White Rabbit 2

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For Grainne Hurst, CEO of the Betting & Gaming Council in the UK, the evolution has been clear. “The conversation has moved beyond representation alone towards inclusion, retention, well-being and progression,” Hurst explains. “Businesses increasingly understand that DEI must be embedded in everyday culture, not treated as a separate initiative.”

Industry associations have played an important role through mentoring, networking and leadership development.

Hurst is also a board member at Global Gaming Women, giving her firsthand experience of how networks, mentorship and role models can help women advance. She was previously recognised in iGB’s Most Influential Women list in 2024.

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The experience led the tech-savvy Dane to create Spilfri.nu, a blocking and support service for people experiencing gambling problems. The service is free for users, while supporters can pay a monthly fee to help monitor their progress. The service also extends to schools and educational institutions that want to ensure their students are not tempted by gambling when they are supposed to be studying.

The work he’s done through Spilfri.nu has also exposed him to a wider problem within the índustry.

“Our work is not driven by opposition to the gambling industry or to legal, licensed operators. Quite the contrary.”

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