How Tech is Shaping Safer Gambling, BGC AGM Recap

_{Industry leaders discuss AI, data, and collaboration at the BGC AGM panel. (Image: BGC)}

The first panel discussion at the Betting and Gaming Council AGM in on Thursday, Feb 27, was titled "Tech for Good."

The discussion in London focused on the role of technology in promoting safer betting and gaming. The panel included Kane Purdy (Director at Bally's and Chair of GAM Protect), Brendan McDonald (Customer Operations Director at Entain), and Lauren Ian (Chief Sustainability and Corporate Affairs Officer at Playtech).

There were numerous key topics discussed, including ‘Tech's Role in Promoting Safer Gambling’ particularly in the context of online casinos and their evolving safety measures..

Brendan McDonald highlighted the significant investments made in technology, specifically the ARK platform, which allows for scalable interventions and personalised communication with millions of customers in real-time.

Kane Purdy shared his view and emphasised the shift towards real-time data usage and AI applications in understanding customer behaviour and improving their gambling experience.

GAM Protect Initiative’s Role in Supporting Vulnerable Customers

Speaking to the panel host, John Pienaar, Kane said that the GAM Protect scheme, which was developed to better support vulnerable customers, allows for proactive measures if individuals report addiction issues.

He said that the scheme has been operational since April 2024, with over 7,000 registered individuals.

Both Brendan and Kane noted that despite its voluntary nature, the industry must mature and recognise the importance of such initiatives. Brendan said there was a need for further integration within the sector, stating that collaboration among operators and software providers is critical for broader implementation. 

Lauren added that partnerships with non-profits and academic institutions for research could further enhance technology's impact on safer gambling practices.

Future Growth Driven by Technology

The panel discussed the potential for growth in the industry through the integration of new technologies, particularly AI and machine learning, which can improve customer interactions and support safer gambling efforts.  

_{Lauren Ian of Playtech, emphasised the importance of collaboration with non-profits and academic institutions. (Image: BGC)}

Lauren noted that the sector needs to attract talent in data science and AI to enhance its offerings, while Brendan indicated that the focus on compliance has taken resources away from product innovation.

Broader Impact of Technology 

The discussion extended to how technology can be applied across sectors. Overall, the panel expressed optimism about the potential of technology to improve customer experiences while ensuring safer gambling practices. 

The importance of collaboration, innovation, and a commitment to social responsibility were recurring themes in the discussion.