New social responsibility initiative launched to protect players’ safety

Today we see the latest in industry-led measures to protect online gamers from forming harmful habits. 

Gauselmann UK, the British subsidiary of one of Europe’s largest gaming companies, has announced they will form a new ‘social responsibility advisory board’ and a dedicated role focussed on customer experience.

Named simply ‘360’, the programme is the biggest social responsibility undertaking by a low-stakes gambling operator in the UK market according to The Adult Gaming Centre (AGC).

The advisory board aims to create an infrastructure for a more socially responsible business and has been developed in partnership with the Amsterdam-based Global Gambling Guidance Group (G4), a responsible gambling standards body.

The customer experience manager, meanwhile, will report directly to the chief executive of the business – a sign this is a huge priority for Gauselmann UK. 

The news comes shortly after changes to British gambling operations were put into place by the Betting and Gaming Council and is a part of a wider cultural shift towards prioritising player safety and encouraging the practice of responsible gambling. 

So far, no definite plans have been announced as to what the advisory board will change in Gauselmann’s operations, but we expect to be given more information as further developments occur.

The operator has explained the plan and its objectives to amusement machine association Bacta, the Gambling Commission, GamCare and YGAM. All have been “very supportive” according to managing director Sascha Blodau.

“We want to ensure that we are establishing the very highest standards in order to deliver a safe gambling entertainment experience for all of our customers in particular those that may require additional levels of support,” Blodau explained.

“The aim in everything that we do – whether that’s games design, customer service, or the experience of visiting one of our 160 Merkur Cashino AGCs – is to be the very best in the business and that also extends to delivering the most effective social responsibility undertakings,” 

“When it comes to protecting the vulnerable and the very small percentage of players who may experience problems from low stake gambling entertainment, you can never do enough, it’s a journey without there actually being a final destination,” he added.

To read more on responsible gambling at online casinos, check out our guide on how you can control your spending.