|Million-2-1, the licensed operator of the U.K.’s NSPCC mobile phone lottery, has pledged to give 35% to good causes – that’s 15% more than the legal requirement. The announcement comes as an effort to reassure the public that, following deregulation in the U.K. and a possible proliferation of lotto style games, Million-2-1 will remain the company people can trust with their money. |
Million-2-1’s CEO, Chris Sheffield explains: “The forthcoming Gambling Bill will present consumers with many more choices of who to play with. If we really want to be seen as the people’s choice in the soft gaming market, then just providing the most fun games will not be sufficient. We must also be the most responsible.”
His comments come after a recent government report stating that the British public look far more favourably on ‘soft’ gambling for good causes, that so-called ‘hard’ gambling.
“It seems the image of the wider gaming market is still tainted by the scandals of match-fixing and the misleading activities of seedy consumer competitions and timeshare sellers, “he continues. “As a responsible operator, we have to be ready to go the extra yard. Our customer service line is open 12 hours a day. We age-check all our winners for official ID. We set clear limits on play levels. We work closely with the gaming board and Gamcare, and also comply to the letter with ICSTIS telephone regulations. We will do whatever it takes to be trusted by our customers.