Jennifer Shatley: C-suite priority

Over the past decade, social responsibility and sustainability have emerged as key business imperatives for companies across all industries – none more so than in gaming, whose growth and heightened media interest means maintaining a social license to operate is vital. 

The pressures driving this shift are multifaceted: society increasingly expects businesses not just to deliver financial returns, but also to demonstrate strong ethical standards and positive community impact. This also comes at a time when keen media interest in the fast-growing gaming industry means business practices are scrutinized more closely than ever, demanding higher standards to protect and enhance both reputation and shareholder value. These heightened expectations coincide with growing competition for consumers’ attention and an increased demand for personalized experiences. 

In this environment, responsible gaming is no longer a niche or optional compliance issue. It is a fundamental part of delivering a modern, personalized, player-first experience. When implemented effectively, responsible gaming measures can build the foundation for lasting customer relationships. They can provide players with resources to help facilitate a long-term, enjoyable experience within their limits. Moreover, when players view brands as genuinely invested in their wellbeing, it fosters trust and loyalty that can serve as a powerful differentiator in today’s increasingly crowded market. 

First, it’s essential to define what these programs are and what they are not. Responsible gaming programs are not treatment or addiction programs; they are preventative measures that help promote responsible play for all players. Viewing responsible gaming in this way helps move beyond a compliance approach that merely checks off various regulatory requirements. Instead, it seeks ways to implement a holistic approach, embedding responsible gaming into the corporate culture and providing a personalized customer experience. 

In practice, this means being committed to more than mandatory responsible training for all employees. While that is an effective start, responsible gaming should be viewed as a shared company value that informs every decision and interaction. Human resources can embed these values throughout the corporate culture, marketing communicates the benefits of responsible gaming tools as part of the entertainment experience, and customer service staff are empowered to support players proactively. This holistic approach ensures that responsible gaming is not confined to a single department but is instead a guiding principle that shapes everything from technology investments to loyalty programs. 

With 28 years of experience in the gaming field, including helping establish some of the first responsible gaming innovations in the industry at Harrah’s/Caesars, I understand that transformational change can’t happen overnight. Through my leadership of the Responsible Online Gaming Association (ROGA), we aim to provide a blueprint for what an evidence-based responsible gaming corporate policy should consist of, while also facilitating industry collaboration among operators, regulators, researchers and advocates to make these changes possible.  

ROGA’s new Guidelines for VIP Player Program Management is an example of how operators can weave responsible gaming into their broader strategy. Our guidelines reimagine these programs through a responsible gaming lens, ensuring player wellbeing is prioritized alongside promoting engagement and loyalty. We recommend several strategies, including proactive monitoring of player activity, tailored responsible gaming communications and dedicated training for VIP hosts to supplement existing responsible gaming training. These guidelines enable operators to provide a more personalized experience for their most engaged customers, supporting players and strengthening long-term sustainability and reputation. 

As outlined in our VIP guidelines, a truly effective responsible gaming strategy is dynamic and adaptive, leveraging data and player feedback to refine and personalize the player experience further. Leading operators are already implementing these principles. For example, DraftKings’ My Budget Builder enables players to set spending limits in a clear, personalized and accessible way at any time. FanDuel’s My Spend budgeting tool, which provides customers with customized insights about their play, was supported by a multi-channel marketing campaign to drive awareness and engagement. BetMGM utilizes GameSense training to enable its employees to deliver targeted and personalized player support. 

When responsible gaming is given proper attention and treated as a core business function, it drives innovation, improves brand reputation, strengthens investor confidence and creates a sustainable foundation for growth. Companies that adopt this mindset are well-positioned to meet the expectations of today’s customers for a personalized experience. As we mark Responsible Gaming Education Month and gather at this year’s G2E, let’s commit to making responsible gaming a shared priority for the benefit of all players and the industry’s long-term health. 

Alex Rivera

Writer

My goal is to explain how gaming, esports, and betting intersect in ways that readers can actually understand, without stripping away the entertainment that makes the space compelling.

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