The igaming community’s response to the war on Ukraine

On 24 February 2022, the world watched in disbelief as Russia invaded Ukraine, sparking a brutal conflict and one of the biggest humanitarian crises that Europe has seen in the 21st century. As other industries decided to act and place sanctions against Russia, likewise the igaming industry chose to rally behind Ukraine. So, what has been done and what can be learned from the gesture?

Ukraine and igaming

Ukraine has a long relationship with igaming. As well as offering a competitive market for players, it is a hub for development both within gambling and the wider gaming world. There are countless talented designers who live and work there and so it’s not surprising the community has rallied behind them.

There have been reports of some designers having to abandon their devices and hard drives as they evacuated ahead of the invasion, resulting in many games and other projects being left behind, perhaps never to be resumed. Others have remained in their homeland, continued working and preparing for what might come next.

The response of the igaming community

As news of the invasion broke, many within the world of igaming took the time to announce via social media that they stood with Ukraine. Sanctions have been put in place against Russia, with some suppliers opting to close their Russian offices or move their base of operations to other countries.

Others are choosing to donate to Ukraine in whatever way they can. Funds for food, medicine and ammunition have all been set up to help with both accumulation and distribution. Vast sums have already been created through these funds, and it is likely that support will continue for as long as the invasion lasts. At the same time, we will likely see an increase in sanctions against Russian igaming personnel. Many have discovered that they are uninvited from attending some of the biggest events in the industry. The doors are closing on Russia and its place in the igaming industry.

Supporting Ukraine relief

One of the biggest initiatives that has emerged in support of Ukraine has been the fundraiser organised by key members of the igaming community. Set up by Choose Love, a non-governmental organisation which provides humanitarian aid to refugees around the world, the Ukraine Crisis Fundraiser aimed to donate £250,000 to support crucial aid within Ukraine as well as to people fleeing the country.

The target of £250,000 has now been surpassed. Many of the most well-known names donated, including Microgaming, Just for the Win and Betsson. This outpouring of support shows a desire to get things done and give aid to those who need it most. As the war continues, we might see further fundraisers emerge and a second rally of support.

The right response?

There are those who are incredibly critical of the decision to place sanctions against Russia as it directly affects the people who live there – most of whom
obviously have nothing to do with the war in Ukraine and many even supporting an end to the invasion. However, what cannot be questioned is the importance of supporting the Ukrainian people, and the igaming sector has been an industry that has rallied hard.

In my opinion, the igaming community has demonstrated a clear and genuine show of support for its colleagues in a time of grave need.

Sharon McFarlane is the managing director of Digital Footprints, a digital marketing agency that specialises in igaming. She has 12 years’ experience in the industry and has contributed regularly to industry magazines and conferences, sharing her expertise on all things digital marketing. Digital Footprints offers an outsourced solution for igaming businesses for content marketing, social media, UX design, website design, branding and conversion rate optimisation.