Who will provide the pro-industry voice?

In procrastinating over finishing this piece I joined millions by tuning into the first episode of Alan Partridge’s new series This Time, unbeknown to me that the sketch show was actually about to be food for thought instead – with the character a surprise candidate for leading one of the more nuanced debates on FOBTs in the mainstream media in recent times.

As curious as it was to see the machines get extended airtime in the hotly anticipated comedy comeback, it raised a far more intriguing point concerning wider media coverage around betting. More accurately, it triggered a thought process about the apparent lack of genuinely balanced voices prepared to counter the opposing lobby, if given the opportunity to be represented fairly.

For too long now the industry voice or voices have been lured into fighting on their opponents’ terms and turf, losing the battle before it has even got underway as a result. In the court of public opinion – especially for the majority of society who I think are far more tolerant to gambling than is reported, regardless of their participation – there’s still only one winner when David takes on the corporate Goliath, especially in such an emotive environment. This suggests to the untrained eye or ear that the majority of consumers find themselves in a similarly damaging scenario.

I know that 400,000 at-risk gamblers is 400,000 too many and by making my next point I’m by no means looking to trivialise that number. The maths says that if 0.6% of the population gamble in a harmful way, 99.4% don’t. Among that pool of millions there must be some reasonable voices who might be prepared to come forward to put up a human counter argument for their right to do something they enjoy, making the decision as a responsible adult.

In moderation

I can confess to having listened to more radio phone-ins on the subject than the average citizen, but don’t recall ever hearing too much space being dedicated to messages or calls defending and even extolling having a bet, by whichever means one chooses to do so.

It might not make great headlines or for a ding dong battle with a shock jock, but I’m yet to hear the voice of the FOBT player who stuck a sole tenner in a machine and won £100 or more in what was an entertaining betting and gaming experience. Nor the story of the football fan who turned a £1 accumulator not into fortunes, but £50, or the racing enthusiast who speaks from the heart about the social benefits of following their sport in the local bookmakers.

A colleague of mine, who seldom bets, recently was astonished to see a set of prices for a Premier League football match he was convinced were incorrect. He put a fiver on the team he thought the bookies had made an incredible error with and duly won £50. Another entertaining and satisfying betting experience, with next to no opportunity for damage, yet one less likely to see the light of day the next time the subject comes up in its usual guise.

The challenge for the industry is being able to mobilise these voices and to convince them to come forward to defend something they enjoy, but that doesn’t define them. Then the next step is finding a way of getting the sensible, not overtly corporate and pro-gambling voice the airtime or right of reply it should be entitled to, especially considering the uproar if similar pressure built up on an individual’s right to enjoy a pint, a takeaway, or maybe even both.

Alex Donohue is the founder of Alex Donohue PR, which provides public relations services for a range of betting, gaming and media clients