The responsible gambling industry has witnessed significant growth in recent years, with the emergence of companies dedicated to analysis and prevention, as well as alternative approaches to the issue. Despite the commendable efforts of many professionals in this space, it remains uncertain whether any substantial progress has been made in terms of effective intervention for players. Nevertheless, Sarah Ramanauskas and Simo Dragicevic are aiming to change that. With their extensive experience in the industry, including associations with organizations like Gambling Integrity, BetKnowmore, The Howard League, and Playtech, the duo presents a promising solution for long-term player care through their new project, the Game Safety Institute (GSI). The GSI seeks to provide a comprehensive understanding of the various factors contributing to harm for individuals by incorporating all aspects of the player experience. While there may be doubts about the need for another responsible gambling-focused business, Ramanauskas argues that the unique and valid approach offered by GSI justifies its existence.
According to Ramanauskas, the Game Safety Institute serves as a valuable resource for operators who wish to enhance the safety, entertainment, usefulness, and alignment with customer needs of their gambling products. The institute draws on extensive research insights, including contributions from Dragicevic, to shift the narrative from “We’ve got some products that people want to play” to “We’ve got people who want to play, what are the safest products to provide them?” Unlike traditional approaches where the emphasis is on players opting out or selecting safeguards for themselves, GSI aims to integrate safety mechanisms seamlessly at all points and levels of player interaction, without the need for players to actively engage with safety features.
Dragicevic points out that while regulatory focus primarily revolves around understanding and protecting players, other elements such as the environment, the product itself, and the presence of harmful gambling behaviors must also be considered. The idea for the Game Safety Institute was sparked during a lunch meeting between Dragicevic and Ramanauskas, who both agreed that product safety would become the next significant trend in the industry. By being ahead of the curve, the duo faces the challenge of establishing and proving the viability of their idea without negatively impacting their business. However, this also presents an opportunity to set the standards for future endeavors in this domain.
The Game Safety Institute started its journey by conducting a survey among lottery and casino operators worldwide to gauge their views on product risk and safety. The response showed that operators considered this topic to be of paramount importance and felt that their current efforts in this area were insufficient. Using this feedback, Dragicevic and Ramanauskas set out to establish the Game Safety Institute as a center of excellence, offering guidelines for product safety and becoming the go-to brand for related considerations.
Considering the wide range of gambling products available, the Game Safety Institute acknowledges that the potential harms for players differ significantly from game to game. Take the example of roulette—while the basic rules remain the same across various platforms, the risks associated with playing the game can vary greatly. A casino environment has the advantage of physical presence, with dealers potentially trained to identify problem behaviors and a limited number of spins per minute. In contrast, a live dealer platform provides more frequent spins but lacks the social safeguards found in face-to-face interactions. Fixed-odds betting terminals operate at a quicker pace, and mechanical roulette might not receive sufficient supervision. To address such variations, the GSI is working on an assessment framework that considers game design, marketing strategies, and player education to help operators evaluate different risk factors and their impacts.
By combining various approaches, the Game Safety Institute endeavors to provide insightful analysis of games, players, delivery methods, and more. This holistic, multi-layered assessment has the potential to offer sustainable player relationships by identifying individual risk factors accurately. As a result, the traditional method of delivering responsible gambling messages separately becomes unnecessary, as safety features will be integrated seamlessly throughout the entire player experience.
Rather than being seen as a separate entity, responsible gambling should be an integral part of the player journey, according to Ramanauskas. It is crucial for the gambling industry to understand why new customers visit their sites and cater to their desires, using safer gambling practices that are deeply ingrained in the product itself. Dragicevic concurs, emphasizing the need for policies that prioritize responsible gambling without burdening players with the sole responsibility of setting their own limits. The potential risk for operators lies in losing valuable players to competitors if they act responsibly, and the pressure to generate quarterly dividends often leads to short-term decision-making. However, Ramanauskas stresses that employee satisfaction and retention are equally important, as a dissatisfied workforce can hinder the industry’s ability to attract top talent.
In conclusion, the responsible path of integrating safety mechanisms and risk assessments throughout the gambling experience presents a win-win situation for all stakeholders involved. The Game Safety Institute’s innovative approach, their commitment to creating industry standards, and their focus on nurturing sustainable player relationships could reshape the future of responsible gambling.
