Senet Group CEO George Kidd on improving the industry's image problem

A report released last month by the Senet Group showed public awareness of its ‘When the Fun Stops Stop’ campaign is at a record high and has prevented 18% of regular punters from gambling more than they should

The independent study found that 75% of regular gamblers were aware of its responsible gambling campaign, compared to 59% last year, while awareness among the general public was more than half (53%).

Below, George Kidd, the group’s CEO, explains how the body has helped the industry tackle its responsible gaming issues, and how it can improve its reputation.

EGR Intel: Do you feel the Senet Group has had the impact it had hoped?

George Kidd (GK): You would have to ask someone who was in the room at the time but I can see there are some things we have done really well. One in particular is the messaging and the cumulative impact of the campaigning we’ve been doing, and I’m told by people who are more expert than me on marketing and cut-through that it’s pretty amazing. The awareness levels are great but what struck me was the number of people who said it made them stop and think about their behaviour, stop or reduce play on occasion and be more responsible. We are definitely thinking much more about online and being “online-first”. That means thinking how and where messages from operators and Senet are seen and how they can have high impact.

Q: Where do you think the Senet Group fits in to in industry?

A: We are much clearer about what we are and what we are not. And what we are not is a trade body or a treatment organisation for those who have become problem gamblers. We sit between the two and we use the language of responsibility and self-regulation, using our messaging and the standards or “Commitments” given by members to pre-empt and prevent problems from arising.

Q: Has the Senet Group been involved in the discussions around advertising?

A: We’ve been involved from the start. It’s important in these discussions to clear the fog and ask what is it we are worried about here. There was a point at which some were worried about density and that there is too much advertising in narrow spots, while there are also discussions about it being shouty and making kids more likely to gamble. However, it’s not evident that broadcasting generally has a marked impact on people becoming problem gamblers; at the margins it might stimulate some people but it is never the primary cause of a problem.

That is not to say there is not value in stand-alone messages to players and to the public at large encouraging responsible use of services. When I worked in the online dating industry one of the things we emphasised was not to get scammed and not to put yourself at physical risk. The trick is getting those messages across in a preventative and conversational way in terms that registers with people and doesn’t scare the life out of millions who use dating or gambling services without problems.

Q: Should facts and evidence be placed ahead of public perception?

A: We are fortunate that there is a lot of evidence out there and I think officials have understood that now. Politicians have to look at the evidence but they are also there to test the mood of the public and their parliamentary colleagues and to try and get a sense of where they as politicians want to be taking us.

Q: Can the Senet Group do anything more to help the industry overcome its image problem?

A: We are about helping the industry do the right things. If we and they can demonstrate this responsibility then the image issue should reduce and the calls for more rules and regulations subside. We should always be looking at whether there are new activities that would have a particularly strong effect in preventing harm through different messages and the different ways in which companies engage with customers.