The European Gaming and Betting Association (EGBA) has confirmed that European Safer Gambling Week 2026 will run from 16-22 November 2026, marking the sixth edition of the pan-European player protection initiative that has grown from a small campaign to reach millions across the continent.
The announcement comes as EGBA reflects on record-breaking participation in 2025, which saw 221 partners participate across 24 countries. The organisation's social media campaign reached 4.1 million users with safer gambling messages – a 32% increase from the previous year – while 23 events gathered over 2,500 attendees during the campaign week.
Expanding Reach and Innovation
The 2025 edition marked several firsts for the initiative, bringing campaign messages to televised football matches and retail outlets across Europe for the first time. A dedicated campaign website was also launched to support the broader awareness effort, demonstrating the campaign's evolution from its modest origins.
European Safer Gambling Week serves as an annual platform for stakeholders across Europe's gambling sector to promote safe and sustainable play through sharing tools, resources, and best practices. The initiative covers EU/EEA countries and runs parallel to the separate but related UK and Ireland Safer Gambling Week.
"Five years ago, this was a small initiative. Today it reaches millions of people across Europe. That growth reflects the commitment of hundreds of organisations across Europe to safe and sustainable gambling. The initiative has come a long way, and we are determined to make 2026 the strongest edition yet."
— Maarten Haijer, Secretary General of EGBA
221
Partner Organizations in 2025
24
Countries Participating
4.1M
Social Media Users Reached
32%
Year-on-Year Reach Increase
23
Campaign Events Held
2,500+
Total Event Attendees
2026 Campaign Elements
The upcoming edition will feature the established campaign framework that has driven previous success. Plans include a social media campaign, events programme, and updated campaign website, building on the format that has proven effective in expanding reach and engagement.
EGBA is encouraging organisations across the sector to begin considering their participation in the 2026 campaign. Companies and organisations interested in joining the initiative can register their interest to receive updates on participation opportunities.
Registration Timeline
EGBA is actively encouraging early registration for the 2026 campaign, suggesting operators should begin strategic planning well in advance of the November dates. Early participation signals may help with campaign coordination and resource allocation across the 24-country framework.
Industry Context
As the Brussels-based trade association representing leading online gambling operators that are established, licensed, and regulated within the EU, EGBA's members collectively hold 321 online gambling licenses across 21 European countries. Each licence carries strict compliance requirements, with members also adhering to EGBA's industry standards and codes covering responsible advertising, anti-money laundering, and player protection.
The association's members account for approximately 30% of Europe's online gambling gross gaming revenue, underlining the potential reach and impact of coordinated safer gambling initiatives across the regulated online sector.
Beyond individual compliance requirements, EGBA collaborates with national and EU authorities and other stakeholders to foster a well-regulated online gambling market designed to protect consumers and channel demand towards regulated operators.
Strategic Implications for Operators
The consistent growth in European Safer Gambling Week participation signals increasing industry recognition of coordinated player protection efforts as both regulatory expectation and competitive advantage. The 32% year-on-year increase in social media reach demonstrates the amplification effect of collective campaigns over individual operator initiatives.
The expansion into televised sports content and retail environments in 2025 suggests growing acceptance of safer gambling messaging in mainstream channels. This development could indicate shifting regulatory and public attitudes toward proactive harm prevention communication, potentially opening new avenues for responsible gambling outreach.
For operators evaluating compliance strategies, the campaign's evolution from niche initiative to multi-million reach platform highlights how collaborative industry efforts can satisfy regulatory expectations while building positive stakeholder relationships. The question for 2026 will be whether this growth trajectory can be sustained and what new channels or approaches might emerge to further expand impact.
Based on the 32% growth in reach and expansion into televised sports and retail channels, operators should track regulatory relationship improvements, brand reputation metrics, and cross-jurisdictional compliance efficiency. The source does not provide specific ROI benchmarks, but the multi-million user reach suggests significant stakeholder visibility benefits.
The article notes expansion into televised football and retail outlets for the first time in 2025, but does not detail the regulatory approval process for these channels. Operators should evaluate advertising compliance requirements in each of their licensed jurisdictions before committing to mainstream media participation.
While EGBA members represent 30% of European online gambling revenue, the campaign welcomes organizations across the sector regardless of size. The centralized social media campaign and events framework suggest smaller operators can benefit from the collective 4.1 million user reach through coordinated participation rather than individual campaigns.
According to EGBA.
