BETTER CHANGE
staying ahead of those who seek to undermine the system.
Finally, advanced technologies, such as data analytics and artificial intelligence, are increasingly used to detect and prevent integrity breaches. These tools can analyse betting patterns for anomalies, flagging potential issues for further investigation. Integrity in sports betting doesn’t just benefit customers. It also supports the broader sports ecosystem. When fans know that games are fair and free from corruption, their engagement and support for the sport increase. This, in turn, drives viewership, sponsorship and investment in sports at all levels.
Ultimately, Integrity is the lifeblood of our industry. It is essential for maintaining trust, promoting Positive Play and ensuring that sports remain a fair and respected arena for competition. By upholding integrity, the industry not only protects its customers but also enhances the overall experience of sports betting, making it a safe, enjoyable, and sustainable pastime.
it can push bettors towards unregulated or grey markets, where protections are minimal or non-existent. Such environments often lack the safeguards necessary to support Positive Play, such as responsible gambling tools, self-exclusion options, or reliable customer service.
On the other hand, a strong focus on integrity reassures customers that they are participating in a legitimate and safe market. It supports the principles of Positive Play by ensuring that betting is not influenced by external manipulation or corruption. This allows bettors to engage with confidence, knowing that their chances are based on real-world factors and aren’t tainted by unfair practices.
Despite the strong regulatory framework in place, the integrity of UK sports betting is constantly challenged by various threats, including things like: • Match-Fixing and Corruption: Match-fixing is one of the most severe threats to sports integrity. It happens when individuals manipulate the outcome of a sporting event for financial gain. This not only undermines the legitimacy of the sport but also deceives bettors who are wagering on honest competition. In the UK, we have unfortunately seen a number of high-profile cases that highlight the ongoing risks of match-fixing, despite stringent controls.
• Insider Information: Another significant threat is the misuse of insider information. This can occur when individuals have access to privileged information, such as player injuries or tactical changes, and use that knowledge to place bets which have a much
20 SEPTEMBER 2024 higher probability of winning.
• Unregulated Betting Markets: The rise of online betting has made it easier for punters to access unregulated or offshore markets that don’t adhere to UK standards of integrity and protection. These markets often lack oversight, making them breeding grounds for fraud, exploitation, and other illegal activities.
Thankfully, incidents such as these are few and far between in the UK and in an effort to combat these threats and promote Positive Play, the UK sports betting industry has access to a wide range of strategies.
Firstly, we have a very robust approach to regulation and enforcement. The UKGC plays a pivotal role in maintaining integrity by enforcing strict regulations on operators. This includes regular audits, monitoring of betting patterns and stringent licensing requirements. By ensuring that operators adhere to high standards, the UKGC helps to keep the market clean and fair.
We also have high levels of education and awareness here in the UK. Dedicated campaigns help customers to understand the risks associated with unregulated markets, the dangers of insider betting, and the importance of responsible gambling. This empowers them to go on and make informed decisions and to recognise when something is amiss. We also see a good level of collaboration between stakeholders. Maintaining integrity requires a collaborative approach that involves sports bodies, betting operators, regulators and of course the punters themselves. Information sharing and joint efforts to monitor and investigate suspicious activities are key to
The challenges are significant, but so too are the efforts to meet them. Through robust regulation, technological innovation, and a commitment to responsible gambling, the UK can continue to lead the way in fostering a sports betting environment that prioritises integrity and Positive Play. This approach benefits everyone from the casual punter looking for a fun, fair wager to the sports fans who simply want to see their favourite teams compete honestly and without compromise. In the end, integrity is not just a
requirement; it’s the key to a thriving, trusted, and respected sports betting industry.
Victoria Reed
Victoria is a recent alumna of Harvard Business School, and the Founder of player protection consultancy Better Change. Focusing on Positive Play, Better Change is about supporting the majority of players who gamble safely rather than focusing on restrictive measures aimed at those already harmed. She has global experience from the UK, USA, Australia, Malta, Brazil and Argentina. Innovation, differentiation and futureproofing are always at heart of her work and after more than a decade in the industry, Victoria’s passion surrounds safeguarding players while respecting the operator’s need to remain commercially viable.
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