Our Approach
A culture of proactive care that exceeds regulation.
CARE-CENTRED
Positive Play takes an all-encompassing view of protection and safe play, putting care at the front-and-centre of all our tools.
SAFER GAMBLING FOR ALL STAKEHOLDERS
Our solutions cater to all your stakeholders. This includes customers enjoying your products, your staff who are a vital part of the industry we love, the community you operate within and your business as an overall entity.
CULTURE CHANGE
We connect responsible gaming to your core strategic pillars and goals and values ensuring that its a part of everything you do not just a silo business function.
The Positive Play Difference
Positive Play
New playing suggestions
Re-enforcing good behaviour
Demonstrating and evidencing learnings and success
Early prevention
Part of everything we do
Exceeds regulation
Restrictive Practices
Restrictions
Harmful activity focus
Public fines and legal defences
Late-stage intervention / self-exclusion
Silo business stream
Box-ticking
The Team
We are subject matter experts with deep board level industry experience in operations, product management, learning and development, psychology, change management, harm treatment and data science.
Victoria Reed
CEO
Victoria is a recent alumna of Harvard Business School, and has global experience from the UK, USA, Australia, Malta, Brazil and Argentina. After almost a decade in the industry working for brands including Gala Coral Interactive, Betfred and GentingBet; Victoria’s passion has always been in safeguarding players while respecting the operators need to remain commercially viable.
Robert Mabbett
Engagement Director
Rob joined Better Change from the charity Gordon Moody where he spent 5 impressive years helping to raise their profile and ensure sufficient treatment spaces were available to meet demand. With over 15 years industry experience, including being a previous winner of the Racing Post and SiS Betting Shop Manager of the Year award, Rob also brings a unique insight into the treatment of gambling harm and is now keen to focus his efforts further upstream as we aim to prevent against gambling harm through Positive Play.
Anna Davies
Compliance Director
Anna brings over 20 years of compliance expertise in the financial services and gambling sectors, with a proven ability to embed seamless compliance functions into operations. She has established an unrivalled track record in navigating complex regulatory environments and her passion for compliance enables her to deliver sustainable solutions that strengthen businesses while safeguarding players and ensuring market integrity.
David Richardson
Director, Strategic Partnerships
David's background is in education, sport and travel. He has witnessed first-hand elements of gambling related harm as well as understanding the gambling industry from a players perspective. As a result of these experiences has developed a passion for helping to support the industry in protecting players and improving its reputation by finding out the needs or organisations, working with them in a supportive and friendly way to generate impact and add value.
Shobaa Haridas
Director of Product
With over 12 years in leadership roles spanning product, operations and behavioural strategy, she has led and launched first-of-their-kind digital products and high-impact marketing campaigns at organisations such as PokerStars and the BBC. Driven by a passion for meaningful change, she is committed to advancing Positive Play and championing ethical innovation within the gambling industry.
Erica Young
Regulatory Affairs Director
Erica is an expert on UK gambling legislation and its application. She spent over 12 years at the UK Gambling Commission, leading in policy development and application across the whole spectrum of the gambling industry. Since leaving the Commission this regulatory experience has been further enhanced through her work as compliance director for two leading casino brands.
Emma Russell
Partnerships and Delivery Manager
Emma’s spent nearly two decades quietly making magic happen in the charity and non-profit world. She’s a business development pro that's led successful bids and built impactful partnerships that have helped drive multi-million-pound growth, has a soft spot for quality management and a knack for making CRM systems behave! With a background that includes working in gambling harm reduction, Emma’s expertise spans bid and proposal writing, project planning, stakeholder engagement, and CRM management, always with a strong focus on social impact and achieving positive change.