Betway Backs Safer Gambling Campaign
Leading operator Betway has backed the “Take Time to Think” campaign alongside club partner West Ham United. The campaign aims to raise awareness of problem gambling in the UK and signpost players to safer gambling tools.
The new campaign highlights how players can use tools to control their gambling. ©Djedj/Pixabay
Safer Gambling Tools
The Betting and Gaming Council launched the “Take Time to Think” campaign earlier this month, as part of its drive to promote safer gambling. The industry body underlined its commitment to raising standards, replacing its “When The Fun Stops, Stop” messaging with the new campaign.
The previous campaign had faced criticism from campaigners. They claimed that the logo emphasized the word fun, weakening its safer gambling message. Others also questioned the campaign’s effectiveness, including former Gambling Commission boss Neil McArthur. Research carried out by academics at the University of Warwick found that the campaign did not have a significant impact on gambling behaviors.
The BGC’s new campaign takes a different approach, encouraging consumers to take a moment to consider the safer gambling tools on offer by operators. It hopes that by raising awareness of tools, including deposit limits, self-exclusion and time-outs, it can help players to stay in control and reduce problem gambling.
The fresh campaign is the product of extensive customer research and talks with operators, academics and government stakeholders. The BGC collaborated with broadcasters and online platforms to host the multi-million-pound campaign, which was launched with a series of TV adverts. The ads show players pausing mid-game, while considering using the online tools.
The campaign has been made possible thanks to funding from some of the BGC’s members. These are William Hill, bet365, Gamesys, Kindred, Playtech, Betfred, PlayOjo, Betsson, Microgaming, Betvictor, Betway, Flutter, and Entain. These operators will spread the “Take Time to Think” message via their online and retail businesses.
Members of the BGC, which represents the UK’s casinos, bookmakers and online operators, are already committed to making sure that 20% of their TV and radio adverts consist of safer gambling messages. It is estimated that around two million customers, or one in five, already use deposit limits.
Betway Lends Stadium Assets
Betway is the latest operator to boost the campaign’s profile, granting it all of its London Stadium sponsorship assets during West Ham’s weekend match against Tottenham Hotspur. The campaign’s headline was displayed on the stadium’s LED perimeter boards for thirty seconds at the start of the first and second halves of the match.
The match, which took place on October 24th, was broadcast live on Sky Sports. The “Take Time to Think” slogan was shown on large digital screens outside the stadium, as well as on screens behind the goals. A full-page ad with more information about the campaign was published inside the front cover of the day’s match program.
Betway, which donated the assets to the BGC’s campaign, has been West Ham’s official shirt sponsor and principal partner since 2015. The betting and gaming operator is the Premier League side’s longest running shirt sponsor, and sponsors a number of other top flight teams including Brighton and Hove Albion, Tottenham Hotspur and Leicester City.
Betway CEO Anthony Werkman welcomed the campaign. As one of the operators that was instrumental in funding “Take Time to Think”, Betway was delighted to be able to spread the campaign’s message. Speaking to press, Werkman said:
“It’s vitally important that we support this message and we are delighted to be able to donate such prominent assets in order to maximize the reach of the campaign. Betway back all aspects of the “Take Time To Think” safer gambling message and strive to ensure that our products are used in a fair, safe, secure and responsible environment.”
Chief executive of the BGC Michael Dugher was also pleased with Betway’s efforts in sharing the campaign. Thanking the operator for donating its assets during the West Ham v Spurs game, he spoke about the impact that a nationwide audience would have on spreading the campaign’s message.
Raising Industry Standards
Dubbed the Four T’s campaign, “Take Time to Think” sets out to eradicate problem gambling in the UK. By highlighting the importance of players evaluating whether they should bet, the campaign hopes to reduce impulse betting and encourage safer gambling practices.
All operators are required to offer gambling tools to help consumers to stay in control of their wagering. From online casinos, to bingo halls to high-street bookmakers; the campaign is aimed at everyone who participates in a form of gambling. The tools on offer vary according to the type of gambling involved and whether it is online or at a bricks and mortar facility.
For online betting and gaming, players can find tools in the safer gambling section of the operator’s website. There is an array of options on offer for players to continue to enjoy gambling responsibly. Deposit limits can be set to budget the amount of money that goes into gambling funds. Time limits are a useful way of keeping track of the time and deciding when to stop.
Cool off periods are another great option that allow players to take a break from gambling and have time to think. If a cool off period isn’t enough, then players can opt to self-exclude, restricting gambling activities for a set period of time. There are multi-operator schemes that help to facilitate this, and it is free to do online or at physical venues.
Services like BeGambleAware and the National Gambling Treatment Service offer free, confidential advice and support. These helplines and online live chats are open to those who think that they have or know somebody that has a gambling problem. Treatment can also be sought through these services.
The BGC’s refreshed safer gambling campaign has been broadly welcomed by the industry. Improving awareness of the safer gambling tools available to customers is a great way to make gambling safer in the UK and raise industry standards. Grainne Hurst, director of corporate affairs at Entain, stated:
“Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”
