GVC Launches Major Global Responsible Gambling Campaign ‘Changing For The Bettor’

GVC Holdings launches major new global responsible gambling campaign called ‘Changing for the Bettor’ in collaboration with Cambridge Health Alliance.

Multinational sports betting and gaming group GVC Holdings has announced a global responsible gambling campaign called ‘Changing for the Bettor.’

GVC will be working with the Division on Addiction, Cambridge Health Alliance, a Harvard Medical School teaching hospital, to conduct a major research project into problem gambling.

According to a statement, through Changing for the Bettor the company hopes to “further establish GVC as the most trusted and enjoyable betting operator in the world.”

There are seven pillars to the campaign, each with “substantive projects attached” – they are:

  1. Understanding the problem and best solutions – including the five-year, multi-million pound study with Cambridge Health Alliance
  2. Educating our key stakeholders – Including youth education programmes with GamCare in the UK , and a state-school awareness campaign with EPIC Risk Management.
  3. Promoting responsible attitudes – ban on pre-watershed gambling adverts on television, around live sports.
  4. Empowering customers – Rolling out a ‘markers of harm’ algorithm to all UK facing parts of the business.
  5. Funding treatment for those in need – Doubling donations to research, education and treatment on problem gambling to 0.2% of gross gaming revenue (GGR).
  6. Championing responsible product design – Developing more responsible product design principles.
  7. Drive cultural change within the business – Ensuring that a safer gambling approach underpins all aspects of business and consulting with the Safer Online Gambling Group.

Discussing the news, GVC’s Director of Responsible Gaming, Grainne Hurst said:

“Whilst the vast majority of our customers enjoy playing with us in a safe and fun environment we are aware that for some players, gambling can impact their lives negatively. We are committed to leading the industry in minimising potential harm caused by problem gambling. That is why we are today launching Changing for the Bettor and have partnered with Harvard faculty at the Division on Addiction to help us to better understand and tackle the issues around problem gambling.”

The campaign has been welcomed by many, including Mims Davies MP the UK’s Gambling Minister, who said:

“Gambling operators have a key role to play in protecting people from harm and identifying potentially risky betting behaviour. Research is essential to progress in this area and GVC’s ‘Changing for the Bettor’ campaign will make an important contribution to tackling problem gambling. We are committed to protecting consumers across the country and are working with industry to create a healthy and more socially responsible sector.”

And, Dr. Howard Shaffer, Morris E. Chafetz Associate Professor of Psychiatry in the Field of Behavioural Sciences, Harvard Medical School and Director, Division on Addiction added:

“It is only by taking an evidence-based approach to examining gambling that we can develop better strategies and tools to limit its potential to cause harm. The collaboration with GVC that we have announced today will play a significant role in advancing our knowledge about gambling and intemperate gambling and is warmly welcomed.”

More details can be found at the official GVC site here.

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