Insight UK Responsible Gaming
responsibilities seriously and using their own databases to help staff identify excluded customers.
Many other projects and initiatives are under way, all of them geared towards promoting responsible gambling. One example is a project by Focal Research, a Canadian company which has spent more than 20 years developing algorithms to identify high-risk gambling patterns amongst customers. Operators are providing data relating to high-risk machine play to help shape and test their research. It will pose some important questions for casinos: are customers playing the most intensively necessarily those at most risk? At what stage should managers intervene to provide advice?
Te fact that operators are willing to engage in this project and, potentially, face challenging questions, shows their commitment to the spirit, not just the letter, of the law. Tere are many other Playing Safe projects I could also mention; for example, a pilot project being carried out with two operators to assess how young people, aged 18-30, respond to messaging about gambling and whether enough is being done to tailor messages specifically for this age group. Another example was a workshop run by the Alzheimer’s Society to help staff identify customers with mental health issues or learning difficulties. After being piloted with one operator, a training module has been developed, which will now be rolled out across the sector.
If the casino sector is serious about promoting responsible gambling, operators need to do two things: communicate with customers directly and communicate with their own staff – because they are the ones who deal face-to-face with customers and have the best opportunity to deliver the right messages.
A recent research project commissioned by the Industry Group for Responsible Gambling (IGRG) identified more than 200 examples of good practice across the sector and I want to ensure these are shared across all operators. Examples include:
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Dedicated slot host training, focused on responsible gambling - including a ‘myth buster’ video about how machines work
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training all staff, using the Gambling Compliance module ‘Understanding Problem Gambling’ built in consultation with Gambling Terapy
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facial recognition technology to reinforce voluntary self-exclusion
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all-day training courses for managers in interacting with customers
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an executive awareness Programme - executive and main board members must visit Gamcare to see their work first hand
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quarterly responsible gambling committee meetings attended by the senior leadership team
Tis is just a snapshot of the day-to-day activity taking place in the industry. Casinos are the most highly-regulated sector in the gambling industry – they sit at the top of the regulatory pyramid and operators want to ensure they earn the tag of being the safest places in the UK to gamble.
Operators want sustainable customers who enjoy playing, don’t lose more than they can afford and want to come back on a regular basis. Tat’s core to their business model – it’s why casinos talk to their customers about responsible gambling as part of a healthy, everyday dialogue.
NEWSWIRE / INTERACTIVE /
247.COM P35
Many other projects and initiatives are under way, all of them geared towards promoting responsible gambling. One example is a project by Focal Research, a Canadian company which has spent more than 20 years developing algorithms to identify high-risk gambling patterns amongst customers. Operators are providing data relating to high-risk machine play to help shape and test their research. It will pose some important questions for casinos: are customers playing the most intensively necessarily those at most risk? At what stage should managers intervene to provide advice?
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