RESPONSIBLE GAMING
Entain Group technology detects at-risk gamblers
By Diane C . Walsh Editor
“ R ESPONSIBLE GAMBLING ” has emerged as the key to the long-term sustainability of the burgeoning gaming industry around the globe .
Entain Group , one of the world ’ s largest sports betting and gaming groups , delineated the importance of responsible gambling in its sustainability charter , according to Martin Lycka , a member of the company ’ s senior management team , who was recently promoted to senior vice president of American regulatory affairs and responsible gambling .
Entain and its U . S . partner , BetMGM ( a joint venture with MGM Resorts International ) are collaborating on ways to foster responsible gambling , which is often referred to simply as RG .
The concept is rooted in technology , which has become so advanced it can detect the small minority of customers with problems who may be at risk of developing an addiction . In those cases , “ the industry must intervene ,” Lycka said .
“ The key is to make sure we continue to provide entertainment and attractions to the 97 to 99 percent of our customers who are gambling responsibly ,” he explained , adding , however , that “ unfortunately , there is a small minority , some 1 to 3 percent of the people who are at risk of developing gambling problems . For them it ’ s a slippery slope .”
The industry must bear the onus of making certain all its customers are in a position to make reasoned choices in their gambling , Lycka said .
For instance , Entain is pioneering leading technology which can detect when a customer ’ s betting behavior changes , indicating heightened levels of being at-risk . Perhaps he or she is suddenly wagering much more . While there may be a reasonable explanation
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Many global bookmakers have developed criteria known as ‘ markers of protection .’
for the change — like a job promotion that gives them more money to enjoy betting — in the absence of a logical explanation , intervention might be necessary .
Lycka said Entain and many global bookmakers have developed criteria known as “ markers of protection ” that are early indicators of possible addictive behavior . These markers or changes in customers ’ behavior include chasing losses with more bets and playing late at night .
When these markers are detected , it triggers a response by Entain . In some cases , that means a phone call or “ human touch ” from specially trained personnel in customer service . If the situation is more dire , a customer ’ s account could be closed and referrals may be made to addiction programs and treatment centers .
Entain wants to detect problematic behavior as quickly as possible .
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“ The sooner the intervention the better for the customer ,” Lycka explained . Sophisticated data analysis and even “ predictive technology ” which shows how a customer feels when gambling , enables Entain to take decisive action .
“ It ’ s absolutely critical to the long-term sustainability of any market to have good responsible consumer protections ,” Lycka said . He explained that Entain developed a foundation in the United States with the primary mission being to effectively combat addictive behavior .
The foundation has partnered with Kindbridge , which is building a teletherapy network of mental health treatment providers with a focus on gambling and gaming disorders . Launched in 2020 Kindbridge
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