Inside Asian Gaming

IAG APR 2020年4月 亞博匯 84 Aristocrat’s Director – Government Relations, Harry Ashton. 盛世・貴族政府關係總監Harry Ashton FEATURES Ben Blaschke: Can you explain the importance of responsible gaming and how Aristocrat sees its role in promoting such a concept? Harry Ashton: Promoting responsible gameplay is one of Aristocrat’s most fundamental obligations. It’s a major way that we deliver on our mission of bringing joy to life through the power of play and express our values. We believe it’s also key to ensuring we can continue to grow our business and promote a sustainable games industry that’s welcome in the community. BB: We notice that Aristocrat specifically refers to responsible gaming as responsible gameplay. What is the idea behind this? HA: Well over a third of Aristocrat’s Group revenue last financial year was derived from non-gambling digital games. We use the term “responsible gameplay” as our commitments apply to the whole of our business and to everything we do. BB: What are Aristocrat’s “three pillars” of responsible gameplay? HA: Our philosophy is to act in three ways, by complying with the rules, empowering players and improving over time. Whether that’s about data protection, privacy and platform rules in the digital sphere, or licensing and game regulations in our land-based business, Aristocrat works hard to comply with the rules. Aristocrat also designs products in linewith our values. Our games are designed to offer great entertainment experiences to a broad range of players, and to meet any and all requirements from a design and functionality perspective. Across our portfolio, we’re also doing more to educate and empower, because we believe player choice and empowerment is fundamental to satisfied customers and a vibrant business and industry. This includes delivering more internal staff training, providing players with clear information on the way our games work, investing in developing and trialing responsible gameplay features with the support of our customers and providing options that give more choice and information to players. Finally, we’re also committed to improving over time. Through our membership of key industry associations (including the American Gaming Association, the Australasian Gaming Council, the Association of Gaming Equipment Manufacturers and the International Social Games Association), we