• Revealing Reality funded by GambleAware in the UK
• Push for the normalisation of responsible gambling tools
• Identify and share best-practice across the sector

888, the leading online betting and gaming company, played a role in the independently designed Revealing Reality project, which aims to forge an industry-wide blueprint to prevent gambling harm.

The Revealing Reality study was funded by the UK charity GambleAware, an independent charity set up to fund research, education and treatment services to inspire the reduction of gambling-relating harm in the UK.

Although the project was supported by the United Kingdom Gambling Commission (UKGC) and briefed by the Responsible Gambling Strategy Board, it is hoped its work will inspire global collaboration.

Work went on for nine months over 2019 and 2020, and 888 was pleased to be one of five key industry corporations to take part. The others were Gamesys, Genting Casino, Buzz Bingo and Betfred.

Safer gambling messaging objectives

The goals of the project are fivefold:

1. To prove the industry can create clear safer gambling messaging, based on, but not limited to behavioural change
2. Improve industry knowledge and safer gambling messaging
3. Seek and educate other businesses with the best operator-led message development and testing
4. Identify and promote the introduction of evaluation tools and processes so that operators can see the value of their messaging
5. Produce recommendations for upscaling safer gambling messaging

Yaniv Schwartz, SVP Customer Risk Management of 888, said: “We are proud to have taken part in this truly collaborative and transparent project. It helped us to crystallise in our minds that a normalisation of responsible gambling tools and information is the way to go in order to interact with as many customers as possible – long before they potentially get into any space of harm.

“Our Control Centre innovation launched last November – which provides a ‘one-stop shop’ for safer gambling support by enabling customers to monitor their gambling activity through intuitively presented data – is a key way that 888 is implementing consistent and motivating safer gambling experiences throughout the customer journey. We are committed to using our technology to drive continuous improvement in this area.”