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Safer gambling is not a slogan – it’s an industry standard
Safer gambling is not a box to tick – it is the standard by which our industry’s future will be judged. Sweden’s social costs of gambling amount to €1.42 billion, while Italy faces over €2.3 billion in gambling-related harm annually, and Great Britain reports losses of up to £1.77 billion. This is the real price of neglecting safer gambling. These aren’t just statistics – they’re a call to action.
Rising to this challenge, Game Lounge Cares has partnered with the European Gaming and Betting Association (EGBA) to support European Safer Gambling Week 2025, reaffirming the industry’s responsibility to go beyond regulation. As digital platforms become the primary gateway for players, ensuring safe and responsible gaming has never been more urgent.
Our commitment to this cause is embodied in Game Lounge Cares, our charitable initiative dedicated to promoting safer gambling practices. Through this platform, we work with industry partners, regulators, and advocacy groups to develop and implement strategies that safeguard players from harm and build a robust future for responsible gaming.
EGBA’s Safer Gambling Week campaign provides the ideal platform to showcase these efforts, reinforcing that ESG leadership, player protection, and compliance are inseparable pillars of a sustainable industry, building trust among players, regulators, and investors alike.
Artificial intelligence and predictive algorithms are no longer optional. They are essential tools for identifying at-risk behaviours early and guiding players toward safer choices. Coupled with robust ESG frameworks and diverse regulatory requirements across jurisdictions, these technologies help operators not only comply but lead in transparency, accountability, and sustainable, responsible gaming.
Protecting players is the foundation of a trusted gaming industry. Tools like self-exclusion, deposit limits, and reality checks must become standard, while KYC processes prevent underage play, shield vulnerable individuals, secure transactions, and ensure winnings reach the right hands. At its core, KYC builds the trust and responsibility that define safer gambling.
In established jurisdictions, regulators have introduced ESG Codes of Good Practice, giving stakeholders clear guidance for a sustainable and ethical industry across environmental, social, and governance dimensions. Public reporting of these initiatives demonstrates transparency, accountability, and a commitment to raising industry standards, cementing responsible gaming as a core pillar of the sector.
Our commitment goes beyond compliance. At Game Lounge, we are redefining the future of gaming, where responsibility, safety, and integrity are built into every experience.
Richard Dennys is the CEO of Game Lounge, an SEO-driven iGaming affiliate company with 131 websites across 39 countries. With over two decades in digital and affiliate marketing, Richard is known for his transformative leadership at companies like PwC, Yell, BBC and Nokia. Since joining Game Lounge in 2024, he has revitalised company culture, emphasising autonomy, work-life balance and continuous learning.
Under his leadership, Game Lounge is pioneering the future of iGaming affiliate marketing, connecting over 100,000 players with 350 partners each month. As an advocate for responsible player safety amidst evolving regulations in an age of crypto disruption, Richard’s expertise in navigating privacy and compliance challenges positions him as a key thought leader in the industry.
Learn more about Game Lounge’s collaboration with EGBA to support European Safer Gambling Week and promote responsible gaming.
