The Remote Gambling Association (RGA) has published a set of behavioural analytics, drawing on the first-hand experience of its members, with the intention of providing minimum standards for operators to follow.
Encapsulating a number of areas, such as operator policies, markers of harm, customer interactions, recording and reporting, staff training and evaluation, the good practice guidelines also take into account the latest research.
Clive Hawkswood, the RGA’s Chief Executive, said: “It is important to recognise that data and behavioural analytics are not a silver bullet that will solve all of the problems associated with minimising gambling-related harm online. However, their effective use will increasingly prove vital when seeking to achieve that.
“The use of data in this way is still in its early days and whatever the industry does now will undoubtedly improve with the benefit of additional research and shared learning. In the meantime we have a collective responsibility to use what we do know, and can do, to the best effect.
“Although many operators already have systems that go far beyond what is described in these guidelines, we hope they will provide a cross-industry benchmark and a sound starting point.”
The RGA stresses the importance of online industry operators utilising the great amounts of data they collect and retain in the correct manner, such as combating crime and creating a safer gambling environment.
In addition help is also provided when developing or purchasing systems, enabling them to recognise problematic online gambling behaviour, and to interact with those identified in order to address the behaviours that are of concern.
In its guidelines, the trade association concludes: “Safeguarding customers and combating problem gambling present many challenges not just for the gambling industry but for all stakeholders.
“They require a range of responses. For the online gambling industry in particular, because of the account-based nature of the gambling that takes place and the data that provides, the proportionate and effective use of behavioural analytics presents a major opportunity to improve the way the sector meets these challenges.
“Much can and should be done already and the intention is that these guidelines will assist all operators to at least have structures and processes in place that begin to make it easier and better to identify and limit problematic gambling behaviour.”