LEXISNEXIS RISK SOLUTIONS
Problem gambling: Starting from square one
Management at LexisNexis Risk Solutions, looks at how we might create a gambling industry that is both fairer and safer for all parties involved.
P
roblem gambling has recently been thrust into the media spotlight. The Government’s recent announcement to limit the maximum stake on fixed odd betting
terminals, coupled with several high profile gaming addiction cases hitting the headlines, has shone a light on this growing issue. Many organisations are trying to aid the
problem. Starling Bank has recently introduced a new gambling blocker application, allowing customers with gambling addictions to block all betting payments from accessing their accounts. Whilst this is a positive step in helping to crack down on the problem, gambling operators need to be the ones driving this change, working with each other and the Gambling Commission to find answers to this complex and growing problem.
Entering the spotlight
Fortunately, the UK Gambling Commission is committed to tackling the issue of problem gambling. In its most recent strategy “Gambling Commission Strategy 2018-2021 – making gambling fairer and safer” it has outlined plans to create a gambling industry that is both fairer and safer for all parties involved. Such is its commitment to helping to solve this issue, that the Gambling Commission has recently been at the forefront of issuing hefty fines to gambling operators who haven’t taken the steps necessary to protect their customers. Sky Bet, William Hill, 888 and LeoVegas have all been in the fine firing line, and in some cases, fees have exceeded £6 million. Whilst this is a prime example of the Gambling Commission’s commitment to stop this growing problem, more needs to be done to encourage online gambling sites to take a more comprehensive approach to safeguard potential problem gamblers.
Paul Weathersby, Senior Director Product Getting it right from the start
Currently, most operators stop users from using their site once they have shown signs of having a problem. By constantly monitoring users’ online gambling activity, gambling sites are able to recognise patterns of behaviour that would suggest a user has a problem. Once a potential problem has been recognised, service providers are able to offer help to users, such as self-exclusion, which allows users to put themselves on a list that prevents them from accessing a particular site and gambling in future. However, to effectively crack down on this
problem, we need to turn this approach on its head and focus on finding out more about customers before they are granted access to a gaming site. Currently the industry as a whole has limited checks at the point of signing up. This means that there is nothing preventing users from signing up and continuing to gamble using an alternative gaming site, in most cases well in excess of what they can afford. By carrying out more thorough due diligence at the point of sign up, gambling sites can successfully identify who is and isn’t safe to gamble before they start gambling. Through limiting access to gaming sites, problem gamblers will no longer be able to build up large sums of debt across numerous sites that they can’t afford. This approach allows gambling sites to get to the heart of the problem, instead of trying to cure it. Customer due diligence is set to be a key
talking point in the industry, with the Gambling Commission considering plans to introduce a customer due diligence requirement for all companies in this sector. This will be a positive step forward that will ensure that someone’s gambling is in line with what their profile suggests they can afford, instead of relying on a generic profile that’s applicable to all users. In addition, collaboration between gaming companies will be a way to assist with the current problem gambling issue too. Operators need to take a more coordinated approach, working together to ensure that they aren’t letting any problem gamblers set up new accounts and get into further difficulty. By carefully sharing selected data, gambling sites can gain access to a collective view of users’ behaviour across numerous sites, painting a fuller picture and determining at the earliest possible stages if they show signs of problem gambling. To be on the front foot in the fight against
problem gambling, operators need to start at the beginning, implementing the right due diligence at the account sign up stages to know who the customer is. By verifying at the point of sign up if a customer is safe or not to gamble, problem gamblers will find it much harder to gamble beyond their means on multiple gaming sites. Furthermore, by working together the gambling sector can ensure that they create an environment that is safer and fairer for everyone.
JULY 2018 53
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