Protecting players. Promoting Positive Play. Driving real impact

Directing industry investment into the programmes that keep players safe and gambling harm-free.

Protecting players. Promoting Positive Play. Driving real impact

Directing industry investment into the programmes that keep players safe and gambling harm-free.

Encouraging Better Change

At Better Change CIC, we work at the intersection of gaming, player protection, and social impact by helping the industry take meaningful responsibility for the people it serves. We partner with operators to direct their social impact funds into initiatives that actively prevent harm and promote Positive Play. By combining data-driven insight with human-centered design, we develop and deliver programmes that educate players, reduce risk and build safer gambling environments from the ground up. Our mission is simple: to keep harm out of gambling by turning industry investment into real, measurable change.

Discover Our Projects

Consumer Research

Our consumer panel captures insights from harm-free players, helping us understand real gambling experiences and shape safer, more positive play.

Positive Player Zone

The Positive Player Zone is an innovative, engaging and interactive educational resource for players designed to build gambling literacy and support informed, responsible play.

Positive Play Pathway

Community engagement via universities to reduce the stigma associated with gambling harm and promote gambling harm awareness at a stage in life where people are moving into independent living for the first time but are still developing financial literacy.

Protecting players. Promoting Positive Play. Driving real impact

Protecting players. Promoting Positive Play. Driving real impact

Encouraging Better Change

Discover Our Projects

Consumer Research

Positive Player Zone

Positive Play Pathway

Positive Play Pathway

Gambling should be entertainment, not a source of harm. Positive Play is what keeps it that way.

Contact Us

Drop us a line!

Better yet, see us in person!

Better Change CIC

Protecting players. Promoting Positive Play. Driving real impact

Protecting players. Promoting Positive Play. Driving real impact

Encouraging Better Change

Discover Our Projects

Consumer Research

Positive Player Zone

Positive Play Pathway

Positive Play Pathway

Gambling should be entertainment, not a source of harm. Positive Play is what keeps it that way.

Contact Us

Drop us a line!

Better yet, see us in person!

Better Change CIC

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