Lottoland has joined a host of betting and gaming companies on a major campaign ahead of International Women’s Day 2022.
Initiated by Square in the Air and All-in Diversity, the ‘groundbreaking’ project has been set up to highlight examples of gender bias in the industry while also offering resources for companies and individuals seeking support using the hashtag #breakthebias.
As part of the campaign, three short films will be released in the build-up to International Women’s Day, which takes place on Tuesday 8 March.
Kelly Kehn, Director and Co-Founder of All-In Diversity, commented: “We’ve been humbled by the backing this campaign has received from the biggest organisations across the world, from Europe and the Americas, to Africa and Australia.
“However, it is also a stark reminder of how much work there is still to be done to address gender bias and just how many of the sector’s heavyweights are prepared to personally fight for the cause.
“While we are of course hoping to make an impact with this hard-hitting campaign, the teams at All-In and Square in the Air are determined that these films will not simply capture a moment in time but add momentum to the fight for fairness and balance for all those in our industry.”
Joining Lottoland to collaborate on the project are Flutter, Kindred, DraftKings, Betsson, Better Collective, Catena Media, GiG, LeoVegas, Microgaming, Pinnacle, Sky Betting & Gaming, Sportsbet, Yolo and Yggdrasil.
Stewart Darkin, Director of New Media at Square in the Air, added: “From conception, this felt like an important project. With the support of the All-In Diversity team, we have been able to work with some of the sector’s biggest names to highlight what remains a major issue and which highlights the daily struggle that some professionals in our industry continue to face.
“There are so many companies doing great work in the areas of diversity and inclusion within their organisations but, clearly, there is still work to be done – and we’re thankful that the sector’s biggest names are standing shoulder-to-shoulder on this issue.”
