For the first time in its sustainability reporting, the EGBA has begun publishing comprehensive economic contribution data alongside traditional safer gambling and other sustainability metrics. This includes tax contributions and investments in European sports, yet with questions around higher tax rates, black market risks, how should the regulated industry engage with government and regulators to build trust through increased transparency, and shared purpose? What level of public support can realistically be expected? Emphasizing benefits such as job creation, economic growth, and technological development, how does the industry bridge tensions and build true sustainability?