UK-listed gambling operator GVC Holdings is demonstrating its commitment to conquering the US market by helping to fund a new study into problem gambling.

On Wednesday, GVC announced that it had joined the President’s Circle of the National Council on Problem Gambling (NCPG), America’s leading advocate for program and services to assist problem gamblers and their families.

GVC’s commitment to the NCPG includes helping to fund the National Survey of Gambling in America, a new study aimed at quantifying gambling prevalence in the US of A and establishing a baseline by which to judge the scope of problem gambling behavior.

GVC CEO Kenny Alexander celebrated his group joining the NCPG’s efforts, which he said “reinforces our commitment to ensure that GVC promotes the highest standards of responsible gaming while ensuring our customers can enjoy our products in a safe environment.”