GVC Holdings announces $5m responsible gambling campaign

GVC Holdings has announced that it is to launch a responsible gambling campaign entitled Changing for the Bettor.

Flow chart

The campaign is headlined by a resaerch collaboration with Harvard into problem gambling. © Pexels.

Key to the campaign is for GVC to invest in research to help it “better understand and reduce the potential for problem gambling behaviour to develop”.

Towards that goal, the group will be investing $5m into a partnership with the Harvard Medical School’s Division on Addiction throughout the next five years, with a flagship research project headlining the campaign.

Harvard scientists will be provided with player data and metrics from GVC to hone problem-gambling detection metrics, improve intervention methods, and update responsible gambling tools.

The group have also pledged to increase its problem gambling research funding to 0.2% of gross gaming revenue (GGR).

Speaking about the campaign, Grainne Hurst, director of responsible gambling at GVC, 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 gamblingGrainne Hurst, GVC director of responsible gambling

Seven pillared approach

The campaign consists of seven pillars, with each pillar containing its own smaller projects.

Understanding the problem and best solutions – Headlined by the $5m research project together with the Harvard Medical School’s Division on Addiction.

Educating our key stakeholders – Together with GamCare, GVC will roll-out youth education programmes, along with a state-school awareness campaign with EPIC Risk Management.

Promoting responsible attitudes -Leading the push for restrictions or a ban on gambling advertising during live sport.

Empowering Customers – A ‘markers of harm’ algorithm will be rolled out to UK businesses.

Funding treatment for those in need – GVC will double its funding of research and treatment centres to 0.2% of GGR.

Championing responsible product design – Responsible product design principles will take centre stage.

Drive cultural change within our business – GVC is working together with the Safer Online Gambling Group to ensure that safer gambling principles flow throughout the business.

GVC have released a video advert to accompany the announcement.

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