Crown Resorts Launches Crown Playsafe Initiative

Crown Resorts is working hard to rehabilitate its image following the scandal that rocked the company for the last couple of years. Last week, the company announced its latest corporate social responsibility (CSR) plan to reduce gambling harm.

The plan aims to identify and prevent gambling harm among its customers. Highlights of the plan include cashless gaming on electronic table games, max bet limits, and a company-wide self-exclusion portal.

Crown PlaySafe Program Aims to Reduce Gambling Harm

Last week, Crown Resorts announced Crown PlaySafe, a series of reforms the casino will use to proactively identify and assist problem gamblers. The program is an extension of the company’s Future Crown initiative.

The new program will replace the current responsible gambling policies for the company. Rather than supporting problem gamblers, the new initiative strives to prevent problem gambling from occurring.

The focus of the program is player care and well-being. A dedicated gambling research and policy team will play a key role in making the program successful. In addition to providing policies for Crown Resorts, the team will create a knowledge-exchange hub that will be available to all industry members.

Dr Jamie Wiebe was appointed to lead the research and policy team in March. Of the program, Wiebe states, “While our knowledge and understanding of gambling harm has deepened over the years, the introduction of new reforms and expanded support for vulnerable or at-risk players will make it easier for guests to manage and play within their personal limits.”

Initiatives Include Mandatory Carded Gambling and Self-Exclusion List

Crown PlaySafe is more than a generalised philosophy as it requires systematic changes to business at Crown Resorts casinos. Below are some of the new policies that will be enacted under the new system:

  • Mandatory carded play and pre-commitment at all casinos
  • Expanded training to help employees recognise the early symptoms of gambling addiction
  • Cashless gaming on electronic table games at Crown Sydney
  • Max bet limit of $10 on electronic games at Crown Perth
  • Testing of new gambling hard reduction ideas and concepts

One of the most substantial additions to the program is the addition of a company-wide online self-exclusion portal. Players can go online and self-exclude electronically from all casinos at Crown Resorts. In the past, players had to manually self-exclude from individual casinos.

Crown Resorts CEO Ciaran Carruthers spoke on the new initiative, stating, “We know that we can do more to maximise player safety, which is why Crown is scaling up all efforts to introduce these world-leading initiatives that help to educate and support guests to play in a positive and safe way. The plan addresses new and emerging challenges associated with gambling harm, including how we improve our understanding of gambling participation and develop new harm reduction concepts and ideas.”

“With a focus on collaboration and engagement with government, industry and community-based partners, I am confident that together we can reduce gambling harm and create a safer gambling future for all Australians.”

Crown Resorts to Roll Out New Website to Support Initiative

Finally, the company plans to create a new website to support the recent policy changes. The website will have a redesign, updated language and a purpose statement for the company. Position titles within the company and its responsible gaming centres will also be updated.

To date, the Crown Resorts management team has invested over $13 million in gambling harm prevention across the company. This includes doubling the size of the responsible gambling team. As the company moves past recent scandals, updated policies like Crown PlaySafe will help re-establish trust from players and regulators. If the program proves successful, it could serve as a template for other casinos and gambling parlours in Australia.

Rose Varrelli avatar
Rose Varrelli
Senior Casino & News Writer

Hi there! I’m Rose, and with nine years behind me in the iGaming industry, I craft engaging narratives at CasinoAus. My education in Communication across Europe has sharpened my skills in fintech, casino legislation, and digital marketing. Backed by a strong foundation in SEO, storytelling, and cross-cultural communication, I’m passionate about creating content that resonates globally and educates our audience.

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