Operator News

UK – British casino operators promoting responsible gambling

By Phil - 26 April 2018

British casino operators are working together more closely than ever to promote responsible gambling across the land-based industry, according to the industry’s independent assessment panel.

Playing Safe, the casino sector’s responsible gambling body, presented its annual report at a House Commons reception on Monday April 23, attended by Lord Ashton, Parliamentary Under Secretary of State at the DCMS, and Neil McArthur, chief executive of the Gambling Commission.

Introducing the report, co-author Dr Guy Bohane said Playing Safe had been working hard since its inception five years ago to instil a culture of evaluation and collaboration in the sector, especially through ACE, its independent accreditation process for operators, and its evaluation of SENSE, the sector’s pioneering national self-exclusion scheme.

He said Playing Safe’s projects were underpinned by its aim to develop and share ‘best practice’ and to enhance a consistent and unified approach to managing responsible gambling and harm prevention in land-based casinos.

The Playing Safe report, co-written by Dr Bohane and Professor Yvonne Guerrier, says: “The willingness of operators to collaborate and learn from each other is very encouraging. The casino sector needs to challenge itself to keep pushing boundaries and become creative and sophisticated in its approach to responsible gambling. We can see evidence this is happening”.

Speaking at the Parliamentary reception, Dr Bohane outlined five major projects undertaken by Playing Safe during the last 12 months:

• A comprehensive evaluation of SENSE, based on surveys of customers and managers and an analysis of the self-exclusion scheme data. It showed more than 10,000 customers have enrolled on the scheme since its launch and 44% who enrolled have not returned to casino gambling two years later.
• Support for a major research project led by the Canadian firm, Focal Research, and involving five casino operators, to integrate an Alert system which identifies ‘Gamblers of Interest’ and potential risky play on slot machines.
• A research project into young people and casinos, based on interviews and focus groups of 18-30 year olds, to understand how to communicate responsible gambling messages more effectively. A guide will be produced for managers.
• The ACE accreditation process for operators, with more than 80% of operators now accredited. Criteria for assessment are being updated to include the management of AML, money lending and vulnerable customers and to ensure ethical principles are incorporated in operators’ corporate governance procedures.
• A workshop for casino managers from 10 companies to develop ‘best practice’ in interacting with customers, which will result in a concise guide being produced for all managers.

Further research projects being undertaken in the forthcoming year include:

• A research project being led by Dr Christeen George into the gambling behaviour of gamblers aged over 55.
• Evaluating the training of casino staff in dealing with vulnerable customers, who may have a range of cognitive difficulties, such as autism and dementia.
• Encouraging innovative practice to engage customers in discussions about responsible gambling during the industry’s Responsible Gambling Week
• Working with high-end and regional casinos to assess whether operators are giving sufficient support to staff to help them handle interactions with customers.

The Playing Safe report says operators now have a greater understanding of their different customer cohorts and recognise the need for bespoke solutions, rather than a one-size-fits-all approach.
They need to be encouraged to move beyond dealing with customers who have problems with their gambling behaviour and to focus more on prevention. The report says: “Playing Safe is pushing them to keep raising the bar, participating in new research projects, and they have supported these initiatives”.

Dr Bohane said it was important that Playing Safe involved customers as closely as possible in its work and ensuring that the voice of the customer is heard will be an essential part of its work in the year ahead.

Tracy Damestani, Chief Executive of The National Casino Forum, said: “Playing Safe is a critical part of the casino industry’s commitment to promoting socially responsible gambling and defines the way casino operators and their staff conduct business. I am very proud that the casino sector is the only one in the gambling industry with a dedicated team evaluating, researching and promoting safe play.”