Senet urges use of big data to aid responsible gambling strategy

Senet urges use of big data to aid responsible gambling strategy

Tuesday, August 18, 2015 Totally Gaming
Wanda Goldwag wants operators to use their data for social responsibility purposes

Gaming companies should use their technological wizardry to help to decrease the threat of problem gambling, according to Wanda Goldwag, chair of the Senet Group.

The growth of online and mobile gaming has helped to create swathes of data relating to customers, with operators able to use information about punters’ interests and habits to aid them in their marketing strategies.

Goldwag, who will be a panellist at next month’s World Regulatory Briefing (WrB) event in London, wants to see such intelligence used to help identify problem gambling concerns, and also believes that the exponential growth of industry advertising following changes enacted by the 2005 Gambling Act has not been matched by action on responsible gaming.

“The industry has been making slow progress, but I don’t think it’s kept pace with the explosion of gambling advertising since liberalisation 10 years ago,” Goldwag said. “Social responsibility is a big issue for governments and regulators and it would be perilous not to take it very seriously.

“I would like to see operators use their data as intelligently for social responsibility purposes as they do for marketing.”

The Senet Group was created last year by operators William Hill, Ladbrokes, Coral and Paddy Power as an independent agency to promote responsible gambling standards.

Goldwag, who will also appear at EiG in Berlin this October, believes that Senet has already helped the industry to make progress, and wants operators to appreciate that further acts of self-restraint and self-regulation will be looked upon favourably by regulators. 

“Our £2m ‘Bad Betty’ ad campaign has been successful in raising awareness of the warning signals about gambling getting out of control and some people say it has helped to modify their behaviour,” she said. “Our members have reined in certain types of advertising for the sake of long-term sustainability, even at short-term cost to themselves, and we’ve been successful in keeping them to their commitments.

“At WrB and EiG I’d like to explore how attendees feel about the effects of short-term self-restraint on longer-term regulation.

“I get the sense that some people either don’t believe that regulation is going to change or don’t believe that anything they do now can influence it – but from my experience both views are mistaken and potentially costly.”

* WrB takes place in London on September 10. For more information visit www.wrbriefing.com. EiG takes place at Arena Berlin from October 20-22. To find out more or register please visit www.eigexpo.com 

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