iGB Live panel: Charity in gaming
Fundraising for charity is nothing new for this or any industry, but have you ever noticed the kinds of charities the majority of gambling industry attention goes towards? These organisations often support people suffering from gambling harm, which is understandable considering the ethical responsibility of operating within the gambling sphere, but this shouldn’t be where the support ends. There is so much good coming from the gambling industry, yet due to the unspoken bias towards gambling charities, it can be difficult for others to get the coverage they deserve.
Those were the conclusions of a panel at iGB Live at the Excel Centre in London in July. That aforementioned focus can also create problems of its own. If an industry only donates money towards charities that try to offset the harm caused by it, this can influence public perception. On one hand, you have Ben & Jerry’s associated with social justice causes, Tom’s Shoes known for giving free shoes to children in need, and Dave’s Killer Bread leaning into hiring people with criminal backgrounds. On the other, while gambling companies predominantly give to gambling harm charities, this can inadvertently strengthen the association between the two.
What is being done at the moment?
As Co-Founder and Trustee of CHIPS, Lindsay has spent years hosting charity events to raise money for specialised wheelchairs catering to disabled children whose families cannot afford them, or cannot get the support through the NHS. These events are often attended by senior members of the gambling industry, including its annual Golf Tournament at the Woburn Club, but also include small-scale events hosted by individuals around the country. Since its inception, CHIPS has raised over £2m and provided over 500 wheelchairs for children in need, but who reading has heard of the charity?
This is not a slight against the charity; instead, it raises an important point because it has operated in our space for many years, yet there is little coverage of it. “We can always find children who are in need, but we can’t always find the support of the industry to help them,” Lindsay told the panel. “As soon as you see the pictures of the children in the wheelchairs, their story and your help become tangible. But how do you maintain coverage past that?”
Despite not directly working for the charity sector himself, Simon Pilkington was still driven to call upon the iGaming sector to donate to a cause he felt passionate towards. After taking part in charity boxing matches in 2023 for Oliver’s Wish, Pilkington organised an event where he would run six ultramarathons back to back in six days – 183.5 miles or 295.3km. This raised £55,000+ for Oliver’s Wish, a charity focused on babies, children and young people organised posthumously on behalf of Oliver Dowling – “and for two fat men running down a path, that’s alright!” Pilkington explained on his GoFundMe page that “I’m excited and so determined to raise as much money as I can as part of Oliver’s Army, while hopefully bringing the iGaming community together in the process.”
Although he may not have spoken about his endeavours at the panel, it is worth mentioning David da Silva’s own efforts in the charity sector. As Moderator, he was busy asking Pilkington and Linday questions, but Da Silva is the Co-Founder of SoGood Partners. This organisation works with charities to improve visibility, collaboration, awareness and donation allocation using data tools and industry expertise. While it is important to donate to charity, Da Silva also recognises the importance of supporting charities with long-term growth and stability, rather than relying on one-time engagements.
Lindsay revealed that some of her most successful charity drives have come from intercompany donations, where one company wants to donate more than its competitor.
Of course, the topic of charity washing or greenwashing also came up in the panel. The gambling industry is a controversial one, so the more cynical among us may immediately disparage any acts of charity as simply trying to sweep any negative effects of operators under the rug. After all, who would feel comfortable criticising a big casino if the company donated millions to a cause close to their heart?
Well, it’s not always as complicated as that. Gambling operators are already donating large sums to good causes, yet it has done very little for their public image. It’s unlikely that supporting non-gambling charities would sway their image into something untouchable. Besides, just because somebody assumes a good act is being done only to cover up a bad one, that should not prevent the good act from being done in the first place. The panel at this event agreed that, while these accusations are inevitable, it’s important to push through them until they soften and subside over time. And as for any worries that Pilkington was charity washing? “F*** it,” he laughed. “We’re going to keep doing it because we believe in it.”
What can we do to help?
Many gambling verticals have already embraced charity work. Each year, Betting & Gaming Council members in the UK raise money to be split among various nominated charities, with the most recent Britannia Stakes race bringing in £450,000. Since 2019, they have raised over £6m for a range of health, sport and veteran charities such as Prostate Cancer UK, Sue Ryder, NHS Charities Together, the Royal Navy & Royal Marines Charity, ABF the Soldier’s Charity and the RAF Benevolent Fund. Racing With Pride, an LGBT+ charity, also partnered with the British European Breeders’ Fund and York Racecourse to deliver a Pride-centric raceday.
Outside of racing, there are countless charity lotteries and raffles, not to mention the National Lottery donation funds. Rank Group has also been partnered with Carers Trust since 2014, holding regular fundraising events inside casinos to support unpaid carers. But is the gambling sector doing enough to support some of the little guys, too? It can be all too easy to donate to the major charities, but the panel urged people to speak up if they want companies and co-workers to support the niche ones too.
After asking the experts, Lindsay revealed that some of her most successful charity drives have come from intercompany donations, where one company wants to donate more than its competitor. This is a great strategy, especially with there being so many rivalries in this industry. Pilkington urged people to be vocal and not hesitate to ask people to support their charity work. It may sound silly, but even if it feels embarrassing to do, people don’t innately know if you’re supporting a charity event unless you tell them – and people will be more willing to help out than you may think!
With the rise of accessible online donation pages such as JustGiving and GoFundMe, it’s easier than ever to pitch in. Finally, Da Silva raised an interesting point: 8 million people volunteer monthly, which means most organisations will already have somebody involved with charity work. But are the people around them aware of this, and are they given the chance to help them out?
Food for thought.
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