As gambling markets worldwide open, regulate or re-regulate, there’s been an increasing shift to focus on player protection and operator transparency.
This focus on reducing harm and protecting players, underpinned by technological advances, has demonstrably advanced the industry.
But at times it has also polarised the iGaming community, as protections, crucially, are often viewed as compromising competitiveness.
While this theory of a burden of cost may hold true in the short term, it’s also a truth to acknowledge that player protections encompass metrics that go beyond the bottom line – and, it is argued, are essential for the iGaming industry’s long-term sustainability.
So how can the gambling industry improve player protections?
What lessons can we draw from successful strategies?
And how should stakeholders approach transparency and collaboration moving forward?
Join us as we explore these questions, opening exclusive Apricot (formerly Microgaming) files to gain insight from the company’s highly successful Corporate Social Responsibility (CSR) program: PlayItForward.
Improving Player Protections
In most gambling jurisdictions operators are expected to meet increasingly high standards of player protection. As a result, most operators actively invest in new technologies, like AI, that can be used to identify and mitigate gambling harm.
While new technologies are fast proving the number one way to identify and intervene in cases of gambling harm, it is not the only tool.
Gambling operators still have a regulatory and social responsibility to fund Responsible Gambling Research Education and Treatment (RET) efforts, which means taking a more holistic and collaborative approach.
Encouraging Transparency and Collaboration
Two core principles behind successful responsible gambling initiatives are transparency and collaboration, as demonstrated by Apricot’s PlayItForward program.
Now a decade old, PlayItForward stands out because its methodology builds long-lasting, mutually beneficial, stakeholder relationships.
Over the years, PlayItForward has successfully teamed up with and supported leading UK gambling awareness charities, including GamCare, YGAM, Betknowmore UK, AnonyMind, Gordon Moody and the Beacon Counselling Trust to help them deliver projects.
The Apricot Method
The Apricot method starts with the company’s staff nominating which charities they want to work with. Then comes a nominated “chemistry meeting”, an initial call with prospective charities to determine whether they have shared goals and can work together.
If the right mix of elements exists, Apricot begins working more closely with the charity to determine the best way to support them and any upcoming projects.
Apricot’s support is not solely focused on funding. This distinction is important. Instead, support varies based on the charity’s specific needs, giving them access to the operator’s specialist resources. Support could include training, brand development or assistance in creating digital services.
This transparent, needs-based approach allows the charity to lead, ensures the best allocation of resources – and maximises impacts.
Success Stories
Gordon Moody—a leading UK charity providing residential and counselling treatment for individuals suffering from severe gambling addiction–is a prime example of the positive impact of PlayItForward’s collaborative efforts.
Since 2021, Apricot has been contributing to Gordon Moody’s Comfort Fund, which helps the dependents of those receiving treatment celebrate special occasions and alleviate financial stress.
Jon Murray, Operations Director at Gordon Moody, told iGF: “Without the support of Microgaming/Apricot, our Comfort Fund wouldn’t be able to provide much-needed respite to our service users’ affected others.
“We would like to thank Microgaming/Apricot for their ongoing support to CSR and responsible gambling, and this collaboration is something we are very proud of.”
Similarly, Beacon Counselling Trust, which works in the North West and offers free support and treatment to problem gamblers, has also received support from Apricot to expand its range of awareness campaigns.
“Beacon Counselling Trust (BCT) are delighted to continue its longstanding partnership with PlayItForward in 2024 and have used the generous donation to help fund a soon-to-be-completed awareness-raising video looking at the link between the Armed Forces Community and gambling-related harms.”
Commenting on the ongoing importance of their longstanding relationship with Apricot, the BTC spokesperson continued: “In previous years, BCT has also used the support of PlayItForward to focus on providing support for vulnerable groups, particularly with the creation of educational videos for suicide bereavement.”
Learning From Collaboration
Successful initiatives like Apricot’s PlayItForward demonstrate how operators can work closely with charity stakeholders and develop effective, transparent, stakeholder-led solutions to specific needs.
This approach facilitates open dialogue between industry actors and breaks down barriers that previously pitted them against each other. It also strengthens relationships and aligns interests, and because both parties leverage their expertise, it leads to more effective, long-term outcomes.
PlayItForward is just one example of how collaboration can create a united front and solve industry problems. There are many others. Take, for example, the creation of eCOGRA or the BGC’s voluntary industry codes of practice.
Better Together
Collaboration is critical to driving positive change across the entire gambling industry, not just responsible gambling.
To make this possible, all stakeholders–suppliers, regulators, and charities–must move away from isolated solutions and work towards collective approaches that create more effective solutions and, ultimately, better gambling frameworks and regulations.
But it’s not all smooth sailing.
The art of collaboration depends on stakeholder commitment and the willingness to have open discussions and share information. Which is why building trust through transparency is key.
