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As the land-based gambling sector navigates a changing funding landscape, collaboration with safer gambling organisations has never been more important. Ahead of the flagship EAG Expo opening at ExCeL London (13th – 15th January) Rob Mabbett, Engagement Director at Better Change reflects on the vital role EAG plays in bringing stakeholders together. From Positive Play to player protection, Mabbett argues why partnership, and open dialogue underpin a commitment to ensure that land-based gambling entertainment remains responsible, sustainable and fun!

How important is it that events such as EAG have a progressive relationship with safer gambling organisations operating in the third sector?  

It seems to be more important now than ever that events such as EAG have a progressive relationship with safer gambling organisations and the third sector. There has been increasing pressure from the new levy commissioning bodies on charities to distance themselves from the industry however we cannot deliver an effective harm prevention strategy without all stakeholders being involved. It had been speculated that the introduction of the statutory levy would signal the end of an impactful and collaborative relationship between the industry and the third sector but by continuing to show its commitment to collaboration in the safer gambling space, EAG is setting the tone for events in 2026 by showing that the door is still very much open for collaboration. Gambling harm effects a small minority of customers in the land-based sector and by only concentrating on harm we will fail to understand the bigger pictures around mental health and addiction. What’s more we will not tap into the knowledge of the masses who gamble safely and understand the customer journey. We are grateful at Better Change to the organisers at EAG for continuing to include Safer Gambling as part of the show despite the noise and the politics in the background and we are proud to once again be exhibiting at the event and to show our support for the ongoing collaboration with the industry that will undoubtedly help to raise awareness and keep gambling in the lans based sector engaging, fun and safe.

You will be based in the Bacta Business Lounge – what message would you extend to Bacta members attending EAG? 

The message is simple, come and see us! Better Change are different to other organisations that work in the safer gambling space because we are here to enable gambling by promoting Positive Play. Our products and our consultancy is formed from our years of experience working in gambling so we understand the challenges that Bacta members face on a daily basis. We are not here to block, ban, restrict or stigmatise gambling, we are here to help you grow your business in a sustainable way by navigating the regulatory landscape whilst continuing to provide a great customer experience. Come and find out how we work with trade bodies such as Bacta to provide essential services to your organisations to help make the future of gambling positive.

Who will be there from Better Change?

EAG has become one of the key dates in tha calendar at Better Change and as a result we will be bringing our strongest team yet to the event. Along with myself (Engagement Director) and Dave Richardson (Director of Strategic Partnerships) we will be joined by Anna Davis (Compliance Director) and Emma Russell (Partnerships and Delivery Manager) who will be attending her first EAG. We want to meet as many people as we can so it is great that we have such a prominent location as part of the Bacta Business Lounge this year. Being visible at events and meeting people face to face is still the most effective way we do business at Better Change, as a commercial business working in a space that has been traditionally occupied by 3rd sector organisations it is vital for us to demonstrate why we are different, how we stand out from the crowd and that we have businesses, business colleagues and customers’ best interests at heart. We can’t wait to see the land-based industry there.

What do you think the main topics of conversation will be at EAG? 

2025 has been a challenging year for the sector with increasing business costs, higher taxes, tighter regulation and the introduction of what can only be described as a punitive statutory levy for research, education and treatment. Despite this the recent decision not to increase machine game duty in the budget provided hope and a sense of optimism for the future of land-based operators. Over the years the sector has had its share of challenges, but its resilience has always won through and I expect that the future roadmap to providing great entertainment to an ever-evolving customer base will be the dominant theme. This year once again sees the bringing together of the Social Immersive Entertainment Expo and the London Casino and Gaming Show after its successful launch last year and to echo EAG Chairman Nick Harding in his recent Coinslot article it will be showcasing the latest advancements in entertainment equipment. Tech and innovation are hugely important to the sector in engaging audiences new and old, providing entertainment to millions. From the latest slots to family entertainment centre games as well as the evolution of traditional games such as shuffleboard and darts, I cannot wait to see what’s on offer!

Do you think the land-based industry represented by Bacta has embraced the culture of safer gambling and upholds the importance of player protection?

This sector has a long and proud history of supporting safer gambling with evidence of collaboration going back 30- years and the creation of long-standing charities such as Gamcare, but I think in recent times the land-based industry particularly those under Bacta’s umbrella have probably felt misrepresented when it comes to the topic of safer gambling and you can understand why. Over the past decade there has been an increasingly loud voice calling for tighter controls and gambling reform. Misuse of statistics overstating the prevalence of harm and false claims relating to emotional and hard to challenge topics such as gambling related suicide have been largely indiscriminate of sector or product dominating local, national and social media. It would be easy to play the victim here and explain away any responsibility because ‘we are not online’ or ‘we are not bookmakers’ but it would not do any good, in my experience trying to explain your way out of an issue seldom works. Instead taking ownership and demonstrating the good work that is done in the sector and its commitment to safer gambling is a far more effective approach. Speaking at Bacta’s impressive convention in November vice president Jeremy Godden in his opening keynote spoke of exactly that, but these were not empty words they were backed up by actions. In light of challenges laid down by government and the Gambling Commission regarding safer gambling practices in particular self-exclusion, Bacta and its’ members reacted positively and purposefully drawing praise from both the Gambling Minister Baroness Twycross and Gambling Commission Chief Exec Andrew Rhodes alike - the latter stating he would not object to a review of stakes and prizes. There is much still to do of course and speaking at GambleAware’s recent (and last) conference the Gambling Minister said there would be no relaxing of regulations unless the industry can prove its commitment to safer gambling. Whilst this was probably given as an assurance to the GambleAware audience, this is a challenge I am sure that Bacta and its members will relish.