| Responsible
Gaming - CSR in the e-Gaming Industry
By
Jonathan Dalli – Head of Marketing, e-Management
Corporate
Social Responsibility (CSR) in the e-Gaming industry
is an issue that is taken very seriously by regulators
and operators alike.
A
responsible player is generally defined as a person,
who makes a reasonable and conscious choice and
acts in accordance with this choice; based on
his/her individual desires and needs, as well
as his/her awareness of the purpose of entertainment
through regulated gaming. Looking for fun is implanted
in human nature and can well be considered as
an integral part of the natural development of
humankind. The e-gaming industry, including the
Malta Jurisdiction, responds to such a necessity,
albeit in a regulated manner.
A
good and reliable regulatory framework predominantly
ensures the fulfilment of such needs and wants.
When the fun element takes over and potentially
goes beyond the limits of one’s satisfaction,
delving into deeper psychological layers; regulatory
models come into play. E-gaming regulations envisage
and subsequently implement various measures to
prevent addiction to gambling and ensure players
act in a responsible manner. Special attention
in this respect is paid to the protection of the
under-aged and juvenile.
Operators
also have a stake, and some are also taking the
initiative to issue CSR Reports, including and
outlining contributions made to society at large,
donations to charitable causes, their commitment
to becoming environmentally conscious and friendly,
and the ways of implementing systems to identify
and support problem gamblers. Apart from recognising
that this is the right thing to do, remote gaming
operators who conduct their business responsibly
are realising that this ultimately proves fundamental
to their future success.
Thus
responsible gaming is an integral part of the
daily activity in a remote gaming company, particularly
because the Internet in particular has opened
access to the such companies 24 hours a day, 7
days a week, 365 days a year. Furthermore, as
various forms of payments are accepted and access
to e-gaming and betting companies is available
from one’s home PC or mobile phone, solutions
such as age verifications, customer limited deposit
/ session limits have become increasingly important;
as well as carefully planned marketing campaigns
to ensure that the vulnerable are not targeted.
The uncontrolled advertising of games is another
issue, as well as the mail-outs of wrong and possibly
misleading advertisements, and adverts aimed and
targeted towards the under-aged; as well as spam
advertising.
The
players’ ongoing desire to have fun, the
responsibility of the state through the regulator
to establish the necessary levers on the limitation
of such a possibility, as well as the implementation
of a socially responsible model by the operators,
serves as a basis for the development of a Responsible
Gaming model.
With
the Maltese Islands attracting a large number
of licensees setting up shop in such jurisdiction
as well as to capitalise on the competitive advantages
that the Malta Jurisdiction has to offer, the
Mediterranean island has unquestionably established
itself as the hub of online gaming in Europe.
It has however taken on board the issue of Responsible
Gaming very seriously. The underestimation of
such a potential problem will definitely affect
the credibility of a gaming jurisdiction; and
will also lead to a negative social attitude towards
the industry and its key players. Managing social
and environmental factors enhances a jurisdiction’s
credibility with stakeholders! This is further
confirmed in the LGA’s slogan of ‘Reputable,
Responsible and Responsive’ as the European
Hub of Remote Gaming.
Bio:
Jonathan Dalli
Jonathan
is a graduate from the University of Malta and
the Institute of Financial Services (UK). He was
appointed Head of Marketing of HBM Group/e-Management
in September 2009, overseeing all marketing activities
in relation to the group’s service portfolio
on an international level; directs the marketing
& PR campaigns; event management; brand management
strategies; marketing communications & media
relations; and strategic collaborations. He also
acts as Management Consultant for various business
concerns. Previously, he was Marketing Manager
of a quad-player’s provider in the Telecommunications
Industry, following another stint in iGaming Licensing
and Consultancy whereby he was already involved
in the licensing of various successful iGaming
license applications. He has also held various
marketing posts in a number of private sector
enterprises and industries in Malta, Slovakia
and the Czech Republic. Jonathan is also a part-time
freelance lecturer at the University of Malta.
He speaks fluent English, Italian and basic French.
Email: jonathan@emanagement-group.com
Contact Us
e-Management Ltd
28, Cathedral Street
Sliema SLM1525
Malta - EU
Tel: +356 2132 EMAN [2132 3626]
Fax: +356 2132 3627
Email: malta@emanagement-group.com
Web: www.emanagement-group.com
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