The Betting and Gaming Council (BGC) has unveiled record-breaking data following Safer Gambling Week 2025, revealing a significant shift in player behavior across the United Kingdom and Ireland.
The campaign, which ran from November 17 to 23, saw an extraordinary increase in the adoption of player protection measures, signaling a growing culture of responsibility within the regulated iGaming sector.
Record Engagement and Tool Adoption
New figures released by the BGC show that 153,960 individual account holders set a total of 281,000 deposit limits during the initiative. This represents a massive 41% year-on-year increase and marks the fourth consecutive year that the number of unique players using safer gambling tools has risen.
The industry’s outreach efforts also reached new heights, with safer gambling communications surging by 75% to a total of 10.95 million messages. These alerts were delivered through diverse channels, including pop-up notifications, emails, and in-platform prompts. Furthermore, operator investment in safer gambling advertising spiked by 68%, driving 182 million digital impressions.
Regulatory Support and Industry Commitment
The Safer Gambling Week 2025 campaign earned significant backing from high-ranking officials, including Gambling Minister Baroness Twycross and Shadow Secretary of State Nigel Huddleston MP. This cross-party support underscores the initiative’s importance in a market where 22.5 million adults participate in some form of gambling monthly.
Grainne Hurst, Chief Executive of the BGC, emphasized the campaign’s success in a formal statement:
“Safer Gambling Week has once again demonstrated the positive impact this campaign can have in encouraging even more customers to make use of the wide range of safer gambling tools available only in the regulated sector. These record-breaking figures underline the industry’s ongoing commitment to raising standards and ensuring the millions of people who enjoy a regular flutter do so in a safe and responsible environment”.
Hurst also noted the critical role of regulated platforms in combating the illegal market:
“At a time when the illegal harmful black market poses a growing threat to player safety, it is vital customers remain in the regulated market, where robust safer gambling measures and protections are available. Our members promote safer gambling every single day of the year, but bringing the whole regulated sector together for one dedicated week helps amplify those messages further than ever before”.
