Jackpot.com partners with Birches Health to strengthen responsible gambling initiatives

February 19, 2025

Jackpot.com partners with Birches Health to strengthen responsible gambling initiatives

Jackpot.com and Birches Health partnership steps up player protection ahead of Gambling Awareness Month. With Problem Gambling Awareness Month arriving in March, the gambling industry is once again under pressure to demonstrate its commitment to player safety.

Jackpot.com has responded with a fresh partnership with Birches Health, pushing the boundaries of player protection with tailored educational tools, clinician-led training, and instant player access to support services. The move comes as gambling-related harm continues to cast a shadow over the sector, with critics questioning whether existing measures truly protect vulnerable players.

Industry ramps up for problem gambling awareness month

Each March, Problem Gambling Awareness Month aims to increase understanding of gambling harm while connecting those in need with support services. Spearheaded by the National Council on Problem Gambling (NCPG), the campaign sees operators across the United States stepping up their responsible gaming messages.

Operators like DraftKings, FanDuel, and BetMGM have previously run social media campaigns, pushed out responsible gaming content through their apps, and worked with advocacy groups to promote self-exclusion tools and deposit limits.

In 2024, Safer Gambling Week in the UK took a similar approach, with operators highlighting tools to manage time and spending limits. But doubts hang heavy. Support groups say glossy campaigns look good on paper but fail where it matters—stopping actual harm before it’s too late. In a recent chat with SiGMA TV, Dr. Kasra Ghaharian, Director of Research at the University of Nevada, Las Vegas International Gaming Institute, discussed how artificial intelligence can transform responsible gaming.

Is the industry doing enough?

While awareness campaigns grab headlines, experts believe the industry still has gaps to fill. Studies by GambleAware and the NCPG highlight that problem gambling rates have grown alongside the rise of online platforms and sports betting apps. The ease of access has led to more young adults and vulnerable players being exposed to gambling risks.

Financial harm is a growing issue. Research from the University of Bristol found that gambling-related debt has risen sharply in regions with higher online betting participation. UK Gambling Commission data suggests the average online slot player lost approximately £161 per month in late 2024, intensifying calls for stricter affordability checks and better player safeguards.

Jackpot.com and Birches Health set a new standard

Jackpot.com’s partnership with Birches Health is being hailed as a step towards more integrated player protection.

Players using Jackpot.com can now access customised responsible gambling content and dedicated support via a new landing page on Birches Health’s website. This gives users direct links to trained clinicians and problem gambling specialists.

Birches Health will also lead responsible gambling training sessions for Jackpot.com staff and help review the company’s internal policies.

Akshay Khanna, CEO and co-founder of Jackpot.com said: “When Jackpot.com launched, it was the only online lottery courier to do so with an iCap Certification from the National Council on Problem Gaming. With Birches Health’s added level of responsible play protocols and educational resources, we are confident in providing a safe and fun experience for players.”

Birches Health CEO Elliott Rapaport added: “We applaud Jackpot.com for integrating educational resources and pathways to treatment directly into their platform. This partnership showcases the opportunities to provide specialised support for players across the country.”

Operators driving responsible gambling change

Jackpot.com is not alone in recognising the need for stronger player protection. Other operators have also moved to integrate healthcare and mental health support into their platforms.

FanDuel has partnered with Kindbridge Behavioural Health to offer mental health support in New Jersey and Ohio, focusing on self-excluded players. BetMGM expanded its Kindbridge partnership across multiple states, including Massachusetts and Michigan, to provide similar services. FanDuel also reported that nearly half of its customers used the ‘My Spend’ responsible gaming (RG) dashboard during the 2024/25 NFL season.

DraftKings has also teamed up with Kindbridge to ensure players can access professional help when needed. Daily fantasy sports operator PrizePicks joined this movement in June 2024, offering its players and employees access to Kindbridge’s clinical services at no initial cost.

Across the industry, the game is changing. Operators are mixing tech with expert care, knowing full well that deposit limits and self-exclusion alone won’t shield the most vulnerable.

Why this partnership matters

The proactive approach to merging player education, staff training, and clinical support into the gaming platform is what sets this collaboration apart.

While many operators rely on generic pop-ups or deposit limits, Jackpot.com is embedding specialist care into the user journey. It mirrors a broader industry move towards stepping in early and offering real-time help rather than waiting until players need self-exclusion or aftercare.

Critics argue that self-exclusion systems often fail because players can switch to other platforms. Bringing healthcare professionals into the heart of gambling platforms could close this gap—getting help to players before they spiral into crisis.

The future of player protection

As Problem Gambling Awareness Month looms, Jackpot.com’s partnership with Birches Health highlights the need for the industry to innovate.

The future of player safety lies in tech and human support working hand in hand because real progress means making it as easy to get help as it is to place a bet.

For those in the industry, the message is simple: enough slogans. Enough ticking boxes. The real win? It is a world where every player logs on, knowing they’ll leave with their wallet, mental and physical health, and dignity intact. That’s the jackpot the industry should be chasing.