“ Very few operators are working in collaboration with researchers to understand responsible gaming , and this must be a key factor in expanding the industry ’ s capabilities in this area ”
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struggles with alcohol to “ just stop drinking ”.
Responsible gambling solutions must address the unique nature of the problem . It ’ s a highly accessible addiction , available via mobile devices in more than 30 states .
As the industry evolves , everyone with a chip in the pot must understand these nuances to adequately promote responsible and sustainable play . This leads us to the big question …
IS THE INDUSTRY DOING ENOUGH ?
There are two types of responses to this question : the diplomatic and the blunt . Both paths lead to the same destination .
But before you assume that the answers are unilaterally “ no ”, consider the section above . There is a big knowledge gap for problem gambling .
Therefore , responsible gaming has a lot of catching up to do . Also , consider how fast gambling has expanded in the US . Speed is a factor here and it ’ s hard to develop solutions for a problem that can change at the drop of a hat .
Enough ignoring the most important question : is the industry doing enough ? And what more can it do ?
Dr Edmond Mitchell , Future Anthem ’ s head of data , believes recent technological advancements in AI and data analytics change what can and should be done .
Future Anthem identifies risky players , building risk scores over time . Mitchell says this “ enables operators to engage proactively with players , fostering transparency , trust and enhanced player protection across the board ”.
It works , he continues : “ Our customers have seen up to 70 % quicker identification of problem play compared to their existing models .”
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“ Very few operators are working in collaboration with researchers to understand responsible gaming , and this must be a key factor in expanding the industry ’ s capabilities in this area ”
Dr Michael Auer , Neccton
CUTTING THROUGH
Daniel Umfleet is the founder and chief executive officer of Kindbridge Behavioral Health . The company works with operators to connect players exhibiting problematic behaviours to licensed clinicians .
Does he feel the industry does enough ? “ Not yet . I see pockets of real interest and understanding . People ask what responsible play means and how it can be better defined for the American public . I see an appetite to understand more about how to communicate what responsible play looks like .”
Though he says “ not yet ” to the question of current investment levels in responsible gaming , Umfleet says there isn ’ t one culprit to blame .
“ Think about the variables ,” he says . “ You ’ re bouncing around from state to state with multiple licences as an operator and it ’ s confusing . Operators say ‘ Whatever you tell us to do is what we ’ re going to do .’”
In other words , it ’ s hard for operators proactively to address responsible gaming given the legislative structure of online gambling in the US .
LACK OF JOINED-UP THINKING
Daniel Hartman , associate partner at GMA Consulting , leads the firm ’ s regulatory and government relations advisory unit . He spent years on the regulatory side in Colorado .
“ As regulators , we all had different
72 • ISSUE 135 • ICE LONDON 2024