feedback , we removed the specific scene from the ad .
Had we not cut those two seconds of seemingly innocuous imagery , the entire message and intent of the initiative would have been derailed . This may seem like a simplistic example but it serves as an illustration that the little things matter when it comes to RG . One simple oversight can make the effort meaningless – or make it have a completely contrary effect . Again , it ’ s not enough to have good intentions .
INTENTION VS REALITY From a broader perspective , the concept of slowing down the rate of play on slot machines has often been contemplated as a safer gambling measure . While the assumption that slowing down the speed of play is a straightforward solution to mitigate harm , actual player behaviour may not align with the expected outcome .
In fact , the research results in this area are mixed . While some research has found that this approach may result in reduced customer spend , other research has found that this intervention leads to more time spent gambling . The result is a tradeoff between one type of problematic behaviour for another . After all , gambling-related harm isn ’ t limited solely to monetary expenditure .
Similarly , operators and regulators have devoted enormous attention to the promotion of online RG tools , but the use of these tools by players is minuscule . Even if customers tell us they like that we provide these options , if the tools aren ’ t being used by players , then they aren ’ t an effective policy initiative .
We need to understand why they aren ’ t being utilised in order to adapt our strategies to increase usage . This illustrates why real-world observation of user behaviour after implementation is crucial to understanding the true impacts of policy interventions .
FROM INTENTION TO IMPACT All policymakers have a legitimate and justified need for ongoing research so we can do better . Governments need to invest in research to create and expand effective policy measures ; regulators need research to advise governments
“ Had we not cut those two seconds of imagery , the entire message of the initiative would have been derailed ”
DR JENNIFER SHATLEY is the president and CEO of Logan Avenue Consulting , LLC . In this role , she provides responsible gaming consulting to a multitude of organisations , such as gambling operators , trade organisations , problem gambling councils , government organisations , and domestic and international jurisdictions considering legalising gambling . In addition , she has a collaborative partnership with the Responsible Gambling Council ( RGC ) on the development and execution of RGC ’ s innovative research and RG Plus strategy .
and to evaluate and improve policy and programme interventions . The industry also needs research ( which can be as simple as internal pilot tests ) to improve harm mitigation efforts and to tailor initiatives to resonate effectively across diverse player demographics and cultures .
Evidence serves as the compass to shape effective policies and programmes . It separates assumptions from reality , enabling better decisionmaking at every level . Continuous evaluation driven by evidence ensures strategies remain relevant and effective
in an ever-evolving gambling landscape . The path from intention to impact requires a fusion of research , continual evaluation and innovative adaptation . The role of evidence-informed policies and programmes cannot be overstated in the domain of responsible gambling . Their integration at both regulatory and operator levels serves as a lynchpin in shaping an industry that is not only financially robust but also ethically accountable . That will ultimately foster a sustainable gambling environment that safeguards players ’ well-being and ensures the industry ’ s longevity .
ICE LONDON 2024 • ISSUE 135 • 115