Mia Gardner | 30 Jan 2019
The campaign will align itself with problem betting research, and will do so in partnership with Harvard’s Medical School. GVC has donated $5 million to the institution so that more intense research may be conducted to help find more ways of identifying unhealthy gambling habits. The hope is that by getting to the root of the problem, as well as identifying it early on in the broader player dynamic, better help will be made available to gamblers experiencing problems with addiction and more, and also much sooner.
The Changing for the Bettor campaign will consist of 6 pillars in total, all of which will be rolled out during the course of 2019. The initial three have been confirmed to be:
GVC Holdings’ CEO, Kevin Alexander, said that the group’s involvement with the research project, as well as the careful work that had gone into the formulation of the campaign, clearly indicates a definite shift in the market when it comes to the general attitude towards responsible gambling practices and social responsibility.
Alexander said that for the brand in particular, the aim is to become a pillar of responsibility and to become the most trusted operator in the world. He said that the hope was that other operators would follow suit, so that the issues revolving around problem gambling would enjoy better understanding in general.