Crucial Compliance Acquires BetProtect Brand From Safer Online Gambling Group

The BetProtect brand and its products have been bought by Crucial Compliance from the Safer Online Gambling Group, amid claims that the industry has a “appetite to do more” to support players.

The purchase of the gambling protection app, according to the company, provides the groundwork for a significant expansion of its reach, with a number of providers, “including household names from the Uk and overseas,” looking into the integration process.

Built around investment

BetProtect co-founder Adam Bradford said: “BetProtect’s new home is the perfect place for its features and content to be rolled out across the industry, thanks to the direction and expertise provided by Crucial Compliance’s compliance expertise and technological ability.

“The model in place is not commercial; it’s built around reinvestment, which means that finance generated is put back into the development of the app, both in terms of improving its effectiveness through analytical analysis and putting it in front of more and more people.

“To me as a co-founder, and the son of a former gambling addict who’s experienced first-hand the pain of seeing a loved one so badly affected, this is a truly exciting milestone in our journey – seven years on from dad being jailed.

“We draw an enormous sense of pride from the fact that our family’s experiences will be able to make a long-lasting difference to help players with a problem, and we hope that our contributions to the public policy debate have inspired others with hope that gambling addiction can be overcome.

“A better life is possible after addiction and we believe there is a tidal wave of change on the horizon that will create a safer gambling experience for everyone.”

Player awareness platform

BetProtect is a player awareness platform that provides users with tools and professional assistance to help them better understand and manage their gambling relationship. It was created in collaboration with professional therapists and counsellors and can be effortlessly integrated into a player’s gaming experience on both mobile and desktop.

Following several years of advocating for change in the business, including lobbying for more help for addicts, pushing for gambling addiction to be recognised as a mental health disease, and advising gaming companies on safer gambling projects, David and Adam Bradford debuted the app in June.

Following Crucial Compliance’s acquisition of the app, David will take on a new role as a safer gambling advisor on the firm’s advisory board, where he will play a key part in its future development.

Setting out to change the industry

Paul Foster, Crucial Compliance CEO said: “Equipped with the app, and the knowledge and insight we can gain from David’s lived experiences, we are setting out to change the industry one company at a time, and the acquisition of BetProtect forms another cornerstone of that objective.

“We strongly believe that there is an appetite to do more from within the industry, and a willingness from the leading providers in the UK and from overseas to change the overall mentality of a sector that is trying to acknowledge that the addiction risk is still with us in this digital age.

“Crucial Compliance already works across the industry, utilising cutting-edge software and data tools to spot risky play, provide tailored interventions and improve industry safety standards, so we’re excellently equipped to manage the roll-out of BetProtect’s functionality across the industry.

“In the short term, we’re seeking to prevent gambling-related harm and protect players as quickly as possible. In the longer term, I truly believe we can drive real cultural change in the industry, keeping the power of David’s own story front of mind, together with our unique position as an independent compliance consultancy.”

Following the completion of the sale and a brief handover period, the Safer Online Gambling Group, which functioned as a community interest corporation, will be disbanded.

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About Joe Kizlauskas

Joe is a seasoned iGaming copywriter and speaker who has been in the business since 2015. He's written more words on all elements of iGaming than he likes to remember, and he's contributed material to a number of well-known brands. Joe may be seen playing 5 a side, at the gym or playing games on his Playstation when he is not writing.