In a series of Q&A sessions, we’ll be asking our colleagues about all things Safer Gambling: why it’s so important to them; what the most important steps so far have been; and what they think the future holds.
In this first edition, we’ve spoken to some members of our Safer Gambling Team working across a variety of departments.
Why is Safer Gambling important to you?
Ed, Senior Data Scientist: Gambling is fun, but it has the potential to cause significant harm. It’s vital that everyone involved in gambling works together to make it as safe as possible.
Fran, Senior Research Analyst: There’s a fine line between enjoyable gambling and harmful gambling. Harm doesn’t just relate to finances and behaviours; it also includes mental states and feelings. Any activity that consumes a person’s life past a point of enjoyment is something that should be taken very seriously. Safer Gambling is more than looking out for unusual behaviours. It requires people from all over the business to bring their thoughts and experiences together to think of creative ways to help keep customers safe, and to consider Safer Gambling in every discussion.
Stacy, Safer Gambling Manager: We provide products and services that are entertaining for millions of people, but they have the potential to cause harm for some. We have a duty to try and minimise this as much as possible.
Jowita, CRM Strategy Manager: As a business, we want to entertain our customers, allow them to enjoy their favourite games or bet on their favourite sport. But we also have a responsibility to create a safe environment for them to do that, and support them when needed.
Ben, Head of Safer Gambling: I think gambling is a fantastically fun and engaging activity in moderation, but one that does need to be controlled. I don’t want to work for a business or in an industry that doesn’t care for its customers. I want to protect them.
Deb, Senior Business Intelligence Analyst: Working in the Risk Department, I’ve become aware of the harm that gambling can cause to the small percentage of customers who develop a gambling disorder — and to their loved ones. I believe we can make a difference for these people while continuing to provide entertainment for everyone who chooses to play with us.
Victoria, Risk & Safer Gambling Training Specialist: Ultimately, we want to do the right thing. When I’ve told people about my job, it’s caused some confusion at first but when I explain our purpose it’s well-received and makes me super proud. Gambling isn’t bad, but like a lot of entertainment pursuits it’s something we need to monitor and make sure we are in control of. Therefore, it’s important that people continue to enjoy gambling safely, and that they are aware of the help we can give them.
In your opinion, what’s the biggest stride SBG or the industry has made in Safer Gambling in recent years?
Ed: We’ve delivered an amazing Profit & Loss tool on Sky Bet, which will have helped thousands of customers to track and budget their gambling a lot better (and easier). Fast withdrawals are another great example, which means players can get their winnings as quickly as possible.
Fran: The mindset around Safer Gambling. I think there’s still a long way to go, but making sure all areas of the business understand the central importance of Safer Gambling will help our products become even safer.
Stacy: Taking a regulatory requirement and turning it into a product with our Profit & Loss tool, and the introduction of Fixed Deposit Limits.
Jowita: Safer Gambling became part of the company strategy. We’ve created a dedicated Safer Gambling Team and have regular conversations on how we can improve our player protection, and how we can encourage them to use our Safer Gambling tools. Also, how we can recognise concerning behaviours better and quicker.
Ben: Moving away from putting the responsibility for managing their behaviour solely on individual customers and taking ownership of the operator’s role in customer protection. While there is more to do, we are driving forward with great improvements to customer protection here at SBG and across the industry.
Deb: We’ve made great improvements in how we use the data available to us on customer behaviour and activity. We’ve used this to improve our monitoring of higher risk behaviours and make changes to our products to make them safer.
Victoria: In the four years I’ve been here, our approach has changed massively. An area that has changed is KAM, previously known as Priority. We have reduced this customer group to a very small number. All customers in this group have to provide source of funds and have regular safer gambling interactions, and the majority of them have Deposit Limits.
What do you think will be the next big thing in Safer Gambling?
Ed: Deposit Limits for all, with affordability checks required to change them.
Fran: Shifting focus towards looking at time on site for gaming products.
Stacy: Affordability, and working to develop a single view of a customer across multiple operators.
Jowita: We regularly discuss customer affordability. We want to make sure each customer has their limit set, and we also want to encourage them to monitor their spending regularly, and we’ll intervene when needed.
Ben: For me, it’s continuing to build a culture of limit usage across our customer base. We’ve made great strides getting customers to use limits of a mandatory and voluntary nature in recent years but there’s more to do. Things like our work on affordability can really help in this area.
Deb: In the future, a single view of a customer across multiple gambling operators would provide everyone with a better understanding, as currently we only see part of the picture. For example, customers self-excluding with another company could be shared to be included in our risk modelling.
Victoria: While it might be biased, the next big thing for me is going to be the Safer Gambling Academy! It’ll provide learning opportunities to the whole business, and allow colleagues to expand their knowledge about Safer Gambling so they can use it in different areas. We want to be industry-leading in Safer Gambling education.