Opinion: Kindred Group voices UK channelisation fears over stake limit suggestion

With the UK now entering full General Election mode, there will be several weeks of intense debate about the hot topics of the day – Brexit, the NHS, law and order and more. With that in mind, the timing of the All-Party Parliamentary Group for Gambling Related Harm’s ‘Interim report into the Online Gambling Sector’ certainly felt like an attempt to inject gambling into that debate.

While we wait to see if gambling will be covered in forthcoming party manifestos, it is worth reflecting on the recommendations from the interim report.

It is important to say that no one in the industry wants problem gambling to exist. It is obvious that problem gambling is not good for the affected person or those closest to them. It also has no benefit for operators, especially publicly-listed ones. Our investors only value long term sustainable profits and hence we have financial (and moral) incentives to drive for an environment where no money is made from harmful gambling.

A commitment to the safety and welfare of our players is what should drive our collective efforts to collaborate across our industry and with policymakers, third parties and other stakeholders. I am confident that we all share a common goal of stamping out problem gambling and ensuring consumer protection. And most importantly, we stand the greatest chance of success if we work together.

On the same page

Instead of sweeping proposals from one side or another in this debate, perhaps we can start by agreeing on outcomes that are desirable for all parties. For example, it must be a fundamental principle that any evolution of regulation continues to ensure that 100% of online gambling in the UK takes place within the licensed environment. We must also not forget that the overwhelming majority of gamblers use platforms like ours for entertainment and be careful not to demonise the behaviour of those people that choose to have a flutter and enjoy themselves.

We want our users to play in a safe environment; a healthy and fun experience is a good experience for all, and a sensible focus around which to build our collective ambitions.

Options for reform such as crude stake limits would risk players looking elsewhere for their entertainment. And where would those players be likely to end up undertaking gambling activity? Unlicensed online operators. If players are unable to play the products or place the bets that they want to and are able to responsibly, it is likely they would seek a different operator that could offer it and that experience is just one click away in a digital environment.

That shift would be detrimental to UK gamblers from a safety perspective, to UK-licensed operators which play by the rules and to wider society as tax and investments in sport will fall. At last estimation, around 2% of gamblers in the UK had used an unlicensed operator in the last year.

Advocating advertising

There has also been much debate about advertising in recent times. At Kindred, we are clear: gambling companies and the wider industry have an important role to play in tackling problem gambling and to remove the industry from the public’s eye would be irresponsible.

Instead, we are using our assets to cut through effectively with adult audiences in football. By promoting healthier gambling behaviour and advocating for control, we can work together with both our customers and wider society to make real progress in ensuring people gamble responsibly.

There is also huge potential for important and vital changes to improve player safety through tech innovation that seeks to tackle problem gambling. This is an incredibly important focus area for Kindred, as evidenced by our investment in the latest affordability technology. Although it is early days, it is easy to see the potential power of using affordability data to both ensure that customers in ‘at-risk’ groups are not able to gamble beyond their likely means and also that we can offer a licensed and regulated experience to those customers able and willing to stake at higher levels.

These innovations are only possible through our ability to be flexible and learn, develop and grow our tools and systems. Ensuring that we have the correct legislative framework that allows this work to continue is vital – and Kindred will continue to champion the active involvement of the industry in finding solutions and keeping gambling fun, safe and regulated.

Neil Banbury is the UK general manager of Kindred Group. He has worked for the operator for more than nine years in various finance and strategy roles.