claims attacked the campaign due to their general aversion towards betting and gaming activities. The yearly campaign has enjoyed resounding success, uniting the UK gambling industry in support of gambling harm prevention and awareness. Simmonds was adamant that regulated operators adhered to strict guidelines and prioritized customer safety.

Last Year’s Event Was a Resounding Success

Simmonds highlighted the overwhelming success of Safer Gambling Week 2023, which extended beyond physical gambling venues such as betting shops, casinos, and bingo clubs, aiming to encourage conversations around responsible gambling. Simmonds noted a substantial positive impact from last year’s campaign, with around 200,000 accounts setting deposit limits and a remarkable 300% increase in players actively using reality checks.

Last year’s campaign also achieved impressive success online, garnering over 50 million impressions across major platforms like Twitter, Facebook, and Instagram, marking a 70% increase from the previous year. Additionally, the Safer Gambling Week website witnessed half a million visits, indicating a significant uptake in accessing advice and support resources.

This truly was a whole industry endeavor; online, in betting shops, in bingo halls and casinos.

Bridgid Simmonds, BGC Chair

Simmonds reiterated the industry’s commitment to promoting responsible gambling, noting that the vast majority of participants engaged in gambling safely. She acknowledged the significance of addressing problem gambling while emphasizing the need to raise standards and promote responsible gaming practices, contributing to a sustainable, player-oriented market.

Simmonds Attempted to Deflect Rising Criticisms

Speaking for Politics Home, Simmonds expressed dismay at persistent criticism from certain quarters despite robust support from the government, independent regulators, and cross-party parliamentary backing. She accused detractors of merely disliking the gambling and gaming industry, thus undermining efforts to enhance industry standards.

They are not interested in genuine attempts to drive up standards – they simply dislike betting and gaming – and by extension, dislike those who enjoy it.

Bridgid Simmonds, BGC Chair

The BGC Chair highlighted the organization’s ongoing efforts beyond Safer Gambling Week, asserting the continuation of responsible gambling initiatives throughout the year. Simmonds confirmed that the BGC would continue dedicating time and resources to amplifying safer gambling tools and broadening support avenues for those in need.

Simmonds’s statements come during a tumultuous time for the UK gambling sector as the government finalizes consultations on its gambling white paper. Recent revelations regarding politicians receiving donations from the BGC raised lobbying concerns, while a proposed gambling tax increase caused further friction. While the industry’s safe gambling efforts are commendable, it should not so easily dismiss valid criticisms.

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Two soccer clubs, namely Southampton FC and Blackpool FC, are among the organizations to express their support for Safer Gambling Week. The annual initiative, which seeks to promote responsible gaming, continues to attract support from operators, charities and sporting clubs.

Southampton FC will join forces with Better Change to help fans engage in safer-gambling-related discussions. As a result, Better Change will provide a place where fans can discuss their passion for sports while commenting on the importance of safety,  

Southampton FC, on the other hand, will share a video promoting Safer Gambling Week, providing insights from the head of performance psychology, Malcolm Frame.

Southampton FC’s CCO, Charlie Boss, highlighted the importance of promoting safer gambling, saying that it is a part of the club’s commitment to the community. He thanked Better Change, which is helping to champion a safer future for the fans and the industry as a whole.

David Richardson’ Better Change’s head of strategic partnerships, noted that the time his team has spent partnering with Southampton FC has been a pleasure, lauding the club as one that “proactively makes an impact” through its socially responsible activities.

Richardson also highlighted the importance of breaking down the stigma and providing support to those who need it.

Blackpool FC Will Replace LeoVegas’ Logo for a Game

In the meantime, Blackpool FC teamed up with its gambling partner, LeoVegas, to further promote the initiative. To that end, the two parties will encourage responsible gambling during the team’s upcoming game against Shrewsbury Town on November 18.

As a part of the initiative, Blackpool will temporarily remove the LeoVegas logo from their shirts, instead replacing it with safer gambling messaging.

According to the club, it is the only EFL organization to commit to responsible gambling in such a way. Its chief operating officer, Jonty Castle, underscored the importance of Safer Gambling Week to the United Kingdom’s sports and gambling sector and expressed his desire to promote the initiative.

Castle thanked LeoVegas for its ongoing support and praised the kind donation of its front-of-shirt sponsorship for the cause.

LeoVegas’ director of UK and Ireland, Sam Behar also commented on the matter, saying that responsible gambling is in the company’s DNA. He said that his team is proud to work with Blackpool FC and help fans understand the range of safer gambling tools available to them.

In the meantime, 888 just provided insights into its own efforts to protect players from harm.

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888, the company that acquired William Hill earlier this year, provided insights into its efforts to promote responsible gambling across its retail business during the ongoing Safer Gambling Week. According to the company, the initiative is a great opportunity to reflect on its progress.

Mark McCaffrey, the company’s head of compliance policy, retail & sportsbook, highlighted the efforts of the company’s shop employees who have a great relationship with their customers. According to McCaffrey, 888’s genuine care for the customers provides it with a significant advantage when it comes to safer gambling.

McCaffrey also noted that 888 has introduced a number of new tools and changes that help them shield consumers from harm. This includes the introduction of exception reporting that helps 888 employees identify at-risk players based on changes in their behavior.

In addition, 888 introduced a new affordability approach to prompt conversation at key points in the customer journey. Furthermore, the company made improvements to the system its workers use to record customer interactions and decisions, providing a more holistic view of their time with the company.

McCaffrey praised the progress but said that there is still more to do.

The Company Implemented Many New Solutions

According to 888’s head of compliance policy, retail & sportsbook, the company will continue to improve into 2024. As a result, it will make further investments and is currently exploring options to change its customer management system.

McCaffrey added that the company is also planning to include better support for colleagues to identify customers through the implementation of a data-driven markers of harm model. The gambling giant also plans to introduce bespoke shop-level prompts based on each shop’s risk profile.

In addition to innovating through the use of cutting-edge technology, 888 also recently teamed up with BetKnowMore to offer a training program for its cluster operations managers and shop teams. The training will enhance the managers’ and team’s skills even further, McCaffrey said.

888’s head of compliance policy, retail & sportsbook also promised that there is a lot more the company has in store. He noted that as retail shops celebrate Safer Gambling Week, customers can expect to see a number of webinars, top tips, best practices and quizzes.

Player safety is important to us every day of every week in every shop. Safer Gambling Week provides us with an opportunity to reflect on the great things we do, share the exciting plans we have and provide opportunity for everyone to learn a little more about this important subject.
Mark McCaffrey, head of compliance policy, retail & sportsbook, 888

In other news, a recent report said that DraftKings may be eyeing a takeover of 888.

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Steve Birch, Sky Betting and Gaming’s chief commercial officer, addressed his company’s partnership with the English Football League (EFL) and the two parties’ commitment to responsible gambling. Now entering its second decade, the partnership between the operator and the league continues as strong as ever.

In a statement provided to Britain’s Betting and Gaming Council (BGC), Birch said that his company’s relationship with the soccer league is one of the longest-running and most successful in professional sports. He praised the two parties’ emphasis on social responsibility and thanked the UK government for providing the partnership as an example of a healthy sponsorship to other companies and leagues amid the ongoing gambling reforms.

Birch teased that Sky Betting and Gaming will be doubling down on its safer gambling messaging and promised that there would be changes around the side of the pitch.

The representative noted that the Sky Bet Championship Play-Off Final between Luton and Coventry incorporated the company’s new perimeter advertising. Previously, the company has also promoted safer gambling initiatives such as “Take Time to Think” through sleeve badges on shirts.

The CCO concluded that nothing beats messaging that is visible at the arena, which is why his team would continue to promote safer gambling through perimeter messaging.

Safer Gambling Is at the Forefront of Sky Betting’s Philosophy

In his statement, Birch promoted the safer gambling tools his company offers to its customers. This includes deposit limits, loss limits and timeouts that help people enjoy gambling without harming themselves. He noted that customers who use deposit limits are much more likely to stick to their budget.

Birch also pointed out that Flutter, Sky Betting and Gaming’s ownership group, has set an ambitious target of having 75% of its customers use such tools by 2030. Currently, around 50% of Sky Bet’s customers are using such solutions, attesting to the company’s commitment to player safety.

Our latest approach is just the latest example of safer gambling being more than just words to us at Sky Bet. It’s a key priority for our business and we are constantly seeking to use our tech and data to put the right protections in place – and to ensure our marketing campaigns are as impactful and effective as possible.

Steve Birch, CCO, Sky Betting and Gaming

Birch recognized that most players who wager, do so safely. However, he pointed out that it is crucial to protect the few who may be at risk of harm. The representative concluded that Sky Betting and Gaming and the EFL share the same values when it comes to safer gambling and will prioritize player safety during the new soccer season.

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Australian operator Crown Resorts has introduced a new program to prevent gambling harm. The program is called Crown PlaySafe and will be rolled out across the operator’s properties in the country.

Crown said that this program is in line with its Future Crown transformation program and follows the earlier troubles for the company. It aims to broaden the company’s focus from identifying and supporting problem players to preventing problem gaming in the first place.

Crown PlaySafe’s approach has seen the company double down on its efforts to improve player well-being and care. The program also saw the creation of a dedicated gambling research and policy team, led by Dr Jamie Wiebe since early 2022.

Wiebe’s team will work o a new knowledge exchange hub for business and industry where safer gambling tools and practices will be discussed and evaluated. Crown’s new leadership has invested more than AUD 13 million in gambling harm prevention and support, as well as in expanding the Crown PlaySafe team.

Crown PlaySafe Is Based on Four Core Principles

Taking a look at how PlaySafe will function, Crown announced that the program is designed on maximizing player safety. To that end, the company will focus on key priority areas.

The first area is the building of a safer gambling future with a focus on prevention and safer play. This means that Crown’s new focus would be preventing harm before it has become a problem.

In addition, Crown will work on building a safer gambling culture, with care for the community. To that end, the company will team up with a variety of regulators, education providers, businesses, community-based organizations, industry specialists and the government to create a “more culturally-relevant approach” to the prevention of problem gambling.

Furthermore, Crown will be building a safer gambling environment, with expanded support for vulnerable and at-risk players. As a result, Crown will pair tech with data to identify early signs of problem gambling and take action before it is too late.

Finally, Crown will work on building a safer gambling system, to improve its understanding of player behavior. This means that the company will invest in research and data monitoring, and will test new tools, concepts and ideas in collaboration with industry experts and critics.

In addition to these four core pillars, the PlaySafe approach seeks to mitigate the stigma associated with problem gambling.

Crown Resorts Is Already Introducing New Solutions

Crown Resorts’ chief executive officer, Ciarán Carruthers, expressed his company’s desire to become a visionary in gambling harm prevention. To that end, Crown is scaling up its efforts to crack down on problem gambling.

With a focus on collaboration and engagement with government, industry and community-based partners, I am confident that together we can reduce gambling harm and create a safer gambling future for all Australians.

Ciarán Carruthers, CEO, Crown Resorts

Dr Jamie Wiebe also commented on the matter, expressing the need for further understanding of gambling problems and harm. She noted that the company is currently working on many notable safer gambling solutions.

Gambling safety features like mandatory carded-play, time and spend limits, and online self-exclusion are some of the many tools being implemented to support guests to play safely.

Dr Jamie Wiebe, group EGM RG, Crown Resorts

Wiebe concluded that the program is developed in partnership with many industry experts and is based on reliable research into the matter.

Last month, Crown back-paid several workers after a query uncovered underpayments.

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France and Belgium’s regulators have signed a new cooperation protocol that will see them share information and coordinate their regulatory activities. The authorities hope that this new alliance will help them promote safer gambling across the two countries.

As outlined in the document, l’Autorité Nationale des Jeux (ANJ) and the Belgian Gambling Commission (BGC) will cooperate on a strategic level. In addition to sharing data, the two bodies will probe the sector together and will compile collaborative reports.

In addition, the two regulators promised to keep each other updated on any regulatory amendments that may happen in the future.

The full collaboration agreement is available on the website of the BGC but, as of the time of this writing, the protocol is only available in French.

The document bears the signatures of Isabelle Falque-Pierrotin and Magali Clavie, chairwomen at the ANJ and BGC respectively. It was signed during the European Gaming Regulators Forum that took place last week.

France and Belgium Seek Further Regulation

The collaboration comes amid intense efforts to regulate gambling in the two markets. France, for example, has serious problems with problem and underage gambling and has been seeking new measures that would solve the issue.

To that end, the ANJ recently prohibited sponsorship campaigns featuring sports celebrities, hoping that this will lead to a decrease in harm. In addition, the ANJ places its licenses’ safer gambling plans under intense scrutiny, rejecting those that are deemed insufficient.

Gambling is very popular in France, bringing billions in revenues and millions in tax money. However, the high problem gambling rates are something that has concerned the ANJ for a long time now.

Just like France, Belgium seeks to limit the negative effects of gambling advertising. Because of that, the country will introduce a ban on advertising that is scheduled to kick off on July 1 and has the support of King Philippe and Justice Minister Vincent van Quickenborne. It will effectively prevent companies from actively advertising their products to the general populace, hopefully leading to a decrease in gambling harm.

The decision to crack down on ads in Belgium comes amid what many called a “tsunami of advertising.” Many customers have complained about being constantly bombarded by gambling ads, which is especially bad for vulnerable people.

Belgium has further plans to remove gambling imagery from sports fields starting in 2025 and banning sports sponsorship deals with gambling companies from 2028.

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