Five of the largest UK Casino and gaming companies have joined the UK responsible gambling body Senet Group in a bid to address problem gambling and improve industry-wide collaboration on the matter.
Aspers, Caesars, Genting, Playtech and the Rank Group have joined the group. As part of their membership, the new partners will hold positions in the Senet Group’s quarterly CEO forum, which currently advises the group’s Board and independent chairman, Gillian Wilmot.
Sarah Hanratty, chief executive of the Senet Group, commented: “With a great many initiatives and projects underway across the gambling industry, aimed at understanding and reducing problem gambling, the sector needs to improve its ability to collaborate on the development, testing and sharing of interventions which work.
“Senet is doing its part in leading and facilitating collaborative projects, and I am delighted that our new partners have chosen to recognise the importance of collective leadership on safer gambling.”
The five join GVC (Ladbrokes Coral), William Hill, Paddy Power Betfair, SkyBet and Scotbet as funding partners, and will enhance the group’s development and improvement of industry standards pertaining to advertising, as well as in-play promotions.
They will collaboratively run player messaging campaigns under the “when the fun stops, stop” tagline.
Since its creation, the Senet Group has set out to provide and improve initiatives which support those dealing with problem gambling behaviours. Alongside this, the group also runs Moses, the self-exclusion scheme for UK high street bookmarkers.
On behalf of the new funding partners, John O’Reilly, CEO of Rank Group, added: “This is a significant statement of intent from all five companies who share the view that responsible gambling should be at the heart of our businesses.
“The Senet Group is well placed to deliver an ambitious programme of work, and today’s announcement further strengthens the industry’s wider commitment to ensuring a safer gambling environment can be enjoyed by all customers. There is a lot to do, an appetite to do it, and we are delighted to be adding our collective muscle to the Senet Group’s work.”