Sam Douglas: Responsible Gaming is Essential for Land-Based Casinos

Safer gaming and player protection are redefining the evolution of the gambling market in the United Kingdom. Sam Douglas, Director of Responsible Gaming at The Hippodrome Casino, highlights that the main difficulty is that affordability cannot be easily observed. This was discussed before his participation in the panel 'Strategies for Achieving Loyalty and Safer Gaming' at the SBC Summit in Lisbon.

Perspective on Responsible Gaming

Sam Douglas asserts that responsible gaming should not only be adhered to due to regulatory demands but is also the right thing to do. "It's not something we do because a regulator requires it, but part of how we treat the people who choose to spend time with us," Douglas says. Integrating these practices as part of customer service may facilitate their adoption rather than feeling like an additional cost.

Challenges in Affordability

Affordability is complex in physical environments, as a person can win or lose significantly in a single visit, altering their spending capacity. Staff must interpret behaviors rather than concrete numbers. According to Douglas, "regulation must be based on common sense so as not to unnecessarily complicate the relationship with players who wager more."

Encouraging Deposit Limits

Douglas emphasizes communication as key to encouraging players to set deposit limits. Unlike online environments, land-based casinos must facilitate clear conversations that help players use available tools. It is important to present limits as means for players to maintain control, not as restrictions.

Integration of the Sportsbook

With the incorporation of the Paddy Power sportsbook, The Hippodrome Casino focused on integrating this within its existing framework. Behavior in sports betting differs from other products, so being alert to these differences is essential without reinventing the approach.

Eliminating the Stigma of Safe Gaming

To destigmatize the use of safe gaming tools, they must be presented as normal options for all customers. Douglas suggests avoiding negative terms and focusing the language on positive experiences to enhance the perception and utility of these tools.

Staff Training Strategies

The staff receives diverse training, from personal experiences with gambling harm to suicide prevention topics. These sessions ensure that the team is equipped to handle high-risk situations. Additionally, participation in industry events is encouraged to stay updated.

Events and Advocacy for Safety

Douglas values events, such as the SBC Summit, for their ability to revitalize commitment to player safety. He will participate in a panel on player protection and hopes to gain new insights to implement in the business. "Returning from events like this always revitalizes my enthusiasm and allows me to bring new ideas," asserts Douglas.