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Scott Thomas TV personality, podcaster, the managing director of The Social PR, and co-founder of Food4Thoughts, has recently joined forces with Casino Guru to promote responsible gambling and raise awareness around safer gambling initiatives.

The successful British entrepreneur, social media influencer, and TV personality, Thomas opened up on his podcast, Mancs on the Mic, with brothers Adam and Ryan Thomas, about his personal struggles with gambling addiction at the age of 21, a period which he described as a really dark time. “I was gambling away student loans. I was borrowing money off friends, I would even wait outside the casino in the morning for it to reopen … I was constantly trying to chase whatever I lost,” confessed Thomas during a series of videos created for the campaign.

Overwhelmed with the amount of feedback he’s received after discussing the issue for the first time, Thomas and Casino Guru, the world’s largest online casino database and an established gambling authority, have collaborated on a problem gambling awareness campaign.

Casino Guru has been working towards better and safer gambling for years. Pushing online operators to become fairer and more responsible, solving thousands of complaints of players who feel deceived by an online casino, and providing honest reviews of over 4,400 online casinos are just some of the examples of that.

This mission is also reflected in many responsible gambling projects and initiatives they launched to date, including the Global Self-Exclusion Initiative and the Casino Guru Academy. However, Casino Guru has recognized that it’s getting increasingly harder to spread awareness of problem and responsible gambling and reach the desired target group: despite providing a plethora of high-quality content related to responsible gambling, the younger population simply doesn’t read it.

According to Statista, 39% of Britons aged 25 to 34 gambled in 2020. What’s more, around 25% of Britons in the same age category have reported to engage in some form of online gambling within the four weeks prior to being surveyed. In other words, one in four Britons in this age bracket are playing in online casinos. And since this is the generation that can most effectively be targeted through social media, Casino Guru‘s collaboration with Scott Thomas was a natural next step.

The campaign ran on Instagram, which gave it a big potential to reach large audiences, since Thomas’s Instagram account currently has close to 1 million followers. Both parties ultimately hope to help not only current and future people at risk of problem gambling, but also friends and family members of someone exhibiting problem gambling behaviour.

“I was in a mess at the time, and it massively affected me and my family,” Thomas confessed in one of the videos. “I’ve teamed up with Casino Guru to try and raise some awareness around this subject because clearly there’s a lot of people out there who are still struggling,” he added. “Even if it helped just one person, this Casino Guru awareness campaign has done its job. Because I wish I had a video like this when I was going through my struggles.”

Apart from Thomas’s personal story of gambling addiction, the series of videos tackles topics such as how to know if someone has a gambling problem, how to gamble responsibly, or how to approach someone who has a gambling problem.

As Daniela Kianicová, Public & External Relations Lead at Casino Guru, explains, “This awareness campaign is the first of its kind – it marks the first time that a company operating in the gambling industry uses the power of a mainstream influencer to communicate the risks of problem gambling to young adults – and we’re very proud to have the honours.”

With gambling becoming more and more accessible and widespread, it is vital that the risks of problem gambling as well as responsible gambling principles are communicated to as many players as possible. And because different generations consume content in different ways, finding new and creative alternatives to reach audiences of all ages is paramount to success of such campaigns.