With the UK’s Responsible Gambling Week 2024 fast approaching, the industry focus on player protection is stronger than ever.
And–despite widespread gains made in this area through newer technologies like AI–many stakeholders, including Playtech’s Chief Policy Officer, Francesco Rodano, believe that there’s plenty left to do to achieve a safe playing environment for all.
From innovative applications of AI to consumer behavioural analysis and open approaches to information sharing and collaboration, join us for a frank discussion about the future of Responsible Gambling with one of the industry’s leading content providers.
iGamingFuture’s Head of Content, Curtis Roach, started the discussion with this question:
With Safer Gambling Week approaching, it’s a good time to reflect on our industry’s player protection efforts. Do you believe the industry is doing enough in terms of Responsible Gambling initiatives? Or does more need to be done?
“Despite significant progress in responsible gambling initiatives within the iGaming industry, there is always room for improvement.
“It is encouraging to see companies becoming more vocal and proactive about player protection, but we must transition from individual efforts to a more collaborative approach.
“The [European Gaming and Betting Association] EGBA’s working group on markers of harm is a positive example. But we need broader sharing of insights and best practices. Regulators can be crucial in encouraging this process, but the real commitment must come from within the industry.
“Companies should view responsible gambling not as a threat to revenue but as essential for long-term sustainability.
“This is a continuous journey, and we must keep pushing forward, learning from successes and setbacks to create a safer gambling environment for all.”
Do you think operators are utilising new tech, such as AI? How has Playtech’s BetBuddy tool effectively incorporated AI, and what added value will it bring to the customer?
“The adoption of AI in responsible gambling has gained significant traction in recent years, a promising development. When BetBuddy was conceived in 2010, there wasn’t much discussion about AI applications in this field.
“Now, several companies specialise in this area, and, in general, there is increased awareness about the opportunities offered by AI due to the popularity of large language models such as ChatGPT.
“Currently, AI is still primarily used to identify at-risk players, but the real challenge lies in effectively using this information to engage with these players to prevent a possible escalation. BetBuddy has been at the forefront of this, helping operators globally to leverage AI for player protection.
“Looking ahead, we see the potential for more sophisticated real-time monitoring and intervention, AI integration into customer service (including chatbots for initial player interactions), and improved personalisation of responsible gambling messages.
“We are also exploring sentiment analysis of player-agent conversations to gain additional risk insights.
“The goal is to create a more proactive and extremely personalised approach to player protection, ultimately enhancing (and not disrupting!) the customer experience while promoting safer gambling practices.”
When identifying problem gambling, the most common markers of harm are related to financial aspects. As an industry, are we focusing enough on player behaviour, and what else can be done to improve this?
“While financial markers, such as significant losses and repeated deposits, are often the most visible indicators of problem gambling, they do not provide a complete picture.
“Focusing solely on financial aspects can overlook critical behavioural markers that are equally important in identifying problem gambling.
“Behavioural markers include the frequency and duration of gambling sessions, the variety of gambling activities, and changes in gambling patterns. For instance, how often and how long someone gambles, engaging in multiple types of gambling, or sudden increases in gambling activity can all be red flags.
“The power of AI lies in its ability to analyse a wide range of behavioural markers beyond just financial aspects. This could include patterns in playing time, game choices, interaction with responsible gambling tools, and even communication with customer support.
“By considering this broader spectrum of behaviours, we can build a more comprehensive understanding of potential risks.
“It is important to clarify that AI is not meant to definitively identify problem gamblers, a diagnosis that only clinicians can make.
“Instead, AI can help detect early signs of risk, even those not immediately evident, and identify individual risk factors. This information can then be used for extremely personalised interactions, which we know are far more effective in positively influencing player behaviour.
“Recent research has shown promising results in using AI-driven chatbots to deliver cognitive behavioural interventions for individuals with gambling problems. This demonstrates the potential for AI to identify risks and be part of the solution in promoting safer gambling behaviours.
“As an industry, we need to continue investing in research and development in this area by improving real-time monitoring, enhancing data analytics, increasing staff training, and promoting responsible gambling tools.
“We must always remember that the goal is prevention and early intervention, not just identification of problems after they have occurred.”
How can enhanced collaboration with regulators and industry stakeholders help proactively prevent gambling harm and foster a safer gambling environment? Do you think there is enough transparency between industry leaders?
“Enhanced collaboration between regulators, operators, and other stakeholders is crucial for creating a safer gambling environment.
“There is a need for greater transparency and sharing of insights across the industry – not just successes, but also mistakes and challenges. This shouldn’t be seen as giving away competitive advantages but as a collective effort to raise standards across the board.
“Regulators can play a crucial role in fostering this collaboration. With their bird’s-eye view of industry practices, they can help assess and share the best ones, encouraging a race to the top in player protection.
“There’s also room for more knowledge sharing among regulators themselves, particularly as new markets regulate and can learn from more established jurisdictions.
“The industry should invest more in collaborative research and development of AI technologies specifically for responsible gambling.
“Partnerships with academic institutions and AI experts can drive innovation in this field. However, we must also be mindful of the ethical considerations of using such powerful technology, ensuring that player protection remains the primary goal.
“Ultimately, creating a truly safe gambling environment requires a united effort. By working together more openly and transparently, we can develop more effective strategies for preventing gambling harm and ensure the long-term sustainability of our industry.”
Editor’s Note:
Francesco calls on operators to view RG not as a threat to revenue but as an essential foundation for long-term sustainability. He urges operators to engage in greater transparency, collaboration, and information sharing to help raise standards across the industry.
While AI has become instrumental in detecting at-risk players, Francesco believes it is currently under-utilised and mainly used in financial monitoring, which does not provide a complete picture of player behaviour.
In Francesco’s view, the key to protecting players is understanding them. To achieve this, he emphasises the importance of investing in AI to assess individual consumer behaviour and interactions. This will provide far greater information that can be used for targeted and personalised information, which has previously proven effective.
The message is clear:
The betting industry must move from an individualistic stance and embrace a more collaborative future in which all stakeholders work together to create a safer gambling environment.
