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With emerging markets and countries taking a stricter approach to regulation in recent weeks, the topic of responsible marketing remains on the agenda.
As an industry do we understand the importance of being safe and responsible when engaging with end-users with marketing materials, but exactly how are operators and suppliers working together to ensure that best practices are maintained on a daily basis?
We asked Daniela Speranza, Head of Betsson Compliance, Liesbeth Oost, Sustainability Manager at Aspire Global and Peter Christian Noer, Head of Country Managers at Soft2Bet, to discuss the tools and measures being utilized to improve responsible marketing execution.
Given the increased scrutiny of marketing in various regulated markets, do you think that more can be done at platform level to support operators in their efforts to be more accountable?
Peter Christian Noer: Yes and no, we believe that the responsibility lies with each operator, to ensure that its marketing practices are kept in line with regulations. However, the more tools that can be provided the better. Especially in terms of targeting, so operators can filter underage people easily.
It all came down to the data and what opportunities the platform provider has in place, if the system is kept secure and a reliable source of compliant traffic, then increased marketing budgets will be allocated to the platform.
In general, it is in everyone’s interest that the platform can offer great protection, betting and data tools, although the responsibility of the allocated marketing budget should always fall on the operator.
Daniela Speranza: Yes, ideally the platforms would be designed with responsible gambling considerations at their core, making it simpler for operators to meet their goals in this regard and comply with their obligations to always are increasing. For example, if the platforms were to be designed to cover market-specific legislation and advertising standards, I believe it would be easier to protect the end user, this is obviously the ultimate goal of any gaming requirements. responsible gambling. The greatest thing about software is that it is plastic, and can be shaped as we wish. This benefit should be used to our advantage as operators, always subject to the demands of market competition, of course.
In addition, artificial intelligence and real-time alert models can be integrated with platforms to provide efficient monitoring and analysis, enabling operators to proactively interact with actors and ultimately provide End Users the Ability to Make Informed Choices
Liesbeth Oost: With AI and machine learning technology coming in leaps and bounds in recent years, there is much more that providers can do for operators in this space. For example, in the world of affiliate marketing, an operator can have dozens of affiliates and the operator is responsible for ensuring that each one stays compliant. When platform providers invest in developing the right solution, they have the ability to offer greater oversight over affiliates. This leaves the operator open to much less risk, which is a big step forward, especially as stricter marketing rules are being enforced.
The industry has embraced many different aspects of sustainability such as responsible marketing in the last two years. It is easy to see how this is becoming more part of the culture now, and this is not purely motivated by a fear of being fined. Embracing compliance has led to better business, so it’s no surprise to do so with responsible marketing, for which Aspire is a strong advocate, has had a similar impact. It would be fantastic to see those replicated efforts in the wider industry, which can only serve to benefit operators.
What are the main differences between the approach of different jurisdictions to responsible marketing?
Liesbeth Oost: There are big differences between jurisdictions. However, one trend that is constantly emerging is the most recently regulated markets appear to be the tightest. In the Netherlands, which recently introduced its new regulatory framework, penalties for infringements of advertising result in a lack of eligibility to apply for a license.
Elsewhere, the United States is very serious about the role of every business in the environment and its overall social governance. Incorporating a responsible gambling culture into a newly regulated country bodes well for the future of the market, promoting safer gaming experiences that players can enjoy.
Daniela Speranza: While the intention of responsible marketing measures in different jurisdictions is more or less the same, that is, to reduce gambling addiction rates and increase efforts to protect them. of players, especially for vulnerable groups such as problem gamblers and minors, there are major differences when it comes. for how different jurisdictions approach it.
Certain measures in marketing enabling jurisdictions are often similar in terms of what may and may not be included in communications on marketing material. For example, advertisements need to be socially responsible, not targeting minors or showing sexual content.
At Betsson, we believe advertising is vital to the pipeline. Associations such as the European Gambling and Betting Association (EGBA) are aiming to set long-term standards for the content of gambling advertising in Europe. Betsson is a member of the EGBA and follows its Code of Conduct on Responsible Online Gambling Advertising with a strong commitment to responsible gambling.
Peter Christian Noer: I’m not saying there are a lot of differences. In general, they are quite similar with each jurisdiction having a unique feature. For example, some regulators would want a license number included in banners while others don’t care.
The main rules to be followed are fairly consistent, such as not targeting minors, following good marketing practices, indicating terms associated with offers, offering full terms and including references to help lines or services. responsible gambling.
Perhaps one of the biggest differences between jurisdictions is how much denials need to be included. However, in my opinion, this does not serve much purpose. In some jurisdictions, regulators differentiate the number of rejections based on the market channel, as some allow for more inclusion. However, this allows these regulators to inflate the requirements. I personally fail to see the point of including various rejection sentences in marketing messages, no one reads them, and, in any case, they are available online.
What kind of solutions does your company provide to support operators with their responsible marketing efforts?
Peter Christian Noer: As an operator ourselves, we rely mostly on the tools provided by the partners at our disposal. Overall, we maintain a strong level of communication with our suppliers and external partners.
We usually also work with partners who have worked in the industry before, as they have experience with special regulatory, technical and business requirements. More importantly they also understand that our iGaming industry probably has more restrictions than others.
As player confidence is crucial in all markets, it is also important that we as an operator drive ourselves responsibly and in a balanced way. We also make sure we stay within the guidelines and don’t get out of them. Facing courts for market violations not only hurts the operator but the industry as a whole. We must recognize that we are an easy target and that we must all work collectively to improve the presentation of our bids so that they are clear and fair, otherwise future marketing restrictions will continue.
Daniela Speranza: Betsson understands the importance of identifying early signs of potential gambling-related harm and with this in mind, constantly invests in technology to develop automation and tools to help identify end users. at risk, such as late-night gamblers, back losses, heavy spends, frequent depositors and frequently changing limits. Our in-house built-in RG Prediction Tool with the help of various other reports, alerts and escalation processes is being used by a more secure dedicated gambling team that is collecting all data, analyzing, and using the results for interactions and interventions.
Betsson also ensures that marketing and advertising efforts are conducted in a socially responsible manner. Marketing and advertising communications are not aimed at, nor do they appeal to, minors (i.e., any age below the legal age for gambling in any jurisdiction where the communication is targeted) and have appropriate warnings about underage gambling. As an example, no logos or names of gambling products or services are found on products intended to be used or worn by minors. Advertising is not displayed on any websites that children may frequent; YouTube and social media content are determined by age; celebrities or prolific people are not used in marketing if they are under 25, and people who are shown, are shown to be playing responsibly, for example no link to alcohol and gambling together.
The Compliance team is well integrated with the marketing teams and provides guidelines and training to ensure that the marketing is accountable and meets the various regulatory standards of moderation. In addition, the Compliance team oversees these functions to ensure that published marketing material follows internal guidelines and policies.
Liesbeth Oost: A big challenge for most operators is how to monitor their affiliate partners to ensure they are always compliant. Monitoring every aspect of how multiple affiliates are performing is a huge task that cannot be done without the support of technology. To help with this, Aspire has partnered with Rightlander, which offers a range of solutions for monitoring affiliate compliance. Through its technology, we can identify affiliates bidding on customers ’brand names, hijacking traffic and using their own tracking codes to intercept traffic.
Significant steps have been taken in the world of machine learning and AI, which means that advanced platforms can actively optimize campaigns much more and reduce the need for judgments on the part of -employees. Most importantly for this issue, these tools can monitor a large number of sites and mark any that may not be compliant in that market efficiently.
Although our operating partners take care of marketing and their relationships with affiliates, we are equipped to assist them in their operations and provide them with a service that ensures that affiliates do not misrepresent their brand.