YGAM founder launches new safer gambling charity
Lee Willows unveils ESG Gaming alongside Better Change with a three-pronged focus on safer gambling, esports and career development
YGAM founder Lee Willows has launched a new not-for-profit organisation focused on safer gambling research, esports and supporting young people into igaming careers.
ESG Gaming has been launched in partnership with charity Better Change, of which Willows became a board member in December 2021.
ESG Gaming said it will take an “evidence-led approach” in aiming to deliver three key aims for the industry following its launch.
The first will see the organisation work on safer gambling research via a range of academic partnerships with the University of Gibraltar’s Centre of Excellence in Responsible Gaming (CERG), Bournemouth University and the Responsible Gambling Council (RGC).
The research will centre around safer gambling tools, messaging and customer interventions and the effectiveness of each, with the research then being shared with the wider industry.
Secondly, ESG Gaming will work to support the budding esports betting industry.
ESG Gaming is working with brands to develop a metaverse targeted at esports players and fans, with a focus on safer esports betting.
The not-for-profit organisation will also lend its support at esports tournaments in regard to safer gambling, as well as provide information for parents and guardians on young people.
Finally, the group is working with housing associations and the Department for Work and Pensions to provide training, qualifications, work experience and job interviews for those living in vulnerable communities.
ESG Gaming will launch a full-time apprenticeship scheme for 21-30-year-olds from underrepresented communities including women and ethnic minorities.
The scheme will last up to 12 weeks and introduce the igaming sector as well as careers available within the industry.