Gambling Commission “single customer view” initiative kicks off

Twelve gambling industry operators (including 888, Bet365, Betfred, GVC, Sky Bet and William Hill) together with experts from a mix of roles, including technology, marketing, compliance, data and customer interaction, were amongst over 100 who attended a Gambling Commission event yesterday 11 February 2020 – that continues today 12 February – intended to enable progress on creating a single industry-wide solution to help reduce gambling harm, in particular where customers have multiple online accounts.

In its website posting under the title “Gambling Commission kick starts digital challenge to make gambling safer” (that you can download below), the Commission states:

Over 100 experts will attend the Gambling Commission event in Birmingham where they will unpick the challenges associated with achieving a ‘single customer view’.

The initiative is being supported by the Betting and Gaming Council with representatives from the Information Commissioners Office also attending to raise awareness of individual rights and to discuss issues around privacy.

Neil McArthur, chief executive of the Gambling Commission said:

“We recognise that keeping a customer safe where operators currently only have a partial view of a customer’s behaviour is a challenge. That is why we are bringing together experts from outside and within the gambling industry to explore how technology could create a single customer view, as it has the potential to significantly improve customer protection. I’m really looking forward to seeing what is possible. We are constantly looking for opportunities to reduce gambling-related harm and there is always more to be done. Using technology to facilitate a single view of consumer activity is one of a range of actions we are pursuing to make gambling safer.”

The Gambling Commission is currently pushing the industry to make progress in raising standards and reducing harm in areas such as ethical game design, the use of advertising technology, and incentives for high value customers.

The Commission has set tight deadlines and expects to see progress by the end of March this year.

We mentioned this event in our 19 January 2020 website posting.

The ‘single customer view’ initiative stems from a recommendation by the Gambling Commission’s Digital Advisory Panel that the Commission should consider “requiring the large operators to form an arms-length joint venture that will provide a service that will consolidate a single customer view for all online gambling activity, so improved interventions are possible for both problem gamblers and gamblers at-risk. In parallel, the GC should continue to drive the agenda for research into markers of harm and specific gambling triggers so that this knowledge can be built into this service in the future”.

The ‘single customer view’ initiative also featured in the “Creating a guideline for online and land-based interaction” ICE Consumer Protection Zone panel session, moderated last week by David Clifton.

UPDATE: You can now view the following videos on the Gambling Commission’s YouTube channel relating to this event: