Levelling Up Impact Report - Betting & Gaming Council
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Levelling Up Impact Report
Contents
04 Foreword
Lord Walney, Chair,
Purpose Business Coalition
06 Foreword
Michael Dugher, CEO,
Betting and Gaming Council
08 Executive Summary
10 Introduction
11 The economic contribution of the
betting and gaming industry
14 Gambling in the UK
16 The role of the Betting and
Gaming Council
17 The Journey to the Levelling Up Goals
18 Assessment of the BGC’s activities
mapped against the Levelling Up Goals
30 Analysis
34 Future Ambitions
02 Contents Contents 03
Lord Walney
Chair of the
Purpose Business
Coalition, Former
MP for Barrow
& Furness
Foreword
Despite decades of promises from government, there are still
too many places across the country where there are huge gaps
in opportunity, where your background and where you are from
dictate how well you do in life.
There’s no doubt that the issue of social local high streets and the integral links the venues, particularly in the hospitality are sustained by the economic contribution
mobility and how to tackle entrenched sector has with the sporting events that are sector. Local betting offices generate and investment the sector brings.
geographical disparities is complex. There so ingrained in our national life, means that business and encourage spending in the
is no one-size-fits-all solution. Policy it has the capacity to make a real difference This report considers the impact that BGC
high street, bringing people into the heart
experts, businesses and local leaders have in delivering equality of opportunity. members are making on levelling up in
of local towns.
grappled with it for decades, with limited the context of the 14 Levelling Up Goals
success. The pandemic highlighted the Betting and gaming companies make a BGC members also play an important developed by the Purpose Coalition. These
urgency of the problem – the need to significant economic contribution, not only social role in the communities they serve, provide a shared framework by which
deliver meaningful solutions for those parts nationally but regionally, often sustaining with employees themselves often directly organisations can measure and assess
of the country which have been left behind well-paid skilled jobs in some of our most involved with partner charities and other their activities, at different life stages and
and which, as a result, were often the disadvantaged areas. The retention of in key areas.
organisations in a wide range of activities
hardest hit. successful companies who choose to to support the people who live there,
locate in the UK means that those jobs
particularly the most vulnerable. The BGC is showing real leadership on
Some organisations are already working have not been lost to overseas markets levelling up, evaluating the contribution
hard to ensure that opportunity is even as those companies expand across The Purpose Coalition is proud to be of its member companies with a mission
accessible to everyone, particularly those the globe. Crucially, they are leaders in the working with the BGC as a group of
without the privilege and connections that high tech and digital sectors, helping the
to boost their positive impact further.
companies who are taking a proactive
can still make it easier to succeed. The UK workforce develop the cutting edge and responsible approach to its
Purpose Coalition is working with many skills base we will need to compete as The example its members set sustaining
environment, social and governance (ESG)
of them – businesses, universities, local technological transformation accelerates high tech jobs and the significant tax
responsibilities. Contrary to the impression
authorities and NHS Trusts - to ensure further in years ahead. They are creating the contribution they make to many local areas
given by those who would radically tighten
that they make a positive impact on foundation for high-tech clusters in towns is driving levelling up across the country.
gambling laws in the UK, BGC members A key decision point for the future of
their colleagues, their customers and the and cities which have often been overlooked
are generally at the forefront of the debate betting and gaming laws in the UK is fast
communities they serve, particularly as we by other inward investment projects, like
about how to increase protections in an approaching. The Government’s level of
recover from the effects of Covid. Leeds and Stoke-on-Trent, where Flutter and
industry that has rapidly evolved with the success in introducing necessary new
Bet365 have their headquarters.
The Betting & Gaming Council (BGC), now emergence of new technologies. They are regulations to tackle problem gambling
partnering with the Coalition, is already Betting and gaming companies stimulate championing an approach which seeks without damaging the vital economic and
playing a key part in levelling up. The our national and local economies. Casinos to be responsible both to vulnerable cultural contribution made by BGC companies
countrywide geographic spread of its attract tourists and visitors who go on customers who need more protection, but will rightly be seen as a test of ministers’
members, their presence on most of our to spend substantial amounts in other also to the communities and sports who commitment to level up the country.
04 Foreword - Lord Walney Foreword - Lord Walney 05
Foreword Michael Dugher
Betting and Gaming
Council CEO
The Betting and Gaming Council was founded to bring the regulated
industry together, to raise standards and drive big changes, but also
to help the industry become more outward looking and proud of the
contribution we make to every corner of the U.K.
We want to build a world class industry It’s an industry which provides a lifeline All of these ventures provide a multitude of
that is better understood, respected, for great British sport - £350m into horse opportunities to achieve high skilled, well-
responsible and a fully engaged member of racing, £40m into the English Football paid jobs in retail, hospitality and tech. But
the communities in which we operate - with League and £12.5m into snooker, darts and one thing is common to every role: everyone
people at the core of everything we do. rugby league. in our industry is committed to championing
safer gambling. Problem gambling
That’s why we are proud to work with And much of this incredible work goes on rates in the U.K. are low by international
the Purpose Coalition on the Levelling
outside of London. comparisons and we are encouraged by
Up Goals. We are fortunate to champion
the latest figures from the independent
diverse members, big and small, from Nearly two thirds of jobs are based regulator, the Gambling Commission, which
global companies to family businesses, outside the capital with nearly 20,000 found rates of problem gambling have fallen
across a range of sectors. in the West Midlands alone. Other high to 0.2 per cent, a drop from 0.6 per cent 18
This report tells the story of a great British employment areas include Yorkshire and months ago. There’s always more that we
business success story. Here in the UK Humber, where over 10,000 people are can do, but that positive trend is due, in no
our members have pioneered the world’s employed, and in the North West and small part, to the huge efforts of countless
largest betting and gaming companies North East, where a combined 16,000 staff who are trained to spot concerns and
which are at the forefront of entertainment people are employed. intervene in real time.
and technology development.
And our members are investing in those We all know that the Covid pandemic
But we are also ambitious for the future. workforces while developing bold plans has hit our economy for six. The betting
We are committed to supporting U.K. plc for the future. Between now and 2025, our and gaming industry is determined to
for the long term, and you cannot do that sector is on track to create a further 15,000 play our part in helping Britain build back
until you have measured your progress and tech jobs, underlining the genuine ambition better. And the Government’s levelling up
identified where you can go further. This to deliver opportunity and prosperity agenda is central to that. We know talent
report helps us to do that. wherever our members are based. This is everywhere, but sadly opportunity is not.
Betting and gaming is already a hugely comes alongside a pledge to create a total Wasting talent is not just a crying shame
popular leisure activity in Britain. Some of 5,000 apprenticeships for young people for those individuals, it also disadvantages
22.5 million adults in the UK, from every looking to work in the industry. businesses if they miss out on the best.
conceivable background, each month play
Our members are supporting Britain’s
the lottery, enjoy a game of bingo or a day The Purpose Coalition has given the BGC a
hard-pressed high streets through modern
at the races, play casino games or have
betting shops and much-loved bingo halls.
framework to help further deliver meaningful
a bet on football and other sports. In the
We’re supporting the UK’s hospitality, and measurable progress,
year before the pandemic hit the economy,
the regulated betting and gaming industry tourism and leisure industry through our
supported 119,000 jobs, generated £4.5bn casinos. And we are a major component We are excited to play our part in Levelling
in tax and contributed £7.7bn to the of world leading British tech, where our Up equality of opportunity, investment and
economy. Ministers shouldn’t do anything members have founded tech powerhouses skills - across the nation on behalf of our
that puts any of this at risk in the future. in places like Stoke and Leeds. members and their customers.
06 Foreword - Michael Dugher Foreword - Michael Dugher 07
Key achievements: Its efforts to understand and deliver an
effective response to problem gambling
Economic contribution - will further inform its work on good
Goals 3 & 5 health and wellbeing for its employees, its
customers and the communities it serves.
In the year before the pandemic, the Awareness of the issue and a transparency
regulated betting and gaming industry in discussing solutions is key to making
generated £4.5bn in tax and contributed good progress and problem gambling rates
£7.7bn to the economy. It is recovering are falling, according to the latest figures
well and continues to make a significant from the Gambling Commision.
Executive
contribution, retaining successful high
skilled and high-tech companies in the UK.
Community and high streets -
There is a clear positive impact on regional Goal 5, 8 and 13
economies and the sector playing a major
Summary
role in delivering opportunity to some The betting and gaming industry has
of the country’s most disadvantaged always been a key presence on high
communities, particularly in its work to streets across the country, with 89% of
provide positive destinations to young betting shop customers combining their
people and on open and fair recruitment. trip with a visit to another local business.
Nearly two thirds of jobs are based outside It also contributes to the social fabric of
London, with nearly 20,000 employed the community, with many employees
in the West Midlands and over 10,000 in volunteering and fundraising for local
Yorkshire and Humber. The headquarters events that support national and local
Social mobility has remained of two major companies in Leeds and charities.
stagnant in the UK for years and Goal 3 Stoke, for example, illustrate how successful
Positive destinations and innovative businesses can bring Many of their initiatives are linked to
it is still too often the case that sporting bodies and organisations and
post 16+ opportunity to less privileged areas.
your background and where the industry is a lifeline for British sport,
you are from dictate how well Highly skilled jobs -
whether that be horse racing, football,
darts, snooker or rugby league. The work
you do in life. The pandemic Goals 3, 5 and 14 that it is also developing on sustainability,
highlighted how many of these The increase in online betting and gaming particularly on reaching net zero and
existing inequalities have Goal 5 is creating jobs in the areas they are most harnessing the energy transition, promotes
Open recruitment a top-down approach that encourages
become entrenched, especially needed. The sector is developing a skilled
workforce that meets the needs of the everyone in the industry to play their part.
in the most deprived parts of twenty first century, in tech, but also in
the country. retail and hospitality. Future ambitions
In addition to the 119,000 jobs it currently As a new regulatory regime approaches,
Goal 8 supports, the BGC’s announcement of the BGC and its members can extend its
Good health 5,000 new apprenticeships, a further role in levelling up through the economic
Tackling those inequalities requires
15,000 tech jobs in the next five years and
businesses to work together to close the and wellbeing and social contribution it makes. The deep
a commitment of £20m for training and roots it has developed in the communities
gaps otherwise too many people cannot
developing their staff signals its intent to
access the opportunities that will enable it serves and its willingness to evaluate
attract and retain the best talent while
them to achieve their true potential. its impact will enable it to develop the
meeting the needs of the industry. Its
opportunities it provides through:
The Betting and Gaming Council has commitment to make its workforce as
Goal 13 diverse and inclusive as possible ensures
developed a Levelling Up Impact Report • Further analysis of its members’
which sets out how its member businesses Harnessing the that opportunity is available to all, community impact to assess the impact
are participating in the levelling up agenda energy transition regardless of background. of its economic and social investment.
and how it is having a positive social
impact on its employees, its customers and Risk mitigation - Goal 8 • Participation in growing the regional
the communities they serve. skills bases required for high-tech,
The BGC and its members work extensively digital jobs, particularly outside London.
This is mapped against the framework of Goal 14 to inform, advise and educate those who
14 Levelling Up Goals; and while there is a Achieve equality place a bet, highlighting its intent to ensure • Extension of its commitment to
clear social impact demonstrated across through diversity that gambling is enjoyable and safe. The accelerating change through
many of the Goals, its key achievements and inclusion recently launched Take Time to Think measurement, particularly through
are focused on the following: Campaign is a key example of this. socio-economic tracking.
08 Executive Summary Executive Summary 09
The economic
contribution of
the betting and
Introduction gaming industry
The Betting and Gaming Betting and gaming is a key part of the UK’s very successful leisure
and entertainment industry. As the single industry body, the Betting
Council (BGC) was established and Gaming Council (BGC) represents over 90 per cent of retail
betting shops, online betting and gaming operators, casinos and
in 2019 in response to a bingo operators.
growing need for the UK
betting and gaming industry to
combine its resources in order The latest analysis commissioned by the
Betting and Gaming Council shows that
in the UK rather than lost to the overseas
market. For example, a single BGC member,
to raise standards and share the sector makes a highly significant
contribution to the national economy, with
Flutter, contributed £17.4m to GVA in the
year from April 2021 to April 2022.
learnings on safer gambling a strong concentration in areas in particular
need of levelling up1.
The cities of Leeds and Stoke-on-Trent are
and regulatory compliance. Its In 2019 the BGC’s members directly
examples of specific communities which
have benefited significantly from the
members sign up to its strict employed 61,000 people. These jobs
contribute to a huge network of UK-based
presence of BGC members. Leeds is home
to the head office of two remote betting
code of conduct and commit high tech roles. Twenty-two thousand jobs and gaming operators which employed
around 2,280 staff in 2019. There were also
are based in the North of England and
resources and funding to work Scotland and 15,000 are based in London. about 100 LBOs and three casinos in the
A further 58,000 jobs are generated by area that together contributed a further
with it to improve standards their supply chains. Nearly one fifth (19 per 800 jobs directly, and 370 jobs through
the supply chain and via induced demand.
and drive voluntary reform cent) of those employed in the industry are
under 25 and more than half (51 per cent) These jobs represented around 1% of
employment in Leeds. BGC members’
for the benefit of both the are under 35, far higher proportions than
the wider economy. Some 11,600 people direct contribution to the local economy
industry and customers. are employed in Britain’s 120 casinos. is estimated at £240m per annum. There
are two remote betting and gaming
From the high street to hospitality and operator head offices in Stoke, employing
from tech to tourism, in 2019 BGC members around 4,000 staff in 2019. A further
directly contributed £3.2bn in tax to the 175 staff were directly employed in the
Exchequer, accounting for 0.4 per cent 33 LBOs, and 230 employed in the two
of all Treasury revenues. When taxes paid local casinos, with an additional 170 jobs
through the supply chain are added, this supported through the supply chain and
rises to £4.5bn. Casinos alone pay £600m induced demand. Total employment in
in tax to the Treasury. They contributed Stoke was estimated to be around 115,000
£7.7bn to UK gross value added (GVA), with in 2019, constituting around 4% of total
casinos contributing £1.2bn. It is significant employment in the area. BGC members’
for the national economy that these direct contribution to the local economy
successful companies have been retained is estimated at £390m per annum.
10 Introduction 1 bettingandgamingcouncil.com Introduction - The economic contribution of the betting and gaming industry 11
Despite the disruption caused by the pandemic to BGC Member Contribution by Area - March 2022
the industry, the regional economic contribution
made by BGC members remains robust.
Total Total Head Total Total Business
Area LBOs Casinos Offices Employees Tax Rates
The table on the next page shows more There were significant falls in Gross East Midlands 388 9 2557 £74,414,000 £3,880,000
recent levels in March 2022. These figures Gaming Yield (GGY) for retail operators,
do not include the offices and headquarters while the pandemic also acted as a East of England 521 6 3005 £81,925,000 £5,210,000
of digital businesses, so overall percentages deterrent to growth for remote operators. London 1238 23 10521 £154,754,331 £12,384,331
are likely to be much higher, but still clearly Total BGC member GGY fell in 2020,
indicate the difference that the presence North East 333 5 2093 £59,601,000 £3,330,000
driven by significant falls in GGY for all
that BGC members can make to the casinos (including high end) and LBOs North West 875 19 5584 £160,153,000 £8,750,000
economic prosperity of a region. The areas from £3.9b in 2019 to £1.9b in 2020. The Scotland 736 10 4373 £121,106,000 £7,360,000
which are home to operators’ headquarters retail footprint of the sector continued to
in Leeds and Stoke - Yorkshire & Humber contract, with 374 LBOs closing in 2020 South East 687 11 4345 £124,095,000 £6,870,000
and the West Midlands - make up over a to date and six casinos announcing they South West 375 6 2320 £65,565,000 £3,750,000
quarter (27%) of BGC members’ total staff. would not reopen following the relaxation
These regions combined also contribute - Wales 269 4 1655 £46,645,000 £2,690,000
of the first lockdown. BGC members’
£485,239,000, 35% of BGC members total
economic contribution was therefore West Midlands 516 16 2 7844 £285,588,000 £5,160,000
tax contribution. The North East and North
expected to fall by 19% to £6.2bn in 2020,
West together contribute £12,080,000, Yorkshire & The Humber 521 12 2 5808 £199,651,000 £5,210,000
from £7.7bn in 2019.
18.7% of the total business rates paid across
all areas.
Betting shops also provide a much-needed
boost to the high street, with a study by ESA BGC
Retail finding that 89 per cent of betting members
shop customers combine their trip to the
contribute at
bookies with visits to other local businesses.
least £40m a year
There is a deep and long-standing to the English
relationship between betting and Football
horseracing but also with other sports, League
including football, rugby league, darts
and snooker. Members make significant
financial contributions and horseracing
and sport are, in turn, crucial for betting
and gaming, given the high proportion of
betting activity that is dependent on the
outcome of sporting events. Horseracing
benefits by £350m through sponsorship,
media rights and betting levy payments.
BGC members contribute at least £40m
a year to the English Football League and
its clubs, more than £10m to darts and
snooker and over £2.5m for rugby league.
As sector sponsorship has increased, so
have prize monies, supporting the careers
of sportsmen and women and crucially the
development of these sports at lower levels.
As in many sectors, the impact of Covid-19
was felt sharply by the betting and gaming
industry. The restrictions imposed on its
operations as a result of lockdown and social
distancing measures, the impact on sporting
events and the wider economic downturn all
affected the industry’s performance.
12 Introduction - The economic contribution of the betting and gaming industry Introduction - The economic contribution of the betting and gaming industry 13
20% of
TV and radio
advertising have
safer gambling
messages as well
as introducing age
restrictions on
social media
advertisements
Gambling in the UK
Gambling has changed significantly in the last 15 years,
with advances in technology offering opportunities to
gamble online nearly anywhere and at any time.
The Gambling Act 2005 is the basis for in the UK2. It looked particularly at the Other European countries are already and have also committed to ensuring that
almost all regulation of gambling in Great number of unlicensed operators, the seeing the results of further regulation at least 20% of TV and radio advertising
Britain. In December 2020 the Government, accessibility and ability for UK consumers in their countries. For example, Norway are safer gambling messages as well as
led by the Department for Digital, Culture, to create an account with those unlicensed introduced a state monopoly for all introducing age restrictions on social
Media and Sport, launched a major and sites, their awareness and spend with gaming alongside restrictions on stakes, media advertisements.
wide-ranging review to consider whether them, customers’ motivation for using them affordability checks and advertising. There
the regulatory framework that currently is now a black market which accounts for
and how the situation had changed since a According to a recent report from the Gambling
exists is effective and fit for the digital age similar survey was carried out in 2018/19. over 66 per cent of all money staked and
black market sites’ revenues have more
Commission, rates of problem gambling have
or whether further protections are needed.
than tripled since 2010. Similarly in France, dropped from 0.6 per cent to 0.3 per cent of
The BGC called for the review to be as
As well as consulting with the industry, it has
wide-ranging and evidence-led as possible black market gaming now accounts for 57 the adult population
engaged with government, the Gambling per cent of all money staked and revenues
in order to achieve the right balance – one
Commission, the health and charitable for black market sites have almost doubled This suggests that the safer gambling
which meets the needs of an estimated 30
sector, those with lived experience of since 2015.
million people who enjoy placing a bet in measures which have been introduced
gambling harm and a range of other
the UK while also protecting the vulnerable. recently in the regulated sector have
stakeholders. It looked particularly at online In the UK, as a strict condition of their
helped the decline in the rate of problem
protections for players and products; licence, operators in the regulated industry
Concerns have been raised that a blanket adhere to high standards including gambling. These have included the
advertising, sponsorship and branding;
approach to reducing gambling, or an strict ID and age verification checks, requirement in 2014 for remote betting
the Gambling Commission’s powers and
over-regulated approach, could force the no betting on a credit card - except for and gaming operators to have licences
resources; consumer redress; age limits and
vast majority of those who currently bet National Lottery gambling products - and from the Gambling Commission to serve
verification; and land-based gambling.
safely onto the black market. This has participation in self-exclusion schemes. UK consumers, the reduction in 2019 in the
The BGC fully supported the review as an already started to happen with the number Regulated operators also offer important maximum permitted stake on fixed odds
opportunity to drive further changes on of British people using unlicensed sites safer gambling tools like setting deposit betting terminals and the change in law in
safer gambling and commissioned PwC doubling in just two years, from 220,000 limits and time-outs. BGC members have 2020 when it became illegal to use credit
to carry out an objective, evidence-based to 460,000, with amounts staked rising to increased funding for research, education cards to fund remote and non-remote
review of unlicensed gambling activity billions of pounds. and treatment into problem gambling betting and gaming activities in the UK.
14 Introduction - Gambling in the UK 2 PwC-Review-of-Unlicensed-Online-Gambling-in-the-UK_vFinal.pdf (bettingandgamingcouncil.com) Introduction - Gambling in the UK 15
The role of the Betting The Journey to the
and Gaming Council Levelling Up Goals
The BGC’s mission has been to champion There are still huge gaps in opportunity In 2015, as Secretary of State for The Levelling Up Goals are intended to be the
the betting and gaming industry and to set in the UK and many of the existing International Development, Justine Greening
architecture through which the urgent ambition
world class standards in safer gambling inequalities have been exacerbated by led the UK delegation to the United Nations
the pandemic, particularly in those areas (UN). Alongside 184 international partners, to level up the UK can actually be achieved.
that ensure an enjoyable, fair and safe
betting and gaming experience for all its which were already furthest away from she helped to establish the UN’s Sustainable
The impact of the work carried out to do
customers. It also aims to build public a level playing field. Reducing those Development Goals (SDGs). In 2017, the
this can, and should, be measurable.
and institutional trust in the industry. It requires businesses, universities and third General Assembly adopted a UN resolution
provides a forum to facilitate collaboration, sector organisations to work together to which identified specific targets for each The Purpose Coalition, in partnership with
remove the barriers that exist and close goal, along with indicators which could be Purpose Coalition universities, businesses and
share best practice, drive and champion
the gaps which result in too many people used to measure progress towards each the Office for National Statistics (ONS), is
standards and create a single voice for the
not achieving their true potential. The target. These 17 interlinked, global goals developing sub-goals for each of the 14 goals,
industry. That purpose is backed by its core
Government confirmed its commitment were designed to be ‘a blueprint to achieve with quantifiable targets and measurements
values of putting the customer at the heart
with the publication of a White Paper in a better and more sustainable future for all’. against which progress can be charted.
of everything it does, acting with integrity They marked a shift from the Millennium
February 2022 which details the practical This will create a more transparent and
and transparency and working positively Development Goals (MDGs) which had been
steps it will take to level up the country. It measurable framework with which to monitor
with all its stakeholders. established at the Millennium Summit of the
has set twelve medium-term missions as and subsequently address the problems of
UN in 2000. social mobility and inequality that have been
The BGC has made five key policy the policy objectives to be achieved by
commitments to promote safer gambling 2030 through cross-government, cross- entrenched in this country for many years. The
In contrast to the MDGs, the SDGs were
which have resulted in a number of society efforts. They range from skills Levelling Up Goals are designed to assess the
nationally owned, country-led and targeted
training to pride in place. outcomes of an organisation’s CSR strategies
successful initiatives: wealthy, developed nations as well as and measures. Many are doing outstanding
The BGC announced its support for the developing countries. They emphasised work and making important contributions to
Government’s agenda by pledging to the interdependent environment, social society but are still measuring this via inputs
spend £20m on training and development and economic aspects of development – a measure that focuses on financial costs
by centralising the role of sustainability. rather than the real impact to human lives.
for staff across the UK each year. BGC
As Secretary of State, Justine recognised
members also pledged to create an
• Safeguarding young people how useful a common set of accessible Crucially, these Goals are a shared
additional 5,000 apprenticeships for young
but ambitious objectives could be in framework. The wider Purpose Coalition
• Increasing support for the treatment people in the industry between now and
galvanising action to achieve change. believes that, with a common understanding
2025. The betting and gaming sector will
of gambling harm also generate 15,000 tech jobs in the next
and objectives, there can be action that
Over the last two years, the pandemic drives change on the ground. Individual
15 years. Many of these will be outside
• Strengthening and expanding codes of has exacerbated many of the problems organisations, including universities,
London, in areas that were often worst hit relating to social inequality in the UK.
practice for advertising and marketing by the pandemic, as they continue to invest
businesses, policy-makers, communities and
The recovery is an opportunity to NGOs, can work together, with the shared
in an extensive network of highly skilled address these issues and level up but
• Protecting and empowering Goals as a uniting and motivating foundation
high-tech sector jobs across the country. that requires updated and specific goals for progress. As the problems which cause
its customers This commitment to jobs and skills will in order to outline, inspire and measure social inequality in the UK are interlinked, the
supplement the economic contribution progress. The Purpose Coalition, a group
• Creating a culture of safer gambling they make through tax and business rates
response should also be collaborative.
of policymakers, businesses, universities
to their levelling up role in every region. and other organisations, aims to improve The Purpose Coalition has encouraged
social mobility in the UK and responded to businesses and universities to share their
The industry has a strong track record of own best practice with other organisations
this challenge with the launch of its own
financial and practical support for health, so they are not only demonstrating
Levelling Up Goals in February 2021.
education, sports and community projects, their own commitment but creating a
The BGC’s partnership with the Purpose often with a physical presence on the high These new Goals build on the foundations shift towards purpose-led organisations.
Coalition represents the latest step in its street. Many of those working in it already laid by the UN’s SDGs by outlining 14 clear Amongst others, it is working with bp,
ongoing, long-term commitment to build an engage in their communities, volunteering goals, drawing on expertise provided by Amazon, Adecco, UK Power Networks,
industry that is respected as a valuable and their time or raising money for local causes, academia and business which has been Staffordshire University, the University of
responsible member of the communities often with the support of their employers. applied to the unique challenges facing the York as well as a number of local authorities
where it operates. Safer gambling is at This work continued throughout the UK in levelling up. They focus on key life and NHS Trusts. The Goals are key to
the heart of its work, informing the way pandemic when its value was recognised stages and on the main issues that need to facilitating an extension of this cooperative
it engages with customers as well as its even more as part of a national effort to be resolved to create a level playing field exchange of information which can be used
charity and sports partners. help those who needed it most. for all in this country. to deliver equality of opportunity.
16 Introduction - The role of the Betting and Gaming Council Introduction - The Journey to the Levelling Up Goals 17
The BGC’s activity has been benchmarked against the Levelling Up
Goals, assessing where it is contributing towards them.
As organisations with a broad spectrum of activity in many communities, BGC
members are making a positive contribution to all the relevant Levelling Up Goals.
The analysis below focuses on the particular goals where companies are uniquely
placed to have the most positive impact.
Assessment
At the Purpose Coalition, we advise organisations to focus on the particular
areas where they can deliver the most impact in line with their purpose and
strengths, and on how that expertise can be targeted towards specific gaps
where they are relevant to the organisation. This is how social impact becomes
real for people and communities and how it also becomes sustainable over the
of the BGC’s
long term, in contrast to outdated ‘tick box’ approaches that can see
organisations failing to deliver by spreading themselves too thinly.
activities
mapped Goal 3
Positive destinations
post 16+
against the Every young person and adult should
have the choice of a high-quality route
at young people aged 16-24 on Universal
Credit. The BGC launched its own Plan for
Levelling
into education, employment, or training. Jobs in September 2021, with a pledge to
Increasing awareness of the choices that are create 5,000 new apprenticeships across
available allows organisations to harness the the betting and gaming industry by 2025.
talent that is available post-16 and enables It will also generate 15,000 tech jobs in the
people to fulfil their potential, whether next 5 years. Most of these will be outside
Up Goals
that is in academic education or vocational London, delivering opportunities to those
training. It is key to levelling up those parts of the country where, traditionally,
communities which are furthest away from they have been scarce.
a level playing field and to supporting those
One BGC member, Flutter, a global sports
individuals who are most disadvantaged.
betting, gaming and entertainment
People need advice and information about provider with over 18 million customers
the career opportunities that exist and how worldwide has launched a self-funded
best to take advantage of them. Knowing version of the Government’s Kickstart
what sort of careers are out there can set scheme. It has created 13 new roles across
schoolwork in context and help a person the business in marketing, finance, people,
understand the steps they need to take to trading, tech and design, for young
get to the one that is right for them. people aged 18-25 at risk of long term
unemployment. By engaging with charities
In July 2020, the UK Government and community organisations, the scheme
announced its Plan for Jobs, aimed at has provided career opportunities for a
protecting, supporting and creating jobs. whole new talent pool, including some of
Its new Kickstart Scheme was targeted the most underrepresented groups.
18 Assessment of the BGC’s activities mapped against the Levelling Up Goals Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 3 Positive destinations post 16+ 19Goal 5
Open recruitment
Careers should be open to anyone who In 2019 BGC members employed 119,000 the tech and digital skills required in a
has the potential to do the job, regardless people across the country. 61,000 were in green economy. This is key for the betting
of their background or where they are direct employment, 44,000 in indirect jobs and gaming industry but also means that
from. Organisations who use transparent and 14,000 in induced jobs. Employment employees are developing the transferable
and accessible recruitment practices are in the North was estimated at 17,000, expertise that will also be in demand from
able to mine the talent that is available in with GVA totalling £850m. Similarly in the other employers. BGC members recognise
every community, driving local economies, Midlands and Wales, there were 12,000 in the importance of maintaining these skills
as well as the national economy. That is employment and the region contributes and have pledged to spend £20m on
particularly important in less advantaged £600m in GVA. training and development for staff across
communities, where an improvement in the UK each year.
The economic contribution of BGC
the social determinants that are known
members to different regions of the UK is
to undermine quality of life – the social,
also influenced by the distribution of head
economic and environmental conditions
offices and non-remote betting and gaming
in which people live – is so dependent on
venues across the country. There are two
reliable and rewarding employment. Goal 8
cities outside London where major remote
Good health and
Many of today’s job opportunities simply betting and gaming operators have head
wellbeing
did not exist a couple of years ago. offices – Leeds and Stoke-on-Trent.
Leeds is home to the head office of two
The work experience, support and mentoring remote betting and gaming operators. It
Ensuring good mental and physical health
which organisations can provide plays a was estimated that in 2019 these employed
around 2,280 staff. In addition, there were to boost overall wellbeing at all ages is
huge role in demystifying the jobs market, crucial in allowing people to fulfil their
approximately 100 LBOs and three casinos,
particularly in light of the huge changes that contributing a further 800 jobs directly and potential. It lies at the heart of levelling
have taken place in the way we work. 370 jobs through the supply chain and via up. Poor health is often a result of, and
induced demand. These jobs represented exacerbated by, poverty, as well as lack of
People need to see people who look and around 1% of employment in Leeds. employment, low education take-up, poor
sound like them in the roles they aspire to. housing conditions and social isolation. The
There are two remote betting and gaming pandemic has shone a stark light on the
Their own experience of work, or that of
operator head offices based in Stoke-On- health inequalities that still exist in the UK
their family and friends, may be limited - if Trent, employing around 4,000 staff in 2019
it exists at all - and they need to be able to and the impact they have on an individual’s
with a further 175 staff directly employed ability to access opportunity.
see people who look and sound like them in the 33 LBOs and 230 in the two local
in the roles they aspire to. casinos. An additional 170 jobs were The BGC and its members recognise
supported through the supply chain and the cycle of disadvantage in individuals,
With 19 per cent of its employees under
induced demand. Total employment was families and communities that poor
25, compared to a figure of 11 per cent
estimated to be about 115,000, constituting physical and mental health engenders.
nationally, and 51 per cent under 35,
around 4% of total employment in the area. Their presence in every high street,
compared to 35 per cent nationally,
BGC members are a young and dynamic particularly in the most disadvantaged
More recent figures have shown that,
workforce. The work that they are doing areas, and their links with a wide range of
despite the effects of the pandemic, the
to inform and attract new applicants, from sports allows them to connect with many
contribution that BGC members continue
its apprenticeship ambitions outlined more people. As a result, they are able to
to make remains strong, particularly in the
under Goal 3 to providing the right advice deliver education, information and support
regions which have head offices in them but
and experience to potential new recruits where it is needed most. Much of this
also in less advantaged areas like the north.
means that BGC members are meeting the help is driven by employees themselves,
challenge of Goal 5 Open recruitment. Equally important is the nature of the who understand the challenges of their
jobs on offer across the country. Many are individual communities. The support also
Crucially much of its recruitment takes in the high-tech sector, developing and acknowledges the economic and social
place in areas of the country where maintaining the growing number of online repercussions of problems associated
communities have often felt left behind betting and gaming platforms. They are with gambling and the lack of access to
and where there are too few opportunities. highly skilled jobs, providing staff with opportunities that result.
20 Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 5 Open recruitment Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 8 Good health and wellbeing 21Supporting the community By focusing on supporting clubs that use Kindred has also made significant The William Hill Foundation also worked
sport for social outcomes, rather than investments in mental health initiatives, with Rugby League Cares to provide
Entain launched its Global Foundation sporting excellence, the fund is the first of including Team Talk, a project run by Derby specialised mental wellbeing sessions to
in September 2019. It is committed to its kind on a national scale. Research has County Community Trust in partnership William Hill colleagues.
donating £100 million over the next five found that for every £1 invested in sport for with Kindred, to provide social connections
years, focusing on responsible gambling, good, an average of £6 is returned in social and meaningful activities for socially Expert speakers from the sport have delivered
education and treatment, men’s health with
a particular focus on mental health, and
value, meaning that the fund generated isolated men. Team Talk projects have also mental health fitness workshops to colleagues
more than £24 million in social impacts. been set up in Glasgow and Middlesbrough
community projects. to support their wellbeing
and Kindred Group’s investment in these
Gamesys, an online software development
Sky Bet, British based gambling company programmes – worth £140,000 per year -
and gaming business, has contributed As well as supporting employees to
with headquarters in Leeds, have raised has allowed the organising football clubs
over £3.6 million to the The Gamesys give their time, skills and expertise to
over £100,000 for their charity partner to open more centres supporting men’s
Foundation since its launch in February charities and community organisations,
Macmillan Cancer Support since 2020, mental health.
2020. The Foundation has made donations Playtech has been working to strengthen
with colleagues working together to to charities that support mental health Kindred also supports the work of wellbeing programming and support for its
raise money through charity quiz nights, and social isolation, including Women’s #GoRacingGreen, a scheme to make employees, raising awareness and breaking
Macmillan coffee mornings, the Yorkshire Aid, and from 2020-21 has donated over racing accessible to those who might down stigmas about mental health, with
3 peaks challenges, cycling sportive, the £1 million. It continues to support them
otherwise find attending a race too safer gambling also a key priority. It is
great charity auction, the London marathon via their ‘Deserve to be Heard’ campaign.
overwhelming. Racecourses at which working in partnership with MIND BWW
and a fundraising ball in November. The Foundation has also made available
Kindred brand Unibet are a sponsor and BetKnowMore UK to deliver the
up to £100,000 for Gamesys employees to
Right to Play has been PokerStars’, an undergo mental health awareness and ‘Know your Mind’ programme for Playtech
support initiatives linked to mental well-
online poker cardroom, global charity Dementia Friends training prior to race employees in the UK. The objective is to
being, with grants of up to £2,000 for each
partner since 2014, bringing together staff sponsorship and #GoRacingGreen is promote healthy online living by equipping
employee or initiative.
and customers to help raise over £2.5 provided with a designated “quiet space” employees, team leaders and mental
million. Right to Play uses sport and play Alzheimer’s Research UK received a major and special racecourse stable visits are health champions with the information
to help protect, educate and empower industry donation following the death arranged so that those with ‘invisible’ and capabilities to identify, escalate and
children to rise above adversity. of Dame Barbara Windsor. The beloved illnesses know they can visit on the day. intervene with those at risk or affected by
television and film star appeared in several One in three Unibet adverts are also gambling related harm and mental health.
Flutter launched a new partnership with
TV adverts for Jackpotjoy, starring as their donated to #GoRacingGreen to help The company has also announced a five
Missing People charity on Father’s Day this
‘Queen of Bingo.’ Jackpotjoy’s owners promote key messages. year £5 million commitment to promote
year to raise awareness of the important
Gamesys donated £83,000 to the charity healthy online lives, digital well-being and
work the charity is doing to help reunite The William Hill Foundation partnered with
to support its research. reduce gambling related harm.
families and friends with their missing loved the Scottish Football Association to help
ones. As well as a donation, the partnership In 2021, William Hill worked towards deliver essential services around mental Playtech is supporting a number of
will include a number of campaigns and becoming a dementia-friendly organisation wellbeing to players and coaches across programmes including one that brings
activations throughout the year across all in partnership with Alzheimer’s Society. Scotland, through a ‘Support Within Sport’ together an alliance of experts, led by
of the UK&I facing brands, with PokerStars Dementia Friends is a training module initiative. Over 200 players, coaches and YGAM, to address gaps in knowledge to
releasing a video at their Mega Stack provided by Alzheimer’s Society that is managers have made use of the service to enable healthcare professionals in primary
series at the Hippodrome in London, designed to help change the way people date, with research showing that following care networks to engage, identify harms
featuring missing people and their families. think, act and talk about living with dementia. 3-6 months of clinical support, individuals and signpost patients to the appropriate
This builds on licensed betting shop and Over 3,000 William Hill employees have demonstrated significantly reduced support available, and another that delivers
online operator, Paddy Power’s ‘Missing completed the training, furthering the specialist evidence led training on gambling
symptoms of anxiety and depressive illness.
Fans’ campaign in 2020 which utilised company’s commitment to becoming a more related harms and digital behavioural
The ‘Support Within Sport’ programme
their partnership with Motherwell FC and dementia-friendly organisation. also provides a bespoke training course addictions to healthcare professionals
included filling a stand at their stadium with
Online gaming operator, Kindred, allows in mental health to coaches. Over 3,500 in London. Playtech is also supporting a
1,190 silhouettes of missing people at a time
staff to use so-called ‘sustainability days’ coaches around the globe have completed multi-year research programme led by the
when fans were missing from stadiums due
to contribute to their local community. the course which provides tools and Responsible Gambling Council of Canada
to the pandemic.
Although that was difficult during the guidance to help recognise signs of mental to strengthen existing and generate new
Flutter’s Cash4Clubs has also partnered pandemic, by 2023 Kindred expects health problems, develop skills in listening and practical insights to raise standards
with Made by Sport to launch the to increase the number of employees and sign-post people to help if required. and improve practices around digital
#ClubsinCrisis Fund, supporting community who use their sustainability days by The Foundation also worked with the SFA wellbeing, safer gambling, and mental
sports clubs across the UK. The Fund 50% from 2019. To encourage them to deliver a Mental Health and Wellbeing health. In July 2021, Playtech became
has awarded grants totalling more than to do so, it launched a trial of a new League to communities across Scotland, the first recipient of GamCare’s newly
£4million to over 1800 community clubs, corporate social responsibility platform and to encourage people to keep fit and developed Safer Gambling Standard. It
with 63% going to the smallest and most called Givur. It connects employees with healthy. This sponsorship of the SFA assesses the measures businesses have
difficult to reach clubs. It distributed over initiatives focused on contributing to local Mental Health and Wellbeing League is an put in place to protect customers from
£1.79 million in its first three months. Grants communities, including those aimed at important part of the programme, providing experiencing gambling related harms
have been made to clubs that develop life alleviating loneliness among the elderly, an opportunity for people who might be and recognises those companies that put
and employability skills, build stronger better physical health and wellbeing and suffering from mental health issues to customer protection at the forefront of
communities and improve mental health. supporting women’s crisis charities. participate in regular physical activity. their operation.
22 Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 8 Good health and wellbeing Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 8 Good health and wellbeing 23GamCare Entain’s partnership with EPIC Risk and expertise, Playtech is also leveraging
have set up the Management, a leading provider partnerships with external experts
first national young of advice, training and expertise in including with City, University of London’s
people’s support minimising and preventing harm, has Research Centre for Machine Learning.
service, offering also informed this work. Through a five-year partnership, Playtech
is exploring the use of AI to improve anti-
information, advice Flutter has launched a “Triple Step” money laundering detection. As part of
and support approach to affordability, a risk based its research, the company is exploring and
framework which uses real time data to developing new techniques that can explain
monitor player activity and behaviours to how harm models are constructed and
ensure that gambling remains safe and make decisions.
enjoyable. This latest step builds on the
proactive measures already live across their Adopting a socially responsible approach
platforms. Flutter believes that affordability to advertising and marketing is core to
should be considered together with a range the work of BGC members who have
of individual factors, but crucially by taking taken the lead on promoting responsible
a risk based approach, which balances the advertising, before and during the
protection of the most vulnerable from pandemic. During the first lockdown, they
Supporting education In 2020, YGAM trained 2,906 practitioners potential harm without disproportionately announced the voluntary removal of all
and research (up from its original target of 2,592) and impinging on the personal freedom of the gaming product advertising on TV and
provided vital educational sessions on vast majority. radio. Existing TV and radio advertising
The BGC and its members run a wide range the harms associated with gambling and slots were replaced by safer gambling
of initiatives which inform and educate gaming to 184,700 young people (up from Kindred Group, an online gambling messages, donated to charities or
on the harms associated with gambling. a target of 170,300). In addition, GamCare operator, has become the first to report removed from broadcast. Since then, 20%
They also fund an extensive programme trained 4,185 professionals who work with its share of revenue derived from high-risk of all member adverts on TV and radio
of research which continues to look at young people and delivered educational players showing signs of harmful gambling. have been safer gambling messages.
problem gambling and the ways it might be workshops directly to 3,947 young people. The company, which owns 32Red and
successfully treated. Unibet, aims to generate zero revenue from More recently, BGC members have agreed
By August 2021, YGAM and GamCare had
harmful gambling by 2023. Kindred will to new rules designed to further prevent
reached an impressive 500,000 young
Currently, GambleAware asks all betting provide regular updates on its progress under-18s from viewing betting ads online.
people this year alone and were on course
and gaming operators in Britain to together with a measurement of the
to reach one million young people overall.
donate a minimum of 0.1% of their Gross effectiveness of the group’s sustainability
GamCare has also set up the first national Working in partnership with the Gambling
Gambling Yield (GGY) annually direct work. In the third quarter of 2021, Kindred’s
to GambleAware to help fund gambling
young people’s support service, offering Commission, they have also agreed to a strict
share of revenue from harmful gambling
research, education and treatment. Between
information, advice and support tailored
decreased to 3.3%. new code of conduct tightening the rules on
specifically to the needs of young people
1 April and 30 September 2021, industry how VIP schemes are operated.
impacted by their own gambling or that of Playtech, a gambling software
contributions reached £10.6 million, with
a loved one. development company, has unified its safer
the largest donations from BGC members
bet365, a British online gambling company, gambling and compliance technology, Individual operators have also taken steps
Entain works with a range of organisations
Entain, a FTSE 100 company and one of the tools, services and research in a new to promote responsible gambling. At the
and experts to better understand and beginning of 2020, 888, a multinational
world’s largest sports betting and gaming business unit called Playtech Protect. This
address gambling related harm. In 2019, online gambling company, launched an
groups, and William Hill, a global online includes BetBuddy, its AI-driven safer
it committed to a five-year $5 million offline and online advertising campaign
gambling company based in London. In gambling application and its continued
collaboration with Harvard Medical School in the UK to help raise awareness of
March 2021, Flutter also donated £8 million research and innovation into sustainable
Faculty, a ground breaking partnership potentially problematic gambling. With
to the charity. Product and Game Design. As part of
which aims to challenge some of the the slogan “Too much is too much”, the
Playtech’s continued work on safer game
Preventing underage gambling and toughest areas and questions in research advertising campaign went live on TV,
design, it co-led UK Gambling Commission
protecting young people is a core around addiction. The Group has also in national press and on social media
and BGC efforts to develop the industry’s
commitment for BGC. In May 2020, appointed world renowned academic Dr platforms. The campaign was developed
first code of conduct on safer game
BGC members announced a £10 million Mark Griffiths, Distinguished Professor of following research and consultation
design to help raise consumer protection
partnership with YGAM and GamCare to Behavioural Addiction and Psychology with customers. More recently, online
standards across the industry.
provide a national education and support at Nottingham Trent University, to advise operator Gamesys voluntarily suspended
programme over four years. The Young on the triggers for problems with online In 2019, Playtech began working with adverts across its brands for the duration
People’s Gambling Harm Prevention play and addiction. This work supports several of its licencees to trial and evaluate of the 2021 lockdown. The suspension
Programme is the largest of its kind and the ongoing development of Entain’s product labelling for online slots. Playtech was applied to TV and radio adverts and
aims to deliver evidence-led education, ARC programme which uses proprietary is also undertaking data-driven research existing sponsorship deals to promote
training and support to young people across technology to further enhance player to build an empirical evidence base brands Jackpotjoy, Virgin Games and Heart
England, Wales and Northern Ireland, as well protection through additional checks examining the relationships between Bingo. The company introduced a similar
as collaborating with other organisations as well as improved monitoring and game features, player behaviours and voluntary ban on adverts in March 2020,
supporting young people across Scotland. interventions. at-risk play. Alongside its own technology the first operator to do so.
24 Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 8 Good health and wellbeing Assessment of the BGC’s activities mapped against the Levelling Up Goals - Goal 8 Good health and wellbeing 25You can also read
