Better Change puts focus on land-based responsible gambling with launch of Gamblewise product

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Responsible gambling service provider Better Change has integrated a new product into its portfolio, Gamblewise, which aims to bring RG protections to customers in the land-based sector.

The software will be used in retail gambling venues such as casinos, betting shops and arcades, and will be offered free of charge to gamblers.

To offer the service to their players, operators will pay a monthly fee to Better Change, which said the price will start from as low as £20 per venue.

The product invites bricks and mortar bettors to set their own limits – such as visit duration – and will send a “friendly alert” to the user’s mobile phone once the time limit has been reached.

This, the business said, is meant to ensure that customers remain cognisant of their initial intentions and maintain control over their gambling activity.

For players who prefer personal interaction, venue staff can also be instructed to interact with customers face-to-face once the time limit has been exceeded.

“Gamblewise is not designed to be a prohibitive tool but has proven to be successful in ensuring that players remain in full control of their gambling session and do not exceed a level of play they are comfortable with,” said Better Change.

Better Change: “Gamblewise is not designed to be a prohibitive tool but has proven to be successful in ensuring that players remain in full control of their gambling session and do not exceed a level of play they are comfortable with.”

The product will become a key part of Better Change’s portfolio, which includes research, training and content, as well as customer intervention and analytics solutions.

Having focused its portfolio on the online gambling sector since its inception, the Gibraltar-based start-up said it felt the same attention was lacking for the land-based side of the industry.

“We are extremely proud to be launching our Gamblewise product as it is not only a product which fits into the Better Change portfolio seamlessly, but as an organisation entirely committed to reducing gambling-related harm and protecting players, we felt there was a significant gap in the level of player protection offered to retail and land-based players compared to those playing online,” said Better Change founder Victoria Reed.

“We are thrilled to be able to offer our clients an innovative, commercially sympathetic, and effective way to support their existing safer gambling strategies.”

Gamblewise was originally founded by industry consultant Andrew Tottenham. Its operation and distribution will now be taken over by Better Change in order to increase the reach of the product in the market.

Tottenham commented: “We look forward to working together with Better Change to distribute safer gambling tools throughout the UK industry and overseas, for the benefit of players and operators.”

About the author

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Conor Mulheir

Conor entered the gaming industry in 2018 producing high-level live event content for audiences in London, Amsterdam and São Paulo. From 2020, he went on to report news and commission exclusive content for various gaming media brands before joining iGaming NEXT as editor in January 2022.

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