Gauselmann UK launches new social responsibility initiative

Gauselmann UK, the British subsidiary of the German gaming giant, will form a new social responsibility advisory board and create a new dedicated role focused on customer experience as part of its new '360' programme.


The adult gaming centre (AGC) operator claims 360 represents the biggest social responsibility undertaking by a low-stakes gambling operator in the British market.

It has been developed in partnership with the Amsterdam-based Global Gambling Guidance Group (G4), a responsible gambling standards body that operates a certification system for operators and suppliers.

Working with G4, Gauselmann UK conducted a ‘cultural assessment’ of its business, by interviewing staff at all levels of the business, to set out a plan of action. As part of this, it is establishing the advisory board, made up of senior executives and external specialists, to create an infrastructure for a more socially responsible business.

The six-person board has been tasked with setting key objectives and performance indicators, as well as establishing other methods of measuring success. It will also be expected to devise new ideas to raise standards across the business, by drawing on the experience of other jurisdictions and other industries.

The customer experience manager, meanwhile, will report directly to the chief executive of the business.

The operator said it has explained the plan and its objectives to amusement machine association Bacta, the Gambling Commission, GamCare and YGAM. All have been “very supportive” of what Gauselmann UK is looking to achieve, according to managing director Sascha Blodau.

We want to ensure that we are establishing the very highest standards in order to deliver a safe gambling entertainment experience for all of our customers in particular those that may require additional levels of support," Blodau explained.

“The aim in everything that we do – whether that’s games design, customer service, or the experience of visiting one of our 160 Merkur Cashino AGCs – is to be the very best in the business and that also extends to delivering the most effective social responsibility undertakings,” said Sascha Blodau, general manager of Gauselmann UK.

“When it comes to protecting the vulnerable and the very small percentage of players who may experience problems from low stake gambling entertainment, you can never do enough, it’s a journey without there actually being a final destination,” he added.