British bookmaker aims for no revenues from problem gamblers by 2023

by Ethan Anderson Last Updated
British bookmaker aims for no revenues from problem gamblers by 2023

A British bookmaker has revealed the percentage of its revenue that comes from what it has identified as high-risk or customers showing signs of harmful betting.

Yahoo News reports that Kindred Group claims four per cent of its revenue comes from customers showing these signs, with the group owning nine brands, including 32Red and Unibet.

Their revelation comes as the UK government considers restricting or banning bookmakers from sponsoring sports, amid concerns it has helped normalise gambling.

Kindred said it wants to reduce its percentage of harmful gamblers to zero by 2023 and that preventing it from advertising through sport would be “a negative step” and hurt the game’s finances.

32Red is the principal shirt sponsor of Derby County, Preston North End and Middlesborough in the Championship, along with Scottish giants Rangers.

“This is a key moment in the debate,” Kindred UK general manager Neil Banbury said.

“This is a way for us to inject some evidence and facts into that debate too.

“By opening our books, we can reach a solution to ensure players who need assistance with their betting behaviour receive it.”

Three-quarters of English Premier League teams have betting sponsors or partners, with that figure rising to 87 per cent in the Championship.

“There is an awful lot of advertising within football, perhaps too much,” Mr Banbury admitted.

“Certainly if you look at the Premier League, the vast majority of brands from the gambling industry that are on shirt fronts have no interest in UK customers and perhaps that’s an area where there could be some moderation.

“Removing the ability for us to work within the industry completely would be a really negative step.

“It won’t have any significant impact in tackling problem gambling.

“Our involvement in football provides the clubs with finances at a really tough time, certainty outside the Premier League and gives us a good opportunity to have an impact on various issues.”

Gambling sponsorship in sport is currently being analysed as part of the government’s review of the 2005 Gambling Act, with a deadline for evidence set for next month.

It is estimated that teams in the top two divisions would lose a combined 110 million pounds a year if a ban were brought in.

Commercial partnerships with the betting industry are also common in sports such as boxing, snooker and darts.

Shaq to become face of PointsBet’s Australian operations

NBA legend Shaquille O’Neal has become the brand ambassador for Australia’s PointsBet operations.

Vegas Slots Online reported in January that O’Neal will be the face of the sports betting company in 2021, covering television, mobile, digital and social media marketing.

PointsBet cofounder and chief marketing officer Andrew Fahey spoke about the deal in a press announcement.

“Shaq is an iconic figure, was our clear number one poick to represent the Pointsbet brand in Australia,” Mr Fahey said, who went on to say that US sports, especially professional basketball, are the fastest growing sports markets among bettors in Australia.

O’Neal expressed his excitement in joining the PointsBet team.

“The rise of responsible sports betting is really exciting,” he said.

O’Neal already has an interest in the sports betting space, with Authentic Brands Group, a brand management company that manages O’Neal’s likeness and marketing rights through a subsidiary, filing a trademark request for the term “SHAQPOT” with the US Patent and Trademark Office.

The filing states that SHAQPOT would be looking at launching a website that offers sports related gambling, however no further information is currently available.

O’Neal’s likeness is also used as part of games on the myVEGAS social casino, a free-to-play platform operated by PlayStudios in partnership with MGM Resorts International.

The games do not offer cash prizes, but provide rewards for players to redeem at MGM-owned properties.

Flutter Entertainment-owned PointsBet started as a sportsbook focusing on the Australian market and has since entered the expanding US sector.

PointsBet now has online sportsbooks live in Colorado, Illinois, Indiana, Iowa, New Jersey and Michigan.

Some of its new partners include the Detroit Pistons, Detroit Tigers, Indianapolis Colts, Indiana Pacers, Denver Nuggets, Chicago Bears and the PGA Tour.

In August 2020, PointsBet became the official sports betting partner of NBC Universal.

As part of the five-year media deal, NBCUniversal got a stake worth almost five per cent of the operator’s business.

The agreement saw PointsBet’s integration into the various NBCUniversal assets, such as NBC Sports networks and the Golf Channel.

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