Expert Insights on the Future of Responsible Gambling

Responsible gambling has evolved significantly in recent years. From your perspective, what’s changed the most?

I think the biggest change is that we’ve moved from just making tools available to making sure players actually understand and use them.

Deposit limits and self exclusion have been around for a long time, and historically the job was treated as done once they existed. Those tools are still essential, however the focus now has to be on visibility and accessibility: where players find them, how easily they can set them, and whether support is signposted as part of the journey rather than left in a settings menu.

At Safer Play, that means treating safer gambling as part of the player experience, not something sitting alongside it.

Technology is playing an increasingly important role in player protection. How do you see that continuing to develop?

Technology means we can give players the right information when they need it, rather than the same message to everyone at sign up.

That’s what I want to keep pushing towards, simplifying the tools, improving awareness, and prompting players at moments relevant to how they’re actually playing.

Being part of the SkillOnNet platform helps here, because it means our platform, product and marketing teams can work closely together on this rather than treating player protection as something added at the end.

For me, the goal is always to use innovation in a way that supports players, while keeping things transparent.

Why is it important that responsible gambling doesn’t take a one-size-fits-all approach?

Every player is different. People gamble for different reasons, have different preferences and engage with online casinos in very different ways.

We see that clearly at Genting Casino Online because of where a lot of our players come from. We have a high proportion of live casino players, many of whom have come across from the retail side of the business, and their habits look quite different from someone who plays slots on a phone during a commute. The same tool won’t suit both.

That’s why offering a range matters. Some players find deposit limits particularly useful, while others benefit more from reality checks, time-outs or self-exclusion. Giving players the choice allows them to use what fits their own circumstances.

Genting Casino Online recently launched an AI Brand Ambassador. How do you see innovation and responsible gambling working together?

Innovation should always enhance the player experience, and that has to include player protection.

As the industry adopts new technologies, the test is whether they improve accessibility, education and engagement, not whether they are new. Making information easier to find, helping players understand what support exists, improving the overall experience: that’s where the value is. Innovation and responsible gambling shouldn’t be viewed as competing priorities but instead, develop alongside one another.

How important is education when it comes to responsible gambling?

Education is a fundamental part of the industry. Providing the tools is only half the job. Players also need to understand what each one does, when it might be useful and where to go for independent support if they need it, which is why we signpost organisations rather than assuming players will find them on their own.

The more informed players are, the more confident they can be in making decisions that are right for them.

What role do operators have in creating a safer gambling environment?

Operators have a responsibility to provide practical tools, clear information and ongoing support. These should all be easy for players to find.

It works best when it’s embedded throughout the player experience rather than treated as a standalone compliance requirement. That’s something we think about a lot given the relationship between Genting’s venues and the online business, because a player might encounter the brand on a casino floor in Manchester or Birmingham and then again on their phone. The approach to player protection has to make sense in both places.

Looking ahead, what does the future of responsible gambling look like?

I think we’ll continue to see it become more personalised and more integrated into the overall experience.

Technology will undoubtedly play a role, but so will education, collaboration across the industry and a continued focus on player wellbeing. While the sector has made real progress over recent years, I think the next stage is less about launching new tools and more about making the existing ones genuinely useful.

What’s the one message you’d like players to take away?

Responsible gambling is there to support your enjoyment, not to restrict it.

The tools are designed to help you stay in control and make informed decisions. Whether that’s setting a deposit limit, taking a short break or simply reading up on what’s available, a few minutes spent understanding them can make a real difference.

And support is always there when you need it.