BGC hails Safer Gambling Week 2021 as a “huge success” thanks to online engagement

The UK’s Betting and Gaming Council (BGC) has branded Safer Gambling Week 2021 as a “huge success” after data revealed the event generated 25 million social media impressions.

According to the data, 2021’s social media impressions were up 19% on last year’s Safer Gambling Week.

Safer Gambling Week 2021 performance

According to data released for this year’s campaign, the event generated nearly 25 million social media impressions. Impressions refer to the number of times Safer Gambling Week content was displayed on social media sites like Twitter, Facebook and Instagram.

This year’s campaign ran from 1 November to 7 November.

The 25 million impressions this year mark a 19% year-on-year increase on the 2020 campaign when there were just under 21 million impressions across social channels.

Furthermore, the number of impressions on Safer Gambling Week’s own Twitter, Instagram, and Facebook accounts jumped from 800,000 in 2020 to 1.4 million this year representing an increase of approximately 75%.

Several sporting figures helped promote the campaign this year including former England striker Michael Owen, heavyweight boxer Anthony Joshua, top jockey Rachael Blackmore, and horseracing legend AP McCoy.

The campaign was also backed by cross-party senior MPs and peers including current gambling minister Chris Philp.

What did the BGC say?

The UK gambling industry body described the responsible gambling event as a “huge success” after data revealed this year’s campaign broke all previous records.

BGC chief executive Michael Dugher said: “It’s great news that this year’s Safer Gambling Week was such a huge success.

“It is now an established annual event creating a national conversation on the importance of safer gambling, the tools that are available and the help that’s out there.

“Once again, this shows the regulated betting and gaming industry’s commitment to continuing to raise standards. But our commitment to safer gambling is not just for one week of the year. Safer gambling is our mission for every week of the year.

“Millions of people enjoy a bet safely and responsibly, and the fall in problem gambling rates suggests that the work we have done at the BGC to promote safer gambling is starting to have an impact. But we are not complacent and will continue our efforts to raise standards even higher.”

Safer Gambling Week

Safer Gambling Week first began in 2017 and was originally known as Responsible Gambling Week. In 2020, the campaign was rebranded to Safer Gambling Week.

The aim of Safer Gambling Week is to kickstart a national dialogue on the issue between staff, customers, and their friends and family, as well as highlight the range of tools that are available to help people stay in control of their betting.

In the run-up to Safer Gambling Week 2021, the BGC announced the launch of the new “Take Time to Think” campaign which will appear in all safer gambling advertising and normal advertising material. 

The new slogan will also replace the previous slogan, “When the fun stops, stop.”