Bet365, Flutter, GVC, Sky Bet and William Hill agree £60m problem gambling funding

Britain’s five largest bookmakers today announced a joint package of funding measures aimed at creating a safer gambling environment and expanding treatment for problem gamblers in the UK.

Representatives from bet365, Flutter Entertainment, GVC Holdings, Sky Betting & Gaming and William Hill met with members of the Department for Digital, Culture, Media and Sport (DCMS) to broker the package earlier this month.

As part of the joint commitment, which was first disclosed last month, all five operators have agreed a ten-fold increase in their voluntary contributions to problem gambling causes. At present, the operators make a 0.1% of gross gambling yield (GGY), however this will increase over the next four years to 1% by 2023 – a value of £60m annually.

Within this funding package all five operators have committed to continuing their 0.1% of their gross gambling yield that they currently make to problem gambling charity GambleAware.

Peter Jackson, CEO of Flutter, highlighted the “unprecedented level of commitment and collaboration” between the five operators to promote safer gambling.

“The whistle-to-whistle advertising ban was a good start, now we are funding a significant expansion in treatment and we continue to work on a number of areas of collaboration and best practice,” Jackson said. “Our aim is nothing less than a step change in how we tackle gambling-related harm.”

EGR understands the remaining 0.9% will be spent on of research, education and treatment projects supplied by a range of independent charities, academia, public bodies and third sector providers. Cross-industry funded projects are also under consideration.

Independent of the financial commitments, the five operators have made pledges in the areas of treatment, advertising, transparency and data sharing.

All five have committed to have committed to spending a cumulative £100m on treatment over the next four years, working with DCMS towards quadrupling the numbers of those accessing treatment from 2.5% to 10%.

The providers of research and treatment of problem gambling need the guarantees of consistent funding and a proper structure that only comes with a mandatory levy.

— Tom Watson (@tom_watson) July 2, 2019

The operators have agreed to conduct a review of “the tone and content of all their marketing, advertising and sponsorship”, aiming to increase the use of safer gambling messaging in their advertising via dedicated campaigns.

Finally, all companies have agreed to share data regarding problem gamblers to prevent possible further harm and will publicly report their progress on all these commitments in their annual assurance statements to the Gambling Commission.

William Hill Chief Executive Philip Bowcock hailed the “unprecedented level of agreement” among operators that they need to do more to address gambling related harm.

“Our hope is that this begins a new era of cooperation within the industry and between the industry and experts, charities, Government and the regulator to promote safer gambling and minimise the risks,” Bowcock added.

Many of the above topics will be discussed in depth at the EGR UK Summit at Twickenham Stadium in London later this year.