With a rich history in promoting responsible gambling practices,  Malcolm Bruce, the founder of Gambling Integrity since 2013, has played a pivotal role in shaping the landscape of the UK gambling industry. Through the platform, Gambling Integrity, Malcolm and the team have been instrumental in assisting organizations in prioritizing safer gambling, offering guidance on sustainable business models, and ensuring regulatory compliance. Having provided services to nearly all major UK regulated gambling companies, the focus has been on auditing policies, training front-line staff, and delivering consultancy support.

Prior to founding Gambling Integrity, Malcolm Bruce served as the Director of Corporate Responsibility at Betfair from 2010 to 2012. In this role, he took charge of social and environmental impact, supply chain sourcing, and stakeholder engagement. Under his leadership, Betfair became a global leader in gambling player protection, implementing cutting-edge tools and educational materials that garnered international recognition from academic circles and regulators.

As Chief Executive of GambleAware from 2005 to 2009, Malcolm Bruce led the national commissioning and policy charity dedicated to research, education, and treatment in problem gambling. Instrumental in drafting content for the social responsibility provisions of the UK Gambling Act, he ensured the financial stability of the charity through substantial donor funds and scientific research council grants. Malcom Bruce brings a robust educational background, including a Distinction in MA Contemporary Ethics from the University of London, completion of the Ashridge Leadership Programme at Ashridge Business School, a Postgraduate Diploma in Psychological Counselling from Roehampton University, and a BSc in Sociology (2:1) from Northumbria University.