Jennifer Shatley: Quality over quantity

Responsible gaming has come a long way since its emergence in the late 1980s. When I worked on my first responsible gaming campaign 25 years ago, the industry’s primary efforts consisted of providing players with a pamphlet if they said they had a gambling problem. Now, thanks to decades of research and a commitment from operators to support players, we have evolved these practices substantially.

However, even today, a fundamental misunderstanding persists that responsible gaming programs are synonymous with problem gambling programs. This misperception limits the potential impact of tools, policies and educational campaigns that could benefit all players, not just provide resources for those experiencing problem gambling. To be clear, both types of policies are important, but they are different. They have different objectives, audiences and approaches.

Problem gambling policies provide resources and support for those struggling with their gaming behavior. Responsible gaming, by contrast, is a proactive framework targeted to all players, helping empower them to make informed decisions, establish personal limits and view gaming as a form of recreation.

The distinction between “problem gambling” and “responsible gaming” is more than just semantics – it shapes the entire approach to policy and practice. When we view responsible gaming tools, such as deposit and time limits, as exclusively for those experiencing problem gambling, we stigmatize their use.

Players may avoid these tools because they incorrectly see them as “problem gambling tools,” thereby missing out on resources that can enhance their overall gaming experience. In fact, research has shown that responsible gaming tools, such as pop-up messages reminding players of their monetary limits (Wohl, Stewart and Gainsbury, 2013), can help players stick to their personal limits.

To break through this barrier, we must reframe these perceptions and embed responsible gaming into the player experience. FanDuel’s MySpend and DraftKings’ My Stat Sheet products enable players to review their play activity and are excellent examples. These tools integrate seamlessly into user interfaces, offering personalized insights that help players proactively manage their budgets and play behaviors. Notably, over 3.5m players interacted with MySpend during this past year’s NFL season, far beyond traditional RG tools’ usage rate.

These tools represent a new generation of responsible gaming innovation designed with the end user in mind. They underscore a crucial shift from “problem-focused” to “player-focused.”

Still, technology alone isn’t the answer. Education remains essential, but it must be relevant, engaging and rooted in the realities of its target audience. This is why the Responsible Online Gaming Association (ROGA), in partnership with the Responsible Gambling Council, Epic Global Solutions and Kindbridge Health, developed the Know Your Play initiative for college students.

The campaign focuses on universal themes like financial literacy, mental wellbeing and healthy decision-making. By aligning responsible gaming with broader life skills, it frames responsible gaming as a positive and empowering part of the player experience. Know Your Play is just one way ROGA aims to expand responsible gaming engagement. More broadly, our mission is to show how responsible gaming tools and education can help all players keep their play within their own personal limits.

As part of our efforts, ROGA is finalizing research in partnership with the Responsible Gambling Council to identify opportunities to increase engagement with limit-setting tools amongst all players. We hope this research can serve as a stepping stone for broader opportunities to reframe responsible gaming as a core feature of the gaming experience; thereby, increasing adoption, reducing stigma and emphasizing the relevance of these programs and tools for all players.

To do so, we must change the narrative. Responsible gaming tools are not red flags for players experiencing problems. They are the seatbelts and speedometers that help support an enjoyable and sustainable player experience. To truly innovate in responsible gaming, we must treat it as a dynamic, evolving discipline. That means listening to players, measuring real-world behavior and adjusting strategies accordingly.

Whether through novel responsible gaming tools, new research on better engaging players or education to reduce stigma, ROGA members constantly seek ways to drive responsible gaming innovation. We’ll continue to push forward in finding ways to meet customers where they are and deliver tools that help them play responsibly.

Innovation in responsible gaming isn’t about doing more; it’s about doing better. And when done right, it benefits everyone.

Carlos Mendez

Writer

Odds tell a story long before the result does. When bettors learn to read that story properly, betting becomes a matter of discipline and value rather than emotion or guesswork.

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