YGAM founder and Better Change launch new non-profit, ESG Gaming

ESG Gaming will focus on promoting igaming careers and safer gambling research.

UK.- Lee Willows, founder of the Young Gamers & Gamblers Education Trust (YGAM), together with the gambling harm prevention body, Better Change, has announced the launch of a new non-profit in the sector.

ESG Gaming will take “an evidence-led approach” to deliver three key products in esports, igaming careers and safer gambling research.

The body intends to support regulated jurisdictions and safer gambling strategies by collaborating with gaming businesses to minimise negative impacts and build transparency. It will work with a company’s people and products and promote systems of controls and procedures designed to reduce gambling-related harm.

It will also work with academics from Gibraltar University’s Centre of Excellence in Responsible Gaming, Bournemouth University and the Responsible Gambling Council to carry out independent research into safer gambling and internal systems of control.

ESG Gaming says its view is that gaming “is a leader in the post-pandemic recovery and epitomises social responsibility, sustainability and harm-minimisation”.

“A metaverse for esports, with safer gaming at its heart.”

Meanwhile, in the area of esports, Willow announced the launch of Esports Community, a community-developed immersive virtual world for safer esports betting aimed at esports players and fans aged 18 to 24.

He said the community will launch mid-year and will work with various brands and academic partners. The project is described as “a metaverse for esports, with safer gaming at its heart”.

The non-profit also plans to facilitate career opportunities in igaming for those living in vulnerable communities by working with housing associations and the Department for Work and Pensions to provide training, qualifications, work tasters and guaranteed job interviews. Willows will serve as executive chair of the non-profit.

There are also plans to launch ESG Retail later in the year or in early 2023.

Willows announced his departure from YGAM in October, with the charity’s finance director Helen Martin stepping into the role of chief executive on an interim basis. Also last year, the Charities Commission rejected a complaint about YGAM’s connections with the industry body the Betting and Gaming Council (BGC).