iGB Affiliate 70 Aug/Sept | Page 45

INSIGHT
new era of a responsible – even mindful – gambling culture .
In 2017 , Sky Betting & Gaming pioneered putting social responsibility at the centre of its campaigns , with the 30-second “ When the fun stops , stop ” TV spots featuring Jeff Stelling addressing the viewer directly . As Ketteley puts it : “ The reality is that responsible operators have been prioritising compliance projects in many of these areas for some time because they recognise the inevitable regulatory headwinds . For those who remain behind the curve , the changes to the LCCP further demonstrate that the regulator is committed to raising standards and following through on its tougher enforcement strategy to achieve that goal . Its toolkit has just got larger .”
The Commission acknowledges the willingness of some operators to listen to and act on consumers ’ concerns and the need for customers to be able to differentiate
between providers on the basis of customer care and values . In such a competitive market this is an important point . The customer base is changing and more discerning players will gravitate towards operators they believe they can trust .
As always when it comes to player protection and social responsibility , the issues surrounding responsible marketing are complex . They require collaboration from stakeholders across the industry , including regulators , operators , developers , legal professionals , consumers and supporting charities .
Will Ridley is brand executive at Sky Betting & Gaming , as well as being the chair of the Young People and Student Advisory Group for YGAM . “ We need to continue to find innovative ways to protect children and young people , with the rise of smartphone usage , social media and online gambling and gaming ,” he says . “ Protecting young people with age-related
“ The customer base is changing and more discerning players will gravitate towards operators they believe they can trust ”
marketing content and adverts that do not appeal to children is just the start . It ’ s time for us to open the debate with young people around how they use smart phones and what content they see .”
Now is the time for the industry to address these promotional issues and avoid other jurisdictions taking the sort of extreme action we have seen in Italy . It ’ s an exciting opportunity for business to continue to boom in a sustainable , responsible and ethical way .
PAULA PUSEY is founder and managing director at events and gambling-compliance consultancy KnowNow Ltd . The Gambling Commission , CAP and industry experts from the likes of Sky Betting & Gaming and Wiggin LLP will be at the next KnowNow event , Responsible Marketing for Gambling Operators , in London on 3 October , 2018 . It will take an in-depth look at responsible marketing and how to make the most of these opportunities . For more information : knownowltd . com
The Industry lan
andscape : Affiliates in igaming 2018

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