Safer Gambling Week made a real difference, new data shows

The Betting and Gambling Council (BGC) has revealed that more than 1.5 million accounts used some kind of safer gambling tool during Safer Gambling Week last year. This represents a 22% year-on-year (YoY) growth.

What is Safer Gambling Week?

Safer Gambling Week was a nationwide campaign held between the 18th and 24th of November 2024. Its primary aim was to raise awareness of safer gambling principles, as well as the tools and resources available to affected players across the UK and Ireland. 

The campaign consisted of a collaborative effort from operators, regulators, charities, and support services from all corners of the region's industry. Key takeaways from the campaign included:

• Operators highlighted the safer gambling tools available on their platforms, such as deposit limits, time limits, and self-exclusion options.

• A concise effort was made to distribute information and resources through online portals, in gambling venues, and through various forms of advertising. 

• Many organisations also held events and initiatives to support the Safer Gambling Week.

The Safer Gambling Week’s long-term goals were to signpost help and support for anyone suffering from problem gambling or addiction. Ultimately, this emphasises that safe gambling is an evergreen commitment for the industry and its players.

Problem gambling landscape

The campaign's success during the week and after represents an important vehicle for the online gambling industry to promote safer gambling amidst the heavy public scrutiny it has received of late.

According to the Problem Gambling Severity Index (PGSI), at least 2.7% of the UK’s population have been classified at some kind of risk of gambling harm. Additionally, the NHS reported at the end of 2024 that referrals had gone up nearly 130%, amounting to 2,000 people referred to gambling clinics between April and September 2024.

Similarly, Ireland has also stated that the problem gambling rate has risen by 3.3% since 2019, according to figures from the Economic and Social Research Institute (ESRI).

Key findings

According to the BGC’s report, new data from 2024’s Safer Gambling Week reveals that 1.5 million unique player accounts used at least one safer gambling tool during the campaign’s run. This equated to a 22% increase from the previous year.

The deposit limit setting was a particular point of success, seeing a sharp 14% rise, with nearly half of the uptake from first-time gamblers. This is particularly positive given that it represents a shift in player behaviour, not simply a continuation of good practice. 

In terms of reach, 7.2 million safer gambling messages were delivered, and the website set up to provide information on the campaign received more than 500,000 hits during the week. The campaign had a successful cross-media influence as well, with over 60 million social media impressions generated simultaneously, a 21% increase in and of itself.

Reactions and industry commentary

At CasinoTopsOnline we’ve been observing the UK and Irish industry intently, and from what we can gather, Safer Gambling Week has been a really positive step in the right direction. From the noticeable uptick in players using responsible gambling tools effectively, not only during the campaign but throughout 2024. To the credibility of the industry and the legitimacy of the safety tools it offers to its players. 

According to BGC CEO Grainne Hurst, Safer Gambling Week’s impact is clear. It continues to encourage more players every year to make the most of all the responsible gambling resources on offer.

The council also highlighted the significance of the support Safer Gambling Week received from the gambling minister, Baroness Twycross, and shadow ministers Stuart Andrew and Louie French.

GamStop in 2024

In GamStop’s 2024 annual report, 523,500 individuals have now registered for the national self-exclusion scheme. What’s important to note here is that nearly 100,000 of these registrations occurred in 2024 alone, marking a 7.7% increase. 

Hinting at stronger effectiveness is an independent Ipsos study that formed part of the report. It concluded that 75% of GamStop users no longer gamble online.

GamStop chair Jenny Watson had this to say on the figures:

"With over 1% of the UK’s adult population having self-excluded with Gamstop, at a rate which shows no signs of slowing down, the critical need for effective self-exclusion mechanisms is clear.”

GamStop’s data on youth registrations is also a positive indicator that the messages were effective among the younger demographic, with a surge in registrations amongst under-25s.

What comes next?

What can be seen from the successes of Safer Gambling Week in 2024 is that there is a strong change in the way the industry is protecting its players. What we can also say at CasinoTopsOnline is that the players' behaviour has also seen a significant and positive shift with long-term implications. 

Given the regulatory focus on the industry as a whole, with the UKGC shaking up the UK’s regulations in lieu of last year's whitepaper publication, as well as the inauguration of Ireland’s first gambling authority in nearly 70 years. The positivity that can come from future Safer Gambling Weeks can only grow.