BUSINESS

Jesper Karrbrink: Boost your brand through corporate social responsibility

TAGs: CAI, corporate social responsibility, Jesper Kärrbrink, mr green

In this interview with CalvinAyre.com’s Becky Liggero, Mr. Green CEO Jesper Karrbrink explains why operators should invest in corporate social responsibility.

Loading the player...

Every company aims to have a positive impact in society through their so-called corporate social responsibility (CSR).

Companies lend a hand to local governments as their way of giving back to their community – either in the form of monetary donations to non-profit organizations or through the implementation of environmentally-friendly policies in the workplace.

But for many businesses, CSR is a great marketing tool to introduce their brands and create and innovate new offerings.

Jesper Karrbrink, chief executive officer of Malta-based gambling company Mr. Green, pointed out that engaging in CSR will result in more loyal customers and improved brand awareness.

Recently, Karrbrink said that Mr. Green launched an environmental clean-up project in Malta as part of their CSR project. Called the Red Boat, Karrbrink explains that the project aims to lift garbage from the sea.

“Mr. Green has corporate responsibility as a strong part of the DNA. It is a business decision. I know that this will lead to more loyal customers, I know it will improve our brand, and I know that I will improve our relationship with the regulators. We should do this before they tell us to do this,” Karrbrink told CalvinAyre.com. “We launched the red boat in Malta, where we have guys cleaning the sea. So we are picking up plastic from the sea because we love that island. Actually this is a small thing but it shows what we are doing.”

Engaging in CSR, according to Karrbrink, also forces companies to innovate their offerings for the benefit of the community. He said Mr. Green will launch an algorithm called Green Gaming which will determine and help players control their risk levels.

“So we help players control their risk levels. Basically, what you do there is you play, the algorithm starts and it calculates your risk. At the same time, we ask you to do a self-assessment,” Karrbrink said. “These two things combined will tell you whether you are a risk player or not. If you are a risk player, we will provide you tips and eventually, even training to reduce your risk.”

Comments

views and opinions expressed are those of the author and do not necessarily reflect those of CalvinAyre.com