Supporting our players during COVID-19
Major life events can often be the trigger that changes recreational gambling to at-risk gambling and so at the start of the UK lockdown we promptly implemented a number of business changes.
First, we stopped all untargeted advertising in the UK, including all TV, sponsorship and radio advertising. We were the first operator in the market to do this. We also stopped direct mail marketing. Further, as Loose Women’s sponsor we were able to give our show advertising slot to Women’s Aid during both lockdowns, promoting a very worthy, and sadly very much needed, cause.
Second, we increased our safer gambling messaging (banners, emails etc.) and monitoring of player behaviours.
Thirdly we increased our customer-facing operations headcount over the year by 41% which means that in Q2 we were able to conduct 44% more outbound customer support calls than in Q1.
Throughout the lockdowns we have seen an increase in chat room use, which has proved a vital source of some much-craved social interaction.
Finally, we did not utilise any of the Government financial support (VAT deferral, business interruption loans, furlough scheme etc.) during the pandemic.