Gamesys will suspend advertising during the coronavirus pandemic to protect children and those at risk of developing gambling problems.
Gamesys Group has announced it will suspend all non-targeted customer marketing, including TV and radio advertising, to protect customers and people at risk during the coronavirus lockdown.
This news comes after the Government Department for Culture, Media and Sport (DCMS) called for UK gambling operators to provide regular updates on player behaviour patterns during the coronavirus pandemic.
Last week, on April 16, the UK government extended the country-wide lockdown by an additional three weeks. This means that all non-essential businesses must remain closed until the lockdown has been lifted.
Gamesys suspending adverts amid COVID-19
In a statement, Gamesys said: “The unprecedented COVID-19 crisis means that families across the UK are now spending the vast majority of their time living together at home, with the result that some children and some of those that may be at risk of gambling disorder, may be watching more television, listening to more radio and increasing consumption of other media platforms.
“In such an environment, the Gamesys Board believes that it is prudent to suspend untargeted customer marketing and we have taken the precautionary decision to cease all TV and radio advertising in the UK until current social restrictions are eased.”
As part of the suspension, the group’s Jackpotjoy brand will no longer sponsor ITV’s daytime talk show Loose Women. Instead, the show will be sponsored by Women’s Aid, a domestic abuse charity, to which Gamesys has donated £200,000.
Lee Fenton, Chief Executive Officer, Gamesys Group plc, said: “During these unprecedented times our main priority is the health and wellbeing of employees and players and I am incredibly proud of the steps we have taken as a Group to ensure that we are best placed to do this. Our business purpose of “crafting entertainment with care” has never been more relevant and we remain committed to providing a fun, safe and entertaining environment for our global customer base to enjoy.
“I am also delighted to be able to announce our support for Women’s Aid to help it provide such a vital service during these extraordinary times. Like all businesses across the UK and those within our sector, we will continue to monitor the COVID-19 situation carefully and operate based on official Government guidelines until we are ready to return to a normal course of business.”
The group said it will continue to use targeted marketing online but will suspend direct-mail marketing and non-targeted digital adverts.
The decision to suspend advertising was announced alongside a financial update for Q1 2020. In the update, Gamesys said revenue increased 19% to £155.3m for the three months ending 31 March 2020.
What is Gamesys?
The Gamesys Group is the parent company of an online gambling company that offers online bingo and casino games. Some of Gamesys’s brands include Jackpotjoy, Vera&John, Heart Bingo and Rainbow Riches.
The Gamesys Group was established last year after the JPJ Group acquired Gamesys in 2019.