EGBA Ramps Up Efforts to Promote Safer Gambling, Evidenced by Sustainability Report 2024

The European Gaming and Betting Association (EGBA) has published its Sustainability Report 2024, outlining the organization’s efforts to implement and promote a safer gambling environment for over 32.5 million customers from across 22 different European countries. The fourth consecutive report of the Brussels-based trade association covers a reporting period from January 1, 2023, to December 31, 2023, with notes referring to activities up to July 2024.

Most notably, 65% of all users, or 21 million, have utilized safer gambling tools in 2023, with more than half of them (37%) making the choice voluntarily. Compared to 2022, this represents a 14% increase.

Furthermore, associate members of EGBA, including bet365, Betsson Group, Entain, Evoke, Flutter, and Kindred Group have sent 67.6 million messages promoting safer gambling, constituting a 49% yearly increase. Nearly one-third of these messages considered a customer’s individual circumstances and playing behavior. Safety messaging came in different forms, with 70% appearing as pop-ups, 25% sent via email, 1% through phone calls, and 4% in another form of communication.

EGBA reported that a key improvement ensuing from safety messages was that 65% of players exhibiting problem gambling behavior had “improved or stabilized their play.” Particularly, 45% adhered to safer play, 10% stopped playing, and 10% stabilized their play.

Based on member-provided data, the number of active customer accounts in 2023 has reached 32.5 million, a 4% increase compared to 2022. As for customers’ gender, males accounted for 72% of all accounts, as opposed to 28% of female account holders.

In 2023, the age groups of 26-35 and 36-50 collectively accounted for 59% of all customers. Youths aged 18-25 years represented 21% of all customers. The group of 51-65 aged customers comprised 16%, whereas people aged 65 and up represented 4% of all customers.

Member operators have reported 14.6 million customer service interactions, with payment options and account-related queries each representing 15% of the total. Offers and bonuses accounted for 14% of these interactions. KYC procedures were the cause of contacting customer support in 9% of all cases. Safer gambling concerns provoked 7% of customers’ queries.

Deposit limits were the most commonly used safety tool (70%) among safety-conscious customers. Time limits and reality checks ranked second (14%), and self-exclusion for 6 months ranked third (7%).

Maarten Haijer Shares Vision for Promoting Safer Gambling

Maarten Haijer, EGBA’s Secretary-General, has briefly outlined the association’s vision for promoting safer gambling in 2024. He shared his contentment that substantial progress had been achieved, particularly concerning “the uptake of safety tools and interaction with players to promote safer play.”

Mr. Haijer stressed the importance of creating a common European standard on markers of gambling harm that could be agreed upon by the end of the current year. The development and implementation of player protection mechanisms were also matters of critical importance. Through the expertise of health advisors, technology, and AI, these mechanisms created a personalized approach to individual players.

The chief administrative officer also highlighted the need to counter the activity of black market operators, which would be possible through “a safe, secure, and attractive offering” on behalf of EGBA’s member companies.

EGBA’s Sustainability Report 2024 also included a Joint CEO letter, on behalf of the leaders in Europe’s gaming and betting market, highlighting that “competitive, regulated online markets are the only way to safeguard players.”