Personalised safer gambling communication sees massive growth in 2021 – new EGBA report

EGBA members sent more than 20 million personalised safer gambling communications to their customers last year, a 700% yearly increase, according to EGBA’s latest sustainability report. This development reflects the shift towards a more targeted and personalised approach to safer gambling by EGBA members.

BRUSSELS, TODAY – European Gaming and Betting Association (EGBA) members have stepped up their efforts to promote safer gambling, sending 22.5 million personalised and targeted safer gambling communications to their customers in 2021, representing a 700% yearly increase. This progress is presented in the organisation’s latest sustainability report published today.

EGBA’s annual Sustainability Report outlines the joint efforts and progress made by EGBA and its members to promote safe and sustainable gambling and contribute positively to society in Europe, including social causes and sports.[1] In this year’s edition, the CEOs of EGBA member companies express their commitment to promote sustainable gambling and outline their joint efforts to invest in a strong culture of safer gambling.

The report aims to take stock of and track yearly progress, support transparency, and reinforce a strong culture of safer gambling and social responsibility. Included in the report are EGBA’s key sustainability highlights from the past year and data points from its members related to customer service topics, the use of safer gambling tools, the promotion of safer gambling, social contributions, support for European sport, as well as a section dedicated to social responsibility initiatives.

Key data highlights from EGBA members:

  • There was a significant increase in the number of safer gambling communications sent to customers, with 38 million communications sent – a 123% yearly increase.
  • Personalised and targeted communications[2] accounted for 60% of all the safer gambling communications sent to customers, with 22.5 million personalised communications sent – a 700% yearly increase.
  • There were 15.5 million generic communications[3] sent to customers to promote safer gambling – a 9% yearly increase.
  • The number of customers using at least one safer gambling tool, either mandatorily or voluntarily, increased to 14.9 million, or 50% of customers.
  • Voluntary contributions to various European sports, through sponsorships and sports streaming rights payments, totalled €499 million – a 22% yearly increase.

“We’re pleased to see that our members are communicating more than ever to their customers about safer gambling and, importantly, in a significantly more personalised and targeted way. This is all part of their efforts to promote sustainability and a strong culture of safer gambling. Meaningful progress has been made, and it is pleasing to see our members reinforcing their efforts by funding more research, introducing innovative new strategies, and investing in the latest tools and technologies to promote safer gambling. The personal commitment of the CEOs to achieve this progress is vital and shows that our members take our collective sustainability drive seriously.” – Maarten Haijer, Secretary General, EGBA.

– ENDS –

[1] The initiatives and data points presented in the report relate to the 2021 calendar year and the online gambling operations of EGBA members in the EU and UK.

[2] Email, phone call/SMS, chat, or pop-up interactions, or any other safer gambling communications which were personalised and targeted, and sent directly, to specific customers based on their individual online gambling behaviour.

[3] Email, SMS, or other generic communications sent directly to customers.

About EGBA

The European Gaming and Betting Association (EGBA) is the Brussels-based trade association representing the leading online gambling operators established, licensed, and regulated within the EU, including bet365, Betsson Group, Entain, Flutter, Kindred Group, and William Hill. EGBA works together with national and EU authorities and other stakeholders towards a well-regulated and well-channelled online gambling market which provides a high level of consumer protection and takes account of the realities of the internet and online consumer demand. EGBA member companies meet the highest regulatory standards and, in 2020, had 234 online gambling licenses to provide their services to 29 million customers across 19 different European countries. Currently, EGBA members account for 36% of Europe’s online gambling gross gaming revenue (GGR).

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