Safer Gambling Goals with Betway’s Assets and the Four T’s

Casino operator, Betway, sponsored prime advertising space to an awareness campaign by the Betting and Gambling Council. The company is the largest sponsor of London’s West Ham United Football Club. BGC had usage of all Betway’s sponsorship assets at the London Stadium during a live broadcast match between West Ham and Tottenham Hotspur. 

Anthony Werkman, CEO at Betway commented:

“It’s vitally important that we support this message, and we are delighted to be able to donate such prominent assets in order to maximise the reach of the campaign.”

Britain's gambling standards body launched their new “Take Time to Think” campaign earlier in October and Betway is one of the platform providers who fund the initiative.

 Betway Scores a Point in The Safer Gambling Game

As one of the thirteen BGC Partners pushing this campaign, Betway provided major media exposure during the Westham match last weekend for the Four T’s campaign. London stadium spectators could see the “Take Time to Think” slogan on digital screens behind each goal post and outside the stadium.

At the start of the game and with the second half kick-off, they displayed it on LED perimeter boards for thirty seconds. Inside the match program’s front cover, there was a full page dedicated to the campaign with more information about it. Werkman continued:

“Betway back all aspects of the ‘Take Time To Think’ safer gambling message and strive to ensure that our products are used in a fair, safe, secure and responsible environment.”

Sky Sports aired a live broadcast of the match, which took place on 24 October.  

✓ Choosing the Right Words

BGC announced the launch of their campaign on 15 October and they believe the new slogan will be even more effective than their previous one, “When the Fun stops, stop!”. Former UKGC executive, Neil Mc Arthur, thought the last campaign was not as effective as it should have been. Campaigners felt the word ‘Fun’ contradicted the campaign’s desired outcome. Michael Dugher, chief executive of the BGC, said:

“Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.”

The new campaign has a bright yellow banner with a pause symbol on it, encouraging players to take a breath and evaluate their gameplay. BGC hopes this will generate awareness of the available safer gambling tools and motivate gamblers to use it. Deposit limits, time-outs, and self-exclusions are some options available to at-risk players. Casino operators will incorporate the message into their online and land-based media.

 Casino Operators Raising the Bar

Broadcasters and online platforms supporting the BGC have made this multi-million pound initiative possible. The casino providers who fund the campaign are William Hill, bet365, Betvictor, and many more.

The campaign includes a series of television ads that show how customers pause mid-play as they ponder on whether they will apply the safer gambling tools.

A current condition of BGC membership is that operators have to apply at least 20% of their advertisements toward encouraging safer gambling practices.

 A Safer Gambling Industry

Regulators and many operators gear their advertising initiatives to generate a higher awareness of safe gambling practices. Understanding problematic gambling behaviour is key to addressing compulsive gambling. Players who need help can reach out to BeGambleAware for free and confidential support.