Senet Group focuses online as new campaign launches
Self-regulatory body understood to be in discussions with major online firm
The Senet Group is in advanced discussions with a major online operator about joining the self-regulatory industry body, eGaming Review understands.
Speaking at the launch of the group’s new social media-focused campaign, Senet’s chair and independent standards commissioner Wanda Goldwag said there was a need for more “joined up thinking” when it came to online.
“We are also turning increasingly to look at online gambling,” Goldwag said. “We intend to work with our members on how they can best identify potential problem gamblers from their data and find ways to warn those people to stop or take a break.
“The industry has a duty to protect vulnerable people and we’re pleased to be able to play our part in that,” she added.
Thus far the Senet Group has failed to attract any online-only operators, with the major founding members Ladbrokes, William Hill, Coral and Paddy Power all having substantial retail estates.
However, Goldwag said the group was in talks with a major online operator with an announcement possible in the coming months.
Last month bet365 co-CEO Denise Coates told eGR it was still an “open question” as to whether or not the operator joins Senet.
“We are still open minded and will see what the future holds in this regard,” Coates said.
The Senet Group’s new online campaign with the hashtag #gamblesmart also launches today, targeting young males with a series of videos and other content on social media.
“Our campaign is all about prevention,” Ron Finlay, Senet Group chief executive, said. “It’s designed to be funny and shareable, but with an underlying serious message about how to prevent gambling becoming a problem.”
The campaign, designed by youth marketing agency Livity, is the second major push from Senet this year, with the group saying the first TV-focused push has been recognised by around half of all gamblers.