Senet Group has announced that five of the UK’s largest casino and gaming companies – Aspers, Caesars, Genting, Playtech and the Rank Group – have joined the UK responsible gambling body.

Senet Group

They join five other funding partners including GVC (Ladbrokes Coral), William Hill, Paddy Power Betfair, SkyBet and Scotbet.

The Senet Group was established in 2014 to promote responsible gambling standards in the UK and to ensure the marketing of gambling is socially responsible. 

The new partners will now sit on the Senet Group’s quarterly CEO forum, which advises the Senet Board and its independent chairman, Gillian Wilmot.

Since inception, the Senet Group has helped the development and improvement of advertising standards in the gambling sector, in addition to running player messaging campaigns under the “when the fun stops, stop” tagline. 

Senet Group also runs Moses, the self-exclusion scheme for UK high street bookmarkers.

Sarah Hanratty, chief executive of the Senet Group, said: “With a great many initiatives and projects underway across the gambling industry, aimed at understanding and reducing problem gambling, the sector needs to improve its ability to collaborate on the development, testing and sharing of interventions which work. 

“Senet is doing its part in leading and facilitating collaborative projects, and I am delighted that our new partners have chosen to recognise the importance of collective leadership on safer gambling.”