Responsible Gambling: Keep it fun

In this section, we outline our ‘keep it fun’ approach to gambling responsibly.

In common with the majority of retailers, we accept that excessive or uncontrolled consumption of our services may give rise to or exacerbate social concerns. Where this arises, it is a problem for us as a business as well as an issue for society.

Our mission is to create fun and enjoyment for all of our customers. We aspire to making each experience of our brands a positive one, which means that there should be no place for problem gambling.

In seeking to minimise harm to problem or at risk gamblers, we must also consider the needs of the majority of our customers, for whom we provide fun, entertainment and a sense of community. As with all things, it is important to maintain a balanced perspective.

We do this via our responsible gambling programme, which has been designed around the following elements:

  • Research – to help us understand the causes of problem gambling behaviours;
  • Communication and advice – to prevent the incidence of problem gambling by educating customers;
  • Training – to enable our team members to recognise the symptoms of problem gambling and where appropriate to intervene with assistance; and
  • Funding – via the Responsible Gambling Trust (RGT) to support the work of research, counselling and treatment for problem gamblers carried out by organisations like GamCare.

Problem gambling remains a much discussed but poorly understood subject. Ill-informed debate on problem gambling (however well-intentioned) may actually cause harm by stigmatising gambling addiction and so making it more difficult for those affected to seek help.

We believe that those genuinely concerned about problem gambling need to come together to address the issue in a collaborative, balanced and evidence-based fashion. Neither sensationalism nor denial have a place in such an approach.

In addition to providing funding to the RGT, we have also initiated a research project with the University of Salford to examine problem gambling behaviour. We will invest resources in furthering our own knowledge in this area, working with the Gambling Commission, the Department for Culture, Media and Sport (DCMS), GamCare and other concerned parties to address the issues.

For more information on our approach to responsible gambling, please visit

Keep it Fun
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