In the first part of this series, we highlighted the vital role affiliates play in fostering a safer gambling environment as the bridge between users and operators. Affiliates hold a unique position in the iGaming ecosystem. They bridge the gap between users and operators. But, the challenge of responsible gambling requires a collaborative effort involving operators, regulators, and technology innovators.
Safer Gambling Week in the UK and Europe showcased how collaboration between affiliates, operators, and regulators is the key to fostering responsible gaming. This article delves into innovations and expert strategies driving the future of responsible gambling. From the pioneering work of the Responsible Gaming Foundation to cutting-edge AI-driven tools, industry leaders are finding better ways of balancing user safety with viable growth.
As Technological advancements accelerate, educating users, sharing accountability, and seamlessly integrating innovative tools are critical priorities.
The European Gaming and Betting Association (EGBA) recently announced record-breaking results from their fourth annual European Safer Gambling week held in mid-November 2024. This campaign shows a growing commitment to safer gambling across Europe. Participation rose by 20 percent in 2024, with 195 partners involved and a marked expansion to 26 countries, including first-time participants like Croatia, Serbia, Slovakia, and Ukraine. An impressive 3.1 million social media users engaged and the increase in social media posts reached 67 percent compared to 2023.
The foundation of the initiative was its events programme. Over 3000 people attended the programme, which included 20 specialised sessions. Key discussions focussed on AI, problem gambling reporting and safer gambling tool innovations. EGBA Secretary General Maarten Haijer praised the collaboration among operators, regulators, and health organisations, calling the campaign a vital step in making gambling safer across Europe. Betting and Gaming Council (BGC) CEO Grainne Hurst recently emphasised the need to keep a balanced view on gambling habits in the UK, thus highlighting the ongoing safer gambling debate throughout Europe.
“The significant increase in participation, especially from health organisations and regulatory authorities, demonstrates the common purpose and growing unity in our approach to safer gambling. Through this collaboration, we’ve reached a record number of Europeans with crucial safety messages during the campaign. Together, we’re making gambling safer and we already look forward to building on this success in next year’s edition.”
With record-breaking participation and innovative discussions during European Safer Gambling Week, how can the iGaming industry sustain this momentum to drive even greater player protection and collaboration across borders?
Kevin O’Neill, General Manager at the Responsible Gaming Foundation Malta (RGF), stresses the critical role of collaboration among stakeholders in building a safer gambling ecosystem. Reflecting on the European Safer Gambling Week 2024, O’Neill highlighted the RGF’s active participation in raising awareness and advocating for ethical gambling practices. The RGF tackles key industry challenges proactively. They do this through initiatives like targeted campaigns and direct messaging to players. These initiatives aim to prevent problem gambling and promote responsible behaviours.
In an exclusive conversation with SiGMA News, Kevin O’Neill emphasises Malta’s unique role in global iGaming, citing its regulatory strength and commitment to innovation as a foundation for responsible gaming leadership.
O’Neill declares, “European Safer Gambling Week has once again demonstrated its importance as a platform for generating meaningful dialogue and collaboration among key stakeholders. This year’s event not only reaffirmed the shared commitment to safeguarding players, but also highlighted the evolving complexities of maintaining a balance between innovation and responsibility in a dynamic industry.”
He continues, “The RGF this year focused on direct, player-centric communication. Using short, impactful video clips featuring RGF staff underlined the importance of personal connection and authenticity in spreading the message of safer gambling. This approach not only introduced the human element to the campaign but also allowed the Foundation to generate trust and relatability among its audience, a crucial factor in raising awareness effectively.
“Furthermore, the Foundation’s participation in European Safer Gambling Week serves as a reminder of its dual role: advocating for player protection while supporting Malta’s thriving gaming industry. This balance is critical, particularly in a jurisdiction like Malta, where gaming plays such an integral role in the economy.
“Positioned directly after a highly successful SiGMA Europe 2024, European Safer Gambling Week provided an opportunity to pause, reflect, and recalibrate priorities. While SiGMA celebrates the innovation and economic potential of the gaming industry, European Safer Gambling Week shifts the focus to the industry’s ethical responsibilities. This juxtaposition serves as a reminder that long-term success and sustainability depend on the industry’s ability to prioritise player well-being alongside financial growth.”
Kevin then moved on to Malta’s role in responsible gaming leadership. “Just like the success of SiGMA, we can aspire to lead in the responsible gaming sphere. The island’s pioneering regulatory framework, combined with its skilled workforce and industry expertise, has already made it a global hub for gaming innovation. However, as the gaming industry becomes increasingly scrutinised on an international scale, Malta must ensure that its reputation as a leader in innovation is matched by its commitment to ethical practices.
”The way forward lies in investing in research, education, and collaboration. Initiatives that bring together operators, regulators, and researchers to share knowledge and develop best practices are essential. By taking a proactive stance, Malta has the opportunity to set an international benchmark for responsible gaming.” He adds “the RGF must also consider how to build on the momentum created during European Safer Gambling Week.”
SiGMA News attended the webinar, ‘Safer Gambling Tools: Innovations, Effectiveness, and Best Practices,’ hosted as part of European Safer Gambling Week. This showcased the strides the industry is making in safer gambling tools. Featuring insights from prominent industry experts, the session explored how innovation, effectiveness, and user education are reshaping the safer gambling landscape.
One of the standout statistics during the discussion was the voluntary uptake of safer gambling tools. According to the EGBA, 65 percent of users engaged with at least one safer gambling tool in 2023. This is a 14 percent increase on 2022. Deposit limits led the way as the most utilised tool, with 70 percent of users voluntarily adopting them. This is a positive trend in user-led activities, but raises more questions about how operators can improve accessibility and education for all of their tools. This comes as the UK faces pressure to ensure they tighten the rules for gambling adverts.
Eduards Jakubovs, Head of Safer Gambling at Betsson Group, stressed the significance of simplicity and user understanding in tool adoption. “The key to success lies not in creating endless tools but in making the existing ones easy to understand and use,” he noted. Jakubovs then explained that users are often confused when confronted with too many overlapping options. Things such as varying bet limits, deposit caps and wagering restrictions are overly complex. “Complexity creates confusion and that works against the goal of user protection. Simplifying these tools makes them far more effective.”
He also stressed how important it is to keep these tools voluntary, not mandatory. “What we’ve observed is that users who voluntary adopt limits tend to set realistic and protective thresholds. Mandatory limits, while well-intentioned, often result in users setting excessively high levels that don’t align with the purpose of these tools.”
Stacy Harper, Senior Customer Safety Strategy Manager at Flutter Entertainment, echoed these sentiments, adding that user engagement hinges on intuitive design and a smooth integration. “We want customers to stay with us for 10 years, not 10 minutes,” she explained, stressing the need for tools that are part of the user experience rather than standalone features.
“Educating users on how these tools benefit them is as important as the tools themselves,” she added. Pointing to innovations like data visualisation dashboards that provide users with a clear breakdown of their spending habits, Harper added, “It’s about creating an environment where using safer gambling tools feels natural and beneficial.”
The webinar delved deeper into technological advancements driving safer gambling tools. Dr Jonathan Parke, Director at Sophro, advocated for integrating AI-driven adaptive tools. “Personalised interventions that adapt to user behaviour can enhance the effectiveness of existing tools, while also providing early warnings for potential risks,” he explained. Parke emphasised the importance of reducing barriers to access. “Tools should be one click away, not buried behind layers of menus. If a user sees they’ve spent more than they can afford, a clear link to set a deposit limit should be readily available.” This highlights the urgency of tackling issues such as underage gambling, as seen in a recent Sky News investigation into illegal Roblox casinos turning children into gambling addicts.
Adding to the discussion, Simo Dragicevic, co-founder of Game Safety Institute, compared the future of safer gambling tools to the automotive industry’s integration of advanced safety features. “The future of safer gambling lies in making tools part of the gaming experience itself,” he noted. “If tools like limits or activity statements are intelligently integrated into gameplay, users are more likely to engage with them.”
Both Jakubovs and Harper agreed that user education must remain central to any innovation. Jakubovs summarised this sentiment succinctly: “Education is the cornerstone of effective safer gambling practices. Operators must go beyond simply offering tools; they need to educate users on why and how to use them effectively. Without this understanding, even the best tools cannot achieve their purpose.”
The discussions at the SiGMA Europe 2024 panel in article one, and European Safer Gambling Week in this article illustrate the enormous strides the industry has made in fostering a safer gambling environment. From the proactive role of affiliates in user protection to integrating smarter, user-friendly tools by operators, it’s clear that collaboration and innovation are key to sustainable progress.
However, the journey is far from over. Technological advancements like AI-driven tools and cross-operator data sharing create opportunities, but we must implement them in a way that empowers users and maintains industry integrity.
Alessandro Gherardi, Co-Founder and Director of Fomento Agency told SiGMA News, “The insights shared during the SiGMA Europe 2024 panel make one thing abundantly clear: the future of the iGaming industry hinges on its ability to balance innovation with responsibility. Affiliates, as gatekeepers of user engagement, have a pivotal role in shaping this future.
“To ensure sustainable growth, affiliates must prioritise quality over quantity in traffic acquisition, align with regulatory standards, and champion the integration of safer gambling tools. By fostering collaboration among operators, regulators, and users, we can create a thriving ecosystem built on trust and safety.
“As we navigate an era of rapid technological advancements, the challenge lies in harnessing these innovations to empower users while maintaining industry credibility. Affiliates who embrace this challenge will not only thrive in a competitive landscape, but also contribute to a safer, healthier future for the global iGaming community.”
Both panels’ insights collectively underline a critical truth: responsible gaming is not just a regulatory obligation but a moral imperative and a strategic opportunity. Affiliates, operators, and regulators must work together to ensure that safety and sustainability remain central to the user experience.
Ultimately, the industry’s future hinges on collaboration, transparency, and an unwavering commitment to responsible gaming. As new technologies emerge and regulatory landscapes evolve, only those who prioritise player protection will thrive in an ever-competitive iGaming market.
As we look ahead, one question remains: how can iGaming balance innovation with user trust and safety in today’s fast-evolving landscape?
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