That Betting and Gambling Advice (BGC), which represents 90% of all UK casinos, bingo, online gaming, betting and individual bookmakers, has reflected on the success of Safer Gambling Week 2022 which ended on October 23. The incredible reach of the campaign on social media was particularly highlighted.
Nearly 30 million impressions
Data from the BGC speak of record-breaking numbers (30 million) in relation to impressions on Facebook, Instagram and Twitter. Compared to last year’s numbers, this year’s campaign, which also marked the fifth edition of the prestigious event, saw a 21% increase in social media messaging. In 2021, the week-long campaign, designed to raise awareness of the need for safer gambling practices, featured its messages 25 million times on major social media platforms.
One explanation for the impressive reach of the 2022 event, put together by BGC, the Bingo Association and the British Amusement Catering Trade Association, could be the large number of celebrities who have expressed their support. Among them he can mention former football player and manager Harry Redknapp, who managed such prestigious clubs as West Ham United, Southampton, AFC Bournemouth and Tottenham Hotspur. He was joined by other well-respected names in the industry including Celtic’s ex-forward, coach and sports television pundit for Sky Sports or Premier Sports John Hartson.
The event helped start a national conversation
The main goal of the event was to initiate a nationwide conversation between bettors, employees, friends and family members about the need to develop safer gambling habits nationwide. At the same time, the campaign wanted to highlight the tools that can currently be used to help bettors stay in complete control of their behavior, including deposit limits and time-outs. This was done with the help of a series of messages on online and safer online gambling that were delivered throughout the week.
Managing Director of BGC Michael Duger went on to explain that the industry’s commitment to implementing safe gaming practices is not limited to a single week a year, but rather is aimed at “every week of the year”. Dugher added that millions of people in the UK are currently “enjoying a bet safely and responsibly” and explained how the “low rates of problem gambling” reflect the BGC’s effective work. Currently 22.5 million adults place a bet in the UK every month. About 20% of them rely on safer gambling tools to stay in control of their gambling.
EGR also hosted a Safer Gambling Forum, which allowed industry members such as Kindred, GamCare or Focal Research to share their know-how and best practices related to safer gambling. The same forum presented updates from charities working towards safer gambling. EPIC also used Safer Gambling Week to promote its gambling harm prevention efforts.