Group General Counsel of Novomatic UK, Elizabeth Speed chairs Bacta’s Social Responsibility Committee and is the architect of the trade association’s annual SR Exchange. She provides her reflections on the SR Panel held as part of the Bacta Convention, argues why constructive partnership between industry and support services is essential and why division does not help anyone, most importantly those who need support.
Coinslot: Both the Minister and Andrew Rhodes mentioned the importance of the industry’s commitment to SR. Is this vindication of the central message that SR is good for business?
Elizabeth Speed: Undoubtedly yes. It is exactly what we have been saying for years. Social responsibility has always been central to the land-based sector, long before the language around social responsibility made its way across the Atlantic. The Minister and the Gambling Commission recognising that work reinforces a simple truth; safer gambling is good for customers, good for operators and good for the long-term health of the sector. Our focus on player protection is not a PR exercise. It is a fundamental part of how responsible businesses operate.
Coinslot: Do you believe that without that commitment the rate of MGD for the land-based sector would have been raised and if so by how much?
Elizabeth Speed: It is impossible to quantify precisely, but there is no doubt that our commitment to standards played a role in securing stability for the land-based sector. The Government had difficult fiscal decisions to make and parts of the gambling sector saw significant tax rises.
Our willingness to go further on safer gambling helped demonstrate that we are a sector that acts responsibly and invests in the right things. That credibility matters when decisions on tax are being made. Without it, the likelihood of an increase would certainly have been higher.
Coinslot: Do you think the industry should make more of Safer Gambling Week? This year’s event seemed a bit low key.
Elizabeth Speed: I think we have moved beyond the stage where large artwork and big marketing campaigns are the measure of success. The point of Safer Gambling Week is not noise. It is impact.
The week has evolved into something more focused and more targeted, aimed at the people who actually need the information. The important thing is that operators use the week to reinforce good practice and to engage with customers in a way that is meaningful.
Coinslot: What did Luxury Leisure do to mark SGW?
Elizabeth Speed: We carried out full window takeovers across all of our venues. Every piece of customer-facing material was replaced with Safer Gambling Week messaging. We integrated SGW content into our in-venue audio, so every customer heard the messages at appropriate points.
A number of our shop floor colleagues were interviewed for Better Change social media channels. They spoke about why the week matters and what it involves in practice. That helped to normalise the conversation for customers and made the whole campaign feel real and relatable.
Coinslot: How important was it to have representatives from GamCare and Better Change on the SR panel, and how did they add to the debate?
Elizabeth Speed: Rob and Mark offered real insight into the experience of the third sector in a post-levy environment. Their contributions were grounded in frontline experience. Having them there strengthened the discussion and ensured the debate was based on the lived reality of the people supporting players every day.
Coinslot: Were you surprised to learn about the divisions that exist within the third sector, particularly the anti-industry sentiment and the impact of the statutory levy on funding?
Elizabeth Speed: Not surprised, but certainly disappointed. We know that sentiment exists in parts of the debate. What was disappointing was hearing how that sentiment affects the third sector itself, not just industry.
Most operators are working incredibly hard to raise standards and provide safe environments. Constructive partnership between industry and support services is essential if we want the levy to achieve its purpose. Division does not help anyone, least of all the people who need support.
Coinslot: Do you think, as one Bacta member suggested, that the sector needs to be more evangelical about its commitments to player protection and if so, how?
Elizabeth Speed: There is definitely a case for being clearer and more confident about what we do. Many of our members have made significant improvements behind the scenes. Operators should feel proud of the standards they meet and the steps they take to protect customers. Being evangelical does not mean being boastful. It means being transparent and confident about the values we embed in our businesses.
Coinslot: Recognising the importance that the regulator and the Minister place on SR, what are the plans for the next edition of the Bacta SR Exchange? When is it, where is it and how will an already excellent event be elevated?
Elizabeth Speed: While final arrangements are not confirmed yet, we will definitely hold an SR Exchange in 2026. The focus will remain exactly where it should be, which is on our staff. As I said at the convention, and borrowing Richard Branson’s line, if you look after your staff, they will look after your customers. It really is that simple.
The SR Exchange exists to bring together two pillars of safer gambling. The principles that underpin good practice and the frontline employees who deliver it. It is a forum where people can speak openly, share experiences and learn from each other.
Technology will continue to play a greater role in supporting safer play, but our unique strength as a sector is our people. The SRX will continue to reflect that.
Coinslot: Finally, what message would you send to Bacta members who might not have SR at the top of their agenda?
Elizabeth Speed: My message is straightforward. You cannot run a successful business in this sector without putting social responsibility at the centre of it. Regulators expect it. Government expects it. Customers expect it. But more importantly, it is the right thing
to do.
SR is not an added extra. It is part of your licence to operate. It protects your staff, it protects your customers and it protects the long-term future of your business.
The fundamental role of player protection
Elizabeth Speed said… “Safer gambling is good for customers, good for operators and good for the long-term health of the sector. Our focus on player protection is not a PR exercise. It is a fundamental part of how responsible businesses operate……
Originally published on Coinslot on December 8, 2025. Republished with permission.