GVC Encouraging Cultural ‘Change for the Bettor’

UK firm GVC Holdings champions greater responsibility in online gambling.

GVC Holdings Champions Greater Responsibility in Online GamblingDoes the name GVC Holdings PLC ring a bell? Unless you’re an industry insider or major player (i.e. high roller) in the iGaming market, it may mean nothing to you. However, some of its operations may sound familiar. How about Bwin, PartyPoker, Ladbrokes or SportingBet? Maybe Coral, Gala Casino or Foxy Bingo? These are just some of the major iGaming brands under the expansive wing of GVC.

The UK-based firm is one of the largest online gambling companies in the world. They didn’t get their by ignoring their customers, or the higher powers that enforce strict regulations upon each of their operations. As the company grew over the years, it’s evolved into one of the most respected names in the global market in terms of business and customer responsibility.

On Wednesday, GVC issued a press release announcing greater commitment to the field of social responsibility. The company is investing millions of pounds into research with the launch of a new, cleverly-titled program, Changing for the Bettor.

GVC Champions Greater Responsibility in Online Gambling

‘Changing for the Bettor’ is the group’s new responsible gambling campaign. It’s a brand new program that begins as a work in progress, spearheaded by the commencement of a £5 million research project into problem gambling with the Cambridge Health Alliance’s Division on Addiction; part of the Harvard Medical School network of teaching hospitals.

According to GVC, “The guiding principle of Changing for the Bettor is to further establish GVC as the most trusted and enjoyable betting operator in the world.”

The new responsibility campaign will be facilitated in what GVC terms seven “pillars”. Each pillar will focus on substantive projects within the overall capacity of their research.

The Seven Pillars of Changing for the Bettor

Understanding the problem and best solutions: This segment begins with the pioneering of these new research projects

Educating our key stakeholders: GVC will roll out youth education programs via UK’s non-profit GamCare foundation and a state-school awareness campaign via EPIC Risk Management.

Promoting responsible attitudes: The company will execute and encourage responsible television advertising practices surrounding live sports.

Empowering customers: GVC plans to introduce “markers of harm” algorithm intended to increase awareness of responsibility during gambling activities.

Funding treatment for those in need: The iGaming giant will double its contribution to research, education and treatment for problem gambling from 0.1% to 0.2% of total gross gaming revenue (GGR).

Championing responsible product design: This involves the development of product designs that promote greater responsibility.

Drive cultural change within our business: Last but not least, GVC will encourage all competitors to follow their lead of ensuring player safety and responsibility is at the core of all their products. The company is working in tandem with Safer Online Gambling Group to expedite this goal.

Words of Wisdom from Crusaders for Responsible Gambling

“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,” says GVC Director of Responsible Gambling, Grainne Hurst, explaining why this project is so important. “We are committed to leading the industry in minimising potential harm caused by problem gambling…to help us to better understand and tackle the issues around problem gambling.”

UK Gambling Minister Mims Davies is impressed with GVC’s pledge to galvanize lasting cultural change. “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,” says Davies.

The Director of the Division of Addiction, Prof. Howard Shaffer, PhD, CAS, welcomes the opportunity to be involved in such a grand project. He believes this new research “will play a significant role in advancing our knowledge about gambling and intemperate gambling.”

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