The gambling industry has undergone significant transformation in recent years, largely driven
by advancements in digital technology. With the proliferation of online platforms, gambling is
now more accessible than ever. According to an article by PubMed Central, people with
gambling problems report more exposure and impact from gambling advertising, although less is
known regarding the role of specific advertising types. This accessibility has amplified the
urgency for promoting responsible gambling practices to mitigate the potential harms associated
with problem gambling. The digital age presents both unique challenges and opportunities in
achieving this goal.
Challenges of Promoting Responsible Gambling Online
- Ubiquity and Accessibility:
Backlinko recorded that approximately 4.88 billion individuals own a smartphone. That’s set to
grow to 6 billion by 2017. On average, smartphone users spend 4.37 hours per day using mobile
apps. A particularly pressing challenge is the sheer accessibility of online gambling platforms.
With smartphones and constant internet connectivity, individuals can gamble anytime, anywhere.
This convenience can lead to excessive gambling, especially among vulnerable groups such as
youth and economically disadvantaged individuals. - Targeted Advertising:
The use of data-driven advertising in the digital age allows gambling operators to target specific
demographics with tailored messages. While this can be an effective marketing tool, it often
leads to ethical concerns. Vulnerable individuals may be exposed to ads that encourage gambling
behaviours, increasing their risk of harm. Also, “brand awareness adverts are defined as any
marketing message which serves to remind consumers of a gambling brand’s existence, but
without including any more substantive financial incentives, mentioning betting odds or
promoting specific product features. Brand awareness gambling advertising can lead to a high
saturation of betting logos seen during sports coverage”. (Gambling Marketing from 2014 to
2018: a Literature Review) - Anonymity and Lack of Physical Barriers:
A blog by DeleteMe News emphasized that anonymity can have far worse effects than just
discouraging thoughtful and polite discourse. Unlike traditional brick-and-mortar gambling
establishments, online platforms allow users to gamble anonymously. This anonymity often
removes the social and physical barriers that might otherwise prevent problem gambling. For
example, there are no visible cues such as time limits or peers to discourage prolonged gambling
sessions.
- The Rise of Cryptocurrency and Unregulated Markets:
An article published by The Punch Newspaper on “The Expansive Role of Cryptocurrency in
Sports Betting” stated that because crypto transactions are global by nature, they allow access to
betting platforms from almost anywhere in the world, creating a more inclusive betting
environment and widening the audience scope for operators The emergence of cryptocurrencies
and decentralized platforms has further complicated the promotion of responsible gambling.
Many of these platforms operate outside traditional regulatory frameworks, making it difficult to
enforce responsible gambling policies. - Youth Exposure and Underage Gambling:
In spite of the laws regulating gambling in Nigeria, about 57.2% of school-age children have
gambled at least once in their lifetime and 77.6% of these have gambled in the past year, with
58.3% reporting unfettered access to gambling dens. (PMC;2021) The digital age has made it
easier for underage individuals to access gambling platforms, either through lax verification
processes or the gamification of gambling activities that mimic video games. This early exposure
can lead to the normalization of gambling behaviours.
Effective Solutions for Promoting Responsible Gambling
Despite these challenges, the digital age also provides innovative tools and strategies to promote
responsible gambling. By leveraging technology and policy, the industry can create a safer
environment for players. - Advanced Age and Identity Verification Systems:.
To address underage gambling and ensure only eligible individuals participate, online platforms
must implement robust verification systems. Technologies such as biometric authentication and
AI-powered identity checks can significantly reduce fraudulent activities and access by minors.
- Data-Driven Player Monitoring:
Online platforms generate vast amounts of data that can be harnessed to identify risky behaviors.
By analyzing betting patterns, session durations, and deposit frequencies, operators can
proactively detect signs of problem gambling. Once identified, players can be provided with
tailored interventions, such as setting limits or receiving support resources. - Mandatory Self-Exclusion Tools:
Many jurisdictions now require online gambling operators to offer self-exclusion tools. These
tools allow players to voluntarily block themselves from accessing gambling platforms for a
specified period. Enhanced by technology, these tools can be integrated across multiple
platforms, ensuring comprehensive coverage. For example, Gamban is a software program and
effective self-exclusion app that blocks access to gambling websites and apps on devices. - Ethical Advertising Guidelines:
Governments and regulatory bodies must establish clear guidelines for gambling advertisements.
These should include restrictions on targeting vulnerable groups and promoting unrealistic
expectations of winning. Operators can also be required to include responsible gambling
messages in their ads, ensuring that players are aware of potential risks. - Gamification of Responsible Gambling Education:
Since gamification techniques are often used to make gambling more engaging, they can also be
applied to educate players about responsible gambling. Interactive tools, quizzes, and games can
help convey important messages in an engaging and memorable way, particularly to younger
audiences. - Collaboration with Financial Institutions:
Banks and payment processors can play a critical role in promoting responsible gambling. By
allowing players to set spending limits or block transactions to gambling sites, financial
institutions can help mitigate excessive gambling. Additionally, integrating spending insights
into banking apps can empower players to better manage their budgets.
- Strengthening Regulations and Enforcement:
Governments must adopt stringent regulations to ensure that online gambling operators adhere to
responsible gambling practices. This includes mandatory licensing, routine audits, and penalties
for non-compliance. Moreover, regulators must keep pace with technological advancements to
address emerging risks, such as cryptocurrency-based gambling. - Public Awareness Campaigns:
Awareness campaigns are essential to educate the public about the risks of gambling and the
resources available for help. Leveraging social media and digital platforms, these campaigns can
reach a wide audience, particularly younger individuals who are more likely to engage online.
For instance, Gamble Alert Financial Literacy Campaign, School Tours, Conversation Café, etc,
have gone a long way in creating good public awareness and fostering the responsible gaming as
a whole. - Developing Support Networks:
Online platforms can integrate support networks, such as hotlines and counseling services,
directly into their interfaces. Providing easy access to help can encourage players to seek
assistance when needed. - Cross-Industry Collaboration:
Promoting responsible gambling requires collaboration across sectors, including technology
firms, financial institutions, healthcare providers, and government bodies. Joint efforts can lead
to innovative solutions and a unified approach to tackling gambling-related harms.
The Role of Technology in Driving Responsible Gambling
The digital age has given rise to sophisticated technologies that can be leveraged to promote
responsible gambling. Artificial intelligence (AI), for instance, can analyze player behavior to
predict and prevent gambling-related harms. Virtual reality (VR) can be used to simulate the
gambling experience in a controlled environment, helping players understand the risks without
actual monetary loss. Block chain technology also holds potential for enhancing transparency
and accountability. By creating immutable records of transactions, block chain can ensure that
operators adhere to responsible gambling policies.
To conclude with, promoting responsible gambling in the digital age is a complex but achievable
goal. While the challenges are significant, the solutions offered by technology, regulation, and
education provide a clear path forward. By prioritizing player welfare and fostering a culture of
responsibility, the industry can ensure sustainable growth while minimizing harm. Stakeholders
must work collaboratively to address emerging risks and seize opportunities to create a safer
gambling environment for all. Ultimately, the digital age should not only enhance accessibility
but also ensure that gambling remains an enjoyable and safe activity.