EGBA Celebrates Success of Safer Gambling Week

The European Gaming and Betting Association (EGBA) recently announced remarkable achievements from its fourth annual European Safer Gambling Week, held from November 18 to 24. This initiative, designed to promote safer gambling practices across the continent, saw unparalleled success in terms of engagement, participation, and geographical reach. With a robust social media campaign and a series of specialized events, the campaign highlighted the ongoing efforts and growing commitment of the European gaming and betting sector to enhance player protection and promote responsible gambling.

Record-Breaking Participation and Engagement

One of the standout achievements of European Safer Gambling Week 2024 was the significant increase in participation. A total of 195 partners actively engaged in the campaign, marking a 20% increase compared to 2023. This surge in participation reflects the growing recognition of the importance of safer gambling practices across the European gambling sector. Partners included operators, regulators, harm prevention organizations, and health bodies, all united in the common goal of raising awareness and providing crucial resources for safer gambling.

Perhaps most notable was the increase in the involvement of national gambling authorities. In 2024, eight gambling authorities participated, more than doubling the number from the previous year. These authorities contributed to the campaign by either taking part in the social media outreach or delivering important talks and presentations at the various events hosted throughout the week. The inclusion of regulatory bodies further emphasized the importance of a collaborative approach to safer gambling, where all stakeholders—operators, regulators, and harm prevention organizations—work together to protect players and promote responsible gambling behavior.

Expanded Geographic Reach and Inclusivity

Another impressive aspect of this year’s European Safer Gambling Week was the campaign’s expanded reach. The initiative spanned 26 countries, marking a 30% increase compared to the previous year. This growth in geographical participation indicates the broader pan-European commitment to safer gambling and the success of the EGBA’s efforts to engage a wider audience across the continent.

In particular, the inclusion of new countries such as Croatia, Serbia, Slovakia, and Ukraine was a significant milestone. These countries, which joined the campaign for the first time in 2024, highlight the increasing recognition of the importance of responsible gambling in regions where gambling is growing in popularity. This expansion reflects a shift toward a more inclusive approach, ensuring that the message of safer gambling reaches a diverse and broad audience.

To facilitate this reach, EGBA made social media graphics and campaign materials available in the local languages of 27 countries. This local language support helped to ensure that the campaign’s message was accessible to all and reinforced the inclusive nature of the initiative.

Social Media Success

The success of European Safer Gambling Week was also evident in its social media impact. The campaign generated a staggering 1169 social media posts, a 67% increase from the previous year. These posts reached 3.1 million users across various platforms, including Facebook, Instagram, LinkedIn, and X. The substantial increase in social media engagement underscores the growing interest and importance of safer gambling messages and demonstrates the effectiveness of digital outreach in raising awareness about the risks associated with gambling.

Social media proved to be a powerful tool in spreading the message of safer gambling, as it allowed for direct interaction with the public and enabled the campaign to reach new audiences. With the backing of 195 partners, social media platforms became a key avenue for delivering critical information on responsible gambling, promoting tools and resources designed to help individuals gamble safely, and encouraging discussions around gambling harm prevention.

The Comprehensive Events Programme

In addition to the robust social media campaign, European Safer Gambling Week 2024 featured an expansive events programme. A total of 20 specialized events were held throughout the week, an 11% increase from 2023. These events attracted record participation, with over 4500 registrations and 3000 attendees, signaling growing interest and commitment to the cause of safer gambling within the European gaming community.

The events covered a wide range of topics related to safer gambling, with a particular focus on emerging trends and challenges. Key discussions revolved around the role of artificial intelligence (AI) in preventing problem gambling, the latest research on the prevalence of gambling addiction, and innovative tools for safer gambling messaging and player protection. Experts from across the sector—including representatives from gambling authorities in Belgium, Denmark, France, and the UK—shared their knowledge and insights, further strengthening the collaborative spirit of the campaign.

With 105 speakers taking part in the events, the discussions provided a platform for knowledge exchange and the sharing of best practices. These conversations not only shed light on the current landscape of safer gambling but also paved the way for future developments in player protection.

Year-Round Commitment to Safer Gambling

The European Safer Gambling Week is not just a one-time event; it serves as a powerful amplification of the ongoing, year-round efforts of EGBA members. In 2023, EGBA members sent over 67 million safety messages to their European customers, emphasizing their commitment to responsible gambling throughout the year. This dedicated week is designed to build on those ongoing efforts, with the aim of reaching an even broader audience and driving deeper engagement with safety messaging.

Maarten Haijer, the Secretary General of EGBA, highlighted the significance of the campaign's success, stating, “The success of this year’s edition reflects the sector’s deepening commitment to player protection. The significant increase in participation, especially from health organizations and regulatory authorities, demonstrates the common purpose and growing unity in our approach to safer gambling. Through this collaboration, we’ve reached a record number of Europeans with crucial safety messages during the campaign. Together, we’re making gambling safer and we already look forward to building on this success in next year’s edition.”

This commitment to player protection reflects the European gambling sector’s ongoing drive to ensure that gambling remains a safe and enjoyable activity for all. By working together with regulators, operators, and harm prevention organizations, the sector is making significant strides in protecting vulnerable individuals from the harms of gambling.

Looking Ahead: The Future of Safer Gambling in Europe

The success of the European Safer Gambling Week 2024 is a testament to the growing collaboration and unity within the European gambling sector. The campaign has set new records in terms of participation, engagement, and reach, and the impact of these efforts will be felt long beyond the week itself.

As the gambling landscape continues to evolve, the EGBA and its partners will undoubtedly continue to push for greater innovation in the tools and messaging used to promote responsible gambling. With new technologies such as AI and machine learning coming to the forefront, the sector will be better equipped to identify and address problem gambling behaviors, helping to ensure a safer environment for players.

The momentum generated by European Safer Gambling Week 2024 sets a strong foundation for future editions of the campaign. As more countries and stakeholders come together to address the challenges of gambling harm, there is no doubt that the efforts to make gambling safer will continue to grow and evolve.

Conclusion

European Safer Gambling Week 2024 marked a significant milestone in the gambling sector's ongoing commitment to player protection. With record-breaking participation, expanded geographical reach, and an impactful social media campaign, the initiative demonstrated the power of collaboration and the collective commitment to making gambling safer for all. As the sector looks toward the future, the lessons learned from this year’s campaign will undoubtedly shape the efforts to promote responsible gambling and ensure that player safety remains a top priority.

FAQs

What is European Safer Gambling Week?
European Safer Gambling Week is an annual initiative organized by the European Gaming and Betting Association (EGBA) to promote safer gambling practices and raise awareness about gambling-related harm.

How many partners participated in European Safer Gambling Week 2024?
In 2024, 195 partners actively participated in the campaign, marking a 20% increase from the previous year.

Which countries participated in European Safer Gambling Week 2024?
The campaign reached 26 countries, including new participants like Croatia, Serbia, Slovakia, and Ukraine.

What was the main focus of the events during the campaign?
The events focused on various topics related to safer gambling, including artificial intelligence in gambling prevention, problem gambling prevalence, and innovations in player protection.

How many social media posts were created during the campaign?
The campaign generated 1169 social media posts, a 67% increase from the previous year.

What was the total number of registrations for the events?
The events attracted 4500 registrations, with 3000 attendees.

What is the role of national gambling authorities in the campaign?
National gambling authorities played a crucial role by participating in the social media campaign or speaking at events, helping to promote safer gambling practices.

How many safety messages were sent by EGBA members in 2023?
In 2023, EGBA members sent 67 million safety messages to their European customers.

What are the key goals of European Safer Gambling Week?
The key goals are to raise awareness about safer gambling, provide resources for responsible gambling, and encourage collaboration between operators, regulators, and harm prevention organizations.

What can we expect from future editions of European Safer Gambling Week?
Future editions are expected to build on the success of this year’s campaign, with more countries and stakeholders joining forces to promote safer gambling across Europe.