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'PLAY IT SAFE' Marketing Campaign for eCogra

Player protection body launches information initiative

Monday 31st January 2005

Using the slogan 'Play It Safe,' the benefits of honest and hassle free online gambling at eCOGRA-regulated Internet casinos are being communicated to both experienced and new players in a substantial marketing campaign.

The campaign has been professionally crafted by leading media companies and includes banner and other advertising on quality portals, opt-in HTML emailing, coordinated casino newsletter content, ongoing PR and briefings to leading affiliate marketers.

The creative material has been designed to underline the independent nature of eCOGRA and to provide facts on why compliant casinos are safe and efficient; how to identify these operations through the body's Seal and the value of the dispute mediation services of the Fair Gaming Advocate. Links are provided to the website for more detailed information, and to Seal casinos.

CEO Andrew Beveridge says that the campaign is part of the communications phase on which the organisation has now embarked, having created a regulatory structure with teeth that is designed specifically for player protection.

51 major, quality casinos comprising the majority of the online gaming industry have committed to the eCOGRA system of practical and efficient operating rules enforced by independent inspection and continuous monitoring.

'Our objective is to spread the word that independently enforced, self-imposed regulation delivers fair, honest and more efficient service to the online gambler,' says Beveridge.

'The industry is plagued by questionable operating and software fairness issues due to the difficulties of enforcing cross-border regulation. Too often this results in players being ripped off. I believe eCOGRA offers a solution that benefits players, software providers and operators alike and it is open to all of these key sectors of the industry.

'It protects players and enables quality casinos to improve efficiency and take a robust approach to demonstrating honesty and professionalism in the face of legislative challenges to the industry, particularly in the US. Logically that leads to better business for everyone.'

The current campaign will run for the first quarter of 2005 and will be closely tracked and monitored. 'This is only the start of our marketing plans,' Beveridge comments. 'We want to make sure we have precise targeting and effective communication, because there will be considerable future investment in getting our message across.'

Issued by: Andrew Beveridge, CEO

Date: 24 January 2005

Telephone: +44 20 7887 1480



Note for Editors:

eCOGRA is a non-profit, non-partisan body with a full time staff in London, England. Founded by major online software and casino operator groups in 2002, the organisation spent some time researching the concept of regulation with experts throughout the world before formulating a practical set of requirements essential to fair and efficient gambling operations, together with an independent inspection and monitoring system for enforcement.

The first online casinos were accredited in early 2004, and since then a steady stream of online casinos has committed to the eCOGRA ideals and achieved Seal status.

Specialised eGAPs have recently been constructed for the booming poker industry, and it is anticipated that leading poker networks will soon join the eCOGRA initiative, too.

Approved casinos are identified by a seal, and commit to a set of professional operational practices which are independently enforced through inspection and monitoring by major international business groups. The infrastructure includes a Fair Gaming Advocate for any player disputes that cannot be resolved at casino level.

Source: OnlineCasinoNews

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