The European Gaming and Betting Association (EGBA) has recently unveiled its fourth annual sustainability report, showcasing significant progress in promoting safer gambling practices and enhancing social responsibility among its members. The 2024 report reveals notable increases in customer engagement with safety tools, a surge in safer gambling messaging, and considerable investments in research and community initiatives.
Increased Engagement with Safer Gambling Tools
In 2023, a record-breaking 21 million European customers—65% of the total customer base—utilized safety tools, reflecting a substantial 14% increase from the previous year. The report indicates that more than half of these customers engaged with safety tools voluntarily, signaling a growing awareness and proactive approach to safer gambling practices.
The enhanced engagement is a testament to the effectiveness of EGBA’s initiatives aimed at encouraging responsible gaming. The increased use of safety tools underscores the commitment of EGBA members to foster a safer gambling environment and protect customers from potential harm.
Surge in Safer Gambling Messaging
EGBA members have markedly intensified their efforts to promote safer gambling through targeted communication. In 2023, a record 67.6 million messages were sent to customers, marking a 49% increase from the previous year. Of these messages, over 23 million were personalized based on customers’ actual playing behavior, highlighting a more tailored and impactful approach to safer gambling awareness.
These messages were primarily delivered through on-screen pop-ups and email, effectively reaching a large audience with critical information about safer gambling practices. The personalized nature of many messages indicates a strategic focus on addressing individual gambling behaviors and providing relevant guidance to those at risk.
Impact of Safety Messages on Customer Behavior
The report reveals that among customers exhibiting potentially problematic gambling behavior, 65% experienced improvements or stabilized their play following the receipt of safety messages. Specifically:
45% of customers showed improved behavior.
10% ceased gambling altogether.
10% stabilized their gambling activity.
Additionally, 32% of customers voluntarily activated or strengthened their safety tools, such as self-exclusion, in response to these messages. These statistics underscore the positive impact of EGBA’s communication strategies on customer behavior and the effectiveness of personalized interventions in promoting responsible gambling.
Growth in Customer Base and Workforce
The total number of customer accounts reached 32.5 million in 2023, reflecting a 4% increase from the previous year. The demographic profile of the customer base remains predominantly male (72%), with the largest age groups being 26-35 and 36-50 years, collectively accounting for 59% of customers.
The EGBA workforce also grew, with the total number of employees reaching 58,633. Of these employees, 57% are male and 43% are female, highlighting a commitment to gender diversity in the industry. Notably, 80% of employees received dedicated safer gambling training, emphasizing the importance of equipping staff with the knowledge and skills to support safer gambling practices effectively.
Significant Investments in Social Responsibility
EGBA members have demonstrated a strong commitment to social responsibility through substantial financial contributions. In 2023, €61.2 million ($66.6 million) was allocated to problem gambling research, education, and treatment services. Additionally, €151.4 million was donated to various charities and community initiatives across Europe.
These investments reflect a dedication to addressing gambling-related harms and supporting broader societal needs. The allocation of funds to research and treatment services highlights the importance of ongoing efforts to understand and mitigate the risks associated with gambling.
Environmental and Diversity Metrics
The report also provides insights into the environmental impact and diversity within the EGBA member organizations. Total energy consumption amounted to 253.4 GWh, with 71.8% of this energy sourced from renewable sources. Greenhouse gas emissions totaled 0.93 million tonnes CO2e, indicating a focus on reducing the environmental footprint of the industry.
In terms of workforce diversity, the total number of employees was 58,633, with a gender distribution of 57% male and 43% female. This demographic balance reflects ongoing efforts to promote inclusivity and gender equality within the industry.
Upcoming European Safer Gambling Week 2024
Looking ahead, EGBA has announced that the European Safer Gambling Week 2024 will take place from November 18-24. This event will feature workshops and discussions on regulation and research, bringing together operators, regulators, support organizations, and experts to advance safer gambling practices across Europe.
The European Safer Gambling Week aims to foster collaboration and share best practices among stakeholders, further supporting EGBA’s commitment to promoting responsible gambling and enhancing industry standards.
EGBA’s 2024 sustainability report highlights significant advancements in promoting safer gambling, improving customer engagement with safety tools, and enhancing social responsibility efforts. The increased use of safety tools, surge in safer gambling messaging, and substantial investments in research and community initiatives underscore the industry’s commitment to fostering a safer and more responsible gambling environment.