Safer Gambling Week 2022 witnessed unprecedented success, breaking previous records with nearly 30 million impressions on major social media platforms like Twitter, Facebook, and Instagram. Organized by the Bingo Association, the Betting and Gaming Council (BGC), and the British Amusement Catering Trade Association (BACTA), this fifth installment of the campaign, held from 17 to 23 October, demonstrated substantial growth year-over-year.
Social Media Reach:
The BGC reported a remarkable 21% increase in impressions compared to 2021, when Safer Gambling Week messages were displayed 25 million times on major social media platforms. The extensive reach on Twitter, Facebook, and Instagram highlights the effectiveness of leveraging social media to disseminate the campaign’s message and engage a wider audience.
Key Figures’ Support:
Safer Gambling Week 2022 garnered support from high-profile figures in British sports, including endorsements from well-known personalities like Harry Redknapp and John Hartson. The involvement of these figures not only contributed to the campaign’s visibility but also emphasized the significance of addressing and promoting safer gambling practices.
Industry Commitment:
While Safer Gambling Week serves as a focal point for raising awareness, the BGC emphasized that the industry’s commitment to safer gambling extends beyond this designated week. The campaign has become a catalyst for showcasing and promoting safer gambling tools, such as time-outs and deposit limits, which are integral elements in the regulated industry. The commitment to safer gambling is framed as a year-round initiative, reinforcing the idea that responsible practices are not confined to a specific timeframe.
Impact on Problem Gambling:
Efforts like Safer Gambling Week are indicative of a broader strategy to tackle problem gambling. Recent data from the Gambling Commission suggests that the overall “headline problem gambling rate” remained statistically stable at 0.3% for the year ending September 2022. This stability suggests that ongoing initiatives may be contributing to the prevention and reduction of problem gambling, showcasing the industry’s dedication to fostering a safer gambling environment.
Safer Gambling Week 2022’s exceptional reach on social media, coupled with the support of influential figures, underscores the effectiveness of strategic campaigns in promoting responsible gambling practices. The sustained growth of the initiative over the years and the industry’s commitment to safer gambling throughout the year reinforce the importance of ongoing efforts. As the campaign continues to evolve, it remains a key player in fostering a culture of responsible gambling and mitigating the risks associated with excessive gambling behavior.