Gamesys doubles down with self-imposed ad suspension as new lockdown bites

Gamesys Group has reinstated the suspension of all untargeted UK advertising as the UK deals with another Covid-19 lockdown. The block covers all untargeted material across TV, sponsorships and radio advertising for the Jackpotjoy, Virgin Games and Heart Bingo brands. EGR understands the commitment will run until current lockdown measures ends. The FTSE 250 operator made the same move during the initial coronavirus lockdown in 2020, a pledge which was later followed by standards body the Betting and Gaming Council (BGC) and its operator members. Gamesys has once again donated its Jackpotjoy sponsorship of ITV’s Loose Women TV show to domestic abuse prevention charity Women’s Aid for the duration of lockdown. Gamesys has significantly scaled up its responsible gambling interactions with players throughout the pandemic, as well as instituting measures to protect remote working staff during the period. “As a socially responsible operator, Gamesys is committed to working with our partners, regulators and the wider industry to minimise exposing vulnerable groups to untargeted adverts,” said Gamesys Group CEO Lee Fenton. “Given the changing nature of media consumption during these unprecedented times, and as a precautionary step, we have decided to stop all TV and radio advertising in the UK until current social restrictions are eased,” Fenton added. Gamesys Group scooped the operator of the year award at the EGR Operator Awards 2020 after judges praised the firm’s response to the pandemic.