Sun Dreams: ‘Social responsibility is inherent to the business’

Sun Dreams: ‘Social responsibility is inherent to the business’

Tuesday, April 18, 2017 Posted by James Walker
Mariela Huenchumilla: ‘The best model for regulation in Latin America is the one developed with the industry’

Last year saw the creation of Latin America’s biggest gambling operator, after Sun International merged its business in the region with Dreams SA of Chile. caught up with Mariela Huenchumilla, corporate manager of the newly-formed Sun Dreams’ Responsible Gaming division, who outlines the important role responsible gambling policies continue to play in gaming markets across the South American continent:

“As regulated organisations, casinos in Latin America must fulfil numerous requirements, with the objective of guaranteeing the good and correct operation of the industry. In this regard, responsible gaming policies are not an exception. They play a very important role in the industry, which has advanced progressively over the years.

In terms of a preventive policy of responsible gaming, the work carried out by Dreams SA – now Sun Dreams – has been in place since 2009. Our systematic commitment to responsible gaming focuses on three main factors, namely: the prevention of risky game behaviour; the promotion of responsible gaming across our casinos; and the primary intervention facing customers’ requirements.

It is important that the industry takes responsibility in this matter, because it is inherent to the business. In Chile, for example, the policies implemented by operators were voluntary initiatives that set the framework and supported the regulations dictated by the regulator.

It is relevant to underline that these actions from the private sector must serve as an example, so the governments can improve the current laws for regulated casinos.

The preventive task that Sun Dreams carries out through the training, orientation and education of the customers and collaborators – as well as the serious and discreet support of those who need help – are part of the responsibility that the organisation considers facing the community in each of the cities where they are currently located.

In this organisation, 15 responsible gaming counsellors are available to assist our customers 24 hours a day. The counsellors are trained to support and guide any customer that requires information about this subject. Likewise, the company has carried out its own contributions to the community, training the public service mental health areas from different locations, dealing with how to recognise and address problem gambling.

Our focus of this year will be coordinating with the new operations (Sun) so we can advance the implementation of our responsible gaming programme.

The best model for regulation in Latin America is the one developed with the industry and not against it. The business must be profitable at a medium term, based on EBITDA. The model must be well determined to go against illegal gaming, together with clear and strict rules.”

Mariela Huenchumilla, Corporate Head of Responsible Gaming, Sun Dreams, is speaking on Thursday 1st June at Clarion Gaming’s Juegos Miami event in the stream "Responsible Gambling and Gaming’s Public Image." To apply for a place at the C-Level event, register at

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