Pulse


RESPONSIBLE GAMBLING SG:CERTIFIED


On a technical level, how is SG:certified simplifying sustainability? Talk us through the platform's four-step process.


Any large directional change within an organisation requires an understanding of the baseline, so a comprehensive assessment is the first step in our process. Tink of this as a gap analysis of sorts, where we itemise the existing areas of success and failure in our clients' existing sustainability practices. From there, we build a bespoke action plan to help put any necessary changes into motion.


We train our partners with expert workshops and online learning modules to help stitch these new ideas into their corporate fabric, and then we use a system of measuring instruments to assess their progress. We really strive to simplify the concept of sustainability, to break it down into bite-sized chunks that any company can digest. Furthermore, as experts in different fields of sustainability, we stay informed and up to date, so that operators do not have to.


Is there typically an education process for customers with regards to safer gambling, sustainability goals and ESG certification? Has the need to hand hold customers through the process lessened as sustainability awareness has grown?


Safer gambling, in particular, requires constant attention on the part of regulators, operators, and customers alike. Some of the key developments in this arena in recent years centre around creating tools that can better detect when a customer has put themself on the path toward gambling-related harm, and the efforts are being driven by the results of a number of underlying research projects - some of which I'm honoured to be a part of.


As the data available to researchers becomes richer and more granular, the education and intervention systems will become better at preventing and detecting problematic behaviour. Protecting gambling consumers from threats, whether they're internal or external, is a never- ending process of education. We can really make a change in harm minimisation by using real empirical data.


What more can operators do to detect and intervene potential problem gamblers at an earlier stage? What technology is available that isn't currently being utilised to its fullest extent?


Operators record every transaction and every behaviour that the customer does. Trough this, operators can monitor their customers’ behaviour through the detection of markers of harm, which is a research topic that has been and will continuously be analysed. Trough the detection of markers of harm, the operator can nudge and help customers regulate or refrain from further gambling.


P176 WIRE / PULSE / INSIGHT / REPORTS


We train our partners with expert workshops and online learning modules to help stitch these new ideas into their corporate fabric, and then we use a system of measuring instruments to assess their progress. We really strive to simplify the concept of sustainability, to break it down into bite-sized chunks that any company can digest.


Furthermore, as experts in


different fields of sustainability, we stay informed and up to date, so that operators do not have to.


Te richness of the data can also allow analysis of the interventions used, ensuring that these are reliable but also enhance the customer experience. By using this approach, the operator can not only ensure more sustainable relationships with their customers, but also assist gamblers not to experience high levels of harm.


You're an advocate for gaming to take a greater and more active role in reducing its environmental impact. How can the industry raise its game?


In the past, the industry has resisted the environmental agenda by claiming that it does not have a significant direct impact on the environment. However, the reality is that it is no longer just about reducing the environmental impact of one company (which, by the way, is larger than expected - think about travel, printing, fairs, servers, and so on).


It also involves how the industry can exert influence beyond its own sphere of influence. For instance, it is imperative that every company reduces their carbon emissions by 50 per cent based on a 2010 baseline. Our priority is not offsetting; it is reduction. Tis is just one aspect of the environmental agenda that is critical to all stakeholders of the company.


What's next for SG:certified - both in terms of its product offering and how the business is looking to expand?


SG:certified envisions a sustainable future for the industry. We are actively adapting to emerging trends to consistently determine how we can amplify the industry's positive impact while minimising its negative effects. We are intensifying our efforts to educate and assist regulators in implementing regulations that prioritise impact. Tis involves working closely with them to promote a mindset focused on the overall effect on society and the environment.


We are also working extensively with trade bodies to almost guarantee that if all their members participate in SG:certified's work, they will be ahead of regulations and the trade bodies will therefore genuinely be authentically serving the interest of consumers and other stakeholders.


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