A review of the game’s safer cash crops kicked off the digital component of day two of the CasinoBeats Summit, as industry CEOs discussed “Embedding a Safer Gaming Philosophy into Company Culture,” sponsored by Boston Link.
Taking the reins of the panel, which was part of a “Leadership” track sponsored by Synot Games, was James bennett, director of Square in the Air, who begins the proceedings by examining how the company, as well as the industry itself, has developed during this unexpected period.
“Safer gambling has always been an issue across the industry, but it has been brought to the forefront of our industry for the past 18 months as we have all been grappling with the pandemic.
“So spending more time at home, often in isolation during lockdown, means that vulnerable players are potentially more susceptible to harm and, as a result, several regulators have either imposed stricter COVID-related restrictions or put plans in place to review existing legislation and take action through things like staking, deadlines, cooling off periods and in particular advertising, among other areas ”.
The distinguished jury was then asked the question “What does safer gambling mean to you and your businesses?” »With Alexandre tomic, CEO of Alea, the first to get on the plate.
“I would say that first is that it is a question of recognizing at the highest level of the organization with which we are dealing, the word is quite correct, with an addictive product, which in fact can be more problematic than alcohol or drugs because it is an addiction without product, ”he explained.
“There is no product, which means that if you have an addiction, for example to any drug or alcohol, there is a product so there is a limit that your body can take, you cannot drink more than one or two liters of whiskey per night. .
“You can play as much as you want, as deep as your pocket, and when there is no more money in your pocket, you go looking for money. So this is the specific problem of a non-addiction. product.
“We must put responsible gaming at the heart of the company and at the heart of each department”
Alexandre tomic, CEO of Alea.
Noting that products must be responsible by design, and if responsible gaming is not a core function in all departments, that will not work, he added: “First of all, recognize that we are dealing to a non-addicting product, and once we’re there, that’s what we can do about it. And the second thing I can say is to put responsible gaming at the heart of the business and at the heart of every department. “
The referencing of cosmetics, and an anecdote by Charles Revlon concerning the sale of hope and not of cosmetics, Megan Easy, CEO of SpotGaming, resumed the conversation: “I think the big difference here is that when people dig deep into their pockets to continue with an addition, for example, it’s about chasing hope because there is always this possible result of a victory, of which you do not necessarily obtain the possible result if you have that second liter of whiskey for example.
Before moving on to the emphasis on the need to unite goals between departments: “It’s each department, but it’s also about how to align the goals of different departments, because your acquisition team is strives to attract large customers to the site.
“And then you have the payments team trying to protect from an AML point of view, and then you kind of have responsible gambling that is separate and most like a valuable area of business.
“So how do we take it out of this valuable area and say OK what are the steps we can take through the acquisition funnel itself, and how does the marketer feel comfortable with the head of the responsible gambling department without feeling that they are in conflict ends. “
Tim De Borle, CEO of Napoleon Sports & Casino, echoed these sentiments: “I think for a business, or an industry, to really work towards a safer environment, you have to make sure it’s something that lives on in the world. within and from across the organization.
“So of the whole ecosystem, I think within that ecosystem, each of its parts has its own challenges and also its own goals, what we have integrated there is that we have a responsible gambling department, which seems like something that can’t be left on the side, and I totally agree with that, but the responsible gambling department for us is the one that facilitates the responsible gambling culture across the organization.
“Each service must work together”
Christophe Dalli, CEO of L&L Europe.
“This is, for me, the most important role, except for working specifically with clients that we need to identify what could be a problematic situation.”
Borle then pointed out that Napoleon is implementing cross-departmental goals, which he says “does not resolve the whole conflict” but “rather helps to ensure that responsible gambling is built into the organization. “.
Adding: “I totally agree that for me we are an entertainment industry that has a high risk factor, a high risk factor with problematic additive behavior, which we need to be. more aware than we, and I think our colleagues, have been in the past.
“So it’s our job to start there, and start helping and preventing our player from getting into this situation. The important thing for me to take into account is that, and this is important for regulators as well, a single rule will not help in this situation, you cannot just make a rule or a limit. which works for all players with a course, playing behavior, state of mind and level of risk different from the origin of the problematic behavior ”.
The last one to nod was Christophe Dalli, CEO of L&L Europe, who explained: “If you want to be a safer gambling company than you are or not, you have to have the whole culture aligned with the mindset that this is what you are looking for. .
“Every department has to work together, and they have to know that what you are aiming for now is in fact an opportunity.
“Most of the game companies that came from 2004… were located in an entirely different industry with a different mindset, where, as Alex rightly put it, the player was seen as, you buy it and go. somehow, that wasn’t necessarily the intention, you rinse him dry. He empties his pockets and leaves everything at the table and then big, on the next player.
“And now safer play gives us an opportunity, the whole industry, where we can look at it and we can say, rather than safer play, we can look at sustainable play.
“And all of a sudden you’re looking at players that you can keep longer, that they can come in and play for longer, and treat it more like a serve rather than a vice or a situation that you’re suddenly put in. in danger, or you are in danger.
The CasinoBeats Summit 2021 conference and exhibition on July 14-15 takes place in an innovative integrated live and digital format. A select audience of senior executives will attend in person at the InterContinental in St Julian’s, Malta, while a global audience of industry professionals will attend the event online.
the conference agenda focuses on the next generation of slots and products, major established and emerging markets around the world, video game leadership, marketing and affiliate. The program also includes the inauguration Game Developers Award ceremony.
Register for a free online pass for the event at CasinoBeats Summit website.