GamProtect, a pioneering cross-operator player protection scheme, has already identified 5527 players at risk of serious harm. This highlights the growing consensus that collaboration between gambling operators could improve player protection. However, this is not without challenges. This article explores these hurdles and shows how operators are joining forces to create a safer gambling environment for players.

The EU’s Move Toward Standardized Markers of Harm

One of the most promising developments in unified player protection is the move to create standardized markers of harm across the EU. The initiative, spearheaded by the European Gaming and Betting Association (EGBA), is a significant step forward in player protection.

Markers of harm are changes in a player’s gambling behavior, such as increased speed, time, and duration of play. They can help operators identify risky or harmful gambling behavior. While gambling operators already use marks of harm, there is no set list of behaviors. This has made it challenging to identify at-risk players consistently.

The EGBA has pushed for standardized markers to create a common regulatory framework across all EU countries. This would guide operators and regulators in identifying at-risk players, helping establish a safer gambling environment.

The European Committee for Standardisation (CEN) will develop the standard for the markers. They will consult stakeholders, including operators, health experts, and gambling authorities, throughout the process.

Voting on the standardized markers is set to take place next year. This is a key step towards unified, pan-European player protection measures. The final CEN standardized markers of harm will be a voluntary tool. Yet, it will provide a solid foundation for common player protection standards across the EU.

Cross-Operator Systems in Action: GamProtect Case Study

GamProtect serves as an excellent example of how collaboration between operators can protect players. GamProtect is a UK cross-operator scheme designed to protect those displaying high-risk behaviors from gambling harm.

The system allows participating gambling operators to share information, flagging players who are suffering from health-related gambling issues. This collective approach ensures that once a player is identified, they are excluded from gambling across all operators involved in the scheme.

The project began in 2020 when the UK Gambling Commission (UKGC) tasked the industry collectively to develop a “Single Customer View” tool. The challenge was creating a system that protects customers from harm while safeguarding their personal data.

The biggest implementation challenges were ensuring legal compliance with data protection laws. By working closely with the Information Commissioner’s Office, the initiative established a sound legal basis that respects privacy concerns.

The pilot was launched in April 2023 across four leading gambling brands and their subsidiary sites. At the official launch event in September 2024, UKGC Executive Director Tim Miller highlighted the impressive results already displayed through the trial.

Another two gambling brands joined the scheme in August 2024. While participation in the project remains voluntary, Miller encouraged other operators to join. With more operators participating, the scope of the program and its ability to protect players expands.

Improvements in Training and Support for Players

When players experience gambling problems, they often turn to customer support for help. Yet, many operators have teams of young customer service agents who may be unprepared to react well to these situations. So, it is essential to ensure that customer service agents are fully trained to help vulnerable players.

Recognizing this, the industry is focusing on the human element of player protection. Industry-wide compliance training programs have significantly improved how operators address gambling-related harm. This quality training has led to a decrease in the volume of harm cases.

Standardized training on safer gambling practices is a positive step forward. However, industry experts have highlighted the need for better protocols in handling high-risk situations, such as self-harm or suicide threats.

The industry has a responsibility to minimize these devastating risks, and training has been developed to support this. Companies like Betsson have implemented de-escalation training for dedicated teams. This enables the support staff to address high-risk situations early, responding compassionately and effectively to prevent serious crises from developing.

Limitations, Challenges, and Solutions

Despite these advancements, challenges persist. Data protection laws can hinder the seamless sharing of player information between operators, creating blind spots in cross-operator systems. Additionally, players can bypass protection measures by opting for operators who are not participating in schemes like GamProtect.

Third-party organizations, sometimes sceptical of operator-led initiatives, can be hesitant to collaborate. Some groups have gone as far as withdrawing support or funding. Meanwhile, regulation variations across jurisdictions complicate efforts to establish consistent player protection measures.

To address these issues, operators and regulators must work together to implement solutions such as:

• Enhanced Data Sharing Agreements: Develop systems that balance player protection with privacy concerns.
• Unified Regulations: Address the issue of varying regulations, encouraging cross-border collaboration to streamline player protection standards.
• Next-Generation Tools: Leverage AI and machine learning to proactively detect harmful behaviors, with operators sharing best practices.
• Expand Participation in Cross-Operator Schemes: Wider operator participation in schemes such as GamProtect could reduce the likelihood of players circumventing protection measures.

To overcome these challenges, open communication and collaboration between operators, regulators, and technology providers are essential. Greater transparency about data collection and its benefits could also help address player concerns over privacy, building trust in the process.

Conclusion: Collaboration is Key to Protecting Players

For players, the message is clear: you are not alone. Tools like GamProtect and enhanced customer support are designed to empower you. Operators are working hard to provide help and resources when you need them most. If you’re experiencing difficulties with gambling, support is available to help you regain control.

For operators, the call to action is equally clear: invest in collaboration, embrace transparency, and prioritize player well-being. The future of gambling relies on unity. By standardizing markers of harm, enhancing cross-operator systems, and building a culture of care, the industry can create safer gambling for everyone.

It’s not just about compliance. It’s about building trust, loyalty, and a sustainable future. Every stakeholder, including operators, regulators, and players, has a role to play. By working together, we can ensure that gambling remains a source of enjoyment, not harm.