Gambling companies across Europe have announced a series of initiatives to mark this year’s edition of Safer Gambling Week.
A cross-industry campaign that has been running for several years, Safer Gambling Week focuses on promoting safe gambling behaviour among players. This includes highlighting the various tools available to consumers in European markets.
The 2025 campaign runs from 17-23 November, with the hashtags #SGWeek #SGWeek25. It will again be organised by the European Gaming and Betting Association (EGBA), with support from local organisations in participating countries.
What are operators doing this year?
Flutter Entertainment has announced it will run a series of activities during the week. This includes hosting a town hall, where brand CEOs will share best practices and insights on how their teams are advancing responsible gambling goals. This forms part of the group’s Play Well responsible gambling initiative.
Flutter will also run a lived experience panel with EPIC Global Solutions, demonstrating to staff how education drives progress in the sector.
Meanwhile, a Central & Eastern Europe Play Well Day will share progress across the region to facilitate meaningful development. In addition, sustainability reporting manager Ryan Heslop will join an EGBA webinar on how to turn data into action when measuring what works in player protection.
“Collaboration is how we make meaningful progress – both within Flutter and across the industry – and this week is an important moment for it,” Flutter said in a statement on Monday.
Meanwhile, Merkur Casino UK said it would share key messages that encourage informed, balanced play across the operator.
Is AI the future of safer gambling?
Playtech has used Safer Gambling Week 2025 to speak about its work with AI and responsible gambling. In a LinkedIn post, Playtech said AI remained “central” to advancing player protection, with machine learning enabling early detection by analysing behavioural patterns across millions of data points, identifying risk before harm occurs.
However, Playtech said this must be supported by wider collaboration across the industry, and projects such as Safer Gambling Week help champion this approach.
“We’re continuing to explore generative AI to deliver personalised support at scale, real-time insights and adaptive messaging that meet individual player needs while preserving human empathy,” Playtech said.
“But technology alone isn’t enough. Safer gambling requires collaboration, transparency and a shared commitment to measurable outcomes. Together, we can build an ecosystem that protects the vulnerable and remains commercially sustainable for the long term.”
Seeking to better record Safer Gambling Week 2024
Organisers have utilised the campaign to improve player uptake of safer gambling tools. Last year in the UK and Ireland, over 1.5 million unique accounts used a safer gambling tool throughout the week, up 22% year-on-year. Deposit limits also climbed 14%, with nearly half set for the first time.
In addition, the 2024 programme set new social media records. Last year’s campaign generated over 60 million impressions across platforms including X, Facebook, LinkedIn and Instagram.
“The week sees the whole industry coming together to further promote safer gambling for the millions of people who enjoy a regular flutter,” Betting and Gaming Council CEO Grainne Hurst said. “It’s a time to highlight all the tools available so that customers can stay in control. And to signpost help and advice to those who need it.”
Over the years, the campaign has also drawn support from the government and the British Gambling Commission. This year the regulator noted that player protection tools were progressing, but warned the sector must ensure these measures are “widely promoted”.
“Collaboration and evidence-based action remain central to making gambling in Great Britain fairer, safer and crime-free.” Gambling Commission CEO Andrew Rhodes said in a statement. “Safer Gambling Week is an important moment for the industry to demonstrate its commitment to protecting customers and promoting responsible play.”
Baroness Twycross, Under-Secretary of State for DCMS reiterated the government’s committment to “reducing harmful gambling and protecting those at risk”.
“We welcome the contribution that Safer Gambling Week makes. It provides a good opportunity to highlight the tools and support that is available to people who may need it,” she added.
Playtech said AI is “central” to advancing player protection. Machine learning enables early detection by analysing behavioural patterns.