The push for safer gambling gains momentum across Europe

In the first part of this series, we highlighted the vital role affiliates play in fostering a safer gambling environment as the bridge between users and operators. Affiliates hold a unique position in the iGaming ecosystem. They bridge the gap between users and operators. But, the challenge of responsible gambling requires a collaborative effort involving operators, regulators, and technology innovators.

Safer Gambling Week in the UK and Europe showcased how collaboration between affiliates, operators, and regulators is the key to fostering responsible gaming. This article delves into innovations and expert strategies driving the future of responsible gambling. From the pioneering work of the Responsible Gaming Foundation to cutting-edge AI-driven tools, industry leaders are finding better ways of balancing user safety with viable growth.

As Technological advancements accelerate, educating users, sharing accountability, and seamlessly integrating innovative tools are critical priorities.

European Safer Gambling Week sets new benchmarks

The European Gaming and Betting Association (EGBA) recently announced record-breaking results from their fourth annual European Safer Gambling week held in mid-November 2024. This campaign shows a growing commitment to safer gambling across Europe. Participation rose by 20 percent in 2024, with 195 partners involved and a marked expansion to 26 countries, including first-time participants like Croatia, Serbia, Slovakia, and Ukraine. An impressive 3.1 million social media users engaged and the increase in social media posts reached 67 percent compared to 2023.

The foundation of the initiative was its events programme. Over 3000 people attended the programme, which included 20 specialised sessions. Key discussions focussed on AI, problem gambling reporting and safer gambling tool innovations. EGBA Secretary General Maarten Haijer praised the collaboration among operators, regulators, and health organisations, calling the campaign a vital step in making gambling safer across Europe. Betting and Gaming Council (BGC) CEO Grainne Hurst recently emphasised the need to keep a balanced view on gambling habits in the UK, thus highlighting the ongoing safer gambling debate throughout Europe.

“The significant increase in participation, especially from health organisations and regulatory authorities, demonstrates the common purpose and growing unity in our approach to safer gambling. Through this collaboration, we’ve reached a record number of Europeans with crucial safety messages during the campaign. Together, we’re making gambling safer and we already look forward to building on this success in next year’s edition.”

With record-breaking participation and innovative discussions during European Safer Gambling Week, how can the iGaming industry sustain this momentum to drive even greater player protection and collaboration across borders?

Insights from the Responsible Gaming Foundation

Kevin O'Neill , General Manager at the Responsible Gaming Foundation Malta (RGF), stresses the critical role of collaboration among stakeholders in building a safer gambling ecosystem. Reflecting on the European Safer Gambling Week 2024, O’Neill highlighted the RGF’s active participation in raising awareness and advocating for ethical gambling practices. The RGF tackles key industry challenges proactively. They do this through initiatives like targeted campaigns and direct messaging to players. These initiatives aim to prevent problem gambling and promote responsible behaviours.

In an exclusive conversation with SiGMA News, Kevin O’Neill emphasises Malta’s unique role in global iGaming, citing its regulatory strength and commitment to innovation as a foundation for responsible gaming leadership.

O’Neill declares, “European Safer Gambling Week has once again demonstrated its importance as a platform for generating meaningful dialogue and collaboration among key stakeholders. This year’s event not only reaffirmed the shared commitment to safeguarding players, but also highlighted the evolving complexities of maintaining a balance between innovation and responsibility in a dynamic industry.”

He continues, “The RGF this year focused on direct, player-centric communication. Using short, impactful video clips featuring RGF staff underlined the importance of personal connection and authenticity in spreading the message of safer gambling. This approach not only introduced the human element to the campaign but also allowed the Foundation to generate trust and relatability among its audience, a crucial factor in raising awareness effectively.

“Furthermore, the Foundation’s participation in European Safer Gambling Week serves as a reminder of its dual role: advocating for player protection while supporting Malta’s thriving gaming industry. This balance is critical, particularly in a jurisdiction like Malta, where gaming plays such an integral role in the economy.

“Positioned directly after a highly successful SiGMA Europe 2024, European Safer Gambling Week provided an opportunity to pause, reflect, and recalibrate priorities. While SiGMA celebrates the innovation and economic potential of the gaming industry, European Safer Gambling Week shifts the focus to the industry’s ethical responsibilities. This juxtaposition serves as a reminder that long-term success and sustainability depend on the industry’s ability to prioritise player well-being alongside financial growth.”...[Read more]