Nov16
GVC Holdings Overhauls Corporate Identity, Rebrands to Entain plc
GVC Promotes Safer Gambling by Upgrading "Changing For The Bettor" Campaign With New Concepts
April 28, 2019 Aleksandra Zolotic
Introduced earlier this year, GVC Holdings’ Changing for the Bettor campaign was created to raise awareness and educate the community on numerous gambling-related harms. Building up the existing plan…
…they presented a new set of proposals with a plethora of initiatives to promote safer gambling. The idea was outlined in four main points, each of them dealing with a specific branch and a type of problem.
Multiple Contributions For More Reasonable Approach
The first point sees one percent of the gross revenue as the funds to be used for education, treatment, and research. The plan detailly encomes the period to 2022, with GVC striving to establish a new independent trust…
…for charitable contributions. As a part of the proposal, GamBan software was introduced with the purpose to help consumers who either show or have already experienced problematic behavior. The first preferred recipient of this extremely helpful tool is Manchester’s Leon House.
Protect the Vulnerable
Among the main points of the earlier established campaign, the major focus will be put on protecting the groups which are under a higher level of risks such as minors or problem gamblers. GVC is working committedly to educate the community on potential dangers. As GVC CEO, Kenny Alexander, says, the industry should definitely do more on this field, adding that:
“Increasing investment in research, education, and treatment ten-fold by 2022, funding treatment centers and using technology to intervene before a problem develops, alongside our existing behavioral analytics, brings to life our commitment to being the most trusted and enjoyable betting operator in the world.”
Stricter Rules On Advertising
There’ve been numerous discussions on the harmful impact of excessive and inappropriate advertising. The Ladbrokes and Coral owner demanded UK sports betting broadcast advertising not to be permitted during all times of the day. Therefore, GVC proposed limiting the ads to one per commercial break. As Alexander stressed:
“Whilst the vast majority of our customers enjoy our products responsibly, it is high time that the industry did more to protect its customers from potential harm. As the UK’s largest gambling company, and owner of Ladbrokes and Coral, we at GVC are doing exactly that. I call on our industry peers to help us bring about an end to broadcast advertising which promotes sports-betting in the UK no matter the time of day.”
As a part of the strategy, GVC also banned perimeter board advertising at football grounds. This will make it possible for fans to “watch their favorite teams without seeing any incentives to bet.”
Source:
“GVC bolsters Changing for the Bettor as call is made for complete UK ad ban”, casinobeats.com, April 25, 2019.
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I absolutely agree and deeply all the efforts to promote safer and responsible gambling. Having in mind all the growing problems, it’s more than important to have such campaigns.