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      "body": "![Screen Shot 2017-11-07 at 12.20.08.png](https://steemitimages.com/DQmcfoV2GQtG8e6PUzSPzMHibk5aTVKeJEz8ZzKDK99jQhZ/Screen%20Shot%202017-11-07%20at%2012.20.08.png)\n\nThere is clearly a role for strong regulation and enforcement within the gambling industry and I think everyone agrees that good regulation will only help with the long-term sustainability and growth of the industry. At the end of the day it is imperative that there is much better alignment than there is now between the interests of the public, consumers, politicians, regulators and operators.\n\nEnter the UKGC under the leadership of Sara Harrison, who have clearly laid out their intent to further strengthen their role in protecting the public especially those that are most vulnerable with a call for the industry to act rather than be acted upon. They have said they will do this through prioritising safe guards for problem gamblers including self-exclusion, ensuring the protection of player funds and ensuring that marketing and promotions are not misleading or dishonest. \n\nAnd to show they mean business we have seen them flex their muscles with the $8m 888 fine for failing to effectively enforce self excluded players and the $300k BGO fine for repeatedly failing to address misleading advertising on its own and affiliate websites. These should be a wake up call to the industry although I would expect to see more high profile enforcement action over the coming months and years.\n\nThe area I have most experience in and hopefully know a thing or two about is marketing and communications and as such will focus on this area. So where can marketing and marketeers help with treading what is often a fine line between keeping the consumer protected but still engaged?\n\nI suspect too many marketeers and I have been one of them, rely too heavily on their agencies and/or their legal teams to work with the relevant advertising bodies rather than building a relationship with them directly. The number of bodies involved can be bewildering, a problem in itself (UKGC, ClearCast, CAP, the ASA not to mention the media owners inc. Facebook, Google etc.) but this makes it all the more important to understand them, their roles and to have a direct relationship with them in order to help shape policy and it’s ongoing interpretation. \n\nFrom my experience I have found most of these bodies to be helpful and knowledgeable. ClearCast in particular is a fantastic resource who work with the advertiser to ensure creative and media buys are compliant in the UK and abroad as well as helping to find solutions to creative compliance issues. At the end of the day it’s as simple as the more the marketeer knows the regulators who regulate them, the more they can push creative boundaries (sorely missing within gaming) whilst remaining compliant. \n\nThat’s not to say working with these bodies is plain sailing or without frustration and further simplification and more consistent enforcement of guidelines is an ongoing battle. This is indeed a much wider problem with gaming regulation and law making in general, just look at the mess Europe is in with different regulators passing different regulatory regimes for little or no apparent reason other than they can.\n\nWith a disproportionate role for Affiliates within the gaming industry, they often make up 25-35% of newly acquired players for an operator, and with a fairly high degree of autonomy in how they act they have a significant impact on how the industry and specific operators they represent are perceived. This has often not been in the most professional or transparent way or worst still has been in breach of regulation. \n\nWith the recent rulings that operators are liable for any wrong doings by Affiliates who represent them this is now an area CMOs need to get to grips with fast. They can either follow Sky by closing down their Affiliate network (albeit they are in a pretty unique position with owning OddsChecker and getting preferential access to SkySports media) or impose much tighter control on what and how Affiliates communicate with consumers on their behalf or through pushing for affiliates to be licensed and held accountable for their actions (as is the case in some markets and in my opinion the best route to follow if regulators were willing to pick up the increase in workload).\n\nDigital and in particular social (with its skew to a younger demo) has also traditionally flown below the radar although the 888 case might signal the end of this. As a result it would be good to see more CMOs pre-empting further tightening of regulation and enforcement in this area by taking the extra step in safe guarding the vulnerable, through for instance adding age gates to social media pages and posts or looking to employ technology to suppress self-excluded customers from digital media buys. Who knows this might actually add an ethical edge to their brands!\n\nThen there is a rather personal bug bear of mine, I think there is a significant wake-up call for the industry to get itself out of the price and promotional war that is a creation of its own doing whereby offers get ever more generous and ever more complex to redeem. With this strategy being so visible, it only reinforces the perception of the industry being seen as pushy, aggressive and misleading and is one of the most common areas regulators get complaints about, BGO being the most recent high profile example of this. The irony being of course that not only does this create a stigma for the industry but it also creates less valuable customers as they become more promiscuous.  \n\nTo address this the industry needs to think beyond short term promotion and price based campaigns and look for more creative and innovative ways to engage with consumers. Whether this be through the delivery of more potent brand propositions and more creative advertising (both generally poor with few exceptions, PokerStars, PaddyPower), product and user experience innovations (BetFair, BetBull, Bokee) or / and content creation (Sky free to play games or Paddys social feeds). In essence, there’s a desperate need to think beyond the promotion!!  \n\nAnd finally we will no doubt see the rise and increasingly adoption of blockchain within the gambling industry with its many inherent advantages including transparency, trust (provably fair), cheaper and likely the rise of pier to pier betting and houseless casinos.  New incumbents and existing suppliers who embrace this technology have not only got the ability to seriously innovate but also truly champion the consumer in a way traditional gaming companies can only really play lip service too (as a punter you will always be betting against the book maker in a traditional sports book and a poker operator will always take a rake etc.).  It will be fascinating to see how this plays out.  \n\nArticle written based on my involvement with a panel held on the same topic at EiG Berlin Nov, 2017.",
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