This article is provided by the UKGC RET-registered organisation Better Change, which partners with other organisations to raise standards through charitable initiatives, innovative social responsibility strategies and providing robust safer gambling tools designed to maximise player protection.

In today’s gambling landscape, the term ‘responsible rambling’ is frequently used, becoming almost second nature to industry insiders while also forming more of the customer-facing marketing on TV, radio and in the press. 

While this widespread recognition is positive, complacency remains a risk. The health of players is paramount and therefore, it is in every bookmaker’s best interest to prioritise responsible gambling as part of its overall strategy, not just to avoid monetary fines but to look after their customers for more than just the obvious ethical reasons.

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The importance of responsible gambling

Responsible gambling is essential for the industry to ensure that gambling remains a safe form of entertainment, preventing harm to individuals and society. Betting companies hold a responsibility to their customers and society to offer their products safely and responsibly.

When gambling is not conducted responsibly, it can lead to numerous negative consequences, including addiction, financial issues, relationship breakdowns and mental health problems. 

These outcomes can harm individuals and those they know; have broader societal impacts, such as increased healthcare costs and social issues; and can jeopardise regulatory stability for operators, in other words damaging the reputation of the industry they themselves are working in.

By promoting responsible gambling practices, the industry can mitigate these negative effects and foster a safer, more sustainable environment. 

This includes educating customers about responsible gambling, implementing measures to prevent under-age gambling, offering self-exclusion programmes and ensuring advertising is responsible. The education of customers is a positive way to address the issue of responsible gambling and increase the gambling literacy of its customers, so they understand all the intricacies while still being treated like an adult and having some sense of responsibility for their own actions.

Enhancing reputation and credibility

Promoting responsible gambling is not just ethically and socially responsible: it can also benefit the industry’s reputation and credibility. 

Companies that commit to responsible gambling are more likely to gain customer trust and loyalty, leading to increased revenue over time. 

This contradicts some of the narrative that all gambling operators want is for customers to lose their money in one visit. That would not allow for a sustainable business. 

When gambling can be framed as a form of entertainment that customers can get value from, we can have more balanced conversations about responsible gambling and actually protect the people who are at risk of harm. 

There are two things we need to be clear about. The first is that for some people, responsible gambling is not an option and they should not be gambling at all. This article is not intended for them. What we are discussing here is how those people who are not at risk of severe harm can benefit from responsible gambling in the industry.

The second important point is to pick up on ‘a form of entertainment that customers can get value from’. Did you think this was just monetary? Winning a bet? This is not the case. When we talk about gambling literacy, we know that most people who gamble over a period of time will ultimately lose money, this shouldn’t be a shock or a revelation. 

What we do mean by value is the experience people have and the entertainment they have enjoyed from their gambling spend. Imagine a day at the races, a night in the casino or watching the football results with a five-fold acca suddenly giving you an interest in a match. 

You would not necessarily think that if none of these things bought a profit, they would be a waste of time. When you enjoy the experience – even the jeopardy and risk – that is when gambling becomes a form of entertainment and you have your value.

Despite all this, misconceptions about responsible gambling persist. So let’s address and debunk some common myths.

Myth 1: Gambling companies should not be trusted when it comes to messaging

Contrary to this belief, the way companies use Customer Relationship Management (CRM) should be integral to the player experience. 

CRM strategies help manage interactions with customers to enhance their experience and build loyalty. Applied to responsible gambling, CRM can identify at-risk customers, provide targeted support and monitor their progress, as well as integrating safer gambling messaging and gambling literacy throughout that customer’s journey with an operator.

For instance, CRM tools can track customer behaviour to detect problematic gambling patterns, such as excessive spending or frequent losses, and offer personalised interventions and support. 

Additionally, CRM plays a crucial role in ensuring self-excluded customers are removed from promotional lists.

Myth 2: Responsible gambling is only for major operators

Responsible gambling is a shared responsibility among all stakeholders, including players, operators, regulators and the community. 

While major operators have significant roles, all parties must collaborate to create a safe gambling environment. 

Players should be educated on setting limits, regulators must enforce responsible practices and the community should support educational initiatives and resources for everyone, including those who are struggling with gambling-related harm, but not just these individuals. It is a lot more effective to work in this area before harm is experienced.

Myth 3: Focusing on responsible gambling will reduce revenue

The notion that responsible gambling practices decrease revenue is a misconception. Promoting responsible gambling can enhance customer trust, loyalty and long-term revenue. 

By implementing policies such as deposit limits, self-exclusion options and providing tools for responsible gambling, operators can demonstrate their commitment to safety and attract customers who value responsible practices. 

As a consumer, challenge your operator and ask: “Are they providing me a great entertainment service and looking after my needs?” If not, there are plenty of other options out there, and gambling operators know this.

Myth 4: Gambling harm cannot be predicted, only reacted to

Predicting gambling harm is challenging but not impossible. Proactive measures, including predictive modelling, can identify at-risk behaviour early. Operators can monitor behaviour changes, financial distress and customer support interactions to flag potential issues and intervene appropriately. 

What could be developed even further is operators being able to track healthy play. A player who has a great relationship with gambling and uses the service offered as a means of entertainment can be studied and changes made by learning from them. This would be a great example of Positive Play.

Myth 5: Wealthy players are immune to gambling harm

Gambling addiction is not dependent on wealth. It is a mental health disorder or emotional illness characterised by compulsive behaviour, affecting individuals regardless of their financial status. Wealthier individuals may sustain gambling habits longer but are not immune to addiction. Wealthy bettors pose risks to themselves and operators, who could face significant fines without proper due diligence.

This in itself, when understood, means a lot of the blanket restrictions and regulations brought in can have very little impact for what is a very individual situation.

The next steps

Responsible gambling is a critical component of the gaming industry’s integrity and sustainability. By debunking myths and promoting responsible practices, operators can protect their customers, enhance their reputation and ensure long-term success in the gambling landscape with a reduced occurrence of gambling related harm. 

So next time you see that responsible gambling message, advert or even have a conversation with friends and family, think about what it might mean to you and those close to you, so responsible gambling doesn’t just become background noise and a buzzword.

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