Article by Rob Mabbett- Engagement Director at Better Change (Gibraltar) Ltd
Things that split the room at this time of year; Pumpkin Spice, Trick or Treaters, Fireworks, John Lewis, Jona Lewie, Kevin the Carrot, Die Hard (is it really a Christmas movie?), Mariah Carey and of course Safer Gambling Week.
But before you draw the curtains, turn off the lights and pretend it none of this concerns – in particular the annual Safer Gambling event – here are three reasons to remind us all why we should fill our glasses half full and spread a little festive cheer for the gambling industry’s annual awareness campaign. Humbug!
The spirit of SGW Past: It’s all in the name.
I remember the first campaign in 2017, it was launched as Responsible Gambling week and to be honest from where I was sitting (which was behind the counter in a betting shop then), it was not met with the greatest of enthusiasm.
The main retail operators agreed to suspend their external marketing for the week, replacing it with Responsible Gambling week marketing and that was about it. Inside the shops things were pretty much the same as any other day or week. That soon changed though and very quickly marketing was internal too, across the in house tv channels and on the betting machines, with much more of an effort made to engage with customers across the week with focussed activities and events.
The big change for me came in 2020 when the Betting and Gaming Council (BGC) started overseeing the campaign and changed the name from Responsible Gambling week to Safer Gambling week. The word ‘responsible’ had come in for some heavy criticism from industry critics, saying that it put all the onus on the consumer, “you must gamble more responsibly”.
The change to ‘safer gambling’ was a positive move, as it appeased both sides recognising that safer gambling is all of our responsibility. It meant that we could get on with the task in hand as opposed to spending the week arguing on Twitter.
This all happened during the 2nd Covid lockdown, so the activities then were focussed exclusively on the online industry, which before 2020 I had little knowledge of, but I remember that year’s campaign as a great success with operators, regulators, industry bodies and the support organisations united in the campaign.
For me the big positive of the name change is the wording, “Safer Gambling” or put another way “Gambling Safer”. This put the focus on the activity of gambling and how we make it safer for those who consume it. It is not “Stop Gambling Week” or “Anti-Gambling Week” it is “Safer Gambling Week” which I believe is less stigmatising and opens the door for narrative and educational work with our colleagues and customers hence the theme “Let’s talk about safer Gambling”.
The spirit of SGW Present: It provides a focus on what’s important.
Ok ok, the Gambling Act review is important, I get that, but it does go on a bit and it has caused a fair amount of disruption to the industry to say the least.
Discussions, consultations and crystal ball gazing around what is going to happen with affordability checks, stake limits, advertising, RET funding and levy’s is all well and good and has dominated events over the last couple of years but what is happening right now? What are we doing online, in betting shops, bingo halls, adult gaming centres and sporting venues to keep our customers engaged and safe?
The truth is we are doing plenty, but it tends to get drowned out by the noise of the Gambling Act review. This special week gives us an opportunity to put our white papers down and focus on the here and now, how are gambling businesses are performing in relation to safer gambling, how robust are the processes, what does the customer experience look like and, most importantly, how we can improve.
The spirit of SGW Future: It engages with customers.
The future sustainability of the gambling industry lies in the ability to keep customers engaged, entertained and, of course, safe. You will hear a lot of people say safer gambling should be a focus for all 52 weeks of the year and they are right, but by having a focussed awareness campaign each year it ensures that safer gambling gets the attention it needs and that industry standards are in-focus and subsequently raised higher.
For customers the enhanced presence of safer gambling messaging both on and offline help reduce the stigma around talking about gambling, especially if it is causing difficulties. Interactions with customers tend to increase during this period thanks to increased focus, and learnings through healthy discussions across the industry inform how we act going forward.
For industry employees understanding is improved through the activities that take place during the week, building confidence and competence thus improving the customer experience.
Finally, the safer gambling campaign is important to the customer as it serves to improve the public perception of the gambling industry.
Whether you think recent criticism of the gambling industry is just or unjust we believe work needs to be done to improve its image for its future sustainability. Campaigns such as safer gambling week provide a perfect opportunity to demonstrate the latest safer gambling initiatives that are on offer.
Between us we want to make sure that safer gambling week attitudes continue throughout the year and that we can continue to raise awareness and drive standards in an industry that is doing its best to provide gambling entertainment safely.
The National Bingo Game clearly doesn’t care about omens because, despite it being Friday the 13th, they have just launched a new jackpot. To celebrate the launch, they’ve also released new research into the quirky habits and traditions of bingo fans across the country. A quick heads-up: Whether you’re wearing your lucky socks or sitting in your “magic” chair, remember that bingo is a game of pure chance. We love…
Charlie Shakespeare is on his travels again (he doesn’t sit still for a minute, does he!). This time, Charles is in the big smoke to uncover the magic of the famous venue: the Hippodrome Casino. Opened over 120 years ago, the Hippodrome has been everything from an arena with a 100,000-gallon water tank sunk into the floor to where escapologist Harry Houdini performed in 1904, and a Peter Stringfellow-run club. Now,…
UK romantics are officially ditching roses, chocolates, and teddy bears in favour of experiences and memories. According to recent survey data, a massive 70.9% of Brits now prefer a shared experience over a physical gift. But, the survey of over 500 UK residents also revealed that nearly 64% of people agree that spending money isn’t a valid measurement of love. From fancy dinners to high-energy bingo raves, the focus has…
Some nights are made for slippers and snacks. Others call for being ‘out out’ with your mates, singing along to 90s pop songs, holding an inflatable unicorn you just won in a twerk off. But on the most romantic night of the year are you in the cosy night in or the party night out camp? Here’s how your Valentine’s style shapes your bingo, casino or bingo party options. Meanwhile, In Other News:…
It’s time to decide the best slot games of 2026. The race for the WhichBingo Awards 2026 is officially on, and the Best Slot Game category is more competitive than ever. Now in its fourth year, this award is a true player favourite. The question is; will 2026’s best slot be a new release, a cult classic, or a franchise darling? Here are the nominees for Best Slot Game 2026…
Grab your dabbers bingo fans, the WhichBingo Awards 2026 are officially on the horizon. Now in our 13th year, the WhichBingo Awards are all about recognising the sites, games, venues, and people that players love. Winners are chosen through a mix of player votes, editorial insight, and expert opinion. From the bingo sites you keep coming back to, to the chat teams that make every session more fun, this is your chance to have your…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Kenny Rogers was right. “If you’re gonna play the game, you gotta learn to play it right”. It’s Safer Gambling Week so we’re taking you back to school to teach you how your brain tricks you when you gamble – and what you can do to play smarter (and safer). 3. The Gambler’s fallacy Perhaps one of the best known terms in gambling. The gambler’s fallacy is the mistaken belief…
It’s time to decide the best slot games of 2026. The race for the WhichBingo Awards 2026 is officially on, and the Best Slot Game category is more competitive than ever. Now in its fourth year, this award is a true player favourite. The question is; will 2026’s best slot be a new release, a cult classic, or a franchise darling? Here are the nominees for Best Slot Game 2026…
Grab your dabbers bingo fans, the WhichBingo Awards 2026 are officially on the horizon. Now in our 13th year, the WhichBingo Awards are all about recognising the sites, games, venues, and people that players love. Winners are chosen through a mix of player votes, editorial insight, and expert opinion. From the bingo sites you keep coming back to, to the chat teams that make every session more fun, this is your chance to have your…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Every December, game studios unwrap their festive releases. Cue games with Santa and jingling soundtracks. We’ve tested the newest and most popular Christmas slot games, checked the small print, and brought together the ones that genuinely stand out. In true WhichBingo style, here’s your honest guide to the best Christmas slot games 2025. What they do well, who they suit, and where to play them safely. The 6 Best Christmas Slot…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Kenny Rogers was right. “If you’re gonna play the game, you gotta learn to play it right”. It’s Safer Gambling Week so we’re taking you back to school to teach you how your brain tricks you when you gamble – and what you can do to play smarter (and safer). 3. The Gambler’s fallacy Perhaps one of the best known terms in gambling. The gambler’s fallacy is the mistaken belief…
Anyone accessing gambling sites or visiting gambling venues this week will see traditional marketing taken down in favour of Safer Gambling posters, but does anyone actually notice – and more importantly does anyone actually care? conversations we are often reluctant to have From every angle I believe strongly that Safer Gambling Week is a vitally important campaign designed to raise awareness of safer gambling and to open up conversations that…
It may be Halloween but we’re officially saying goodbye to some financial frights in the world of gambling. A significant set of new measures are set to boost the clarity, and ease of use for gambling deposit limits. And there is proven evidence that changes like this will help. The core goal of these improvements is to increase consumer empowerment. Here is what these changes mean for your experience, starting…
The honeymoon phase with dating apps is officially over. As Valentine’s Day approaches, Brits admit they still think the day is relevant, but are ready to leave apps behind. A study of more than 500 Brits shows that 82% of single people would now prefer to meet a potential partner “naturally at a social event” rather than through a screen. This desire for organic connection comes as app fatigue sets…
If you think the WhichBingo Awards are all subdued applause and canapés, think again! In 2025, we welcomed 180 industry guests and spent 48 hours transforming the venue, followed by a full day of tech rehearsals. Behind the scenes our annual event has built up a fair bit of history, along with a few moments that still get talked about long after the trophies are handed out. From floating venues to a…
UK romantics are officially ditching roses, chocolates, and teddy bears in favour of experiences and memories. According to recent survey data, a massive 70.9% of Brits now prefer a shared experience over a physical gift. But, the survey of over 500 UK residents also revealed that nearly 64% of people agree that spending money isn’t a valid measurement of love. From fancy dinners to high-energy bingo raves, the focus has…
Some nights are made for slippers and snacks. Others call for being ‘out out’ with your mates, singing along to 90s pop songs, holding an inflatable unicorn you just won in a twerk off. But on the most romantic night of the year are you in the cosy night in or the party night out camp? Here’s how your Valentine’s style shapes your bingo, casino or bingo party options. Meanwhile, In Other News:…
by
Esther Rubin
5min
Updated October 15, 2024
Anita Heffernan
Author & Former Editor
The Bingo Queen is a fun name earned from colleagues through Anita Heffernan's exceptional knowledge and commitment to the online bingo world. With over 20 years of experience as both a player and an expert in the industry, Anita has built a reputation as a trusted authority on all things bingo.
4min 
Reader comments