Determined to push towards safer gambling practices, the European Gaming and Betting Association (EGBA) has successfully reached out to 45.5 million customers. As stated in their latest report, EGBA members have led the way in minimizing problem gambling rates in 2022.
EGBA’s endeavours encompassed a personalized approach towards gambling messaging. Close to half of the messages, about 48%, were tailored to individual customers, boosting the overall effect on the audience. An impressive upswing of 40% year-over-year in personalized messaging is reported, reflecting the steady commitment of EGBA to enhance consumer protection.
These personalised messages play a crucial role in raising awareness about problem gambling. They are not a mere cautionary echo, but an effective tool to address individual customer needs.
The association’s Secretary General, Maarten Haijer, commented on this remarkable achievement: “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.”
EGBA’s strategies appear to have yielded a notable increase in customer accounts, moving up by 5% to 31.2 million in 2022. Demographic insights reveal that males represented 74% of all customers, whereas females accounted for the remaining 26%. The majority of customers fell within the age bracket of 26-50, with the 26-35 age group slightly edging out the older cohort.
In addition to crafting personalized safer gambling messages, EGBA’s tactics included targeted interventions for those who seemed resistant to reducing their financial losses. Post-intervention, 51% of the customers managed to decrease their losses over the following three months.
The EGBA members have shown unwavering commitment towards safer gambling, evident from the 76% who underwent responsible gambling training. A generous contribution of €49 million ($55 million), marking a staggering 109% increase, was made towards research, education, and treatment of problem gambling across Europe.
EGBA’s efforts have undoubtedly ushered in a new era where gambling industry strives for consumer protection and sustainable practices.
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