Joonas Karhu, Chief Business Officer at Bojoko.com, says that operators and affiliates in non-regulated markets should still be responsible
Online casino operators in regulated markets across Europe and beyond are now having to prioritise compliance and responsible gambling above all else.
This has seen many organisations create dedicated compliance teams, and invest heavily in strengthening the procedures and protocols they have in place to protect players.
They have also had to change the way they market to consumers and in particularly how they use affiliate sites to drive new players through their casino doors.
In the UK, for example, the Gambling Commission has made it clear that operators are ultimately responsible for the content published on their behalf.
This has mounted pressure on the relationship between operators and publishers; in addition, advertising watchdogs are also coming down hard on ads that are misleading.
The result is that it is becoming increasingly difficult for operators not playing by the rules; the only way to succeed in the long term is to act responsibly.
But what about those operating in grey markets in places like Eastern Europe? Do they need to change their approach even if there are no rules or regulator keeping watch?
Here at Bojoko, we believe that practicing and promoting responsible online gambling is the best way forward for all operators and affiliates, regardless of the market they are in.
There are several reasons for this:
- Happy and healthy players wager for longer
Players that wager within their means – even if this means setting limits on deposits/withdrawals/sessions – have a much longer lifetime value than those that don’t.
Providing players with the proper tools to help them remain in control of their play allows them to wager in a sensible and sustainable way and over a longer period of time.
It is something we believe strongly about and offer our readers tools to help them cool off or even self-exclude – we recently joined forces with gamban® to provide this.
What’s more, consumers are becoming increasingly savvy and know the difference between a reputable operator or affiliate and one that is not.
- Regulation is coming
While some Eastern European markets may not be regulated at present, that’s not to say they won’t be in the not too distant future.
Throughout Europe and further afield, markets that were once grey are now moving towards regulation with determination and at speed.
It is much better for operators – and affiliates – to have taken a responsible approach to their business before they are forced to do so by new rules coming into force.
It also helps with licensing if and when this becomes a requirement – regulators look more favourably on operators and publishers that have done the right thing from day one.
- Changing perceptions
The global online gambling industry is still grappling with a reputation issue and it is important for operators and affiliates to help change perceptions.
By taking a responsible and caring approach to players and helping them manage their wagering activity, online gambling brands can improve their reputation among consumers.
This doesn’t take a lot – all they have to do is provide the necessary tools and support, and to also rethink how they market to players and, in particular, the bonuses offered.
The more open, honest and transparent operators and affiliates can be the better.
Operators and affiliates must also work closely together to help spread responsible gambling messages and ensure players have all the information they need to make the right choices.
Doing the right thing, even if you don’t have to, may take additional effort now but it is the only way for operators in Eastern Europe to ensure success in the future.
And the best way of achieving this is to work with affiliates that understand responsible gambling and also put it at the top of their priorities.
