Gambling Industry’s Responsible Gaming Efforts Hit New High, EGBA Reports

European Safer Gambling Week has become a focal point in the calendar for promoting healthy gaming habits. The 2024 edition expanded its reach to 26 countries and included participation from 195 different stakeholders from operators and tech companies to NGOs and player support services. The initiative reportedly reached 3 million people.

The report also revealed a marked shift in how online operators are integrating safer play into everyday customer interactions. Over 67 million messages were sent out to players last year, nudging them toward responsible gaming behaviour. And those nudges seem to be working as almost 2/3rds of players engaged with at least one responsible gambling feature in 2024, the highest percentage ever recorded.
EGBA Secretary General Maarten Haijer commented:

“We’re seeing a real culture change across the sector. Operators are moving from awareness to action, and that’s exactly what’s needed.”

Another area of progress has been the monitoring of advertising. The EGBA carried out its second Europe-wide review of responsible gambling ads, with a major focus on protecting young people. In a time when digital marketing dominates the landscape, efforts to ensure ads are not only legal but ethical are crucial.

The emphasis on responsibility hasn’t slowed the industry’s growth, either. The report shows that EGBA members generated €13.5 billion in online gross gaming revenue (GGR) in 2024. This is a 15% rise from the previous year. Online casino games saw the most rapid growth, with revenues jumping by 22% year-on-year.

Beyond just numbers, the association also highlighted efforts in anti-money laundering (AML). Several workshops were held to help industry professionals better understand the EU’s new AML framework. These knowledge-sharing sessions aim to keep operators compliant and prepared for the changing regulatory landscape.

EGBA members now represent a significant portion of the regulated European gambling market. The arrival of new members in 2024 further cemented EGBA’s role as a leading voice in the industry.

Maarten Haijer said, “It’s vital that we continue to work together – as an industry and with policymakers – to keep raising the bar. These numbers are a reflection of what’s possible when responsibility becomes part of the business model, not just an add-on.”

Europe-wide measures can make significant progress when it comes to responsible gaming, and the EGBA report shows a huge amount of promise.