Responsible Gambling: Who Cares?

Large organizations everywhere are recognizing that to be successful in today’s highly complex marketplace means creating a business model that’s sustainable. For many, sustainability means designing a business that minimizes impacts on the environment. In others it means increasing transparency about how corporate decisions are made. And in still others, the expectation is that some level of profits will go to support community needs and good causes.

The gaming industry is no different, but …

Gaming operators and equipment manufacturers today are recognizing that their ability to sustain and grow a healthy gambling enterprise means meeting new, higher standards of accountability in all of these areas, but in one area in particular: responsible gambling.

At SustainableGAMING we know that expectations about responsible gambling can be played out in different ways depending on who is interested:

  • Shareholders not only want solid short-term profits but are investing in businesses that must have a long-term plan for growth and expansion; increasingly as gaming corporations seek out and identify new market opportunities a demonstrated commitment in their home market to responsible gambling can be among their most important assets.

  • Employees not only want secure and well-paying jobs, but to feel proud of a workplace that demonstrates concern for those who may be susceptible to problem gambling.

  • Players know they have ever-expanding options for satisfying their entertainment needs and want to feel safe and in control of their gambling choices; they also appreciate that an integrated approach to customer service incorporates

  • Regulators are aware of the potential economic benefits associated with localized gaming access, but are also concerned about mitigating the potential harmful effects of problem gambling on individuals, families and the broader community.

  • Public Interest Groups may be opposed to increased gambling access for moral, religious, economic or a wide variety of other reasons, but most frequently they’ll cite problem gambling as the basis for their opposition.

Having a robust, player friendly responsible gambling program embraced by gaming workers and visibly supported by senior management is no longer an optional consideration.  It has become “table stakes” for any operator expecting to manage a growing business that is accepted and supported by the public.