Entain CEO Jette Nygaard-Anderson said the gaming industry has an “unfair” reputation and urged the public to view gambling operators as trusted entertainment providers.
In an interview with The Sunday Times, as reported by City AM, Nygaard-Anderson urged policymakers to avoid enforcing overly strict rules of the game. Too strict rules can, as she explained, lead players to head for the black market, the underground operators.
The Entain boss has called on ministers to strike a healthy balance with the looming new rules, which are expected to be published in a white paper in the spring. Issues under consideration include reducing minimum stakes and introducing affordability controls for users.
Nygaard-Anderson’s concerns come after research by the Betting and Gaming Council last year showed that the number of customers using an unlicensed betting website rose from 210,000 in 2019 to 460,000.
“It’s a bit unfair, the reputation our industry has,” said Nygaard-Anderson. “It is extremely important to me that our customers understand that we care about their safety and that they see us as a trusted entertainment provider. “