As the count down begins to what is a crucial date in the industry calendar, Bacta President Joseph Cullis discusses the new and larger London home for the SR Exchange, the importance of engaging consumer-facing staff, learning from colleagues as well as Bacta’s non-negotiable, steadfast commitment to safer gambling.
Coinslot: Can you explain the change of venue and what it provides?
Joseph Cullis: The move to the Crowne Plaza King’s Cross provides an excellent setting for what has become an important event in Bacta’s calendar.
The central London location makes the Exchange accessible to businesses and stakeholders travelling from across the country, while the venue provides the facilities required to accommodate both the main conference programme as well as the smaller, interactive breakout discussions.
The latter is particularly important. The Exchange is not intended to be an event where delegates simply sit and listen to presentations. We want people actively participating, sharing their experiences and taking away ideas that can make a genuine difference within their businesses.
Coinslot: What attendance are you expecting – hoping for?
Joseph Culliss: We want to see strong representation from across Bacta’s membership, but we’re particularly keen to welcome venue staff, managers and those working on the front line of safer gambling.
These are the people who interact with customers every day, understand the practical challenges and, crucially, are in a position to drive meaningful change within their businesses.
One of the strengths of the SR Exchange is the opportunity for people working in different businesses to learn from one another. We want attendees to feel comfortable sharing their experiences, discussing what has worked and, just as importantly, what hasn’t.
Ultimately, success is about getting the right people together and ensuring that the conversations lead to tangible in-venue improvements.
Coinslot: What is the format for the day?
Joseph Cullis: The programme combines keynote presentations with three interactive breakout sessions, giving delegates the opportunity to hear from experts and then explore specific issues in greater detail.
We’re particularly pleased that Helen Rhodes, Director of Major Policy Projects and Evaluation at the Gambling Commission, will deliver the keynote address.
Elizabeth Speed, Chair of Bacta’s Social Responsibility Committee, will introduce the day’s discussions, while Dave Richardson from Better Change will also address delegates during the afternoon.
The three breakout sessions will examine customer profiles and how they might work in practice; customer interactions, including how businesses can meaningfully review and evaluate their effectiveness; and the challenges of managing complaints in an increasingly AI-driven world.
These are practical issues facing operators today, and we want delegates to leave with a clearer understanding of the challenges and the approaches available to address them.
The day will conclude with a plenary session bringing together the main themes and lessons from the discussions.
Coinslot: In your broader conversations with external stakeholders such as the Commission, how has the SR Exchange been received – do they see the value?
Joseph Cullis: Our engagement with the Gambling Commission and other external stakeholders reflects a shared recognition of the importance of meaningful discussions about safer gambling.
The SR Exchange provides an opportunity to move beyond high-level conversations and examine how safer gambling measures operate in practice, including the challenges faced by businesses and the experiences of staff working directly with customers.
Having Helen Rhodes deliver this year’s keynote is particularly welcome and will give delegates an opportunity to hear directly from the regulator.
We believe there is considerable value in creating a forum where the industry can discuss what works, identify areas for improvement and consider how good practice can be shared more widely.
Effective safer gambling measures depend on understanding the realities of different operating environments, and events such as the Exchange can make an important contribution to that understanding.
Coinslot: How important is it that Bacta is supporting the SR Exchange for its members? What does it say about the association’s commitment to SR?
Joseph Cullis: Safer gambling is fundamental to the work Bacta does on behalf of its members. It is not an optional extra or something we consider only when responding to regulatory developments.
Our members operate businesses that are built around providing safe, enjoyable entertainment, and they recognise the importance of protecting customers and maintaining public confidence in the sector.
Bacta has consistently worked to develop practical safer gambling initiatives, support its members in meeting their responsibilities and engage constructively with regulators and other stakeholders.
The SR Exchange therefore provides a dedicated opportunity to share knowledge, challenge existing approaches and consider where further improvements can be made.
Importantly, we also recognise that safer gambling measures need to be proportionate and appropriate to the environments in which our members operate. An effective approach must reflect the nature of the products, the customers and the risks involved.
Our commitment is to ensure that safer gambling remains central to the industry’s development and that our members have the knowledge and tools they need to deliver it effectively.
Coinslot: Taking into account the hugely negative commentary surrounding the industry evident in the lead-up to the Budget, have you considered inviting some of the Labour MPs who are so critical of the industry to the SR Exchange as observers?
Joseph Cullis: The purpose of the day is to provide a space for frank and honest conversations between those working in the industry about how we can improve safer gambling practices. That means being able to speak openly about the challenges businesses face, share experiences of what has and hasn’t worked, and discuss where changes can be made.
We want attendees to feel comfortable having those conversations, including recognising where there is room for improvement. That openness is an important part of what makes the Exchange valuable.
Of course, we are always keen to engage with parliamentarians, particularly those who have concerns about our sector. But we believe the best way for MPs to understand how safer gambling works in practice is to visit our members’ venues, speak directly to the people working there and see the measures being implemented first-hand.
That is something we continue to encourage through our wider political engagement.
Coinslot: What does success look like, what are you hoping to achieve and what are your ambitions for the initiative?
Joseph Cullis: Success means delegates leaving the SR Exchange with practical knowledge and ideas that they can apply within their own businesses.
We want the discussions to be constructive and focused on real-world challenges. If venue managers and staff leave with a better understanding of how to evaluate customer interactions, consider the potential application of customer profiles or respond effectively to complaints, then the event will have delivered genuine value.
There is also an important wider objective. We want to encourage continued collaboration between operators, safer gambling specialists and external stakeholders, recognising that no single business or organisation has all the answers.
Our ambition is for the SR Exchange to continue developing as a valuable forum for sharing good practice, exploring emerging issues and supporting continuous improvement across the land-based amusement and gaming sector.
Ultimately, the measure of success is what happens after the event. We want the conversations taking place in December to translate into better practices and meaningful improvements in venues across the country.
Meeting the SR challenge
Joseph Cullis said…… “Bacta has consistently worked to develop practical safer gambling initiatives, support its members in meeting their responsibilities and engage constructively with regulators and other stakeholders. The SR Exchange therefore provides a dedicated opportunity to share knowledge, challenge existing approaches and consider where further improvements can be made……
Bacta SR Exchange
The 2026 Bacta SR Exchange will take place Thursday 3rd December at the Crowne Plaza King’s Cross in London.
Registration opens at 10am, with the formal programme beginning at 11am and concluding at 4pm.
The Exchange is open to Bacta members who have been supplied with registration details and a booking link.
Bacta is encouraging businesses to register their colleagues particularly those working directly with customers and those who are responsible for safer gambling practices within their venues.
Originally published on Coinslot on November 9, 2026. Republished with permission.