PlayItForward has been at the forefront of promoting safer gambling practices for Apricot for several years. This initiative has been instrumental in advancing numerous industry-wide programs.
In a special three-part series by SBC News, three organizations—Betknowmore, Gordon Moody, and the Beacon Counselling Trust—highlighted their ongoing efforts and the pivotal role played by the partner-driven CSR program.
As significant changes loom over UK gambling, including a mandatory levy intended to raise £100 million for harm research, prevention, and treatment, these organizations reflected on the significance of PlayItForward’s financial support in propelling their initiatives.
Dr. Liz Riley, head of research and evaluation at Betknowmore UK, emphasized the impact of Apricot’s initiative on opening up new, groundbreaking opportunities to address gambling harms. She noted, “When I joined Betknowmore UK in 2021, my initial research, funded by PlayItForward, focused on helping women harmed by gambling—a group that had little targeted support at the time.”
Beyond leading research that established Betknowmore UK’s women-focused New Beginnings service, further studies have informed the charity’s peer support groups.
Shifting the focus, Ryan Murphy, Gordon Moody’s Commercial Director, underscored the importance of treatment programs bolstered by PlayItForward’s funding. “Without Apricot’s support, our Comfort Fund wouldn’t provide vital relief to the families of those we serve,” he stated.
Jon Murray, Operations Director at Gordon Moody, shared pride in the ongoing partnership’s impact. “Donations to our Comfort Fund help us support the families of those undergoing treatment for severe gambling-related harms,” he commented. Providing essentials like birthday and holiday gifts can significantly ease the emotional strain on families during treatment.
The Comfort Fund is integral to a holistic treatment plan benefiting both service users and their families. “Our gratitude goes to Apricot for their continuous commitment to CSR and responsible gambling,” Murray added.
The Beacon Counselling Trust advocates for a more unified industry approach to effectively combat and prevent gambling-related harms. Treatment Manager Lauren Campbell highlighted how various projects with PlayItForward have enriched their services. She expressed eagerness at continuing their partnership in 2024, citing the creation of an awareness video addressing the link between the Armed Forces Community and gambling harms.
This short film features veterans and their families, revealing gambling’s extensive impact. “BCT aims to help organizations within the Armed Forces Community recognize gambling harms and guide those in need toward specialized support services,” Campbell explained.
Previously, BCT utilized PlayItForward’s support to produce educational videos addressing issues like suicide bereavement. “PlayItForward helped create content promoting BCT’s Paul’s Place program, which supports those affected by suicide in Merseyside,” she said.
The forthcoming changes to the UK’s gambling landscape bring uncertainty, yet Apricot remains committed to its partners in safer gaming. “We are dedicated to supporting initiatives that drive responsible progress,” concluded Sarah Campbell, Apricot’s Director of Compliance. “We’ll adapt to changes while prioritizing the well-being of players and the industry, striving together for a safer, more responsible gambling environment.”