Ewa Bakun, "International Overview on the Theme of Responsible Gaming"

In light of your experience on this industry and your international vision, how important do you think it is today to address Responsible Gaming?

Responsible Gambling has always been very important to address and deliver. But there is no doubt that there is a lot more focus on it in the industry now, than perhaps 5 years ago. I’ve seen this evolution of focus and attention over the years launching, developing and growing the Sustainable Gambling Zone at ICE (previously called Consumer Protection Zone), which in itself is a reflection of this evolving focus that the industry, following the regulatory pressures first, has been placing on safer gambling, from it being seen purely as a compliance obligation to becoming central in the strategy of many leading operators, and in their board meetings.

Do you think the industry and gaming companies are doing enough to promote an inclusive and responsible gaming culture? What is working and what is not in your opinion?

I think there are many companies that are leading in their communication and actions, with the majority of the industry probably still playing a catch-up. The industry, or at least the more progressive part of it that operates in highly regulated markets, is doing a lot more now than in the previous years, but I would refrain from stating whether it’s enough – in the end, players with problematic behaviour or gambling harm still exist, and no doubt more could always be done. The actions are mostly taken as required and enforced by regulations and the need to stay compliant, but it’s great to see some operators being proactive and doing more than what they are obliged to by law.

What do you think are the main critical issues in the way responsible gaming is currently being implemented and communicated?  

I believe that the technology advancements around player analytics and Artificial Intelligence are really changing the paradigm in gambling and are shifting the conversation, and the actions undertaken, from treating gambling harm to prevention. That means that the industry has a lot more active role to play as it can actually participate in the efforts to spot risky behaviours and prevent them from developing, rather than just simply providing self-exclusion tools to players with a problem that’s already developed and needs to be treated (and therefore no longer in the remit of the industry’s actions, but that of the health services).

That puts a lot more pressure on the industry to be proactive and invest in tools that will help them in that proactivity, but also an opportunity to safeguard players and hopefully retain them by supporting them in developing long-term healthy play habits.

How do you think the challenges related to Regulation and Social Responsibility in Responsible Gaming are being addressed? Do you see any difference from this point of view at an international level?

I see a difference in the interplay between regulations and industry actions. European regulators have been a lot more proactive and prescriptive in how they oblige the industry to safeguard players through various responsible gambling measures. That means that, while perhaps the European markets are more ahead in the implementation, they’re doing it mainly because of the obligation rather than seeing it as a commercial prerogative. North America with its regulatory mindset less intrusive into the consumers’ choices has a laxer environment when it comes to safer gambling, but we’re also seeing operators there taking more proactive measures, perhaps inspired as well by lessons from Europe and by the prospect of regulations becoming more restrictive in the future. I’m very interested in seeing the long-term impact of regulatory mandate on markets’ actions and whether more player safeguards might ever be seen also as a commercial prerogative.

What do you believe are the countries from which Italy could take an example in preventing problem gaming and communicating Responsible Gaming? Can you give us some examples?

No doubt UK has been the most advanced due to the regulatory actions and the gambling law reform. But I don’t necessarily think that the regulatory restrictions are the measure to be guided by as often they’re not based on evidence and rather political reactions to external pressures. I think Italy, and other countries, that perhaps haven’t been the first ones, have now an opportunity to observe the effectiveness of those measures to implement those that work.