Gambling.com Creates Head of Smarter Gambling Role and Appoints Shaun Wallace to Lead Consumer Education Efforts
TL;DR — Gambling.com appointed Shaun Wallace as its first Head of Smarter Gambling to advance the “Smarter Gambling Starts Here” campaign. The TV personality from The Chase will create educational content promoting informed decisions. The affiliate runs operations in more than 20 regulated iGaming markets.
SCCG Take — The hire channels a high-profile knowledge-based persona into affiliate responsible gambling efforts to reinforce operator-side consumer education standards.
Gambling.com has appointed Shaun Wallace as its first Head of Smarter Gambling. The newly created position centers on the affiliate’s safer gambling messaging and its “Smarter Gambling Starts Here” campaign.
Wallace, best known as one of the quiz experts on ITV’s The Chase since its launch in 2009, is a former barrister and Mastermind champion. He will feature in awareness campaigns and produce content across multiple channels to promote informed gambling.
The affiliate operates across more than 20 regulated iGaming markets in multiple languages. The appointment reflects the company’s continued focus on safer gambling messaging alongside its consumer-facing content and comparison services, as reported by iGaming Future.
Campaign Integration
Wallace’s role encourages consumers to make informed gambling decisions before the action takes place. The position aligns directly with the company’s provision of comparisons and tested recommendations.
Direct Perspectives
Wallace said: “I’m delighted to join the team at Gambling.com as their Head of Smarter Gambling. It mattered to me to understand exactly how they go about promoting gambling before I said yes. I’ve seen under the bonnet, and it’s a dedicated team of professionals set on educating and informing their customers before the action takes place. Information is king, and that’s what I’ve based my career on. Starting your online gambling journey with them is the smartest option, with comparisons and tested recommendations at the core of what they do, you’ll find they live up to their promise.”
Dominic Celica, Director of PR at Gambling.com, said: “Shaun’s reputation speaks for itself as he’s built a career on knowledge, discipline, and knowing exactly when to get involved. That’s precisely the mindset we want players to bring to their own decisions. ‘Smarter gambling starts here’ is the whole idea behind the work we do every day, and having someone as sharp as Shaun on board reinforces everything we stand for.”
Reporting: iGaming Future
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Affiliate brands are weaponizing celebrity credibility to own the safer gambling narrative before regulators force them to.
We're watching affiliates move from compliance footnotes to proactive consumer education strategies. Gambling.com just turned a TV knowledge icon into a safer gambling ambassador across 20+ markets. That's not a PR stunt — it's a regulatory hedge and a brand moat. Smart affiliates know education builds trust, and trust drives lifetime value in tightening markets.
- First dedicated Head of Smarter Gambling role at major affiliate
- Shaun Wallace brings high-profile credibility from The Chase since 2009
- Supports 'Smarter Gambling Starts Here' campaign across 20+ regulated markets
SCCG angle: SCCG connects affiliates and operators who need safer gambling infrastructure that scales across jurisdictions. We've placed responsible gaming executives, vetted compliance tech, and brokered partnerships in every major regulated market — we know who's building real programs versus checking boxes. If you're evaluating affiliate partners or building education layers that satisfy regulators and consumers, we'll show you who's ahead.
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