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Embracing New Affordability Checks and Supporting Safer Gaming



Embracing New Affordability Checks and Supporting Safer Gaming
Reading Time: 4 minutes


By Adam Hancox, director of gaming for TransUnion in the UK


The gambling industry is facing major changes, with the UK government review of the 2005 Gambling Act white paper set to be published in the coming weeks and a new customer interaction guidance for remote gambling licensees coming into force in September 2022.

Although these upcoming changes will require adjustments from gaming operators, they can also bring new opportunities. The revised regulation – with precise details still to be revealed – is expected to further support safer gaming initiatives that were introduced by the UK Gambling Commission in 2019. This will also help operators to balance their social responsibilities with the products they provide and protecting vulnerable gamblers.


The time has come for increased protection

Problem gambling is not new, but given wider economic uncertainty and the cost of living crisis, it’s an area that needs increased attention. Recent figures suggest that 1.3% of the population – the equivalent of over 870,000 consumers – could be termed ‘problem gamblers’.[i]

With inflation at its highest rates since March 1991,[ii] over half of UK consumers have reduced their expenditure and intend to decrease it further as the year progresses,[iii] according to TransUnion’s latest Consumer Pulse study.

When these figures are viewed against the backdrop of a clear link between individuals facing financial strain and gambling issues, there is cause for concern. In fact, researchers from the University of Liverpool and the National Centre for Social Research found that people in deprived areas are more likely to use online casinos and place risky long-odds bets.[iv]

The NHS has pledged[v] to open two new clinics exclusively serving gambling addicts this year, on top of longer-term plans to bring the nationwide total to fifteen gambling clinics by 2024.

To support this, the Gambling Commission has shared new customer interaction guidance for remote gambling licensees which outlines how operators must “identify, act and evaluate” when a player may be displaying tell-tale signs of problem gambling.

The new framework is designed to help gambling operators spot signs of harm and subsequently take prompt action. But it is also designed to be reactive so that organisations can support players where harm is already being experienced, in order to reduce or stop gambling. Even at this later stage, intervention is most effective if the harm is identified promptly and responded to quickly.

The gaming sector is waiting to see what the long-awaited review of the 2005 Gaming Act spells for the industry. With publication imminent, it is expected that operators will be obliged to remove features from online games that heighten an at-risk player’s likelihood of engaging in unsustainable activity. Other restrictions could include caps on stakes of between £2 and £5 for online casinos, as well as a ban on free bets and VIP packages for players who incur heavy losses.[vi]

One particularly controversial point appears to be to what extent affordability checks will be ramped up, and whether the white paper will spell out the requirement for checks that oblige players to share personal financial information such as bank statements and payslips.


Increased protection without CX disruption

Any concerns that these changes could dilute customer experience (CX) are misplaced. Gaming operators need to adhere to more stringent regulations but in a way that doesn’t compromise their platform’s player experience – this is key. Using innovative, data-enabled solutions can maintain the smooth experience today’s players expect, whilst also promoting safer gaming through identifying and protecting the vulnerable.

For example, the Gambling Commission’s new customer interaction guidance requires licensees to analyse several factors to determine a player’s affordability credentials, which include spending patterns, time spent gambling and other key indicators. They are then obliged to “take appropriate action in a timely manner” if the risk of harm is identified.

Modern, AI-led solutions can enable gambling companies to assess and evaluate all relevant factors on an always-on basis. For example, TransUnion’s Affordability Solution for Gaming, uses cutting-edge modelling and analytics to help operators protect their business and players while supporting compliance strategies and regulatory requirements. Anti-fraud and identity verification capabilities can significantly amplify player protection, having stopped 300,000 underage gambling applications last year.

By using socio-demographic, behavioural and transactional data – such as playing time, a series of bad debt indicators, deposit and loss amounts, income sustainability indicators, operators that use the solution can assess players’ affordability and vulnerability throughout their journeys, with minimal impact to the gaming experience.

Additionally, there are already solutions in place that can alleviate any concerns around new affordability checks. For example, Open Banking that has had a strong impact on the financial services sector. At its simplest, Open Banking means that consumers can more easily utilise the power of their bank statement information.

For gaming, this could mean affordability and anti-money laundering (AML) assessments no longer require a request for documents that causes friction in the player experience. Instead, players can use a purpose-built screen flow which quickly, but securely, takes them through the consent and authorisation required for Open Banking. What’s more, the solution can be fully embedded into existing interfaces with simple integration meaning players are taken on an unintrusive, friction-right journey to better data sharing.

Gaming operators will need to meet new regulation, whether that be the framework that came into effect for remote licensees in September, or the soon-to-be revealed legislation in the forthcoming white paper.

Rather than interpreting these changes as challenging hurdles, gaming operators have the opportunity to embrace advanced automated solutions that will help meet new regulation with ease – allowing them to demonstrate to their players just how committed they are to protecting their financial wellbeing, as well as their gaming experiences.


[i] Gambling Commission: Andrew Rhodes speaks at Westminster Media Forum 2022, June 2022

[ii] Office for National Statistics: Consumer price inflation, UK, June 2022

[iii] TransUnion’s Consumer Pulse Q2 2022 UK Study, based on a survey of 1,004 UK adults from 20 May–1 June, 2022

[iv] National Centre for Social Research and University of Liverpool: 2022 Patterns of Play Report

[v] NHS England: NHS launches new gambling addiction clinics to meet record demand, February 2022

[vi] Gambling Insider: Gambling Review Whitepaper ‘Due in the Coming Weeks’

Gambling in the USA

Gaming Americas Weekly Roundup – December 4-10



Reading Time: 2 minutes

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news, new partnerships and new appointments. Read on and get updated.

Latest News

MGM Resorts International has unveiled its vision to transition Empire City Casino by MGM Resorts into a world-class entertainment destination, MGM Empire City, if awarded a commercial casino license for its historic Yonkers, New York site. Key elements of the phase one design include a comprehensive casino floor redevelopment and expansion, 5000-capacity entertainment venue, state-of-the-art BetMGM sportsbook, food and beverage outlets by celebrated chefs, cocktail bars and lounges, technologically advanced meeting spaces and more.

Gaming Laboratories International (GLI) has been named an approved auditing body for International Betting Integrity Association’s (IBIA) Data Standards. Sports data providers wishing to be audited for the IBIA Data Standards and its kitemark will now be able to utilise GLI’s unparalleled expertise and global network of testing locations, streamlining the product auditing process and ensuring seamless compliance with IBIA standards.

International Game Technology PLC announced that it was recently recognised as a Top Employer in the US and Canada by the Top Employers Institute, a global authority in recognising excellence in people practices.

Playtech has opened its third and latest state-of-the-art Live Studio in the US. The highly anticipated studio, which officially soft launched on November 28, will soon continue to run operations 24/7, marking a significant milestone for Playtech Live as it conquers its third US state, completing the tri-state iGaming project.

New Partnerships

PENN Entertainment and the National Hockey League (NHL) announced a partnership that designates PENN’s online sports betting brands, ESPN BET in the US and theScore Bet in Ontario, as Official Sports Betting Partners of the NHL. As official league partners, ESPN BET and theScore Bet will have access to a host of entitlements, including IP rights and media and marketing integrations across League programming and premium NHL experiences.

NorthStar Gaming has announced that it has entered into a partnership agreement with BettorView that will enable NorthStar to engage with consumers in restaurants and bars across Ontario. The partnership provides NorthStar with the opportunity to further expand player acquisition across both sports wagering and online casino in a frictionless and convenient manner.

Galaxy Gaming has announced that it has signed an agreement with leading content provider Pragmatic Play extending the existing term for the licensing of Galaxy table game content across its portfolio of Live Casino and RNG gaming experiences.

New Appointments

Konami Gaming announced the appointment of Eric Schultz as vice president of studio operations, to lead overall game development spanning software development, art design, sound design, math design and project management.

Digital payments innovator Koin has appointed Scott Carcillo as its chief commercial officer. The newest addition to the rapidly growing Koin team, Carcillo will lead the company’s expansion into the gaming industry and overall market reach, focusing on macro-level business development strategies and fostering strategic partnerships.

Sportradar announced the appointment of Jim Bombassei as Senior Vice President, Investor Relations and Corporate Finance, effective immediately. In this role, Bombassei will be responsible for building and maintaining relationships with the global investment community and communicating the company’s business model, long-term strategy and financial performance.

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Soft2Bet brand CampoBet announced a Redesigned Mobile App



Reading Time: 2 minutes


CampoBet, of the Soft2Bet powered renowned brands, is excited to unveil its revamped mobile application for both iOS and Android users. The new CampoBet SE app offers a native, user-friendly experience with a host of enhanced features and a sleek design that promises to elevate the online betting experience for Sweden players.

Key Advantages of the New CampoBet SE Mobile App:

  • Expanded Reach: The native app serves as an additional platform for CampoBet to engage with a broader audience.
  • Regulated Marketplace: With official reviews from the App Store and Google Play, users can trust the quality and security of the app.
  • Official App Status: The app’s official status ensures there are no bans, providing uninterrupted access to betting services.
  • Native Experience: Users will enjoy a more convenient and faster app performance tailored to their devices.
  • Aesthetic Design: The app features a Trophy Hall with animations and parallax, offering a visually stunning experience.
  • Integrated Tracking: An integrated system for PPC and affiliate traffic allows for efficient ad purchasing from various sources.
  • Optimized Advertising: The app includes a new set of events in the traffic procurement system to fine-tune advertising campaigns.
  • Continuous Support: CampoBet is committed to ongoing support and development of the app to ensure the best user experience.
  • Segmented Notifications: Push notifications are tailored and sent directly to the player’s phone, keeping them informed and engaged.

In a statement, CampoBet representative Yoel Zuckerberg, Chief Product Officer, said, “The CampoBet SE app is a game-changer in the mobile betting landscape. We’ve listened to our users and have delivered an app that not only looks great but also provides the functionality and speed that today’s bettors demand. Our commitment to continuous improvement and user satisfaction is at the core of this redesign.”

The CampoBet SE app is now available for download on the App Store and Google Play. Users can look forward to a seamless betting experience with the reliability and innovation that CampoBet is known for.

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Reading Time: 2 minutes


Christmas came early for some 3,000 locals here during the launch of the Philippine Amusement and Gaming Corporation’s Bawat Buhay Mahalaga Serbisyo Caravan today.

The two-day event at the Bulacan Capitol Gymnasium is inspired by President Ferdinand Marcos Jr.’s pledge to bring government services closer to local communities, according to PAGCOR Chairman and CEO Alejandro H. Tengco.

“Today, Christmas comes early to the people and the province of Bulacan because we will be giving away gifts that will last beyond Christmas – life-changing gifts because they will serve as a new beginning for our people,” he said during the launch.

“Ito ang kauna-unahang caravan na ating inilunsad sa ilalim ng ating pamamahala,” he told the packed crowd at the capitol gymnasium.

PAGCOR has allocated Php50 million for the caravan launch alone. It covers educational grants for 2,000 students, 45 sari-sari store livelihood packages, more than 4,000 bicycle units and Php5 million worth of hospital equipment for the Bulacan Medical Center.



There were also wheelchairs, medicines, food packs as well as reading glasses and canes for senior citizens on top of medical and dental consultations during the two-day event.

Mr. Tengco said the educational grant for 2,000 students will cover both college and technical-vocational students who will each receive Php10,000 every year.

“Isanlibo po sa mga iskolar na ito ay manggagaling sa vocational schools bilang pagpapakita ng ating suporta at pagkilala sa kahalagahan ng vocational and technical education sa pangkalahatang pag-unlad ng ating mga industriya,” he said.

The state gaming agency partnered with the Bulacan Provincial Government, the Armed Forces of the Philippines Health Service Command, National University College of Dentistry, University of the Philippines (UP) Manila Chancellor’s Office and UP Manila Ugnayan ng Pahinungod for the initial caravan.



Bulacan Governor Daniel Fernando, who also graced the event, expressed his gratitude to PAGCOR for choosing the province as the first recipient of the state gaming agency’s service caravan.

“Taos-puso kaming nagpapasalamat sa PAGCOR at kay Chairman Alejandro H. Tengco sa mga handog sa aming lalawigan kabilang na ang mga livelihood packages, scholarship grants, wheelchairs at iba pa.”

After Bulacan, the caravan will go around the country to continue providing essential services, medical assistance and livelihood packages on a quarterly basis as one of PAGCOR’s major corporate social responsibility initiatives.

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