Casino Guru and WinSpirit have concluded the SmartPlay social media campaign, an initiative aimed at raising awareness of responsible gambling (RG) and engaging players on safe and sustainable play.
Casino Guru contributed expertise in responsible gambling and insights into player behaviour, while WinSpirit led the social media activity, drawing on knowledge of its player community. The project was designed to demonstrate how operators and independent organisations can collaborate to promote safer gambling practices.
The campaign focused on encouraging players to recognise gambling as a form of entertainment and to identify key indicators of risk. Over the course of six interactive posts, participants were introduced to topics such as “red flags” and “green flags,” myths around gambling, and practical steps to minimise harm.
Initial player surveys indicated that while 63% of respondents understood the overarching purpose of responsible gambling, almost half found details of available tools unclear. Campaign content was tailored to address these gaps, with 56% of players highlighting WinSpirit’s reminder emails as particularly effective.
The campaign concluded with a self-check exercise encouraging players to reflect on their own gaming habits. Both organisations emphasised that responsible gambling strategies must be tailored to different audiences, and that initiatives such as SmartPlay can help increase visibility and engagement with safer gambling measures.
Šimon Vincze, Head of Sustainable & Safer Gambling at Casino Guru, commented: “Player protection is an integral part of the gambling industry’s development. Effective communication will resonate positively with players, and proactive initiatives not only reduce harm but also deliver commercial benefits for operators. We hope to see more campaigns like this across the industry.”
