English French German Italian Portuguese Russian Spanish


With a successful career in the third and education sectors spanning three decades, Willows, is well-known figure within the gambling sector, having used his lived-experience from gambling harm for public good,

“On behalf of the entire team at Better Change, we are honoured to have Lee Willows join our Board of Directors. His achievements in our sector have been second to none and we look forward to working with him to keep player protection and sustainability at the heart of the gaming industry.” Said Victoria Reed, Founder, Better Change.

“By partnering with operators and suppliers to help them raise standards through improved compliance, innovative social responsibility strategies and the provision of robust safer gambling tools designed to safeguard player protection, we can sustain our industry and deliver clear, sustainable and progressive results for our partners and their players. Together, we can prevent gambling harm.” Said Reed.

Better Change was founded in 2021 after the Founders met at Harvard Business School. One was working as the Head of Product for a gaming operator in Gibraltar whilst the other owned a successful social impact company in Manchester. Both had seen first-hand the devastation caused by gambling addiction and knew they had to make a difference by challenging the status quo and thinking differently.

“It is a real privilege to be joining the talented team at Better Change. Its Founder and I have known each other for several years and what I am particularly impressed by is Better Change’s mission and values as a social business. Having won the EGR Rising Star Award in 2021, Better Change is one organisation definitely to watch. I am committed to contributing to their journey and together we are looking forward to working with stakeholders to further strengthen player protection and social responsibility." said Lee Willows.

If you would like to learn more about Lee Willows, please visit his LinkedIn profile at:



Image: Lee Willows Non-Executive Director Better Change

About Better Change (Gibraltar) Limited

Better Change exists to be the driving force for change in the gambling industry. We believe that everyone, players and operators alike, must be able to reach their full potential, free from the grips of gambling harm.