INSIGHT - PERCEPTION & PUBLIC IMAGE
Eduards Jakubovs, Head of Responsible Gaming, Betsson
An important part of securing a good public image is to protect players from harmful gaming
Online gaming has been entertaining players for nearly 25 years. However, the origins of gambling go back much further than that. Te first six-sided dice dates back to about 3000 BC.
When gambling moved online, a new and innovative product was available that offered fun and excitement, 24/7, at a touch of a button. Tings have of course changed a lot over the course of the years, especially with smartphones and the availability of WiFi (or 4/5G) everywhere, creating a world of entertainment within easy reach – whenever and wherever you want.
For the vast majority of people, gambling, this is all it is – easily accessible entertainment and fun. But for a small number of players, gambling can get out of control. As is the case with many new offerings and products, there are unfortunately instances of over usage that could result in serious consequences both for the users and the industry itself.
A quarter of a century has passed, which is a long time, but still just an instant compared to
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how long people have been gambling throughout history. During this time, the industry´s image has fluctuated a lot – more or less well-deserved. It’s fair to say that there used to be many less serious operators on the market, gaming companies that did not take a long-term perspective on their relationship with customers or take their responsibilities seriously.
When talking to colleagues who have been in the industry even longer than I have been, the consensus is that iGaming has indeed developed and matured a lot. Tere has been a tremendous change for the better when it comes to responsibility, awareness and a desire to continuously learn and improve. Te question is how much of gaming’s darker side still really remains, how many scars from the past remain, and what can we as operators do to change the public opinion?
To begin with, we can become much better at communication to the general public on our advances and progress. For example, within responsible gaming. Tere are great initiatives taken and applied from various stakeholders
behaviour and to support and help those at risk of problem gambling. These initiatives are vastly discussed amongst us within the industry, but seldom highlighted or make news outside of the gaming sphere.
and in cooperation with each other. All serious operators have a wide range of controls aimed at helping the customer stay in control of his or her gambling and have a large number of processes in place to detect and act if problems occur.
An important part of securing a good public image is to protect players from harmful gaming behaviour and to support and help those at risk of problem gambling. Tese initiatives are vastly discussed amongst us within the industry, but seldom highlighted or make news outside of the gaming sphere.
Regulators, in cooperation with operators, also provide a higher level of consumer protection as it takes into account the realities of the internet and online consumer demand. However, regulation can also have the opposite
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