As the gambling landscape continues to evolve, in the U.S. and globally, the industry faces a critical juncture. The expansion of gambling opportunities has brought significant economic benefits but also challenges, particularly in responsible gambling. This Responsible Gaming Education Month (RGEM) presents an opportune moment to examine our current efforts, explore future directions for a more sustainable industry, and, as an industry built on innovation, consider technology’s role in promoting responsible gambling practices for a fun and safe gambling experience.
Recent data from the American Gaming Association reveals a promising trend: 96 percent of active sports bettors and 92 percent of casino patrons are aware of responsible gambling tools. While this indicates a high level of awareness, a deeper look reveals potential gaps. In the past year, 66 percent of Americans encountered responsible gaming messaging and 76 percent of respondents were familiar with at least one responsible gambling resource.
These statistics suggest a disconnect between awareness and action. Some policy makers aiming to legislate iGaming (likely already occurring in their state) may prioritize consumer protections over revenue. The current approach, which places almost all responsibility on individual players, may be insufficient. We need a paradigm shift that recognizes responsible gambling as a shared responsibility amongst players, operators, regulators, and society at large.
The gambling industry has made significant progress in recent years by introducing self-exclusion programs, deposit limits, and other responsible gambling tools designed to help players manage their gambling habits. However, these efforts often feel perfunctory, a regulatory box to be checked, rather than integral to the gambling experience.
Moreover, the U.S. regulatory landscape remains fragmented. Whilst each state is responsible for setting its own rules, there is disparity, which undermines efforts to create a consistent culture of responsible gambling. Yet, the same operators hold licenses in each of these states, and the challenges faced in regulating online gambling and ensuring protection for all types of players in the legal market are similar. So, what needs to change?
First, we need to reimagine responsible gambling. We must integrate responsible gambling principles into the core design of platforms and games. This involves using data and technology for responsible gambling purposes, to identify and assist players who may be developing problematic behaviors before these escalate to self-exclusion and cause harm. It may, for example, help detect patterns of unsafe player behavior.
Second, we need a more unified and comprehensive regulatory approach. While respecting state sovereignty, there should be minimum standards for responsible gambling. The National Council of Legislators from Gaming States’ (NCLGS) efforts to craft model legislation for iGaming could incorporate a more modern approach to responsible gambling, drawing inspiration from states like New Jersey that have enhanced their player protection approach.
Third, we need to invest more in education and research. We need to bridge the education gap by delving deeper into why certain measures make for better policy. It isn’t just about informing people of the risks of gambling, but about fostering a broader understanding of healthy gambling behaviors. This requires ongoing research into gambling disorders and effective intervention strategies, supported by adequate funding.
Fourth, we as an industry need to embrace transparency. Operators should be required to share anonymized data with researchers and regulators. This data-driven approach can inform more effective policies and interventions, a recent good practice example by West Virginia that will mandate operators to share data with academics for responsible gaming research purposes.
Lastly, we need to adapt the narrative around gambling. We must foster a more nuanced public discourse that acknowledges both the potential benefits and risks of gambling. This balanced approach can help reconcile industry views with those of critics.
While technology has expanded gambling accessibility, it also offers powerful tools for promoting responsible behavior and protecting players. Artificial intelligence and machine learning can help identify at-risk players early, allowing for personalized interventions before problems escalate. Mobile apps can provide real-time tracking of gambling activity and spending giving players unprecedented control over their habits. Virtual Reality (VR) can create immersive responsible gambling education experiences. These technologies not only empower users to make informed decisions but also enable operators and regulators to implement more effective, data-driven responsible gambling strategies.
For instance, at Playtech, our artificial intelligence software, BetBuddy, is built around data mining and analytics, offering a powerful solution against risks connected to online gambling. By embracing these technological advancements, we can create a safer gambling environment that complements the legalization of gambling, ensuring player protection in a rapidly evolving digital landscape.
The sustainability of the gambling industry depends on its ability to mitigate harm while fostering innovation. As more states look to gambling as a revenue source, there’s a risk of prioritizing short-term gains over long-term sustainability. A gambling industry that truly embraces responsible gambling principles is one that can thrive in the long run— maintaining public trust and support, good standing and player satisfaction, with corresponding efficient regulations.
All stakeholders—operators, regulators, lawmakers, researchers, and players—must commit to creating a sustainable and responsible gambling environment. This commitment should be proactive, focusing on long-term consumer protection and societal benefit. Legalizing forms of online gambling should not be driven solely by state budget needs, nor should legislative fatigue compromise consumer protection. Online gambling is a popular form of entertainment, and where not legally available, players are easily able to play somewhere.
The time for paying lip service to responsible gambling is over. By taking a more collaborative and proactive approach, we can create an industry that not only generates revenue but also prioritizes the well-being of its customers and the broader community. Let this RGEM be the catalyst for meaningful change in the approach to responsible gambling, driven by technological innovation and a commitment to player protection.
