BETTER CHANGE STATESIDE
its staff and a customer. It’s typically initiated by the Operator as part of their responsible gambling practices. Customer interactions aim to promote safer gambling behaviours and identify potential signs of gambling harm. These interactions can take various forms, such as in-person conversations, phone calls, online chats, or emails. During a customer interaction, an Operator may:
• Provide information about responsible gambling tools, resources, and support services.
• Offer advice on setting limits for time and money spent on gambling.
• Encourage self-reflection and awareness of gambling behaviours.
• Discuss any concerns or observations regarding the customer’s gambling activity.
• Suggest strategies to maintain control and minimise risks associated with gambling. Customer interactions should be proactive measures taken by gambling operators to foster responsible gambling practices and assist customers in making informed choices regarding their gambling habits. A customer intervention, on the other hand, refers to a more
targeted and escalated approach used when a gambling Operator believes a customer is experiencing or is at risk of significant gambling harm. It involves a deeper level of engagement and is usually triggered by certain indicators, such as excessive gambling, changes in behaviour, or self-exclusion requests. During a customer intervention, the gambling Operator may:
• Express genuine concern for the customer’s well-being. • Provide information and resources related to problem gambling and addiction.
• Offer support for self-exclusion or other self-limitation options. • Suggest professional counselling or signpost to further sources of support.
• Discuss potential strategies for reducing or ceasing gambling activities. Customer interventions are more focused and intensive
interactions aimed at addressing specific gambling-related concerns and providing assistance to individuals who may be experiencing significant harm or exhibiting signs of gambling addiction. Overall, while customer interactions are part of routine
responsible gambling practices to promote awareness and healthier gambling habits, customer interventions are targeted interventions designed to address specific issues and provide support to individuals at greater risk of gambling harm. With most of the team at Better Change having been in the
industry for at least a decade each, we have seen huge changes in attitude towards player protection. Thanks to organisations set up to raise awareness of gambling harm and to those with lived experience of harm who have courageously stepped forward to share their stories to help educate the gambling industry, we have a much better understanding of the symptoms of gambling harm and as a result we have developed a range of tools to help us act when we identify someone who is struggling. Despite this, we’re missing something. Something big! In the two years post 2020 and the impact of Covid-19
restrictions, many gambling treatment and support services had reported an increase in numbers and more importantly an increase in severity in those who presented for support. Our very own Engagement Director, Rob Mabbett, was working for one such organisation- the esteemed gambling addiction residential
treatment provider Gordon Moody. Rob noticed an increase in diagnosed mental health issues in Gordon Moody’s clients applying for support. It was a staggering two out of every three people that applied. Slightly larger than that number were people who had contemplated suicide as a result of their gambling. In addition to this one in three would find themselves involved with the criminal justice system, one in four would use illicit substances in addition to their gambling and one in five would rank as moderate to high risk in terms of their alcohol use. So how can this be when national statistics show a drop in gambling harm numbers? There are a number of reasons - firstly time. Gambling
addiction does not happen overnight, it can take years. 12 years in fact according to the team at Gordon Moody as this is the average time it takes people to reach treatment having first realised they have an issue with gambling. We are hopeful that improvements in how we identify harm and subsequently act may well improve this number in the future by getting people the support they need. Secondly - Society. Covid-19 took its toll on the population not
just physically but mentally as well and to make matters worse, we are experiencing a horrific war in Europe, a subsequent energy crisis and a cost-of-living crisis to contend with. These things take their toll especially on those more vulnerable and with trauma being one of the main catalysts of addiction, it is something we need to be mindful of. Now for our third reason - Prevention. At Better Change, our opinion is that we are seeing the severe cases coming thorough because they need professional support. Their situation has become so critical that the intervention from a treatment provider is the only option, whereas for many who have experienced low to moderate harms, we have been very good at putting initiatives in place to limit the gambling harm. This is preventative work of course because it is preventing or at least delaying further gambling harm, but if you look at many of the recently implemented or recommended regulatory changes such as limiting stakes, time and access, affordability checking/financial risk assessments, self-exclusion schemes and blocking software they are all restrictive measures designed to put a hard stop to somebody’s gambling instead of preventing harm. All are necessary of course when someone’s gambling has become harmful to themselves and potentially those around them, but to implement these, Operators have had to enforce blanket restrictions on some of their products which affect the experience of the majority of customers who gamble safely. Instead of the interactions which were encouraged, we are
often intervening, imposing measures on customers sometimes just in case they might be harmed but without any real evidence or rationale that this might take place. A continuation down this path will only ever see an increase
in these measures being imposed which will not only not prevent and contain gambling harm but will also diminish the customer experience. Keeping players safe is all part of providing a great customer
experience and we would love to see the industry get on the front foot and genuinely prevent gambling harm through promoting Positive Play. Interact with your customers, positively re-enforce good
behaviours, know your products and educate your customers on them. Prize customer retention as much as acquisition and build trust. We are extremely proud to work in the gambling industry as
are many others and the capabilities are well within us to deliver a great and safe experience for our customers.
AUGUST 2023 31
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