It’s often quite common for bookmakers and online casinos to be committing a healthy portion of their proceedings into activities that are seemingly trying to snuff out the popularity on both taking a wager and one’s fondness of the video slots. However, this is not exactly the case.

The industry, including its operators, are bound by rules of integrity and existing regulations are enforcing a level of moral high ground that cannot be snubbed. This may be part of the decision why Sky Bet, one of the best-known bookmakers overseas, has decided to commit £1.2 million to a new responsible gambling campaign, which focuses on the English Football League (EFL), and the 72 clubs in it.

Sky Bet Is the Limit

Sky Bet has decided to expand on an already existing partnership with the EFL and bolster its engagement with uprooting pernicious practices that damage the good name of the sport and bookmakers, including other forms of online gambling.

Sky Bet doesn’t seek to implement the campaign on its own, however. It will team up with EPIC Risk Management, a consultancy which specializes in carrying out similar campaigns. Sky Bet is presently the flagship sponsor of EFL’s Championship, League 1 and League 2.

As per original design, the program will not spare any effort. It will be a nation-wide campaign, targeting a number of cities, including Birmingham City, Norwich City, Charlton Athletic, Brentford, Accrington Stanley, Carlisle United, Lincoln City, Newport County, Oldham Athletic and Portsmouth.

The Reactions to the Gambling-Harm Programme

According to Sky Betting & Gaming Chief Executive Richard Flint, the extension of the partnership testifies to Sky Bet’s continuous desire to bolster security insofar as gamblers are concerned while taking out the damaging practices.

Mr Flint has said that he is a firm believer in the value that bookmakers can bring to the table where gamers’ security is concerned.
As to the campaign itself, it will take place with EFL clubs, and help will come from players and staff who are also involved with upholding the good name of the sport. The hopes are that the campaign will have positive results.

This is not a chance occurrence, despite the goodwill of Sky Bet and its proven track record of integrity. The UK Gambling Commission has recently issued an appeal to operators to seek and bolster their engagement with that particular segment.
The appeal for a better regulating of the market so as to avoid seedy practices in gambling and betting has also been taken up by The Senet Group, another watchdog which seeks to establish healthy practices in the industry.

Beyond that, both the UK Gambling Commission and mostly The Senet Group seek to kick off campaigns that are not limited to third-parties advertising the bad effects of gambling per se. Instead, the bodies want players themselves to be engaged in the campaigns and make conscious choices.

Only then, can reckless gambling be uprooted? Players who need help can also be helped to forego destructive habits and play safely.