Sky Betting & Gaming

Background
Sky Betting & Gaming (SBG) set an ambitious goal: to become a betting company that places social impact above commercial gain, and lead the industry in a company- wide, consumer-facing Responsible Gambling (RG) campaign.

It was evident that to build pride amongst their people, SBG needed to take a strong position in an industry that tends to do ‘just enough.’ This began with the category’s first full paid-media campaign dedicated solely to RG. It contained no call-to- action; just Sky Sports’ Jeff Stelling reminding the public and industry that betting should enhance, not impede, enjoyment of sport. Put simply, SBG became the first betting brand in history to dedicate media spend solely to asking customers to gamble less.

"A betting company that places social impact above commercial gain"

Approach
TV ads were broadcasted at the biggest games of the season, alongside an internal launch screening for colleagues. SBG’s EFL sponsorship included print ads in every match day programme, and RG badges for players at the EFL Play-Offs. This was supplemented by the promotion of self- help tools—including deposit limits, cool off periods and self-exclusion— through social media, bespoke product development, and Soccer Saturday presenters.

SBG’s CEO Richard Flint developed a four-point plan to reduce gambling harm involving increased customer monitoring, accessibility of self-help tools, interaction, and intervention. Richard spoke at one of the world’s biggest gambling conferences to call for collaborative industry efforts.

Outcome
Post-campaign, 39% of customers see SBG as leaders in delivering an RG message; ‘cool off period’ customer usage increased by 105%; ‘deposit limit’ customer usage increased by 20%; and ‘self-exclusion’ nearly halved, suggesting improved limit awareness. Internally, the business leadership team has seen greater focus on RG work, with dedicated projects being taken forward with academic partnerships.

By placing social responsibility before commercial gain, Sky Betting & Gaming are transforming the industry into a safer, more enjoyable space for all.