Published in cooperation between RBN Media LTD and The Pajaronian

The gambling industry pays its fair share in supporting local communities and charitable causes. While many may associate it with taking money from players through gambling activities, not all of the income that is generated will be taken down as profits for the brands and operators involved.

The sector typically has come under fire due to concerns about gambling addiction and ethical considerations. Of course, it’s not always viewed in a positive light. Nonetheless, significant developments in the industry demonstrate its growing commitment to positive social impact.

How is the gambling industry giving back?

Many companies within the industry actively contribute to charitable causes and community support initiatives. This has been in support of organizational and charitable bodies, while some have even gone further and gone outside the entire gambling sphere to try and make a difference.

Even $10 minimum deposit casinos in Australia can make substantial contributions and donations to organizations dedicated to promoting player safety. Many of these organizations can rely on the income generated. Indeed, with an industrywide emphasis on responsible gambling globally, these contributions are helping to make gambling safer for those who participate. The bodies that work in these areas can offer resources and tools with the financial help they receive, using funds to implement the right care, expertise and assistance to anyone who may need it.

Beyond supporting these programs, many leading brands also have engaged in broader philanthropic efforts. Brands such as PokerStars and GGPoker have made significant charitable contributions. The former decided to host a charity poker tournament in 2020 to raise funds for CARE International with its ‘Call for Action’ event. It raised a lot of money, with celebrities and sports stars all donating. The company also donated $1 million to help with fundraising. GGPoker donated more than $350,000 to help people deal with hardship in 2020, using the buy-in fee of $111 and sending it to the Caesars Entertainment ‘Caesars Cares’ assistance fund to help staff.

While these initiatives showed one way in which brands are giving back, there have been many other notable examples. Some companies have focused on the human impact of gambling, striving to create a more positive influence on society.

Game providers have been among the most notable. Playtech increased its charitable donations in 2020, though some argue this was in response to regulatory failures identified by the UK Gambling Commission. After being found guilty, they agreed to donate £3.5 million despite initially attempting to settle for £619,000.

Microgaming is an example of a game provider that takes charitable giving seriously. It holds an annual campaign called ‘Gift of Giving,’ allowing its operators and partners to vote for charities to receive financial donations.

As part of its ‘PlayItForward’ charity initiative, it has managed to raise over £210,000 and have donated to a wide range of charity organizations. Some have been at the local level, while others have been of a global size.

Could gambling firms do more to support charities?

Participation in corporate social responsibility (CSR) practices has become essential for businesses on a global scale, including those that operate within the gambling industry. Research has shown that it can have a huge benefit to a firm that does. Almost 90 percent of consumers would purchase a product if a company had shown support for an issue. Conversely, 75 percent would refuse if they had a different stance.

Adopting CSR practices can help the gambling industry grow and change the negative perceptions that have been held by so many for much of its existence. Firms can implement CSR policies that look at partnering with charities and other organizations and promoting safer gambling tools, thus reducing the potential of harmful and problem gambling. 

Engaging in these practices can provide firms with an opportunity to address the issues and inequalities of the industry naturally. It will also allow them to enhance their reputation as an organization that cares about the wider community, which can help to promote themselves and the sector in a favorable light.

However, at the same time, it can be a good idea for gambling organizations to showcase that they are making these donations. While they don’t necessarily need to broadcast how much they are donating, highlighting the fact that they are can make a huge difference.

It can change perception, which can be extremely useful for an industry that has attracted plenty of criticism. Simultaneously, players can perhaps feel safer and more secure when playing if they know the money they are spending is going to bodies that are designed to help them, should they ever need it.