New report: Europe’s leading online gambling operators step up safer gambling efforts

EGBA members report that 75% of their customers now use the safer gambling tools they offer and a 133% increase in the number of personalised communications they sent to their customers to promote safer gambling in 2020.

BRUSSELS, TODAY – In a first-ever annual Sustainability Report by the European Gaming and Betting Association (EGBA), the CEOs of its member companies, Europe’s leading online gambling operators, commit to taking the lead in fostering a stronger culture of safer gambling across Europe’s online gambling sector. In the report, the CEOs commitment is reinforced by data from their companies which confirms that EGBA members are significantly stepping up their safer gambling efforts towards their customers, including through the greater deployment of safer gambling tools and increased communications to promote safer gambling.

EGBA’s Sustainability Report 2020/21 outlines the joint efforts and progress made by its member companies in 2020 to promote safer gambling, protect their players and to contribute positively to society in Europe.[1] The yearly report aims to support accountability, transparency and reinforce a strong culture of safer gambling in Europe’s online gambling sector. Included in this year’s report are data points related to customer complaints, the use of safer gambling tools, the promotion of safer gambling, contributions to European sport and research, education and training, and employment, along with a section dedicated to the safer gambling and sustainability initiatives of EGBA members.

Key 2020 data highlights from EGBA members:

  • 75% of customers had at least one safer gambling tool activated, either mandatorily or voluntarily, on their online betting accounts – an increase from 61% of customers in 2019.
  • 2.8 million personalised communications[2] were sent to customers about their individual gambling behaviour with the aim of promoting safer gambling – a 133% increase compared to 1.2 million personalised communications in 2019.
  • 14.2 million generic communications[3] were sent to customers to promote safer gambling.
  • €408 million voluntary contributions to European sport through sponsorships and sports streaming rights payments – a 20% increase compared to 2019.

“EGBA and its members are committed to lead from the front on safer gambling and our yearly sustainability report is part of our commitment to be accountable and transparent about our activities, track our progress and support our overall efforts to put safer gambling at the heart of what we do. The personal commitment of the CEOs to achieve these objectives is vital and welcomed. It is very encouraging to see that our members are already putting their commitment into action through the greater deployment of safer gambling tools and by communicating more than ever before to their customers about safer gambling, and in an increasingly personalised and targeted way.” – Maarten Haijer, Secretary General, EGBA.


[1] The report covers the online gambling operations of EGBA members in the EU-27 and UK.
[2] Including email, phone call/SMS, chat, or pop-up interactions, and any other safer gambling communications which were personalised or targeted towards a specific customer based on their individual gambling behaviour.
[3] Email, SMS, or other generic safer gambling communications which were sent directly to customers irrespective of their individual gambling behaviour.

About EGBA

The European Gaming and Betting Association (EGBA) is the Brussels-based trade association representing the leading online gaming and betting operators established, licensed and regulated within the EU, including bet365, Betsson Group, Entain, Kindred Group, and William Hill. The Swedish Trade Association for Online Gambling (BOS) is also an affiliate member. EGBA works together with national and EU regulatory authorities and other stakeholders towards a well-regulated and well-channelled online gambling market which provides a high level of consumer protection and takes into account the realities of the internet and online consumer demand. EGBA member companies meet the highest regulatory standards and have 145 online gambling licenses to provide their services to 16 million customers in 17 different European countries. Currently EGBA members account for 25% of Europe’s online gambling gross gaming revenue (GGR).

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