IAGA SUMMIT FOCUS RESPONSIBLE GAMING
Firstly, it’s an absolute privilege to be a part of IAGA, and to be able to speak on such a prestigious panel. Te panel with be discussing a very important topic, that being; Ensuring Industry Sustainability through Robust Responsible Gaming Measures. I will look at this through the lens of my experience of managing this in the UK.
So, what is sustainability through robust responsible gaming measures?
Let’s start from a position that we all want our customers to be looked after, to have a great experience with us, to build long term relationships and to generate returning customers for years to come. Making a sustainable business. What we don’t want is for our customers to engage in play that is harmful in any way, have negative experiences and stop being customers. Moving towards a less sustainable business.
Tis is where responsible gaming comes in, if we apply measures, measures that have an effect, we can move those that may be harmed or moving in to harmful play, to more sustainable play, thus protecting the customer and making the business sustainable.
It is important to note that our industry is diverse; online to land-based and everything in between, meaning that one size does not fit all went it comes to responsible gambling measures. Measures need to be tailored to the activity and to the risks that are present in that business.
Concentrating on land-based casinos and using this as an example; in a casino the best tool is observation. You can observe changes in all aspects of behaviour in your customers, which may, depending on the change, alert for a review and an action.
Now, with all that being said, to work alongside this, limits, markers, data points, algorithms, and even now AI, all have their place (even more so for online), and can aid in decision making.
Whatever drives you to be alerted, the main thing is not to assume, if we do, we will most likely get it wrong and upset the customer, the most important thing is to engage with our customers and their families.
So, as a business, how would we start to approach this, well, the simple answer is how you would approach anything else in the business:
1. Culture. Need buy in from senior management / the board.
2. Strategy. What are you trying to achieve / what will this look like
3. Committees. KPIs that measure success or indeed failure.
4. Training. Many levels to this, but aids in
Ross Ferguson Head of AML and Player Protection Genting UK
Ross is the Head of AML & Player Protection (& MLRO) for Genting UK, his previous positions have included Head of Compliance and Security, and Head of Safer Gambling for both online and land based operations. Ross holds a BSc (Hons) in Psychology and ICA qualifications in Anti-Money Laundering and Compliance.
“You can observe changes in all aspects of behaviour in your customers, which may, depending on the change, alert for a review and an action. Now, with all that being said, to work alongside this, limits, markers, data
points, algorithms, and even now AI, all have their place
(even more so for online), and can aid in decision making. Whatever drives you to be alerted, the main thing is not to assume, if we do, we will most likely get it wrong and upset the customer, the most important thing is to engage with our customers and their families.”
Ross Ferguson detection, and how to talk to customers.
5. Collaboration. IAGA is a great example, but all areas of the industry need to work together.
Responsible gaming is an in important aspect of any gambling business, without it, and without deploying it correctly, aligned to the risks of your business you won’t be sustainable. And thinking about hot topics which are extremely important to the current and next generations; environmental, social, and governance.
Whatever you think, this is here to stay! WIRE / PULSE / INSIGHT / REPORTS P59
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