media visibility as measured by the number of mentions.


Like almost everything in today’s economy, the gaming industry has made a strong push towards cashless play in recent years. However, growth in digital payments has been stymied by a lack of consumer knowledge. Another stumbling block has been casinos’ lack of ability to bring value to the customer. From loyalty programs to reduced fees, casinos need to find the right way to drive digital or cashless payments.


Some ways to do this that were discussed during G2E include eliminating the enrolment process and bringing customers to their money faster with a one-click option, using fees to incentivise guests, giving customers a true value to go cashless and to digitally transfer funds, creating loyalty programmes that customers want to adopt and moving towards digital with more vendor choices for the consumer.


Another key factor in the digital push for casinos has also been digital wallets, which make it easier for customers to transfer funds on and off a game. While digital wallets, and digital payments in general, benefit casinos in many ways, including creating less currency to drop and less to count while easing cage operations, one stumbling point has been the concern of problem gambling. Casinos can avoid this issue by providing tools to set limits, spot problems and provide actionable data to enforce responsible-gaming standards.


RESPONSIBLE GAMBLING GETS SERIOUS


Widely-covered education classes during G2E featured conversations on protected playing, together with “Evolution of Responsible Gaming in a Modern World” , which lined what the business can do to assist shield gamers as extra states supply authorised online gaming.


Betting operators have recently come under increasing levels of scrutiny for their treatment of addicted gamblers after a period of rapid blossoming in the late 2000s and 2010s.


Many countries have started taking measures. For example, the UK, home to the world’s largest regulated online betting market, is set to make a series of long-awaited modifications to its gambling legislation this year, which could include compulsory reviews on what customers can afford to bet and limits to stakes permitted online. Germany has introduced limits on how much customers can deposit. Last year, the Netherlands put in place a new licensing regime for operators.


In addition, campaigners for gambling addicts have argued that the industry has so far done too little to prevent harmful betting and that only the threat of regulation has spurred action from businesses.


Tat’s why a growing number of industry players have started focusing their comms efforts on responsible gambling, also known as safer gambling – a set of social responsibility


P50 WIRE / PULSE / INSIGHT / REPORTS


Another key factor in the digital push for casinos has also been digital wallets, which make it easier for customers


to transfer funds on and off a game. While digital wallets, and digital payments in general, benefit casinos in


many ways, including creating less currency to drop and less to count while easing cage operations, one stumbling


point has been the concern of problem gambling. Casinos can avoid this issue by


providing tools to set limits, spot problems and provide actionable data to enforce responsible-gaming standards.


initiatives to ensure the integrity and fairness of their operations and to promote awareness of the harms associated with gambling, such as gambling addiction.


For example, micro-betting app Betr gained media influence at G2E for becoming the first sports betting operator to ban the use of credit cards, the company announced Monday at the Global Gaming Expo in Las Vegas. In another effort to promote responsible online gambling, Betr will set deposit limits for users that are 21- 25 years old.


By banning credit cards, Betr instead allows payment options such as pre-paid cards or debit cards to make deposits. Te company, which was co-founded by entrepreneur Jake Levy and social media influencer-turned- boxing star Jake Paul, also announced that digital branded gift cards from Prizeout will be the exclusive winnings withdrawal option on Betr. Last month saw Betr launch its free-to- play gaming app nationwide, and its real-money betting app will debut in select states over the coming months.


SPORTS BETTING IS MOVING TOWARDS AN UNDER-SERVICED SEGMENT – WOMEN


Sports betting represents just 10 per cent of the total dollars spent in the United States on legal gambling, alongside traditional casino offerings such as slots, blackjack, and roulette. However, several media reports remarked that it dominated many G2E speeches and panels.


Breaking the predominant sports betting demographic and bringing in more diverse bettors — particularly women — got a lot of attention. Analysts noted that women


historically had been an under- serviced segment, but now are increasingly viewed as an emerging market where


companies are looking at the demographics and creating relevant content.


Breaking the predominant sports betting demographic and bringing in more diverse bettors — particularly women — got a lot of attention. Analysts noted that women historically had been an under-serviced segment, but now are increasingly viewed as an emerging market where companies are looking at the demographics and creating relevant content.


Traditional bookies and sportsbooks present a barrier of sorts for women not confident in the intricacies of betting, but that changed with the emergence of online betting. Some panellists were cited as agreeing that as an industry, they need to start not necessarily moving away from the current player demographic, but certainly to add a little bit to it.


Tis comes at a time when more than 4.6 million women joined sports betting apps in the U.S. last year—a 115 per cent increase in the number of women users compared with 2020, according to a report by Global Wireless Solutions. Te number of men on sports betting apps still exceeds the number of women by 250 per cent, but the growth rate of women customers is nearly double than that of men (63 per cent).


A company that gained media influence within the sports betting topic was sports platform and e-commerce company, Fanatics, which announced at G2E it will launch sports betting in January, in the hope that the company’s e- commerce success will translate into sports betting customers.


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