RESPONSIBLE GAMING
important to us and we do a lot of training to support that. I do think we have good teams and if our reputation was not as good, we would not be able to recruit such good people; and those people would not be so motivated in their roles. I think it’s important to have pride in what you do. The second bit, regulator and government is obviously key. You know what this business is like, we need regulatory reform, we can’t operate a casino with only 20 slot machines, especially when you look at that in the context of international norms. We need a change and while the 2005 Act went some way toward doing that, it’s not really been a success and it’s taken too long. That change needs to happen, and for that to happen we need the regulator on-side, and the government. To make it work they have to believe that we can be trusted to run our businesses properly. The Gambling Commission is not worried about the economics of our business, they are solely worried about consumer protection. So we also have to put that consumer right at the heart of our thought process as well and think how do we look after them, and act responsibly; and if we don’t do that we can’t be seen to be running our business properly and I do not think we could expect regulatory reform. To make that work the tone from the top has to be exactly right. In my role, for example I have to be actively promoting responsible
gaming, saying it’s important for our business and I sincerely believe that it is. It underpins pretty much everything we do and without that tone from the top we will struggle to win the reform that we need. Where some operators struggle is the economic side of things, the last perspective. People wrongly think there is an opposite link between compliance, responsibility and profit – so if I’m a very compliant business, I will exclude all of my customers and make less money. I don’t subscribe to that view, I think the reality is quite the reverse. For example, thinking about the lifetime value of a customer, say you were a customer who could afford to spend £1000 a month at a casino, on leisure etc. So you visit a casino and in that single visit, you lose your £1000 and go to get more money from your pocket and buy in again and again, and end up losing £5000 that night. We’ll never see you again, you’ll hate us, and you’ll tell everybody how awful casinos are and why they should never visit one. So we lose potential customers, we lose you as a customer, and your lifetime value to us is £5000. Scenario two is, you can afford to spend £1000 a month on leisure and entertainment. You come in and spend £500, some on gambling, some on food and beverage; you have a really good time, it’s well within your limit, and you come back next month, and each month a casino night out becomes part of
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Visit us at: G2E
Las Vegas Oktober 3 - 5 ‘17
Gaming indaba Johannesburg July 16 - 18 ’17
Slot Summit
Tallinn, Estonia Oct 31 - Nov 2 ‘17
Cash Support B.V. “Uptime is the name of our game”
van Heekstraat 27c 3125 BN Schiedam the Netherlands
Contact
www.cashsupport.nl
erik@cashsupport.nl +31 634596200
AUGUST 2017 31
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