GVC Holdings, the multinational sports betting and gaming group, has joined the US National Council on Problem Gambling’s (NPGC)  President’s Circle and will to help fund a major new study into the prevalence of gambling in the US and potential problems associated with it. In a statement, the group said that it has “… made a long-term commitment to NPGC, which is the world’s longest established NGO dedicated to addressing issues surrounding problem gambling”.

The President’s Circle initiative is part of NCPG’s strategic commitment to act as the national advocate for programmes and services to assist problem gamblers and their families. Through its membership, GVC will support NCPG’s ability to provide the advocacy, awareness and assistance needed to promote responsible gaming behaviors and address areas of problem gambling.

Additionally, as part of its membership with NCPG, GVC will help to fund ‘The National Survey of Gambling in America’, a major new study which aims to identify the prevalence of gambling within the US and establish a baseline for the levels of problem gambling behaviour. Through the research it is hoped that all stakeholders will be able to gain a better understanding of the issue.

Commenting on the announcement, GVC’s CEO Kenneth Alexander said: “We are delighted to become a member of NCPG supporting the invaluable work that they undertake in advocating on problem gambling issues. Joining the NCPG’s President’s Circle reinforces our commitment to ensure that GVC promotes the highest standards of responsible gaming while ensuring our customers can enjoy our products in a safe environment.”

Keith Whyte, NCPG executive director, added: “We warmly welcome GVC to the President’s circle. As a global leader in online gaming, GVC’s experience and operational excellence are a huge asset to NCPG and we look forward to working with them to develop and affirm national standards in responsible gaming.”

SBC Americas analysis

As the owner/operator of several big UK gaming brands, including Ladbrokes, Coral and Gala among others, GVC is already well aware of the need for maintaining a sound corporate social responsibility ethic. More than that, it understands that an effective social responsibility framework will be an essential tool as it seeks to gain traction in the nascent US sports betting sector. Getting this done early, and forming vital relationships with the likes of the NPGC in the process, will set a more collaborative tone when it comes to dealing with tomorrow’s problem gamblers. And they will come!