Willows will aim to use his three decades of experience in the voluntary and education sectors, as well as his lived experience from gambling harm for the public good.

He said: “It is a real privilege to be joining the talented team at Better Change. Its Founder and I have known each other for several years and what I am particularly impressed by is Better Change’s mission and values as a social business.

“I am committed to contributing to their journey and together we are looking forward to working with stakeholders to further strengthen player protection and social responsibility.”

Better Change’s Founders met at Harvard Business School and built the company in 2021. One of them was working as the Head of Product for a gaming operator in Gibraltar while the other one owned a social impact company in Manchester.

Both had witnessed what gambling addiction can cause and decided they had to make a difference by “challenging the status quo and thinking differently."

Victoria Reed, Founder, Better Change, added: “On behalf of the entire team at Better Change, we are honoured to have Lee Willows join our Board of Directors.

"His achievements in our sector have been second to none and we look forward to working with him to keep player protection and sustainability at the heart of the gaming industry.”