Trusted operators will gain an edge as safer gambling becomes new battleground

Operators who gain punters' trust by providing a safer gambling environment will be the ones to thrive, according to bookmaker representatives discussing changing the culture around gambling at a forum organised by EGR magazine as part of Responsible Gambling Week.

However, along with that positive message there was also a stark warning the betting industry will have to alter from within if it is not to have change imposed on it by government.

Rob Painter, MD of people and brand at Sky Betting and Gaming, said: "Trust is the single largest reason why people choose brand A rather than brand B and it's only by providing a safer gambling environment that you engender a growth in trust. We believe that becoming the most trusted brand in the sector would also win most customers.