“When the fun stops stop” campaign embraced by gambling industry

22 May 2018

When the fun stops, stopSenet Group, the company responsible for the successful "When the fun stops stop" gambling awareness campaign, released a new video. In it, company leaders and executives admitted to the positive effects it has had on players as a whole. The new video followed the group's decision last month to waive all copyright restrictions in order to make the campaign available for use from other companies as well.

William Hill CEO Philip Bowcock emphasized how successful the campaign has been so far due to its messaging and how the industry-wide support played a great role in that. Richard Flint, CEO of Skybet was another industry thought-leader that was featured in the video. He mentioned that the campaign has had such an impact that it naturally comes up in conversations among gamblers. CEO of Gordon Moody Association Adele Duncan laid out the reason behind its success, namely a message that's positive, encouraging and one that people can even joke about.

The campaign has been so successful that 40% of gambling companies are reported to have been making use of it. Gillian Wilmot, Senet Group chairman mentioned that ads intending to raise awareness through that message are taking up a value of about £16m per year, which is expected to double. Another research in 2017 indicated that 82% of regular betting and casino enthusiasts in the UK have seen the ad, and 33% of those found it helpful in dealing with problem gambling.

About GambleAware

One of the most reputable charity organisations in the UK helping people deal with problem gambling and intending to raise awareness towards the consequences of it. It also provides support to people suffering from gambling connected mental health issues. GambleAware achieves that through annual funds and donations which are then directed to research as well as education and treatment of affected parties. The organisation has managed to round up a lot of  well-known companies in promoting its cause through a series of relevant initiatives.


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