Creating a Safer Gambling Environment (Part 2)

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Today, we share the second and final part of our iGaming Business article, which discusses compliance and safety within the global gambling industry. In part one, we looked into the current standards of safety in the online gaming space, where three industry stakeholders provided insights on the topic. In the second part, presented below, these same stakeholders will weigh in on corporate social responsibility and what that means for the future of the iGaming industry.


Corporate Social Responsibility

In September 2019, two months before the launch of the BGC was announced, the UK Gambling Commission (UKGC) held its first-ever marketing co-creation workshop. This provided an opportunity for marketing professionals from a range of gambling businesses to discuss topics such as ‘brand, marketing and the safer gambling approach’. One challenge identified by attendees was the question as to whether safer gambling is part of a permanent brand identity or a short-term campaign.

Considering this question from the affiliate perspective, Symmonds says that operating a compliant business in an industry subject to ever-evolving regulation is essential to ensuring long-term viability.

“We wholly believe in safer gambling in that our revenue is more sustainable when it is made from players who are only risking what they can afford to lose,” he says. “If we referred unsafe gamblers, then we would not only be irresponsible and potentially attract regulatory implications, but we would also see potentially shorter player lifetimes and the need to adapt the way we do business to attract more transient players.”

Henderson, who is equally resolute in the need for stronger action, emphasises the need for promoting efforts made by industry stakeholders to buttress the movement towards safer gambling practices.

“It is critically important that we, as an industry, manage the conversation around SR and RG so that we highlight the important work that we as an industry are doing,” says Henderson. “Examples include [Kindred Group] efforts with Derby County football club in the UK around mental health and similar work with horse racing. We also lead by way of the RG messaging in our advertising, which encompasses affiliate marketing and other digital channels, across many of the markets that we operate in.”

As more weight and resources are invested in educating the public about safer gambling and the industry’s proactive role in those efforts, there also remains a need for operators and affiliates to work together to support their own continued education.

As Sims point out, in an evolving regulatory landscape, it’s important that the respective parties know what is expected from them and what they should expect from each other. “Education is key,” he says. “It probably has to filter down from operators and game developers or maybe affiliates should need to demonstrate they have an understanding to operators before being accepted.”

Based on this ongoing conversation, that demonstration of understanding and responsiveness will play a crucial role in the expansion, evolution and perception of the iGaming industry for years to come.


Thank you for taking the time to read our full article on creating a safer gambling environment. We now invite you to get in touch with us and let us know what impact you think this will have on the global iGaming industry in the years to come.

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