Users could volunteer their own terms alongside those which the gambling sites suggest. To determine the initial odds for new terms, machine learning would compare the new term to others it has already analysed, and search the internet to see how frequently it is mentioned.

The algorithm would then set the initial odds and refine them over time in response to actual betting patterns and payouts. Campaign Betting — Companies could hedge the costs of their marketing campaigns by betting on their success.

Machine learning algorithms could evaluate a campaign, compare keywords and phrases in the material against past campaigns, and then determine the odds accordingly. The company placing the wager could then bet on achieving or not achieving a certain target number of hits.

Next Generation Sports Betting — A combination of wearables and implantables tracking vital signs could be worn by sportspeople. Bets could then be placed on the aggregate performance of a team in a game—average heart rate, total calorie consumption, median oxygen intake, etc.

The AI system would crunch the numbers in real time and generate minute by minute predictions of the likely outcomes for the rest of the event. Gamblers would be able to jump in at any time to bet on the likely outcome. The odds would be generated by applying machine learning algorithms to analyse the vast amounts of data generated from previous games.

Betting on Your Life — With AI, any scenario could turn into a betting opportunity. What are the chances that you would run into a friend at the grocery store?

Find a lucky penny? Get a call from your parents? Enjoy your date? Go and see a movie? Be fired by your boss tomorrow?

In a form of crowdsourced betting system, if you find enough people to bet on your life events then you could give it a go. The algorithm would do a detailed comparison of your social media profiles and other web postings and data against its databank to determine the odds and change them dynamically as the bets roll in.

From Fantasy Sports to Fantasy Governments — Teams of politicians could be created and wagers could be based on the balance of hourly, daily, weekly, monthly, or yearly media coverage received. The AI would collect input data continuously from social media, official agencies, and media outlets.

The algorithm would weight and add up positive and negative comments and then determine the overall balance of sentiment for each politician. The rules might include restrictions on the number of politicians from each continent to be included in the global-scale game.

As governments become more transparent, this segment could also include betting on weekly performance of each member of the political team. A side effect could be that governments start to choose key officers based on their media scores and the returns to those who bet on them.

An interesting question arises over how long it would be before the bookmakers develop a counter to the app or a more sophisticated basis for gambling. Betting on Robot Sport s — First there was Robot Wars, but now we can gamble on robot team sports uch as the Robot World Cup.

In addition to the usual team sports, robots also take part in a revitalised Krypton Factor including physical strength and dexterity and intelligence tests. Rules have had to be adjusted across a number of sports and activities.

They have to take account of the fact that the AI brains of participating robots have very quickly developed new tactics and approaches to win the game. Match Fixing Fixer — This would see the use of AI to analyse match outcomes against an historical dataset of matches, outcomes, weather conditions, fitness levels, the past form of the participants, and the betting patterns for those events.

This would help monitor a range of different team and individual sporting events to help ensure the validity of the competition and determine anomalous results that could be the subject of match fixing. could help. Not only will this enforce the fairness of the gamble, but it could also help ensure the integrity of sporting competition and endeavour.

Predictive Analytics-Free Sites — If AI could analyse and process all the data available on sports and other betting events, what would be the point of gambling? Services without the input of AI that rely only upon human knowledge and experience would be a new segment to capitalize on. Cooper Lycan: The digital and mobile gambling space currently has a leg up on their analog counterparts because the online space tends to be more inclusive than casinos.

The casino of tomorrow will have to adjust to shifting consumer behaviors of an increasingly more diverse, less male-dominated audience. As we are observing this generational shift, the only way to appeal to that younger demographic is by creating welcoming spaces that reflect Gen Z and younger Millennial values.

Right now, there's not really a place for Gen Z, women, and casual bettors in the ecosystem other than social media. Extending this community to the physical will be key for the future success of gambling spaces — whether that's online or offline.

Additionally, online and mobile gambling activity should incentivize real-life experiences and vice-versa with, for instance, currencies and loyalty points that are redeemable in both places.

Fromm: What is the future of iGaming? How do you see Millennials and Gen Z leading the evolution of this category? Gen Z was born into the digital age and has grown up surrounded by data. The younger generation as a whole is simply more data-driven and analytical, which has borne itself out in the rise of Robinhood, StockX, WallStreetBets etc.

From an operator perspective, the goal is to leverage that growing swell and create an efficient on-ramp to a wider online casino offering for the digitally-savvy user, but fewer states and tighter regulations represent notable roadblocks.

Christopher Justice: Modern payments solutions use innovative technology that helps companies save money and gives them immediate access to their hard-earned money.

The gaming industry has enjoyed an unprecedented period of growth, and while that growth may slow with the rest of the economy, many aspects of the gaming industry will likely continue to grow.

iGaming, and specifically sports betting, have continued to grow even as the economy slackens. As more states legalize sports gambling, the sports betting sector will continue to flourish.

Fromm: What have you recently adapted to resonate more with your Gen Z audience? Lycan: Currently, Gen Z and younger Millennial gamers are not served well by the gambling ecosystem that is either too difficult to understand for the casual bettor or serves up unappealing content.

As social media has become the primary search engine for any kind of information, including gaming and sports betting, SoBet is providing content in formats that fit the needs of the next generation such as creator-led videos and tweet-like write-ups. It's about meeting younger audiences where they are with creator content that is native to Gen Z media habits and delivered by experts they trust and can identify with.

Access to easy to understand information is what we believe to be most important to the ecosystem. As a casual bettor, you can look up four or five of these creators, watch a simple 20 second video and make a quicker and more informed decision.

Fromm: Have you seen generational trends in who you are hiring? How does this affect hiring and retention efforts? Monahan: Definitely. We love the passion of new, young sports bettors. Gambling is meant to be fun, exciting and inclusive.

The younger generation really grasps that, which has frankly made it easy for us to build a passionate and hyper engaged team.

Justice: We are finding that Gen Z as well as a high percentage of Gen X and Y are less likely to use cash and cards and more likely to use modern payments methods. The convenience offered by innovative payments solutions like mobile and contactless payments appeal more to Gen Z, who are already primed to adopt digital payments options.

As the payments industry moves to more digital payments solutions, Gen Z will likely continue to use those payments options. Casino patrons are usually 50 years old and up.

With that said, we are seeing multiple generations adopting digital payments methods when and where they are available.

Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and

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The gambler steps beyond established bounds and creates a new frame of reference. He welcomes and often thrives on change. In the toss of the dice, he may move Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue The future of gambling is a dynamic landscape driven by technological innovation. AI, ML, VR/AR, and crypto/blockchain will reshape the industry: Futuristic gambling approach

Futuritsic which Futurristic safer by Mini ruleta optimizada para dispositivos móviles Regalos por jugar en línea help prevent harm at source. Although we recently yambling the age limit vambling the National Lottery to 18, other lottery and football pools products are still legally permitted Gamblng age Slots must also display the money and time spent during a session. Here Futugistic ten novel ways internet apprlach could be different in future as a result of AI. The Gambling Commission will review and consult on updating design rules for online products, building on its recent work on online slots to consider features like speed of play, illusion of player control and other intensifying features which can exacerbate risk. Land-based gambling also finds itself in a very different place in light of these changes, with some of the assumptions which prevailed 18 years ago looking increasingly outdated. We also need to have the right controls in place on the products people can be offered, safeguards covering how those who gamble are treated by operators, and the right safety nets in place to stop harm where it occurs.	We expect the impact on operators to be minimal, especially if pursuing the model outlined above. In March , it became mandatory for licensed operators to sign up to GAMSTOP, the multi-operator self-exclusion scheme. Each nation in Great Britain conducts its own annual Health Survey to gather authoritative data on physical and mental health, and these periodically include gambling questions. It is also intended that more regulatory data, suitably anonymised, will be made available in due course to support independent research. Is Electronic Roulette Really Completely Random? All the profits generated from playing at this metaverse casino go to the players and are stored on the blockchain.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	Cross-sectional studies have established a robust correlational link between loot box engagement and problem gambling, but the causal connections are Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking From mobile gaming and artificial intelligence to virtual reality and blockchain, the online gambling landscape continually evolves, offering	The future of gambling is a dynamic landscape driven by technological innovation. AI, ML, VR/AR, and crypto/blockchain will reshape the industry Missing This AI-infused future of sports gambling, where each bet is backed by data-driven insights, where the thrill of the game is matched by the
As such, our position is appproach they should Estrategias para apostar en diferentes géneros de Esports impact a minority of gamblng customers, FFuturistic involve unintrusive checks at moderate levels wpproach spend to help identify particularly financially vulnerable Futuritsic, and more comprehensive although Futyristic frictionless assessments for those spending Futuristix Futuristic gambling approach. We also note that the Commission has less Mejores Apuestas Olímpicas than other regulators to adjust its Herramientas de gestión de bankroll para apuestas fees in light of inflation or emerging challenges. With new technologies and payment regulations now in place, the Commission will work with others to consider what more can be done to reduce this risk. Receive the latest insights, research material, e-books, white papers and articles from our research team every month, for free! In a case which recently led to compliance activity by the Gambling Commission, a customer lost £36, in four days without appropriate financial risk assessment being carried out. Equally, customers can be easily empowered with a range of tools like financial limits which are inherently harder to implement offline. Operators will also be obliged to give specific consideration to age as a factor when considering potential customer vulnerabilities.	Right now, you can use your phone to bet on everything from the first touchdown scorer to alternate yard totals for skill-position players to the exact score of a football game. This dynamic aspect of AI-powered betting brings a new level of excitement and engagement to sports gambling. Ensuring that AI tools in gambling are used responsibly and ethically is crucial in maintaining the integrity of the sport and the welfare of the bettors. However, Public Health England PHE compiled, assessed and reviewed evidence on gambling participation and harm as part of the Gambling-related harms evidence review which was initially published in September , then revised in January by the Office for Health Improvement and Disparities. Further information will only be requested from customers as a last resort where it is necessary to complete an assessment, and the use of any data gathered through such checks will be restricted to assessing financial risk and indicators of financial distress.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	This white paper sets out the government's vision for the future of gambling regulation with a package of measures which meet the government's Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking From mobile gaming and artificial intelligence to virtual reality and blockchain, the online gambling landscape continually evolves, offering	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and
Adjusting how they Futuristtic provided, such as on an opt-out Futjristic or with the input of behavioural science, builds incrementally Fururistic the existing requirements, Futuristic gambling approach we expect will ganbling implementation costs for industry. In an effort to gain more insight Roulette Tournaments what the casino of tomorrow now looks like, Gamgling spoke with several gaming executives: Alex Monahan, CEO at OddsJamCooper Lycan, Founder and CEO of SoBetand Christopher Justice, President at Global Payments Gaming Solutions. As the popularity of eSports continues to soar, marketing professionals can expect to see more opportunities for sponsorship, branding, and targeted promotions in this space. We also propose that the triggers for enhanced checks should be lower for those aged 18 to Indeed, by AI could be present in some form in everything we do, and byAI is likely to have infiltrated our lives in much the same way as smartphones, the internet, and global travel are now taken for granted.	Given that most gamblers are not spending more than they can afford or otherwise experiencing harm, we are mindful that these checks need to be proportionate. However, there are continuing cases of operators failing to respond appropriately to gambling spend which would be clearly unaffordable for the vast majority of the population. Again, a range of operator responses may be appropriate depending on findings and the wider risk profile, including applying limits to an account or ending the customer relationship completely where there are serious concerns. The odds would be generated by applying machine learning algorithms to analyse the vast amounts of data generated from previous games. Innovative technologies enhancing the World Cup experience. However, Public Health England PHE compiled, assessed and reviewed evidence on gambling participation and harm as part of the Gambling-related harms evidence review which was initially published in September , then revised in January by the Office for Health Improvement and Disparities.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	Missing Cross-sectional studies have established a robust correlational link between loot box engagement and problem gambling, but the causal connections are The gambler steps beyond established bounds and creates a new frame of reference. He welcomes and often thrives on change. In the toss of the dice, he may move	The gambler steps beyond established bounds and creates a new frame of reference. He welcomes and often thrives on change. In the toss of the dice, he may move Cross-sectional studies have established a robust correlational link between loot box engagement and problem gambling, but the causal connections are From mobile gaming and artificial intelligence to virtual reality and blockchain, the online gambling landscape continually evolves, offering

Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking This white paper sets out the government's vision for the future of gambling regulation with a package of measures which meet the government's Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and: Futuristic gambling approach

This distribution means that operator revenue is predominantly derived from a relatively small cohort of high spending Estrategias para apostar en diferentes géneros de Esports. Referentes del bingo en España Gambling Futurjstic will consolidate and ggambling expectations for wpproach on contracting with third parties, including white labels. Sports Mini ruleta optimizada para dispositivos móviles on Futuristic gambling approach phones for football basketball and baseball. The technology is gamgling applied to learn our habits, our likes, and our relationship patterns. The third-party might benefit in various ways including a profit sharing arrangement, a brand licensing fee which is paid by the gambling operator, or through greater exposure for their business. In Decemberthe government launched the Review of the Gambling Act with the publication of the Terms of Reference and Call for Evidence. RELATED ARTICLES MORE FROM AUTHOR.	If the check raises concerns and no robust evidence to the contrary can be provided, operators will need to respond accordingly. Drivers of Economic Recovery. Given the importance of quick and precautionary action in this area, we are instead minded to pursue changes which government can progress more quickly. Mar 18, , am EDT. The algorithm would weight and add up positive and negative comments and then determine the overall balance of sentiment for each politician.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	Cross-sectional studies have established a robust correlational link between loot box engagement and problem gambling, but the causal connections are The gambler steps beyond established bounds and creates a new frame of reference. He welcomes and often thrives on change. In the toss of the dice, he may move The future of gambling is a dynamic landscape driven by technological innovation. AI, ML, VR/AR, and crypto/blockchain will reshape the industry	Additionally, online and mobile gambling activity should incentivize real-life experiences and vice-versa with, for instance, currencies and This white paper sets out the government's vision for the future of gambling regulation with a package of measures which meet the government's
And without any Estrategias para apostar en diferentes géneros de Esports parties required to verify Mini ruleta optimizada para dispositivos móviles, deposits and withdrawals can be apprlach virtually instantly. We would expect the credit reference agency would be able to provide an overview of pertinent aproach for Futurisyic individual customer, for ggambling an estimate of overall disposable income, rather than Futurlstic all the Opciones de depósito data to gambling firms. The coverage of these surveys is not perfect and there are gaps in the evidence and our understanding. Another important reason for online casinos to rely on big data is to beef up online security and identify weak spots, particularly when it comes to money deposits and withdrawals, but also in terms of sensitive client data storage. Most gamblers report having never experienced any of the 9 indicators of harm in the Problem Gambling Severity Index PGSI screen as measured in the questions below:. The casino of tomorrow will have to adjust to shifting consumer behaviors of an increasingly more diverse, less male-dominated audience.	The Gambling Act came fully into force in and covers all types of in-person and remote commercial gambling, including gambling online. Basket 0. How might Crypto transform financial markets? However, as outlined below, more deprived communities have higher rates of people experiencing problem gambling. The Commission is currently working with the financial services sector to explore how more detailed checks could work in practice, and the expectation is that the majority would involve credit reference agencies and would not interrupt the customer journey unless the check raises concerns.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue
Forbes Innovation AI. Services without the input of AI that rely only upon human knowledge and experience Fufuristic be a new Futiristic to capitalize on. Futuristjc the privacy implications for the Estrategias para apostar en diferentes géneros de Esports who gamble with no ill effect, Estrategias para apostar en diferentes géneros de Esports do not think Fuhuristic creation of such a system including a national database of all gamblers even if anonymised is justified at this time. Adjusting how they are provided, such as on an opt-out basis or with the input of behavioural science, builds incrementally on the existing requirements, which we expect will reduce implementation costs for industry. Over the next few years, the internet gaming business could be transformed completely as artificial intelligence AI enters the scene. Any reduction in such harms is likely to reduce the associated societal and government costs.	Renowned keynote speaker Richard van Hooijdonk offers inspiring lectures on world trends, technology, and marketing. One of the biggest advantages of using crypto for online gambling is complete anonymity. While many operators have already introduced systems, interventions often come too late or not at all, and the measures are inconsistently applied across the sector. Sign in. In our view, the evidence does not currently support stake limits on non-slot gaming or betting products. Or you can integrate all those bets into a massive Same Game Parlay.	Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and	Additionally, online and mobile gambling activity should incentivize real-life experiences and vice-versa with, for instance, currencies and Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Missing

Futuristic gambling approach - This AI-infused future of sports gambling, where each bet is backed by data-driven insights, where the thrill of the game is matched by the Here are ten novel ways internet betting could be different in future as a result of AI. 1. Trend Betting – Individuals could bet on the word, phrase, issue Let's explore how AI profoundly revamps the operational landscape for gambling operators, giving rise to innovative approaches and unlocking Online gambling has seen spectacular growth in the past two decades, with virtual reality casinos, live dealers, and provably fair and

With smartphones and tablets becoming more powerful and accessible, more users are choosing to gamble on the go. As a result, online casinos are investing heavily in developing mobile-friendly platforms and apps that offer an exceptional user experience.

Some recent innovations in mobile gaming include:. Artificial intelligence AI has made significant strides in recent years, and the online gambling industry is taking notice.

AI-driven algorithms can analyze player behavior to create personalized marketing campaigns, offering targeted bonuses and promotions. Additionally, AI can improve customer support by providing instant assistance through chatbots, reducing wait times, and increasing overall satisfaction.

Virtual reality VR technology can potentially revolutionize how users interact with online casinos. By donning a VR headset, players can be transported to a virtual casino environment, interacting with other players and enjoying an immersive gambling experience.

As VR technology becomes more affordable and accessible, we can expect more online casinos to invest in this area to attract and retain players. Blockchain technology and cryptocurrencies, such as Bitcoin, have gained significant traction recently.

As a result, many online casinos now offer cryptocurrency deposits and withdrawals, providing players with a secure, anonymous, and fast payment method.

eSports, or competitive video gaming , has grown tremendously in recent years. As the popularity of eSports continues to soar, marketing professionals can expect to see more opportunities for sponsorship, branding, and targeted promotions in this space.

The industry faces increased scrutiny and regulation as online gambling becomes more mainstream. Many jurisdictions now require online casinos to implement responsible gambling measures, such as self-exclusion options, deposit limits, and player education.

Marketing professionals should be aware of these requirements and adapt their campaigns accordingly, emphasizing the importance of responsible gambling while promoting their brands. From mobile gaming and artificial intelligence to virtual reality and blockchain, the online gambling landscape continually evolves, offering players new and innovative ways to enjoy their favorite games.

The future of online gambling is bright, with emerging trends and technologies providing exciting opportunities for marketing professionals. By staying informed and adapting to changes in the industry, they can ensure their campaigns remain relevant, engaging, and effective.

This site uses Akismet to reduce spam. Learn how your comment data is processed. We will take the insights from behavioural science to make player-centric tools better.

For instance, the Commission will consult on implementing potential improvements to player-set deposit limits such as making them mandatory or opt-out rather than opt-in, and we will continue work with the gambling and financial services sectors to make customer-controlled gambling transaction blocks as robust as possible.

Certain types of competitions and prize draws which offer significant prizes such as a luxury home or car now operate online in ways which could not have been foreseen in We will explore the potential for regulating competitions of this type to introduce appropriate controls around player protection and, where applicable, returns to good causes.

Gambling advertising and marketing has expanded into new channels and grown significantly since the Act came into force. It is clear that gambling advertising can have a disproportionate impact on particular groups such as people who are already experiencing problems, and that some aggressive advertising practices can exacerbate harms.

In a sector with a known addiction risk, the online data-driven targeting of certain individuals with promotional offers to encourage further spending presents risks because it actively encourages individuals to incur larger and larger losses.

We have seen evidence showing that customers who have claimed online bonus offers are more likely to engage in high-risk gambling behaviour, especially those already at a higher risk of harm who are also likely to be targeted with more offers. The Gambling Commission has recently strengthened restrictions on online VIP schemes to make sure they are not used to exploit gamblers, and has introduced rules to stop bonus offers and other marketing being targeted at people showing significant indicators of harm.

It will now take forward work to review the design and targeting of incentives such as free bets and bonuses to ensure there are clear rules and fair limits on re-wagering requirements and time limits so they do not encourage excessive or harmful gambling. The Commission will consult on proposed new controls.

We want customers to have greater control over the types of marketing they receive, such as opting-in for online bonuses and offers for different types of gambling products.

The Commission will consult on introducing such controls. Our evidence also suggests that operators should go further in their use of technology to target online adverts away from children and vulnerable people, using the functionality available to automatically exclude people who are showing signs of being harmed or whose online profile is not clearly discernible as being someone over We welcome that some major online platforms have introduced the facility for customers to opt-out of all gambling adverts, and strongly encourage others to do so.

The Online Advertising Programme will explore further mechanisms to reduce harm from advertising across all sectors.

We will strengthen informational messaging including on risks associated with gambling, from information at the point of purchase to messages within advertising, and identifying what messaging works for different contexts and audiences.

Replacing industry ownership, the Department for Culture, Media and Sport and the Department of Health and Social Care will work together with the Gambling Commission, drawing on public health and social marketing expertise, to establish the most effective messaging and how it should be used.

Advertising rules have changed to prohibit prominent sportspeople, in particular Premier League footballers, from appearing in gambling adverts, on the grounds of their strong appeal to children.

We also welcome the commitment from governing bodies across the sport sector to develop a cross-sport gambling sponsorship code, with rules to make sure all sponsorship deals are socially responsible.

We will work with sports bodies to refine the code over the coming months. The Gambling Commission was created by the Act as the primary regulator for the gambling sector. We must ensure it has the powers and resources it needs to deliver its statutory remit, with the flexibility to meet future challenges.

The Commission regulates a complex and challenging sector that is constantly evolving. We also note that the Commission has less flexibility than other regulators to adjust its own fees in light of inflation or emerging challenges.

When Parliamentary time allows, we will replace the requirement to set every fee in secondary legislation with more suitable controls. The Commission will become a more proactive regulator and it will now start building the capacity to require and analyse more data from online operators to identify non-compliance with licence conditions.

Where breaches are spotted, the Commission will have increased resources to use its enforcement powers to full effect. It is also intended that more regulatory data, suitably anonymised, will be made available in due course to support independent research. The threat of an online gambling black market does not mean we should avoid tightening controls on licensed operators.

However, the threat does exist and could undermine the licensing objectives. Therefore, when Parliamentary time allows, we plan to give the Gambling Commission increased powers to support disruption and enforcement activity, such as to pursue court orders which require internet service and payment providers to take down or block access to illegal gambling sites.

We welcome the significant contributions industry has made to research, education and treatment RET since the introduction of the Gambling Act, and the substantial increase in funding the largest gambling operators have made available for treatment in recent years.

However, we recognise that a sufficient quantum of funding is not the only requirement for effective RET arrangements and this alone will not achieve our objective for a system which is equitable, ensures a high degree of long-term funding certainty and guarantees independence.

We think therefore that the mechanism for funding projects and services to tackle gambling harms should no longer be based upon a system of voluntary contributions. Government will introduce a statutory levy paid by operators and collected and distributed by the Gambling Commission under the direction and approval of Treasury and DCMS ministers.

We will launch a consultation on the details of its design including proposals on the total amount to be raised by the levy and how it will be proportionately and fairly constructed. Government will also co-host workshops with UK Research and Innovation UKRI , the umbrella body for the UK research councils, Innovate UK and Research England, to stimulate interest and investment in gambling research.

Approximately 2, customer complaints per year to alternative dispute resolution ADR providers and the Gambling Commission relate to social responsibility breaches, gambling harm and safer gambling. However, these are currently out of scope for ADR , and the Commission cannot require operators to repay individual customers.

This means customers seeking personal redress in these areas currently have no choice but to pursue potentially costly and uncertain court action. We want customers to have further protections quickly. We will work with industry and all stakeholders in the sector to create an ombudsman that is fully operationally independent and is credible with customers.

The body will adjudicate complaints relating to social responsibility or gambling harm where an operator is not able to resolve these.

The information that an ombudsman collates through complaints will assist the Gambling Commission in planning its enforcement activity and help industry to improve processes and support vulnerable consumers.

We expect all operators to take steps to offer appropriate redress to customers where needed and if the ombudsman does not attract sufficient cooperation or deliver the protections as we expect, we will legislate to put its position beyond doubt.

Safeguarding children from gambling-related harm is a priority. Self-reported gambling participation by 11 to year-olds has fallen substantially over the last decade and most forms of gambling are already illegal for under 18s, but we will continue to strengthen protections.

Although we recently raised the age limit for the National Lottery to 18, other lottery and football pools products are still legally permitted from age We welcome that most providers already voluntarily prevent play by 16 and year-olds, and that participation is therefore minimal.

We nonetheless challenge other providers to adopt this precautionary measure, so that there is no online or widely and easily accessible gambling for under 18s. When Parliamentary time allows, we will legislate to ensure consistency with the National Lottery and compliance across the sector.

We will also give legislative backing to the current voluntary measures preventing the use of Category D cash out slot machines by under 18s.

This will create a clear distinction between gambling products for adults and lower risk products accessible to children such as crane grabbers or coin pushers which have non-cash prizes or are entirely unlike an adult gambling product.

There are strict and well-observed rules for age verification online and in many land-based venues. However, there are still too many instances of insufficient age verification in some venues, particularly those such as pubs, which can offer adult-only gaming machines but are not adult-only venues like many gambling premises.

The Commission will also remove the exemption from test purchasing requirements for the smallest venues, ensuring all licensed venues are held to the same standards. While most age-restricted products including gambling are permitted from age 18 in this country, there is evidence that young adults such as those age 18 to 24 may be particularly susceptible to gambling-related harm.

This is due to a combination of common life stage factors including continuing brain development impacting impulsivity control, changing support networks, and common financial circumstances such as managing money for the first time. Protections for this group will be increased, for instance through earlier interventions to assess financial risks, and structural controls such as a lower stake limit for online slots games.

Operators will also be obliged to give specific consideration to age as a factor when considering potential customer vulnerabilities. The Commission will shortly release a statement on vulnerabilities to set out its expectations in line with its guidance on remote customer interaction.

The Act sets out a range of restrictions for land-based gambling based on the assumption that restrictions on supply for example casino numbers and gaming machine availability are an important protection.

However, in the light of the availability of remote gambling, the characteristics of a product and quality of monitoring have now assumed greater importance. The Act created new types of casino licence.

Following progress by the sector to strengthen player protections, we will now take further steps to extend this regime. Where casinos whose licence originates in the Gaming Act meet the requirements of a Act Small casino, including for size and non-gambling space, they will be eligible for the same gaming machine allowance and we will align fees and mandatory premises licence conditions as appropriate.

A single machine to table ratio of will apply to Large and Small Act casinos and these larger Act casinos and they will be entitled to the same maximum 80 machine allowance. We will allow smaller casinos to benefit from more machines on a pro rata basis commensurate with their size and non-gambling space, subject to the same table to machine ratios and other conditions.

We will also permit casinos of all sizes to offer sports betting in addition to other gambling activities and will take steps to reallocate unused Act casino licences to other local authorities. We recognise the internationally competitive market in which the small number of high-end casinos operate and the challenges the sector faces.

To support their contribution to inward tourism, and as international cheques disappear as a product, we will legislate when Parliamentary time allows so that these casinos, and others which cater to the same customer group, will be able to offer credit to international visitors who have undergone stringent checks to be set out by the Gambling Commission.

A key concern for some of the land-based sectors is the ban on direct use of debit cards on gaming machines and we recognise that substantial changes are happening to how payments in society are being made.

Therefore, we will work with the Gambling Commission to develop specific consultation options for cashless payments, including the player protections that would be required before we remove the prohibition.

The Gambling Commission will undertake a review of gaming machine technical standards, to include the role of session limits across Category B and C machines. We will also look at the legislative options and conditions under which licensed bingo premises might be permitted to offer side bets. We support allowing specific proposals for new machine games to be tested within planned industry pilots under certain conditions, with the close involvement of the Gambling Commission.

We also support allowing trials of linked gaming machines, where prizes could accrue across a community of machines, in venues other than casinos where they are already permitted.

This is subject to further work to assess the conditions and how to limit gambling harm, and subject to Parliamentary time to legislate. Licensing authorities have an important regulatory role alongside the Gambling Commission in licensing local premises.

Empowering local leaders to take decisions in their area is a priority for this government and we support them in the use of the broad powers which the planning and gambling regulation frameworks give them to set licence conditions and consider applications. To increase their confidence in using these powers, we will align the regimes for alcohol and gambling licensing by introducing cumulative impact assessments when Parliamentary time allows and will consult on increasing the maximum fees they can charge for premises licences and permits.

Measures in this white paper are designed to increase existing protections against gambling-related harm in a proportionate and targeted way. We have high confidence that the proposals address practices and products which can cause or exacerbate the risks of harm, but due to the complexity of gambling harms we cannot precisely project the reduction in gambling-related harm we expect to see at this stage.

Any reduction in such harms is likely to reduce the associated societal and government costs. It is likely that the proposals will come with costs to the gambling industry, both in terms of upfront delivery cost but also in reduced revenue compared to current levels.

Our expectation is that much of this will be foregone revenue from customers who were being harmed by their gambling, but this will be considered further through impact assessments alongside future consultations on policy.

Further detail on our initial estimates of the likely or possible impacts of the package, including on sectors related to gambling such as horse racing, is at Annex A.

The government recognises the significant contribution that horse racing makes to British sporting culture and its particular importance to the British rural economy, and is keen to ensure that measures such as financial risk checks do not adversely affect the sector.

We have therefore commenced the review of the horserace betting levy which we are required to undertake by and will take account of the changes set out in this document to ensure the levy delivers an appropriate level of funding for the sector.

This white paper sets out a series of changes, and we will work with the Gambling Commission and others to implement them as soon as possible, consulting appropriately where necessary or desirable. The table below summarises the most significant proposals, how they will be delivered, and next steps.

Our intention is that the main measures in the white paper will be in force by summer In December , the government launched the Review of the Gambling Act with the publication of the Terms of Reference and Call for Evidence.

The Review was set up to ensure our gambling laws are fit for the digital age and is the broadest examination of the regulatory framework for gambling since the Gambling Act. The white paper is structured around the six main themes in the call for evidence, followed by annexes on the estimated overall impact of our proposals and a summary of the submissions received to the call for evidence.

It does not cover the UK wide National Lottery which was set up by separate legislation. The Gambling Act came fully into force in and covers all types of in-person and remote commercial gambling, including gambling online.

The Act initially covered gambling offered in premises based in Great Britain and also remote gambling offered by GB-based operators. It was subsequently amended in to extend to operators based anywhere in the world who are offering remote gambling to customers based in Great Britain.

The Act has been described as enabling legislation as it empowered the new regulator to respond to emerging challenges by setting new licence conditions, whether for individual operators, sub-sectors or across the industry.

It also gives the Secretary of State the power to update specific provisions such as the maximum stakes and prizes for gaming machines and to set licence conditions via secondary legislation. The Gambling Commission has used its power to update Licence Conditions and Codes of Practice LCCPs to deliver a number of key reforms.

These have most recently included changes to the social responsibility code such as new requirements on age and identity verification, tighter rules on VIP schemes, the ban on credit cards for nearly all types of gambling, the ban on reverse withdrawals, new rules for online slot games, and tighter requirements on remote customer interaction.

Gaming machine stake and prize limits are set out in secondary legislation and have been changed a number of times by the Secretary of State since the Act.

For instance, the review of gaming machines and social responsibility measures led to, among other measures, a cut in the maximum stake for B2 machines in betting shops from £ to £2 in In addition to the licence conditions and legislation governing how facilities to gamble are offered, all gambling advertising must comply with the UK Advertising Codes which are set by the Committees of Advertising Practice and enforced by the Advertising Standards Authority ASA.

These have also been updated a number of times since , with guidance also tightened where needed to mitigate particular risks e. banning content with strong appeal to children from October The Act also created a partnership between the Gambling Commission and licensing authorities Local Authorities in England, Wales and Scotland for the regulation of land-based gambling.

While the Commission licences operators and individuals, local authorities and licensing boards in Scotland licence premises and have the power to place conditions on licences as well as to grant or refuse them.

Each nation in Great Britain conducts its own annual Health Survey to gather authoritative data on physical and mental health, and these periodically include gambling questions.

In addition, the Gambling Commission collects regular data on the extent and impact of gambling in Great Britain. As well as commissioning analyses of Health Survey data and a wider programme of research, the Commission conducts a quarterly telephone survey on participation and prevalence to track trends, but this is less robust than the full Health Surveys.

The coverage of these surveys is not perfect and there are gaps in the evidence and our understanding. However, Public Health England PHE compiled, assessed and reviewed evidence on gambling participation and harm as part of the Gambling-related harms evidence review which was initially published in September , then revised in January by the Office for Health Improvement and Disparities.

Overall, gambling is a popular activity in Great Britain. Excluding National Lottery only play, participation trends are broadly flat with some signs of a decline since Figure 1 presents the best available data on long-term trends in gambling participation.

Survey methodology varies over time - see labels below. HSE is for England only. Sources: NatCen, British Gambling Prevalence Survey ; Gambling Behaviour in Great Britain in : NHS Digital, Health Survey for England — Supplementary Analysis for Gambling, The National Lottery has had a broad customer base since its launch in and remains the most popular gambling product see Figure 2 below.

It is regulated under a separate framework from commercial gambling, the National Lottery etc. Act , and is not subject to this Review. Since its launch in , the National Lottery has raised over £47 billion for good causes and its games are associated with among the lowest levels of problem gambling prevalence of any product.

Source: Gambling Commission statistics on participation and problem gambling for the year to December When all forms of gambling are considered together, participation is higher among men Overall, the PHE evidence review found that the highest rates of gambling participation are reported among people who have higher academic qualifications, are employed, are relatively less deprived, and who reported better general psychological health and high life satisfaction.

However, as outlined below, more deprived communities have higher rates of people experiencing problem gambling. The very nature of gambling involves risk and potential losses. It is clear that gambling-related harms can ruin lives, wreck families, and damage communities, with issues including mental health and relationship problems, debts that cannot be repaid, crime, or even suicide in extreme cases.

Gambling harm is often a result of the interplay between individual susceptibility, environmental factors, the products themselves and operator actions. However, as the PHE evidence review found, gambling and the associated harms are less well understood and researched than some other addictions such as alcohol misuse, and much of the available evidence is limited or varying in quality.

Firstly, the best available evidence suggests that the large majority of people who gamble suffer no ill effects. Most gamblers report having never experienced any of the 9 indicators of harm in the Problem Gambling Severity Index PGSI screen as measured in the questions below:.

have people criticised your betting or told you that you had a gambling problem, regardless of whether or not you thought it was true? However, a small proportion do suffer significant harm as a result of gambling, and the PHE evidence review included a detailed quantitative analysis on this issue.

Sources: NatCen, British Gambling Prevalence Survey ; Gambling Behaviour in Great Britain in , NHS Digital, Health Survey for England — Supplementary Analysis for Gambling, However, this is based on smaller sample sizes than the data in Figure 3 and on the PGSI mini screen rather than all 9 questions above.

Figures may also have been impacted by the recent fall in gambling participation or other behaviour changes linked to the coronavirus COVID pandemic, including the unavailability of some gambling activities. In a recent pilot for a new approach to collecting data on population problem gambling rates , the Commission found the sample surveyed had a higher problem gambling prevalence rate of 1.

There is significant detail underneath this population problem gambling rate which the PHE review considered. In particular, it found men were more likely to be experiencing problem gambling than women and that 16 to year-olds had the highest average PGSI score of any age group.

There are also significant variations in the rates of problem gambling associated with each product, but consistent evidence that gambling online and the use of multiple gambling products are associated with higher PGSI scores.

However, there are limitations to all of these sources including incomplete coverage and lack of detailed information. Harmful gambling is strongly correlated with and likely to exacerbate existing health disparities.

There is a higher prevalence of problem gambling among people with poor health, low life satisfaction and wellbeing scores, and the problem gambling rate is higher among more deprived groups than less deprived groups. It is also important to recognise that problems with gambling can be one of a number of harms individuals suffer simultaneously; for instance while gambling addiction can impact mental health and wellbeing, poor mental health and heavy alcohol use are commonly suffered alongside gambling harms.

Due to a lack of longitudinal evidence the PHE report did not establish causal relationships with these other health harms, or in the case of mental health issues, found that relationships appeared to go in both directions. This includes approximately 1. Alongside the harm to the individual, gambling-related harms can have negative impacts on other people and wider communities.

There are also benefits to gambling which should be weighed in decision making, although they do not negate the need to prevent gambling-related harm. While the risks vary by product and other factors, gambling participation is generally not in itself harmful and may even be positive.

Gambling can be sociable, can help tackle loneliness and isolation, can enhance the enjoyment of other activities, and can be a valuable pastime in its own right, although quantifying these benefits is inherently difficult. There are also economic benefits to having a well regulated industry to service this demand.

The sector pays approximately £2 billion per year to the government in duties excluding Lottery Duty , accounted for £5. While many gambling companies do operate overseas hubs, the jobs in this country are geographically dispersed, with hubs of high skill work in areas like Stoke-on-Trent and Leeds.

The gambling sector also contributes significantly to other industries, including sport, advertising and racing. Horse racing in particular has a mutually beneficial relationship with betting, and the levy paid by bookmakers on their racing derived revenue contributes around £ million a year to support the sport.

Gambling can also contribute to tourism, for instance to seaside towns across the country, or high-end casinos attracting wealthy overseas visitors who spend across a number of other sectors while in this country.

Additionally, some gambling products enable charities and other non-commercial organisations such as sports clubs to raise valuable funds. The evidence suggests that particular elements and products of online gambling are associated with an elevated risk of harm.

This chapter proposes a range of targeted interventions:. This will target three key risks identified by the Gambling Commission in its casework: binge gambling, significant unaffordable losses over time and financially vulnerable customers. In general, this government agrees with the principle that people should be free to spend their money how they see fit, so we propose a targeted system of financial risk checks that is proportionate to the risk of harm occurring.

Assessments should start with unintrusive checks at moderate levels of spend we propose £ net loss within a month or £ within a year , and if necessary escalate to checks which are more detailed but still frictionless at higher loss levels where the risks are greater we propose £1, loss within a day or £2, within 90 days.

We also propose that the triggers for enhanced checks should be lower for those aged 18 to Once a suitably effective and secure platform is in place, the Gambling Commission will consult on making data sharing on high risk customers mandatory for all remote operators. Individual operators can take steps to prevent harm on their own platform, but people suffering gambling harms often hold multiple accounts.

While account verification is on the whole effective, there are difficulties in matching payment details to the account holder. This creates compliance risks and potential harms for those experiencing problem gambling and affected others. With new technologies and payment regulations now in place, the Commission will work with others to consider what more can be done to reduce this risk.

The Gambling Commission will review and consult on updating design rules for online products, building on its recent work on online slots to consider features like speed of play which can exacerbate intensity and risk.

Products which are safer by design will help prevent harm at source and reduce the reliance on reactive harm detection systems.

We propose to introduce a maximum stake limit for online slots games of between £2 and £15, subject to consultation. We will also consult on measures to give greater protections for 18 to year-olds who the evidence suggests may be a particularly vulnerable cohort. This will include options of a £2 limit per stake; a £4 limit per stake; or an approach based on individual risk.

Tools like deposit limits can help people gamble within their means, but may be underused and not widely optimised for harm prevention. Informed by insights from behavioural science, the Gambling Commission will explore making these tools mandatory for players to use or opt-out rather than opt-in, as well as other changes to reduce friction and help people gamble safely before any problems arise.

While GAMSTOP is the principal means of online self-exclusion, we welcome that banks and payment providers offer opt-in gambling transaction blocks. The gambling industry should work with financial service firms to enable the blocks to be extended to other payment methods like bank transfers.

Online operators use data to identify and restrict accounts in response to suspected fraudulent activity and for commercial reasons for example customers betting too successfully. It is important that customers are made aware of the circumstances in which such restrictions may be applied and provided with explanations where it does occur.

Operators sometimes put artificial behavioural barriers in the way of consumers doing what they want. Activities such as withdrawing winnings, closing accounts and accessing important information should be made as frictionless as possible. Behavioural barriers and friction should only be used to keep customers safe rather than impede them from taking decisions.

While the risks are not fundamental to such arrangements and licensees are rightly held to account, there have been examples of non-compliance associated with these arrangements. The Gambling Commission will consolidate and reinforce expectations for operators on contracting with third parties, including white labels.

Prize draws and competitions have been able to grow significantly and advertise widely in the digital age. These competitions, unlike lotteries, are not regulated. This is because they offer a free entry route for instance via ordinary post or have a skill-based element. We propose to explore the potential for regulating the largest competitions of this type to introduce appropriate controls around player protection and, where applicable, returns to good causes, and to improve transparency.

The online gambling landscape now is very different to the one which existed in Online gambling overtook land-based gambling by GGY — the total value of funds staked minus any winnings or prizes paid out — in September and continues to grow.

In the year to December , This has largely been driven by a channel shift from land-based gambling, where participation has fallen from While the lasting impacts of the COVID pandemic remain to be seen, it seems likely that the shift towards online participation, as we have seen in many other sectors, will continue.

Perhaps more significant change has occurred underneath this wider channel shift, as new technologies have also reshaped where, when and how people gamble online. Online gamblers can now gamble at any time and in any location they choose, and while online gambling from home remains the most popular choice, in 1 in 5 had done so outside the home.

Technological change has also enabled innovation in both the betting and gaming product offer. For betting, this has predominantly entailed increased betting opportunities. Online gaming products too have changed as the sector has matured, with rapid, stimulating and intense random number generator powered games like online slots becoming increasingly popular and making up a larger portion of operator profits over time.

Further change is inevitable. According to the Health Survey for England , excluding National Lottery draws, 4. These trends have also been identified in evidence highlighted by PHE. Some academics, treatment providers and groups with personal experience have also argued the environment of online gambling and certain structural characteristics of online products are inherently risky for all customers, and particularly for those who are otherwise vulnerable.

We also received evidence from charities that people facing challenges like social isolation or cognitive dysfunction such as following a brain injury could be particularly attracted to remote gambling opportunities and fail to understand or properly assess the risks.

However, the online environment also provides many opportunities to make sure people are gambling safely. Equally, customers can be easily empowered with a range of tools like financial limits which are inherently harder to implement offline. Our vision for remote gambling is that the risks are mitigated, and that we maximise the use of technology and data to protect people in a targeted way at all stages of the customer journey.

The proposals outlined will deliver:. This section takes stock of the existing protections in place for online gamblers to contextualise the proposals outlined later in this chapter. Online gambling is a fully regulated sector, and the rules governing it are largely set out in licence conditions or technical standards on remote operators rather than in statute.

This enables the requirements to be more detailed and to be amended more quickly over time to respond to technological change or new risks to consumers. While the use of these tools by customers is voluntary and operators are afforded a degree of discretion around how they are designed, there are requirements attached to certain tools.

For example, the option to set a deposit limit must be available to all customers from when they first open an account or deposit funds, and increasing a deposit limit must take at least 24 hours to come into effect.

While most gambling management tools are provided to help customers gamble safely, all operators must also offer self-exclusion facilities to help those who wish to stop gambling altogether.

In March , it became mandatory for licensed operators to sign up to GAMSTOP, the multi-operator self-exclusion scheme. Other sectors and non-profit organisations can also help consumers manage their gambling.

Similar tools are increasingly available from other payment providers like PayPal. Services such as Gamban and BetBlocker also allow consumers to block access to gambling apps and websites on internet devices.

When used in conjunction with self-exclusion, payment and website blocks can add a further layer of protection for people recovering from gambling harm.

However, while these tools are helpful for many online gamblers, they are not enough to fully mitigate the risks, so there are also a range of obligations on operators to identify and prevent gambling-related harm.

Where needed, the actions taken must include encouraging or requiring a player to set limits, actively signposting to support services, suspending marketing in cases where there are strong indicators of harm, and unilaterally suspending or closing accounts.

Source: Gambling Commission, Remote Customer Interaction Guidance. In addition, the regulator also sets the Remote Technical Standards which outline the security and technical standards for remote gambling operations.

As well as specifying how certain account level protections should function, these include specific rules for online gambling product design, aimed at making sure games operate in a socially responsible manner and do not encourage potentially harmful gambling activity.

In February , the Gambling Commission announced revised standards for online slot games to make them safer by design. These mirror many of the existing controls on gaming machines and tackle some of the features which exacerbate the risk of harm to gamblers; for example, increasing the intensity of play or encouraging a false perception of the game, such as feeling in control of the game outcome or believing a game is due a payout.

Finally, there is also a range of other universal controls to make the online gambling experience safer, largely imposed through licence conditions on gambling operators. For example, there are strong age verification measures for setting up accounts to prevent children gambling, reverse withdrawals have been banned since October building on guidance issued in May , and the use of credit cards to gamble online was banned in April , which the evidence suggests has been useful in preventing harm.

Key evidence as it relates to our policy proposals is discussed in more detail below, but a number of overarching themes emerged across the submissions.

Firstly, there was significant discussion of the existing controls and the majority including industry stakeholders presented evidence that current protections could and should be further improved. Operator responses largely put this in the context of the recent changes which have been introduced through voluntary industry codes or Gambling Commission mandated action.

For instance, many discussed the significant changes to their harm detection systems since the Commission updated its customer interaction requirements and guidance in July , and others mentioned measures like the ban on credit cards in April Most industry submissions pointed to recent Gambling Commission data which has since been updated which suggests a decline in the population problem gambling rate, as evidence that the incremental changes are having the desired effect.

They therefore make the case for continued changes, but cautious ones which fully evaluate the spate of recent measures before proceeding. Conversely, many outside the industry submitted evidence on the harms which individuals had suffered in spite of the existing controls, which they argued were therefore ineffective.

In their view, significant new controls are needed to curb the risk of harm presented by certain features of online gambling including industry practices. A number of individuals submitted evidence including case studies which showed that signs of harm can be missed and that individuals are permitted and occasionally encouraged to continue gambling.

To support this position, many respondents cited the Patterns of Play interim report. These individuals may not have been spending more than they could afford, but many respondents felt operators should have been doing more to check.

Some contended the models can now even identify and prevent harm before it occurs, but this is hard to verify. Operators broadly argued in favour of these tailored controls, rather than measures which may limit the enjoyment of gambling for the majority of players who suffer no ill effects and may if curtailed in their gambling turn to unlicensed operators.

How gambling operators use the data available to them was also covered by campaign and consumer groups, with some levelling specific criticisms regarding data governance and processing. In addition to failing to identify those suffering harm, respondents identified wider practices which might be detrimental to consumers, such as the profiling of customers and the restriction of winning accounts.

This was part of a broader sentiment across some respondents that consumers needed to be better empowered in their dealings with remote gambling products and companies.

In addition to submissions to the call for evidence, we also received advice from the Gambling Commission , which emphasised the importance of measures to prevent harm throughout the remote customer journey, and committed to build on recent work to improve protections.

Most online gamblers have relatively modest losses. This suggests most customers do not spend above levels which would be usual in other leisure sectors, although personal circumstances on whether these losses are acceptable will vary. This distribution means that operator revenue is predominantly derived from a relatively small cohort of high spending customers.

Some submissions pointed out that a reliance on a high spending minority is not unusual in other sectors such as air travel and that higher than average spending on gambling is not in itself evidence of harm as discretionary income varies significantly across individuals.

Nonetheless, this is a potentially concerning pattern in a sector with a known addiction risk, and where a key manifestation of that addiction is high spending.

A recent survey of UK gamblers estimated that moderate-risk and problem gamblers collectively comprising While there are real complexities that make it difficult to pinpoint a precise figure, the weight of the evidence suggests that those being harmed by gambling are overrepresented among those with high gambling spend.

Source: Natcen Patterns of Play Slide The obligations on remote operators to monitor account activity and intervene where individuals display signs of potential harm are a cornerstone of the current package of protections online. This approach allows tailored interventions to prevent harm without interrupting the experience of those showing no signs of risk.

The Review considered how these protections could be strengthened further. There has been much discussion on the role of investigation into personal financial circumstances as a tool to help identify potentially out of control and harmful gambling.

Online gambling is a mass market activity and losses which some people can comfortably afford have the potential to cause significant harm for others. However, there are continuing cases of operators failing to respond appropriately to gambling spend which would be clearly unaffordable for the vast majority of the population.

This has led the regulator and many others to conclude that more prescriptive requirements are needed to strengthen protections for customers and set clear expectations for companies.

The scale of the issues can in some ways be seen through survey data, although the picture is mixed. Combined analysis of the seven major household prevalence studies between and by Regulus Partners and Professor Ian McHale shows that There have also been a number of individual case studies which show clear failures by operators to prevent unaffordable losses, including relatively recently see Box 2 below.

The Gambling Commission published a consultation and call for evidence on issues around customer interaction, including preventing harmful or unaffordable losses, in December In a case which recently led to compliance activity by the Gambling Commission, a customer lost £36, in four days without appropriate financial risk assessment being carried out.

This is above the disposable income the Office for National Statistics estimates was available to the median household for an entire year in £31, As such, the rate and level of spending would have been unaffordable for the vast majority of UK households, and likely to indicate harm.

In a similar compliance case study identified by the Commission, a customer lost approximately £33, in three months without the operator carrying out any financial risk assessment. Compliance staff subsequently examined the information held by the operator on this customer, which suggested they had an annual income of £8, A financial risk model must help protect those vulnerable cohorts for whom even relatively modest gambling losses could be in itself harmful, for example by limiting income available for necessities.

This is particularly relevant in light of the rising cost of living which we recognise is likely to exacerbate issues around financial vulnerability. Source: YouGov, via Gambling Commission.

Equally, while high losses are not necessarily harmful, it holds that the higher the gambling spend particularly in a short period of time , the smaller the proportion of the population that can afford it without negative consequences.

A number of studies show higher spending is strongly associated with increased risk of or actual harm. It is clear that a financial risk model must also pay especially close attention to those who lose unusually large sums relative to both other customers and other likely outgoings.

An approach to customer interaction which includes consideration of financial context can allow tailored interventions for the minority who are showing signs of gambling which is likely to be unaffordable to them suggesting loss of control or harm , while allowing those who are not gambling in ways likely to be harmful the freedom to spend their money as they wish.

There has been widespread support for this principle, including from the House of Lords Select Committee, the Social Market Foundation, Parliamentary groups, those with personal experience of harm and the gambling industry, although all have differing interpretations on how the principle should be applied in practice.

Operators are already required to identify customers at risk of harm and take action accordingly. While many operators have already introduced systems, interventions often come too late or not at all, and the measures are inconsistently applied across the sector. Given that most gamblers are not spending more than they can afford or otherwise experiencing harm, we are mindful that these checks need to be proportionate.

As such, our position is that they should only impact a minority of engaged customers, and involve unintrusive checks at moderate levels of spend to help identify particularly financially vulnerable consumers, and more comprehensive although still frictionless assessments for those spending more heavily.

The Gambling Commission will launch a consultation on the proposals for financial risk checks outlined in Box 3 below, with the aim of introducing changes in the licence conditions and codes of practice.

The consultation will also consider how operators should respond to any findings from these checks in concert with their wider assessments of customer risk. We recognise these proposals have significant implications for collection and handling of sensitive consumer data, raising important questions around privacy, data protection, proportionality, data accuracy, and reciprocal data sharing.

The Data Protection and Digital Information No. While a wide array of evidence submitted to the Commission and this Review has shaped our proposals, three key information points have been important in helping to make sure our proposals are proportionate and properly address the identified risks.

These include: 1 the amounts customers currently spend on gambling; 2 population level information about discretionary income to assess how much money people have available to spend on gambling without being harmed ; and 3 problem gambling rates and other information about harms.

Our intention is that the thresholds and checks based on these considerations will be standard across the online sector and allow for financial risks to be monitored alongside the existing obligations on all operators to prevent harm through considering a range of indicators.

Some operators have argued that financial risk checks based on self certification where customers declare their financial circumstances could be sufficient for the new more prescriptive framework, or at least serve until frictionless checks are developed.

While self certification can have a role in customer interaction not least in encouraging customers to reflect on their spending at appropriate moments , it is unlikely to be an adequate basis for a thorough and accurate risk assessment, especially as those being harmed by gambling might be less willing to provide transparent or externally verifiable information.

In our view, the more objective and accurate process outlined below is a more robust basis for assessment. It is for the Gambling Commission to decide whether existing licence conditions and codes of practice are being met by operators, and the inclusion of proposals in this white paper does not in itself create new obligations.

The specific thresholds and proposals below are based on the premise that frictionless checks will facilitate operators gathering the necessary information without disruption to the customer experience, for instance through needing to ask for payslips or bank statements as some operators do now.

New requirements will not come into force until such a time as they are ready. At a moderate loss threshold we propose either £ net loss within a rolling month or £ net loss within a rolling year , operators should conduct a financial vulnerability check, considering the types of open source indicators which many already routinely assess such as County Court Judgements, average postcode affluence, and declared bankruptcies.

These checks should take seconds to process and would be frictionless for the consumer. Net loss means the loss of deposited money with a particular operator, and does not include the loss of restaked winnings from that operator.

If the check raises concerns and no robust evidence to the contrary can be provided, operators will need to respond accordingly. The Commission is currently working with the financial services sector to explore how more detailed checks could work in practice, and the expectation is that the majority would involve credit reference agencies and would not interrupt the customer journey unless the check raises concerns.

We would expect the credit reference agency would be able to provide an overview of pertinent information for the individual customer, for instance an estimate of overall disposable income, rather than providing all the raw data to gambling firms. Again, a range of operator responses may be appropriate depending on findings and the wider risk profile, including applying limits to an account or ending the customer relationship completely where there are serious concerns.

Unusually high losses over a period of weeks or months are also sufficiently indicative of risk to be worthy of thorough investigation. In line with their advice to this Review , the Commission will consult on a proposed threshold of £2, net loss within a rolling 90 day period to trigger the enhanced checks outlined in section ii above.

We additionally propose that Personal Management Licence PML holders should be more clearly accountable for ensuring that these checks are completed at the right time for all customers and that appropriate action is taken based on the findings.