Us ynfloed
We maximise our impact through collaboration, working with individuals and groups in every community to create lasting change. We’re committed to understanding, measuring, and continuously improving our impact.
On this page
Why we exist
Today, it’s almost impossible to find a young person who doesn’t engage with video games or is not regularly exposed to gambling in some form. Children are growing up as digital natives, while technological innovation continues to advance at an unprecedented pace.
27 %
children spent their own money on gambling last year
52 %
parents have seen gambling-style mechanisms in their child's games
23.4
average hours boys spend playing video games per week
Our mission
Preventing children and young people from experiencing gaming and gambling harms through awareness raising, education, and research.
Our vision
Every child and young person is empowered to lead a safe digital life, free from gaming and gambling harm.
Our values
Integrity
We strive to do the right thing. We are open to challenge as a path to improvement.
Empathy
We are inclusive. We ensure our work considers and reflects the needs of those we support.
Innovation
We are future facing. We generate fresh opportunities and ways of working which match our ambition.
Empowerment
We make a difference. We provide the tools and environment for people to create positive change.
Safeguarding Our Digital Generation
This strategy outlines how we will achieve our vision for every child and young person to be resilient to and safeguarded against gaming and gambling harms.
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