Responsible Gaming at the Core
The company is explicit that this is not a cosmetic change. The revised framework places responsible gaming, transparency and sustainability at the centre of its operational identity, reflecting what Codere characterises as its approach to regulatory scrutiny: handled "with the utmost responsibility" and grounded in trust and positive impact.
The new Mission statement reads:
The Vision extends this ambition further:
Five Values Define the New Corporate DNA
What 'Responsible Gaming First' Means in Practice
Placing responsible gaming at the top of a corporate mission — before revenue targets or market expansion — creates a measurable accountability anchor. Compliance teams can use this sequencing as a benchmark when auditing product decisions: any new feature or campaign that cannot be reconciled with the stated mission becomes an internal governance red flag, not just a reputational one.
Codere has codified its strategic identity into five values that it describes as its corporate DNA:
- Responsible gaming
- Customer orientation
- Integrity and transparency
- Innovation with purpose
- Commitment to people and communities
This framework is intended to govern Codere's relationships with clients, employees, partners and other stakeholders across every market in which it operates. It mirrors a broader industry movement toward formalised responsible gaming commitments, as seen when EGBA members committed to a new European harm prevention standard covering nine core markers for identifying risky gambling behaviour.
5
Core values codified in Codere's revised corporate DNA framework
1st
Position of 'Responsible Gaming' in Codere's ranked values list — ahead of innovation and commercial orientation
Leadership Backs the Strategic Shift
Gonzaga Higuero, CEO and President of the Board of Directors of Grupo Codere, provided clear backing for the update:
“This definition allows us to reinforce the solidity of the company's business project and give it greater clarity in its future projection”
— Gonzaga Higuero, CEO and President of the Board of Directors, Grupo Codere
“In a constantly evolving environment, having defined and shared principles is key to consolidating the trust of stakeholders and continuing to develop a sustainable, responsible and competitive growth model”
— Gonzaga Higuero, CEO and President of the Board of Directors, Grupo Codere
Why CEO Endorsement Changes the Weight of a Values Refresh
When a Mission, Vision and Values update is publicly attributed to the CEO and President of the Board simultaneously — rather than delegated to a CSR or communications team — it signals board-level accountability. This structural detail matters to institutional investors and regulators who assess whether ESG-adjacent commitments are embedded at governance level or confined to marketing materials.
What This Signals for the Sector
Corporate value refreshes in regulated gaming rarely occur in isolation. When a multinational of Codere's scale explicitly elevates responsible gaming to the top of its stated DNA — ahead of growth or profitability — it reflects a calculated response to regulatory trajectories across its operating markets. Compliance officers and product teams at peer operators should note the sequencing: responsible gaming leads the list, with innovation and commercial orientation following behind.
Spain's own regulatory environment reinforces why this timing matters: Spain's Consumer Ministry has launched a public consultation to reform gambling legislation, directly affecting the kind of operational standards operators like Codere must anticipate. Meanwhile, the Spanish gaming sector continues to grapple with sectoral priority challenges as external pressures mount across the industry. The question this update leaves open is one of execution. Codere has articulated the principles; the sector will be watching how consistently they translate into product decisions, marketing practice and regulatory engagement across markets as varied as Spain, Latin America and beyond. Stakeholder trust, as Higuero himself acknowledges, is built through sustained behaviour — not mission statements alone.
Стаття не описує конкретних механізмів аудиту, однак логічним кроком є розробка внутрішнього чеклісту, що прив'язує кожне продуктове або маркетингове рішення до задекларованих цінностей. Якщо нова функція або кампанія суперечить принципу відповідальної гри, це має автоматично ескалюватися до рівня комплаєнсу або правління.
Стаття зазначає, що оновлення відповідає на посилення регуляторного тиску на всіх ринках присутності компанії, включно з Іспанією та Латинською Америкою. Однак конкретні зміни в ліцензійних зобов'язаннях або регуляторних угодах у статті не розкриваються — це деталь, яку варто відстежувати в наступних корпоративних звітах Codere.
Стаття прямо вказує, що «довіра стейкхолдерів будується через стійку поведінку, а не лише місійні заяви». Практичними індикаторами можуть бути: частота та результати регуляторних перевірок, прозорість звітності щодо відповідальної гри, а також відповідність маркетингових матеріалів заявленим цінностям — хоча джерело не розкриває конкретних KPI для цих напрямів.
According to AzarPlus.
