Safer Gambling Messaging Sees 20% Growth in 2022, with Increasingly Personalised Approach – New Report from EGBA

Members of the European Gaming and Betting Association (EGBA) stepped up their efforts to promote safer gambling last year, sending 45.5 million safer gambling messages to their customers, a 20% yearly increase, according to the organisation’s third annual sustainability report. Nearly half, or 48%, of these communications were personalised, meaning that they were sent to individual customers in direct response to their actual playing behaviour, up from 40% the previous year, indicating an increasingly personalised approach by EGBA members to safer gambling promotion.

EGBA’s annual Sustainability Report 2022/23 outlines the joint efforts and progress made by the association and its members to promote safe and sustainable gambling and contribute positively to society in Europe. Included in the report are aggregated data points from EGBA members related to their customers, safer gambling tools and promotion, social contributions, and for the first time their progress in the areas of employment and diversity, and energy and environment. The report also has a section dedicated to the key corporate social responsibility initiatives of EGBA members.

“We’re delighted that our members continue to make positive progress in their efforts to promote safer gambling. This is all part of their commitment to put a sustainable approach to gambling at the heart of what they do. The contribution of our CEOs in this report demonstrates their personal and crucial commitment to the collective sustainability drive of the association. We’re particularly pleased this year to expand the scope of our sustainability reporting and to publish for the first-time new data points about our members’ progress in the areas of employment and diversity, as well as metrics on energy and environmental performance,” Maarten Haijer, Secretary General of EGBA, said.