Gaming Firms Intensify Efforts to Help Problem Bettors

Few experiences offer a more visceral thrill than winning a significant wager. Like anything exciting, however, these kinds of thrills are typically best in moderation. Bet too much or too often, and the good feelings may quickly evaporate.

Prominent British gaming firms such as Ladbrokes and William Hill are keenly aware of this and have long worked to address issues tied to problem wagering. These firms and several others are now ramping up those efforts by employing new technological strategies and developing cutting edge research.

Those who wager today face a far different betting landscape than the one which existed just a generation ago. New technology has ushered in an era where we can bet on virtually anything, anywhere, at any time. For most bettors, this represents an amazing set of circumstances, a veritable gaming utopia. For a small minority, however, the temptation may be too great.

Though research indicates fewer than one-percent of wagerers bet compulsively, U.K. politicians and regulators take the issue seriously. British gaming companies must deal with a variety of regulations and restrictions, including frequent tax increases. Though the culture of gaming is long-established in the U.K., political pressure sometimes leads to calls for more stringent enforcement.

Gaming firms such as Ladbrokes are working to satisfy gaming regulators by adopting a series of policies aimed at reducing problem betting. These policies include more responsible advertising, less advertising during hours when children watch television, and fewer gaming promotions.

These companies are also pursuing cutting-edge technology that helps identify problem gamers online. The technology involves the use of an algorithm which can detect behavioural shifts in bettors. Ladbrokes has also announced a plan to link executive compensation to meeting responsible gaming targets.

By using a multi-pronged approach, gaming companies can more effectively help those with betting issues, while safeguarding the freedom of choice now enjoyed by the vast majority of wagerers.