Clifton Davies panel sessions at ICE 2020: from customer interactions to affiliate marketing

We have previously outlined the busy week we had lined up for ICE 2020. Busy it certainly turned out to be and we were very pleased to spend time, and engage in new work projects, with clients – old and new.

We have already reported on notable speeches delivered on Monday 3 February 2020 by former Deputy Leader of the UK’s Labour Party, Tom Watson and the CEO of the UK’s Gambling Commission, Neil McArthur.

ICE is now over for another year, so we can now also report on each of the two panel sessions moderated by David Clifton during ICE week.

1. ICE Consumer Protection Zone: Creating a guideline for online and land-based interaction – Wednesday 5 February 2020 

Moderator: David Clifton, Director, Clifton Davies Consultancy Limited

  • Foli Ekue, Managing Director, Playright
  • Sarah Hodge, Lecturer in Psychology, Bournemouth University
  • Frankie Graham, CEO, BetKnowMore

David commenced this session with a summary of the Gambling Commission’s new Customer Interaction Guidance that came into force on 31 October 2019. Discussion amongst David and the panellists then covered the following topics:

  1. What sort of triggers should initiate a customer interaction?
  2. Hard, soft and micro-interactions – what is the difference?
  3. How do you choose which is the most appropriate form of interaction with any particular customer?
  4. How often should you interact directly with your customers?
  5. How should you assess risk in the case of new customers?
  6. How does one assess what is normal customer behaviour?
  7. What role does affordability play in this process (including what may become no longer affordable)?
  8. What is meant by the “single customer view”?
  9. What software/other tools are available to track behaviour change, identify those at risk of problem gambling and the risk levels that should be attached to customers?
  10. How soon after identifying potential risk, should you initiate an interaction?
  11. What makes for an effective, positive, constructive interaction – online and land-based?
  12. How do you stop the customer from reacting negatively when interacting?
  13. What research has been/is being undertaken to help establish what interactions work better than others?
  14. Do different principles apply in the case of VIPs?
  15. How should you best monitor ongoing customer behaviour following an initial interaction?
  16. How do you most effectively point a customer to use of responsible gambling tools, self-exclusion, treatment providers etc?
  17. What records of customer interactions should be kept?
  18. How does one evaluate customer interactions?

2. iGB Affiliate Conference: European Regulatory Roundup – UK, Sweden, Italy – Thursday 6 February 2020

Moderator: David Clifton, Director, Clifton Davies Consultancy Limited

  • Maarten Haijer, Secretary General, European Gaming & Betting Association
  • Daniel Brookes, Head of Compliance, ActiveWin Media

David commenced with a summary of gambling affiliate developments dating back to September 2017, when Sky Betting & Gaming announced closure of its affiliate marketing programme, citing as the reason  “growing regulatory requirements”, and culminating in the following  ‘urgent request’ by William Hill’s online casino Mr Green to its UK affiliate marketing publishers (issued on 4 February 2020) demanding that all active advertising be stopped with immediate effect:

The session continued with an update on recent and likely future advertising and associated regulatory developments in each of the UK, Sweden and Italy. Discussion continued on the following topics:

  1. What can be done by operators and affiliates alike – in terms of voluntary measures – to regain the trust of regulators, legislators and the public alike that might go some way towards “turning the tide” of concern in relation to excessive and/or inappropriate gambling advertising.
  2. The increasing regulatory focus on online/social media advertising of gambling
  3. What is “proportionate advertising”? What is “moderate advertising”? What is “overly aggressive advertising”?
  4. How real is the risk that advertising bans drive consumers to black markets?
  5. Is there a real link between gambling advertising and gambling problems?
  6. To what extent do advertising bans inhibit delivery of safer gambling messaging?
  7. To what extent will use of ad-tech assist in resolving regulatory problems?
  8. Is licensing of affiliates on the cards in Europe?
  9. Do affiliates need more of a social conscience and, if so, how is that achieved?
  10. Have the last two years or so seen assumption by affiliates of a greater sense of responsibility?
  11. Does any place still exist for self-regulation of gambling advertising?
  12. How does one evaluate the consequences of gambling advertising?
  13. Is Europe heading towards more total bans or tobacco style advertising restrictions?

3. Advice on both of the above subjects

We advise clients on all of the above issues (and more), so anyone requiring advice themselves is very welcome to get in touch with: