Crown Resorts, the biggest owner and operator of land-based casinos in Australia, has announced the launch of Crown PlaySafe, the company’s new gambling harm prevention program.
Crown PlaySafe is just a part of the set of reforms that the new owners of Crown Resorts are trying to implement in order to transform the company into a trustworthy and respected casino operator.
The Australian company also announced that it will soon unveil a new website along with a fresh logo, most likely trying to create a new brand image for Crown Resorts in order to break away from the problems that surrounded the business in recent years.
Crown Resorts explained that Crown PlaySafe will have four areas of priority when it comes to player safety: prevention and safer play, care for the community, support for vulnerable players and improving the operator’s understanding of player behavior.
To achieve these goals the company has set up a dedicated gambling research and policy team, led by Dr. Jamie Wiebe, a public health research expert. This team will play a vital role in the company’s policies but will also try to develop a knowledge-exchange hub that can be used by all stakeholders in the Australian casino industry.
“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,” Dr. Jamie Wiebe explained.
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