Regulators, 3.1 mn people & 26 countries: inside European Safer Gambling Week

Sankunni K December 11, 2024

SiGMA news

The received a massive reach of over 3.1 million people across social media, as 26 countries joined forces to back safer gambling practices. The week-long initiative (18 November 2024 – 24 November 2024), spearheaded by the , showcased the industry’s increasing commitment to player protection through collaboration and outreach.

Campaign goes truly pan-European

The campaign made its mark as four new countries—Croatia, Serbia, Slovakia, and Ukraine—came on board, pushing the total to 26 participating nations. This 30 percent increase highlights the initiative’s transformation into a truly pan-European movement, resonating far beyond its earlier scope.

The 26 countries that participated in the campaign are: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Gibraltar, Greece, Hungary, Italy, Latvia, Malta, Netherlands, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Spain, Sweden, and Ukraine.

Localisation played a pivotal role in this success. Campaign graphics were available in 27 languages, making safer gambling messages more accessible and impactful across diverse regions.

Social media was a key battleground for the campaign, with platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter) amplifying its messages to 3.1 million users. The campaign generated 1,169 posts—a staggering 67 percent rise from the previous year—demonstrating the sector’s growing prowess in digital advocacy.

This surge in online engagement reflects a shift in how the industry communicates, leveraging the power of digital platforms to spread awareness faster and farther than ever before.

Tackling AI, problem gambling, and more

More than numbers, the campaign was about meaningful conversations. A total of 20 events drew 3,000 attendees and featured 105 speakers, including key figures from gambling authorities in Belgium, Denmark, France, and the UK.

Highlights included discussions on the role of AI in tackling gambling harm, innovations in safety tools, and fresh approaches to problem gambling prevalence reporting. These discussions set the tone for the future of safer gambling across Europe.

Authorities double down

The safer gambling week also witnessed the doubling of regulatory participation, with eight national gambling authorities contributing through events and social media campaigns. Their involvement signals a growing consensus that safer gambling is a shared responsibility across sectors.

EGBA members sent out 67 million safety messages to customers in 2023, and European Safer Gambling Week amplifies these efforts.

Maarten Haijer, Secretary General of EGBA, reflected on the campaign’s success, saying, “This year’s campaign is a testament to what we can achieve when regulators, operators, and health organisations work together. We’ve not just reached millions; we’ve made safer gambling a collective priority across Europe.”