Iconic British land-based casino Les Ambassadeurs is to increase the percentage of gross gaming yield it contributes to GambleAware tenfold from 1 January, 2022.
By Robert Fletcher
The property currently donates 0.1% of revenue to the safer gambling funding body, but will increase its contribution to 1% of gross yield from next year.
Les Ambassadeurs said this reflected its commitment to reducing the risk of gambling harms, by supporting the research, education and treatment commissioned by GambleAware.
“We trust that GambleAware’s expertise and robust commissioning strategy will deliver measurable outcomes,” Les Ambassadeurs chief executive Kevin McGowen said. “This shows that we are determined to go above and beyond the letter and spirt of the Gambling Commission’s licensing guidance in this respect.
“Les Ambassadeurs is wholeheartedly committed to championing safer gambling practices and helping to raise standards across the industry to offer support to anyone at risk of gambling harm.”
McGowen added that the operator would continue to make charitable donations to organisations and good causes providing services both connected and unconnected to the industry, as part of its wider corporate social responsibility strategy.
GambleAware chief executive Zoë Osmond described Les Ambassadeurs’ increased contribution as “a significant step in the right direction”.
“Commitments such as this play a vital part in supporting GambleAware’s delivery of its new strategy, which is working towards the overall vision of a society safe from gambling harms,” Osmond explained. “We hope this move will encourage others in the industry to make similar commitments going forward and provide further support for the prevention and treatment of gambling harms.”
In October, GambleAware revealed that it received a total of £10.6m (€12.5m/$14.1m) in donations during the first half of its fiscal year, with bet365 accounting for more than one third of all pledges.
The amount donated during the six months to the end of September surpassed the £2.3m pledged during the same period last year by 360.9%, though operators in the first half of 2020 were impacted by the novel coronavirus (Covid-19), resulting in a decrease in amounts donated.
In November, Tracy Damestani, chief corporate affairs officer for Les Ambassadeurs parent Ambassadeurs Group, was named an official ambassador of Clarion Gaming’s ICE London conference.
“Tracy defines the role of ‘critical friend’ and her contributions will help ensure that Clarion Gaming continues to serve as a progressive custodian of the brand.”