UKGC Creates Three Groups To Tackle VIP Incentives

The UK Gambling Commission has confirmed that it has created three new working groups to tackle game and product design challenges, advertising technology and high-value customer incentives to gamble.

Led by senior leaders in the gambling industry, the initiative aimed at further improving safeguards for UK customers follows a briefing in October 2019 in which UKGC CEO Neil McArthur outlined the industry’s main challenges and opportunities to raise standards and reduce harm rapidly across the industry.

GVC Holdings will lead a group focused on the use of VIP rewards working closely with the Betting and Gaming Council. The organisation will ‘help ensure bonuses, hospitality and gifts in particular around VIP programmes, are offered in a manner which is consistent with the licencing objectives to make gambling fairer, safer and crime free.’

SG Gaming and Playtech have both dedicated themselves to leading research on developing a successful Industry Code for Product Design, concentrating on how the gambling industry will continue to manufacture safer products in the future, while also looking at the technologies used to develop games and the associated risks.

Additionally, Sky Betting and Gaming have agreed to oversee the working group on advertisement technology, which will identify and speed up ways to reduce the amount of ads seen by teenagers, young people and vulnerable adults.

Chief executive of Gambling Commission Neil McArthur said: “Consumer behaviour and technology are changing so quickly that only a bold and innovative approach will allow us to achieve a reduction in the numbers of people experiencing, or at risk from, gambling related harm.

“I’ve been encouraged by the willingness of so many operators to work with us on these challenges. We’ve set demanding timetable for progress because we cannot proceed at the speed of the slowest. If rapid progress is not made then we will have to look at other options as making gambling safer for consumers is paramount.”


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