Malta-based betting and gaming operator is working with Swedish gambling addiction expert Magnus Rydeving to help improve its social responsibility.

Rydeving is renowned as one of Sweden’s most influential experts in responsible gambling and currently lectures on issues related to gambling addiction. He also coaches people with gambling problems together with their relatives.

Bethard said that as an external expert with access to the company's systems and relevant processes, Rydeving will help the operator to become a leading gaming company when it comes to responsible gambling.

“I am incredibly happy and proud that we will be working with Magnus, as he has enormous knowledge within what we consider to be a very important area,” Bethard Group founder and CEO Erik Skarp said. “It was far from obvious that one of the gaming industry’s loudest critics would show such an open mind and agree to cooperate with us about the issue.

“However, now everything is in place and I look forward to, along with Magnus, making our vision to make Bethard one of the safest gaming alternatives on the market a reality.”

Commenting on his new role, Rydeving said: “Those who know me have hardly been able to avoid the fact that I am highly critical about how the majority of gaming companies handle gaming issues and gaming responsibilities.

“I have to admit that at first I was very hesitant to help Bethard when they reached out to me. But I quite quickly realised that the company was serious about becoming better and taking greater responsibility. I see this as a great opportunity to change the system from the inside – and to be a part of working towards responsible gaming in a regulated gaming market.”