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SOCIAL RESPONSIBILITY
FROM INTENTIONS TO IMPACT
Evidence matters in shaping safer gambling policies , writes Jennifer Shatley . Amid a concerted push by the gaming industry to better protect its customers , it ’ s important to remember that best intentions don ’ t always translate into effective results
R esponsible gambling ( RG ) has come a long way in gaining recognition and evolving within the gambling industry . From the early days when it barely earned a corner on industry show floors , it is now a focal point at major conferences . As a key issue for operators and governments alike , the strides made in promoting safer play are undeniable .
However , we need to ask : is the current flurry of policy activity having a tangible impact ? Without effective evaluation frameworks , we don ’ t really know .
Looking back to 1989 , when Harrah ’ s ( now Caesars ) created the industry ’ s first responsible gambling programme , the landscape has transformed remarkably since . As a pioneer in the field credited with implementing many RG firsts , seeing this evolution has been both inspiring and crucial in understanding the nuances that drive successful responsible gambling initiatives .
Over the years , the pursuit of fostering healthy gambling behaviour has seen its fair share of learning curves . Simply said , responsible gambling policy – and its effective implementation – is complex . Doing “ more ” doesn ’ t necessarily equate to doing “ better ”.
Crafting effective policies demands a deep understanding of player behaviour , a commitment to evidence- driven strategies and ongoing evaluation . Sometimes , policies that are contemplated to promote safer gambling have no effect – or worse , they may exacerbate the very behaviour they are trying to address . It ’ s not enough to have good intentions . We must understand the effects of our actions – both intended and unintended .
STICK TO THE SCIENCE This understanding hinges on a crucial foundation : scientific evidence . To understand the true impacts of these programmes , it ’ s imperative that strategies and initiatives are subjected to on-going assessment . Effective evaluation through rigorous research , data analysis and player feedback not only gauges the efficacy of safer gambling efforts but also steers continuous improvement .
Reflecting on my own experiences within the industry , there have been defining moments that highlighted the crucial role of research and validation in shaping effective responsible gambling strategies . Take , for instance , the creation of the US industry ’ s first RG-specific ad campaign .
Our team at Harrah ’ s meticulously created television spots focused solely on the promotion of positive play and the avoidance of risky behaviour . To convey this message , various casino employees spoke about the importance of these concepts and their role in supporting them .
In one spot , a table games dealer was delivering this message and , while in the act of speaking to the camera , he casually fanned a deck of cards across a gambling table that was barely visible . Subsequent customer focus groups conducted prior to the airing of the spot identified this scene in the ad as contradictory to the overall aim of the campaign .
While the message was telling viewers about risky times when they shouldn ’ t gamble , the imagery was spurring them to want to gamble . Based on this
“ Sometimes , policies that are contemplated to promote safer gambling have no effect – or worse , they may exacerbate the very behaviour they are trying to address ”
114 • ISSUE 135 • ICE LONDON 2024