BETTER CHANGE


RG Myth Busters!


Better Change’s Founder, Victoria Reed, is in debunking mood as she takes on some of the myths surrounding responsible gaming.


W 32 MAY 2023


e hear the term ‘Responsible gambling’ so often that it has almost become part of the vernacular. While it’s great that it is becoming second nature, it’s also important to not become complacent.


With players’ health on the line and record fines being imposed to the tune of tens of millions of pounds for failings, it’s in the interest of every operator to ensure responsible gaming remains front and centre of their overall strategy. Responsible Gambling (RG) is crucial for the gaming


industry because it helps to ensure that gambling remains a form of entertainment and does not lead to harm for individuals or society as a whole. The gaming industry has a responsibility to its customers and society to ensure that its products are offered in a safe and responsible manner. As we know, when gambling is not conducted responsibly,


it can easily lead to a range of negative consequences, such as addiction, financial problems, relationship breakdowns, and mental health issues. These consequences can not only harm individuals but also have wider societal impacts, such as increased healthcare costs and social problems, not to mention the impact it can have on the regulatory stability of an operator. By promoting responsible gambling practices, the gaming


industry can help to minimise these negative outcomes and create a safer and more sustainable gambling environment. This includes providing information and resources to customers about how to gamble responsibly, implementing measures to prevent underage gambling, offering self- exclusion programs, and promoting responsible advertising.


In addition to its ethical and social responsibility,


promoting responsible gambling can also benefit the gaming industry by enhancing its reputation and credibility. Customers are more likely to trust and engage with companies that demonstrate a commitment to responsible gambling, which can lead to increased customer loyalty and revenue over the long term. As leading RG and Positive Play Consultants, we champion


the innovative work that most operators are doing to genuinely ensure their player protection strategies and general regulatory affairs are world-class, but we often hear people questioning everything from ‘can predictive modelling actually work?’ to ‘RG will just hurt my revenue’ and even ‘surely this is something only the big operators with serious VIP’s need to worry about.’ Let’s debunk some of those myths!


Myth 1 – CRM has no place in RG Ultimately, RG should never be thought of as an independent workstream but rather it should be intertwined seamlessly into the player experience, so the short answer is that it has a place everywhere! CRM is a strategy that involves managing interactions and


relationships with customers to enhance their overall experience and build loyalty. When applied to responsible gaming, CRM can help operators to identify customers who may be at risk of developing gambling-related problems, provide them with targeted support and resources, and track their progress over time. For example, operators can use CRM tools to monitor


customer behaviour and detect patterns that may indicate problematic gambling, such as excessive spending or frequent losses. They can then reach out to these customers and offer them personalised interventions, such as education around the use of safer gambling tools or if appropriate, signposting to gambling support services. There is also a very important use for CRM when it comes


to the Know Your Customer (KYC) process. Obviously should a customer self-exclude it is imperative that they are removed from distribution lists to make sure they don’t receive any further promotional material.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68