Responsible Gaming for the Interactive Gaming Industry: How to Begin

With Confidence

An effective way to begin to address responsible gaming is by having confidence that responsible gaming programs and services are not bad for your business. They will not make you business look fraught with addiction problems; addressing responsible gaming will not shut you down or lose business for your company. Testimony from prominent land-based casino CEOs, such as Phillip Satre of Harrah’s, indicates that a proactive response to problem gambling and underage gambling is good for your business. In addition:

Responsible gaming services and programs emphasizes your company’s desire to be a good, worldwide corporate citizen.
Responsible gaming programs place your company in a positive light with regulators, potential regulators, policy makers and the greater community-at-large.

Elements of responsible gaming programs and services are simple, cost effective and are based on a common sense approach to good business.

Addressing a Thorny Issue: Managing Underage Gambling

Underage gambling has the potential to become the thorniest of issues for the online gaming industry and no one benefits by having kids gambling online or land based. Some practical approaches to keeping kids away from gambling and your company out of harm’s way with regulators can include:

When advertising your interactive gaming attractions and games, think carefully about integrating marketing materials that contain cartoon figures, symbols, celebrity endorsements or language which may appear to be designed to appeal specifically to children or minors. Remember Joe Camel and the public and political outcry that arose from using this cartoon-ish character to advertise an adult activity?
Place an online informational advertising equivalent of a "take-one card" on your home page site that clearly states the age requirement for gambling on your site and the reasons why your company takes the age limit for gambling seriously. This includes:
- Youth have an elevated risk for developing a gambling addiction.
- The penalties for your company for allowing underage gambling are significant.
- Your company is respected as a good corporate citizen, and you want to keep that reputation.
Encourage and support with your financial resources healthy age-appropriate activities for youngsters that may include:
- books or computer equipment for libraries;
- recreational equipment for youth sports such as soccer, basketball, or skiing; scholarships for youngsters to attend competitions for sports such as swimming, track or hockey; promoting excellence in music or drama with funding for musical instruments or trips to plays; press releases noting your contribution to worldwide healthy youngsters; and the encouraging of other interactive gaming corporations to follow your leadership in the area of responsible gaming.

Directing Problem Gambler to Help

It is a common misconception that responsible gaming involves gaming companies/staff participating in addiction counseling. Now that would be a risky business. Gaming companies are involved in the entertainment business; mental health providers are involved in the addiction counseling business. The goal of responsible gaming programs and services is to direct problem gamblers to professional health care providers.

Interactive gaming companies, as a place to begin, may wish to place a responsible gaming icon with a link to further information and directions to problem gambling help lines, additional information or recovery services.

If you would like some help with implementing a "directions to" approach to responsible gaming, cal me or email bgeorge@nati.org.