Betting on a new generation of workers

It’s a move that could change the next generation of people working in the gambling industry – and at the same time change the landscape of safer gambling. Better Change, a Positive Play organisation disrupting the safer gambling space, is working with gambling operators to create a new programme to get apprentices into the industry.

The mission-led organisation, which promotes ‘Positive Play’ already works with operators such as Les Ambassadeurs Club (Les A) in team training and customer interaction. But it recognised that the wider industry suffers from an image perception. It means that people don’t gravitate to roles there or even consider it as a short or long-term career option. That – suggests David Richardson, Better Change’s Head of Strategic Partnerships – is a mistake.

‘It’s a highly regulated industry in the UK. But it still gets a bad reputation,’ he says. ‘What they don’t see is a highly technological, highly innovative, fast-paced entertainment industry.’ There are roles behind-the-scenes in compliance and accounting, for example, that are both challenging and interesting and can provide a springboard to a longer career in the sector or in other industries.

All that is about to change. ‘We wanted to open people’s eyes to the gambling industry as a safe, enjoyable place to work. There can be quick career progression. One of the things we wanted to do was launch an apprenticeship strategy,’ explains David.

It’s a win-win approach. Many gambling operators already pay into the national apprenticeship levy (this is automatic if the organisation’s wage bill is over a certain threshold annually). ‘They are paying this levy but not getting enough out of it [in terms of an apprentice].’  Apprentices get an immediate understanding as to whether they are the right fit for the business, the opportunity to work in a business that offers career progression and potentially offers them a fulltime role once the apprenticeship is over. It is futureproofing careers as well as helping the gambling industry attract and retain new talent.

Building the programme

Better Change has worked with the Institute for Apprenticeships and Technical Education (IfATE) – a publicly funded government body – for the past year, as well as employers in the gambling industry such as Ambassadeurs Group (AG), which includes Les A, to ensure an apprenticeship programme is right for the industry as well as the apprentices. ‘We have changed the criteria after much debate to make it relevant for the gambling industry,’ says David. ‘The first role we have looked at is Compliance Officer – it is a huge part of gambling because it is so heavily regulated.’

When the programme launches, apprentices will work around 80 percent of the time on the job and the remainder will be spent in the classroom. So Better Change have also had to identify and educate a learning provider that will be there alongside on the job training. ‘There was a huge gap, because the learning providers don’t understand the gambling industry. So, we are working with the learning providers to educate them.’

A key part of an apprenticeship is having a mentor. That is someone who will not just help with practical day-to-day issues that come up. Their role goes much deeper and includes helping them navigate opportunities, such as exposure to management meetings, that will help them as they grow in the workplace.

Immediate next steps are around industry engagement with a consultation and strategy. It will be broadened to ensure it is communicated to the full spectrum of gambling operators, from high-end casinos to online gaming and from betting shops to adult gaming centres. From there, the go-to-market plan will be put in place.

‘This phase of the programme’s development is really important,’ says Krishna Hathi, Charity Initiatives Advisor at AG. ‘As an industry we are united in our desire to shine a light on the variety of roles available. We need to bring in a new generation of people who understand that it is a dynamic industry that can provide a fulfilling and sustainable career. We are keen to support Better Change as it goes through this phase of the programme’s development.’

A future workforce

Better Change promotes a more balanced and responsible gambling culture and concentrates on education people about how to gamble safely. The adoption of ‘Positive Play’ as its guiding principle reflects Better Change’s ambition to transform the perception of safer gambling. Bringing in apprentices will help spread this message from the inside out. Key areas include:

• Understanding the gambling landscape – insights into the structure and operations of the gambling industry, including different types of gambling and their associated risks.
• Responsible gambling practices such as the importance of setting limits, managing finances, and recognising signs of problem gambling.
• Strategies for Positive Play – these include practical techniques for maintaining a healthy relationship with gambling, including how to make informed choices and avoid impulsive behaviours.
• Industry ethics and regulation, which includes the ethical considerations surrounding gambling and the regulatory frameworks in place to protect consumers.

The apprenticeship programme launch is expected by Summer 2025 when the industry consultation period is over, and there is a clear match between apprentices – who could be school leavers but are just as likely to be in their mid-twenties and thirties – and operators. It comes at a time when the gambling industry is facing increased scrutiny regarding its social responsibility. ‘There is no better time to look at the next generation coming into the industry,’ says Krishna.