Storytelling and CSR Build Trust among Partners and Gamblers

Experts from the Smart Money studio talk about how casino providers improve their positions and reputations in the market with the help of storytelling. You will learn how to emphasise the responsible approach of companies to betting.

About the Tool

Storytelling is the art of conveying information through tales. The approach is used in marketing, advertising, and business scaling. It creates an emotional bond with the audience and helps operators strengthen the clients’ trust (as well as increase engagement indicators).

The active development of the method occurred in the last 40 years:

• In the 1990s, the main emphasis was placed on radio and TV promotion. Marketers used long formats (TV shows or documentaries) and short but important messages. A striking example is the Coca-Cola advertising campaign, in which the beverage maker tells the tale of Christmas.
• The 2000s were marked by more active use of storytelling. The leaders in this area were Nike, Apple, Airbnb, and other international corporations.
• In the 2010s, many brands began to promote their products on social networks. So-called “short stories” appeared. Influencers spread them through Instagram, TikTok, etc.
• The 2020s are increasingly associated with technological storytelling. Artificial intelligence, virtual reality, and other innovations come to the foreground.

Today, the tool is aimed not only at entertaining customers but also at assisting in such fields as marketing, politics, education, and business. The solution is actively used in the entertainment niche to promote young startups and improve the reputation of iGaming companies.

Why Storytelling Is Important for CSR Casino Projects

Corporate Social Responsibility (CSR) plays an important role in building trust with partners, sponsors, and bettors.

Adopting this approach, owners of gambling projects and software vendors voluntarily commit themselves to:

• develop society;
• protect the environment;
• support a responsible attitude toward the placement of bids.

Using storytelling in CSR projects helps iGaming brands not only show their affection but also form a psychological connection with the audience.

Reasons why brands use storytelling:

1. Creation of emotional involvement. Tales about what happened to real people or case studies show that the provider does not just fulfil basic requirements but really cares about the audience.
2. Confidence-building and reputation improvement. Transparent and sincere stories about social initiatives help investors and partners see the efficiency of their business. The approach makes them trust the company and its branded products more.
3. High-quality positioning of the iGaming brand. Responsibility towards customers and the community, in general, is currently becoming a strong competitive advantage, allowing enterprises to stand out among competitors and occupy their niche in the market.

Key Initiatives and Storytelling

In the casino and sports betting niche, CSR projects are especially important since gambling can cause addiction and other mental problems.

The impact of this entertainment on people requires transparency and a measured approach, so entrepreneurs cannot do without a well-thought-out information policy.

Responsible Gambling

Its goal is to minimise the risks of ludomania, protect socially vulnerable individuals, and promote an adequate attitude toward the placement of bets.

Among the most effective tools, we can name the following:

• self-control instruments (limits on deposits, bids, and duration of sessions);
• AI systems to identify signs of addiction and warn customers;
• self-exclusion programs that allow players to voluntarily block access to the website;
• grants and funding for studies related to ludomania;
• cooperation with non-profit organisations (GambleAware, BeGambleAware, and GamCare);
• educational campaigns about the risks of excessive betting.

Some initiatives (for example, the integration of self-control options) are mandatory for all licensed operators. Ignoring them can lead to large fines and even loss of permit.

Issuing grants and research sponsoring is usually carried out on a voluntary basis. Such actions help improve the image of an iGaming brand and increase its recognition in the international market.

Storytelling should be used to introduce the audience to the providers' CSR initiatives. A great example is the creation of videos with real cases of people who suffered from ludomania but were able to overcome the disease thanks to the support and self-control tools provided by casino operators.

Charity and Community Support

Such projects are related to investments in education, sports, and healthcare. Philanthropy and support of the population in emergency situations (earthquakes, floods, and other disasters) also play an important role.

The list of notable initiatives includes:

• children's and youth sports teams sponsorship;
• financing of medical funds and research;
• implementation of social and educational programs;
• charity donations.

An example of storytelling is the support of sports schools for children from low-income families by a bookmaker. In its videos, the brand describes how the lives of young athletes have changed thanks to the project.

Ecological Sustainability

The main activities are aimed at protecting the environment, reducing the carbon footprint, and introducing eco-friendly technologies.

There are several well-known initiatives in this field:

• the use of modern data centres with renewable energy sources;
• giving up paper checks and documents in favour of digital technologies;
• programs aimed at reducing CO2 emissions;
• global environmental initiatives (for example, planting trees or opening parks).

It is possible to tell about the achievements of gambling firms using storytelling. A good option is to publish interactive reports on what employees who participate in environmental initiatives actually say.

Stories should be accompanied by numbers. Thanks to this, the audience will see how an operator serves the environment.

Support for Local Communities

Among the most popular solutions, it is worth highlighting the following:

• investment in the development of presence regions;
• educational programs for local communities;
• assistance to small businesses and startups.

An example of storytelling is the publication of materials about how an online casino created jobs in a little town. To do this, a new office and a customer support centre were built.

It is also possible to mention the funding of local educational programs and internships. Such cases are always received with great enthusiasm and increase trust in iGaming firms.

CSR Projects and Storytelling of Market Leaders

Let us consider the examples of large entertainment companies:

Kindred Group

In 2020, the brand launched the Journey Towards Zero program. Its goal is to reduce revenues from gambling addicts to 0% by 2026.

In the published CSR reports, the manufacturer uses infographics and real cases, making the information more understandable and convincing. The enterprise has also released several films explaining what methods for combating ludomania it used.

The result of the campaign was an increased confidence of players and sponsors. The vendor has become associated with a responsible attitude toward the provision of casino services.

Entain Group

As part of the Changing for the Bettor project, the firm performs the following actions:

• study of the gamblers’ behaviour;
• creation of mechanisms to prevent addiction;
• implementation of self-exclusion programs and limits on the maximum bid.

The company also collaborates with universities (Cambridge and Harvard) that deal with ludomania and are focused on mental health support.

Famous bloggers become ambassadors of the initiatives, and the results of such cooperation are published in the form of animated videos.

The campaign improved Entain's reputation among regulators and partners and increased its recognition, as well as its position in the international market.

PokerStars

The Helping Hand program is aimed at:

• supporting charitable organisations;
• financing medical projects;
• assistance during natural disasters;
• sponsoring sports events.

As part of the initiative, the provider:

• publishes videos with real stories of people who have been helped by PokerStars donations;
• posts cases of the holding’s employees participating in volunteer initiatives;
• launches live broadcasts with charity competitions and streams from the brand’s ambassadors.

Thanks to the Helping Hands foundation, the supplier is perceived as an organiser of poker tournaments and an authoritative market leader.

Betsson Group

The software vendor invests in environmentally friendly offices and reduces plastic waste. Among the important initiatives, it is also worth noting the funding for education programs and the creation of jobs in developing regions.

The firm’s website contains many reports and videos with clear analytics and real reviews. Besides, the manufacturer organises live broadcasts with the participation of top managers who talk about plans for further help.

Flutter Entertainment

Its Sustainable Play strategy is aimed at:

• minimising the carbon footprint;
• switching to eco-friendly data centres;
• supporting biodiversity protection programs;
• giving up on paper checks in favour of a digital format.

To promote its concept, the firm uses narration in the following way:

• creation of interactive reports with animation showing the impact of Flutter on the environment;
• publication of interviews with experts and employees involved in green initiatives;
• places materials on social networks, supplementing the texts with visual metrics (for example, “We reduced CO2 emissions by X%”).

As a result, investors see the firm as a long-term partner that supports ESG requirements.

William Hill

The bookmaker invests in educational projects (courses, advanced training, and mentoring programs) in the UK. It also actively supports small businesses in developing countries.

The official website contains many videos where staff talk about how the company helped them.

The Main Things About Storytelling and CSR Projects in Gaming

These are important tools in the casino and sportsbook industry.

Key aspects that operators should take into account:

• Storytelling is extremely useful for building the audience’s trust. Investors and partners are also more willing to work with enterprises that do not just comply with requirements but sincerely talk about their responsibility to society.
• Betting sites apply this method to create an emotional bond with customers. Stories help to show new approaches, making them more understandable and inspiring. Thanks to such tools, iGaming brands reduce reputational risks and stand out among competitors.
• The list of leaders in the use of storytelling includes Kindred Group, Enatain Group, PokerStars, Flutter Entertainment, and other providers.

From the Smart Money studio, you can order the following solutions:

• a turnkey online casino;
• a White Label platform;
• bookmaker or lottery software;
• equipment and furniture for land-based gambling halls.

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