The UK betting industry has been working feverishly over the past couple of years to seize back the initiative in the responsible gambling conversation, seeking to demonstrate that they can be positive agents for change and to fend off – or at least limit the extent of – looming regulatory change.
There are of course many interventions that UK bookies are taking, many of which make the most of the detailed player data they have access to. For the purposes of this post however, we will focus on the freely available responsible gambling resources they offer to customers both existing and new. Note: the bookmakers included in this analysis are sourced from the ‘Best UK betting sites’ page on comparison site Compare.bet
The positioning and prominence of 10bet’s responsible gambling section couldn’t be greater – the link sites at the top left of the screen right below the logo. The links are repeated in the sidebar and footer.
10bet’s responsible gambling content pops up instantly, offering 8 categories and indicating it was updated two months ago. 10bet leads with an 8-step self assessment questionnaire to help users think about whether they might have a serious gambling problem. The questionnaire is not interactive, which might make it easier to use.
10bet then offers various contact options, including their own customer service email, plus websites and phone numbers for GambleAware, Gamblers Anonymous and Gamcare.
Responsible gambling content at Mr Play is relegated to the footer – there has been little attempt to make this content more visible for users.
When the content is launched, the first thing to note is it is worded like a legal document – not the most inviting or accessible to a regular user. There is plenty of content in here, including links to blocking software, a 14-point survey (also not interactive) to help think about gambling harm, and plenty of detail on self exclusion.
Contact links are included right at the bottom after a long scroll, but without phone numbers. Overall, this was not the most prominent or well presented responsible gambling content, despite the substance being there or thereabouts.
It wasn’t too easy to find responsible gambling content at Sport Nation without use of CTRL+F. The site offers an extensive carousel of promos, offers and content – it would have been nice to see one spot here reserved to signpost for safe play.
Once you do get into the section, it’s reasonably well presented and user friendly. There is a section for self assessment, but at the time of writing it was blank.
Plenty of content describes how to block the product, and the company links to 6 third party blocking tools and 5 organisations that can provide help and support.
Coral’s responsible gambling link appears in the main menu, right next to the ‘log in’ and ‘sign up’ buttons, which is more visible than average.
As well as this, Coral reserved two spots in its promotional carousel, one for ‘how to keep your betting healthy’ content and another for the bright yellow ‘When the fun stops, stop’ messaging.
These all link to Coral’s content hub, which includes video content familiar to those who have seen the brand’s TV ads for safe play. The section has multiple pages all easily accessible to the user, and presented well. A section for COVID-19 is included, acknowledging that for some the circumstances may have impacted gambling safety.
The overall strategy borrows from parent company GVC plc’s ‘Changing for the Bettor’ scheme, and you can see the dots have been joined up well and executed strongly.
Efforts by 888sport have not been given prime position on the site as yet – the content can be found linked contextually on the homepage, and also in the footer.
Depending which link you click, you’ll either visit a page on the sports site, or a separate page on the main 888.com website.
Once there, the content is very thorough and presented effectively, although not many bells and whistles were present. No self assessment questions were provided, although Gamcare’s interactive tool was linked to.
Different operators are at different stages of evolution in terms of responsible gambling content. Of course, public-facing content is only one part of a holistic safe gambling programme. While there is more to these five operators’ approach than we’ve covered here, it’s interesting to see the variation of approach, and clear that operators can learn lots from each other as they develop and promote their own safe gambling resources.Follow us on