Gambling operators and affiliates can often be seen as the ‘bad guy’ when the news reports problem gambling figures and the UKGC is asked to tighten gambling regulations as a result. However, many operators in the UK and across Europe regularly donate to responsible gambling charities such as GambleAware in an attempt to do their part for the community.
In 2020, some of the leading operators donated huge sums of money to support charities that are close to their heart. Below, we look at some of the operators who lead the way.
GambleAware receive record donations
GambleAware is one of the leading gambling addiction awareness charities for players in the UK. They campaign to end problem gambling and work with operators to create tools and options for those who need to rethink their habits.
This charity often receives huge donations from operators in the industry but over the 2019/20 period, they recorded the highest annual funding figures in their history. Over this period, they received over £10m in donations.
During the first quarter of last year, GambleAware received £820,000 in donations. According to reports, £450,000 of this sum was donated by Gamesys. Apricot Investments, the parent company of Microgaming, donated £40,000. Additionally, BGO Entertainment donated £23,162 and Mecca Bingo donated £15,600.
While these figures suggest goodwill from operators, it is important to note that GambleAware asks gambling businesses to donate at least 0.1% of gross gambling yield each year. This helped them to reach their goal of £10m in donations.
Kind gesture from Gamesys
GambleAware donations might be a regular occurrence from operators each year but other goodwill gestures aren’t as common. However, Gamesys recently made a huge donation in memory of Dame Barbara Windsor who sadly passed away at the beginning of December.
Dame Barbara Windsor was a brand ambassador for Jackpotjoy and featured in many of their ads. Instead of simply remembering her on social media as other brands have done in the past, Jackpotjoy’s parent group Gamesys made a large donation in her memory.
As reported by HowAbout Bingo, Gamesys donated £83,000 to Alzheimer’s Research UK, a charity that supported Windsor in her final years. They added the note: “An amazing lady and an amazing life – 83 amazing years. Thank you, Babs, for the humour, warmth and joy you brought to us all, and for all you have done for people with Alzheimer’s and their families. A very worthy cause to support in your memory. With best wishes from the whole Gamesys family.”
This gesture was very kind and shows just how much this brand values its brand ambassadors.
Donations in 2021
Now that 2021 is here, we expect more operators to reveal their donations for the rest of 2020. With so many people around the world still suffering as a result of COVID-19, it would be great to see some operators and affiliates support charities aside from GambleAware. Gamesys is leading the way and other operators will soon take note.
With so much funding behind it, GambleAware will now be gearing up for 2021 campaigns and should make good progress in stamping out problem gambling across the UK.
