Failing to Integrate with GAMSTOP – The Key Considerations for Brands

Posted by Harry Kane on Tuesday, May 5, 2020

While GAMSTOP has faced a number of criticisms since its inception, it remains a key weapon in the ongoing fight against problem gambling in the UK.

To this end, the UK Gambling Commission (UKGC) recently announced that all licensed operators would be required to integrate fully with the GAMSTOP self-exclusion service, with the failure to adhere to this rule likely to incur significant penalties.

This was borne out recently, when two UK operators had their licenses suspended for failing to comply with this directive.

What Is GAMSTOP and Why Has It Come Under Fire?

In simple terms, GAMSTOP was devised to empower gamblers who were concerned about problem behaviour, enabling them to implement strict controls that would restrict their online gambling activities over a fixed period of time.

More specifically, it allows users to ‘self-exclude’ from all gambling activity for six months, one year or five years, depending on the precise option chosen.

During this time, you’ll be prevented from using gambling websites and apps run by operators in Great Britain, with this free service effectively providing a digital barrier between players and individual online casinos.

Despite its noble premise and incredible potential, however, the execution of the GAMSTOP software has left something to be desired.

In fact, the program has come under heavy fire since its creation, particularly from those who claim that it doesn’t do enough to safeguard problem gamblers.

One of the initial criticisms was that operators weren’t initially compelled to sign up to GAMSTOP, creating an ineffective safeguard against problem gambling.

While this has since been resolved, some operators have still not committed to integrating the GAMSTOP software (we’ll have a little more on this later), while there have also been significant issues reported with the registration process.

These were uncovered during a BBC ‘Five Live Investigates’ program, which found that players registered on GAMSTOP could circumvent the exclusion provisions simply by changing minor details such as email and usernames.

While GAMSTOP requires players to register with such details, there’s currently nothing to stop problem gamblers from opening new emails and registering freely with as many sites as they like.

Another criticism has focused on the extent to which GAMSTOP can actively safeguard players. This is because the current software doesn’t prevent you from receiving marketing offers from gambling brands, including lucrative welcome bonuses, no-deposit promotions and free spins.

Of course, you can unsubscribe from such emails through each individual operator, but this can be both time-consuming and emotionally challenging for people who are grappling with the realities of compulsive behaviour.

This is particularly true when you consider how enticing and targeted such offers can be, and it represents a serious issue that continues to undermine GAMSTOP and its fundamental capacity to safeguard players.

Which Operators Have Had Their Licenses Stripped?

While the collective failures of GAMSTOP are well-known and have been widely-discussed, it’s arguably the decision of operators not to integrate this software that has the biggest detrimental effect on players.

As we’ve already touched on, this has been a worrying and recurring issue in the iGaming sector, and one that has cast a significant shadow across the marketplace.

It also came under the spotlight once again recently, when two established online gambling operators had their licenses revoked following their failure to integrate the GAMSTOP self-exclusion service into their branded websites.

The operators in question were fantasy sports betting brand Sportito and Dynamic, which failed to comply with the UKGC’s blanket terms on conditions pertaining to GAMSTOP on March 31st.

There’s no doubt that the regulator’s response was effective and expedient, while it also showcased the regulator’s commitment to ensure that fair and responsible gambling is promoted widely across all audiences.

According to UKGC CEO Neil McArthur, the regulator was compelled to act because “the operators had not complied by the deadline, which subsequently placed vulnerable customers at immediate risk.” McArthur also confirmed that these license suspensions should serve as a warning to other operators, with the safety of players remains the core focus for the regulator in the current climate.

Of course, it should be noted that the vast majority of operators were more than happy to integrate the GAMSTOP service onto their website ahead of time, while the regulator also reinforced the importance of this with multiple warnings to all online licensees prior to the March 31st deadline.

The other positive news is that the sanctions appear to have the desired effect, with Sportito’s license having already been reinstated after the brand ultimately complied with the integration order.

So, while both operators will find themselves the subject of comprehensive reviews into the licensing status and suitability to remain active in the UK market, they’re at least taking reactive steps to correct failures of management and responsible gambling.

Given that operators are also largely committed to integrating the GAMSTOP service and protecting their own individual customers, the national self-exclusion scheme will also have a far greater chance of achieving its objectives in the future.

According to GAMSTOP CEO Fiona Parker, this story should also serve as an important reminder to players and urge vulnerable gamblers to make use of the platform’s free self-exclusion tools.

Now two years old, GAMSTOP is used by more than 130,000 gamblers nationwide, 75% of which have opted to impose a five-year ban on themselves.

Some 42% are also aged between 25 and 34, and with these statistics in mind, it’s clear that GAMSTOP is playing an increasingly influential role in driving responsible gambling and protecting a demographic that’s the most likely to include problem players.

As for the UKGC, they’ll continue to wage a war on rogue operators and take every conceivable step to enforce its standards. To this end, they’ve certainly been busy in 2020, with the latest sanctions following on from the decisions to suspend the respective licenses of Lotteries.com, Stakers Ltd, MoPlay parent Addison Global Ltd Matchbook owner Triple Ltd.

These operators all committed various transgressions, with the failure to comply with the regulator on GAMSTOP just one of the challenges facing the UKGC as we proceed through 2020.