Welcome to the latest iGF and Mindway AI collaborative column, Compliance Corner.
This month we’re focussing on the responsible gambling care, knowledge, work and special insight of Kathrine Møller Andersen, Expert Panel Member of Mindway AI and Clinical Psychologist and General Director of the Mindwork Clinic.
Responsible gambling is a cornerstone of ethical conduct in the gambling industry, writes Kathrine.
As gambling technologies evolve and customer engagement becomes increasingly data-driven, the obligation to protect vulnerable individuals becomes ever more critical.
This article explores the role of care calls as a proactive responsible gambling measure and outlines a specialized training initiative developed in collaboration with a major Danish gambling provider.
The Role of Care Calls
Care calls are proactive outreach efforts made by trained staff to customers whose gambling patterns indicate potential risk. These calls aim to identify problematic gambling behavior, provide information about available support services, and discuss possible gambling-limiting interventions.
By engaging customers directly, care calls serve as a vital tool in preventing the escalation of gambling-related harm.
A Clinical Approach to Responsible Gambling
Over the past eight years, I have worked extensively with training and supervising staff—often referred to as counselors—at Danish gambling providers.
These counselors, typically psychology students, engage directly with customers based on AI-driven insights into gambling behavior. Using behavioral patterns and customer profiles, they reach out to assess whether there is a need for intervention or support.
As a clinical psychologist with many years of experience in treating gambling addiction and behavioral dependencies, I have developed a comprehensive training program for these counselors. The training spans several days and combines theoretical knowledge with practical skills for conducting customer calls.
Day 1, for example, focuses on understanding gambling addiction and the psychological mechanisms behind dependency. Participants are introduced to conversation techniques rooted in Motivational Interviewing, emphasizing open-ended questions, affirmation, and reflective listening. These techniques are essential for engaging customers who may not be expecting—or ready—for a conversation about their gambling habits.
Day 2 is dedicated to role-playing exercises with a professional actor simulating real-life customer scenarios.
Trainees conduct simulated calls while peers observe and analyze the interaction. They can choose to pause the role-play to seek input from their peers on how to proceed. Each session concludes with in-depth feedback and group reflection, fostering a deeper understanding of how to support customers effectively.
Following the training, I provide ongoing group supervision sessions.
These focus on deepening knowledge of gambling addiction and how to understand and handle challenging customers, as well as offering professional support as counselors navigate complex customer interactions. This continuous development ensures high standards of professional skills, care and ethical practice.
Challenges
One of the main challenges is that customers are contacted at a time when they may not expect—or welcome—a conversation about their gambling behavior. Most do not respond with immediate gratitude.
Instead, reactions often include denial, anger, minimization, or emotional discomfort such as guilt and shame. Counselors must therefore be equipped to meet customers who are not yet ready to acknowledge or act on concerns about their gambling.
The Approach
Counselors often begin the conversation by presenting factual data about the customer’s gambling activity—such as a significant loss in the past month.
Depending on the customer’s response, the counselor may explore whether the customer is comfortable with such losses, whether they can afford to continue gambling at that level, or what circumstances would prompt them to consider setting limits.
Often, it is also relevant to discuss the non-financial consequences of gambling, such as its impact on time management and personal relationships. These less visible effects can be powerful motivators for change.
The goal of the call is not to convince the customer of anything, but to explore—together—whether their gambling behavior is sustainable.
As the saying goes: “You can lead a horse to water, but you can’t make it drink.” I often tell counselors that their role is to plant a seed — one that may eventually grow into meaningful change.
Real-World Impact
This initiative has significantly increased counselors’ confidence and ability to approach customers with empathy and understanding, key factors in encouraging behavioral change.
The gambling provider reports that the initiative has helped reduce the number of high-risk players by more than 50 percent, and that over 80 percent of contacted customers go on to modify their gambling behavior in a positive direction.
This approach aligns with broader responsible gambling strategies and highlights the value of human-centered, data-informed outreach.
The Way Forward
As technology continues to evolve, the integration of AI and behavioral science will play an even greater role in responsible gambling.
Future initiatives may include more personalized interventions and enhanced training tools.
By investing in employee development and ethical practices, gambling providers can lead the way in protecting customers and fostering more sustainable gambling environments.
A Special Note
This approach is supported by research demonstrating the effectiveness of proactive interventions such as care calls in reducing gambling-related harm¹.
Furthermore, randomized controlled trials have shown that brief motivational contact providing personalized gambling expenditure feedback can significantly influence gambling behavior among high-risk individuals².
¹ Johnson & Lee (2020). Emerging Gambling Problems and Suggested Interventions: A Systematic Review of Empirical Research.
² Jonsson et al. (2019). Reaching Out to Big Losers: A Randomized Controlled Trial of Brief Motivational Contact Providing Gambling Expenditure Feedback. https://pubmed.ncbi.nlm.nih.gov/33692793/
