Record engagement reported for Safer Gambling Week 2024
New data reveals that Safer Gambling Week 2024 has driven significant increases in the use of safer gambling tools and responsible betting practices.
Key points:
– Safer Gambling Week 2024 saw 1.5 million accounts using safer gambling tools, a 22% increase year-on-year
– 47% of deposit limits set during the week were by first-time users of this safer gambling feature
– The campaign generated 60 million social media impressions and delivered 7.2 million safer gambling messages to customers
New figures released this week show that Safer Gambling Week 2024 led to a significant increase in the use of responsible gambling tools across the UK and Ireland.
The annual initiative, which ran from 18 to 24 November, saw over 1.5 million unique gambling accounts activate a safer gambling tool – a 22% increase compared to the previous year.
Among the tools used, deposit limits proved especially popular, with a 14% rise in new limits set during the campaign.
Notably, nearly half of those who set a deposit limit did so for the first time, signalling a growing awareness of and engagement with tools that help players stay in control of their gambling habits.
In addition to tool usage, the campaign delivered 7.2 million safer gambling messages to players and generated more than 60 million impressions across major social media platforms, marking a 21% year-on-year increase.
Website traffic also spiked, with over 500,000 visits to the Safer Gambling Week website, which provides advice and links to support services.
The initiative – backed by the Betting and Gaming Council (BGC), gambling operators, charities, MPs and the Gambling Commission – aims to foster conversation about responsible gambling and highlight available support tools.
Good to know: High-profile support also came from football clubs such as Tottenham Hotspur, Aston Villa and Southampton, helping to extend the campaign’s reach to wider audiences
Commenting on the event, BGC CEO Grainne Hurst stated: “Safer Gambling Week has proved its worth once again by making a real impact, encouraging even more punters to make the most of the broad range of safer gambling tools only available in the regulated sector.
“These new figures are a testament to its ongoing success, and this industry’s commitment to raising standards and ensuring the millions of customers who enjoy a regular flutter do so in a safe and responsible environment.
“Our members promote safer gambling every day of the year, but a single dedicated week, bringing together the whole sector with support from MPs, peers, the regulator and other stakeholders, promotes that work in a uniquely powerful way.”
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