Responsible gaming is a concept that has been around for 30 years, but it seems like it hasn’t been very effective in preventing gambling problems. Many people don’t understand what responsible gaming means and how to achieve it. This has led to confusion among customers, regulators, and even the industry itself.
While responsible gaming was meant to promote enjoyable and affordable gambling, it lacks specific guidelines on what responsible gambling looks like. Unlike responsible drinking campaigns that offer clear messages on moderation, responsible gaming initiatives often focus on helping those already experiencing problems rather than preventing problems in the first place.
As the gambling industry expands, it’s crucial to reevaluate how we talk about responsible gaming. Instead of focusing on problem gambling, responsible gaming should be about promoting fun, positive experiences, and healthy play. We need to understand the impact of gambling on socialization, brain activity, and lifestyle to create messages that resonate with customers.
To make responsible gaming more effective, we need to decouple the terms responsible gaming and problem gambling. By creating a clear definition of responsible gaming and developing new communication strategies, we can promote safer gambling practices and prevent harm before it occurs.
In a recent article published in the Gaming Research and Review Journal, Alan Feldman and his colleagues discussed the importance of reevaluating language and communication surrounding responsible gaming. Their research provides valuable insights into how the industry can better promote responsible gaming and protect those in need.
By taking a proactive approach to responsible gaming and developing new campaigns that embody brand values and reputation, the industry can create an environment that benefits both customers and stakeholders. It’s time to rethink how we talk about responsible gaming and focus on prevention rather than just addressing problems after they occur.
