Inside Asian Gaming

IAG DEC 2020年12月 亞博匯 106 FEATURES A cross the globe, responsible gambling is recognized as a priority for the majority of gaming and gambling operators and regulators. While most understand the importance of minimizing potential harms and reducing problem gambling, what is not easily understood is how to measure the financial contribution of responsible gambling to an organization. The one question we have been asked repeatedly by operators around the globe is “does RG contribute to the bottom line?” Responsible gambling is the adoption of policies and practices that promote healthy gambling habits while mitigating risk. These strategies will differ depending on the type of market, from an emerging market like Vietnam or a mature market like Singapore – it is not a one size fits all approach. The requirements established by the regulator also play a role in determining an operator’s investment. What remains the same is the positive outcomes responsible gambling yields in creating a loyal and sustainable player base and an organizational culture with high staff retention. Recognizing the importance of building responsible gambling policies and evaluation metrics into fiscal planning means that these core concepts will continue to pay dividends over time. AN INVESTMENT IN RESPONSIBLE GAMBLING CREATES PLAYER LOYALTY At the heart of responsible gambling is the protection of players and the public from gambling harms. An operator’s commitment to these RG practices creates a direct link to its customer base. Over time, this link can become a relationship as customer loyalty increases