A new campaign promoting responsible gambling has been launched by gaming giant GVC Holdings, the parent company of UK-based gambling firms Ladbrokes and Coral.
Titled “Changing for the Bettor”, the new campaign is being managed by Harvard Medical School’s Division on Addiction. It will see GVC ramp up its efforts in tackling problem gambling by doubling its donation to fund research, treatment and education.
Commenting on the new campaign, GVC Chief Executive Kenny Alexander said it only shows that GVC and the gambling industry in general are serious about dealing with gambling addiction and are being proactive in promoting responsible gambling. Aiming to be the most trusted and responsible operator in the world, Alexander said GVC will continue to look for new and better ways to tackle this serious issue.
Major Research Collaboration Announced
As part of a $5 million major research deal, the Division on Addiction will have access to anonymous player data taken from all of GVC’s gambling brands, as well as its sports betting and other gaming products. The research will run for five years and will focus on a broad range of areas, including the effects of gambling expansion in new markets, internet gambling behavior patterns, ,as well as cross-brand and cross-product analyses.
GVC’s algorithms in detecting at-risk players will also be evaluated. The effectiveness of intervention messaging will also be assessed and carefully studied, as well as the company’s responsible gaming tools.
The Director of Harvard Medical School’s Division on Addiction Dr. Howard Shaffer has welcomed its research collaboration with GVC saying it will play a key role in expanding one’s knowledge about gambling. Taking an evidence-based approach will pave the way for the development of better strategies and stronger tools to help address problem gambling.
While the company has always been keen on providing a safe and secure environment for its customers to enjoy, they are fully aware of the negative impact suffered by some players as a result of irresponsible gambling. Grainne Hurst, GVCs director of responsible gaming said that the partnership with Division on Addiction will give GVC a better understanding of the issues faced by problem gamblers and will provide them with a deeper insight into how to tackle the problem.
New Initiatives On The Cards
Aside from the research partnership, the campaign also includes other initiatives aimed at spreading awareness. The company is rolling out youth education programs in cooperation with the UK’s GamCare charity, and will kick-start a state-school awareness campaign with EPIC Risk Management.
Some of the other key objectives of the campaign include the implementation of a new algorithm on markets of harm which will focus on all of GVC’s businesses operating in the UK. The company will also come up with more responsible product designs to ensure customers are better protected from harm.
GVC will double its donation to GambleAware, from 0.1% of its gross gambling yield to 0.2% and a number of other organizations will also benefit from the additional funds. The company has also agreed to an industry-wide ban on pre-watershed gambling advertisements involving live sports. It will come into effect this summer. Both Alexander and Hurst were made aware of the negative effects of gambling ads on TV after visiting problem gambling charity Gordon Moody Association last year.
Since then, GVC has stepped up its efforts to deal with the issue. The company will also make sure that all its operations are centered around safer gambling, and it is currently coordinating with the Safer Online Gambling Group to achieve that goal.
New Campaign Welcomed
UK government officials have welcomed the new campaign, with Sports and Civil Society Minister Mims Davies highlighting the importance of research in tackling the issue of problem gambling. Davies said GVC’s new campaign will make a significant contribution to address the long-standing problem.
Davies added that the government will continue to work with the gambling industry to protect consumers and to create a safe and more socially responsible gambling sector.
GVC Holdings is among the world’s largest multinational gaming groups, with operations encompassing both land-based and online. The company owns some of the industry’s popular brands such as Ladbrokes, Crystalbet, Coral, Eurobet, CasinoClub, 888 Holdings, Digitale and partypoker.
After acquiring Ladbrokes Coral Group plc in March 2018, GVC is now operating 3,500 betting shops across the UK and is currently the biggest high-street bookmaker in the country. The company operates across five continents and has obtained licenses from over 20 jurisdictions.

This site is registered on wpml.org as a development site.