How Will Self-Еxclusion Apps Impact on the Market?

Posted by Harry Kane on Wednesday, April 25, 2018

Interestingly, the notion of self-exclusion is nothing new in the world of on and offline casinos. In fact, this is something that every single operator must offer to their customers, as players are empowered to gamble responsibly and avoid the pitfalls of excessive or compulsive betting.

While self-exclusion remains a key regulatory measure exercised by the UK Gambling Commission (UKGC), some critics have voiced concerns that it places too much responsibility on the shoulders of potentially problem gamblers. Similarly, self-exclusion can be applied differently from one operator to another, making it far too easy for players to access online gameplay even when they’re determined to reduce their activity.

This is why independent and comprehensive self-exclusion apps such as Gamban have gained considerable traction in the market in recent times. Below, we’ll consider these apps in further detail and ask what impact they’re likely to have on the gambling industry as a whole.

What Is Self-Exclusion and What Are Its Pitfalls?

In simple terms, self-exclusion is a process that enables players to ask a gambling operator to exclude them from accessing games or premises associated with their brand. This request usually applies for a predetermined length of time, typically between six months and five years depending on each individual player.

Now a mandatory requirement that is enforced by the UKGC, players who have enacted the self-exclusion option should be refused service by operators who have received an official request. Historically and in the case of offline operators, this meant that excluded players were to be refused service in any venue or location that was associated with the relevant gambling brand.

As the online market has evolved, however, the law has also been extended to include virtual casinos and operators across the board. So, players who seek to exclude themselves from online gambling hubs should have their relevant accounts suspended for the requisite amount of time, while operators must also return any money associated with these accounts.

Not only this, but operators should also remove your details from their marketing databases, so that you are not bombarded with promotional offers during your imposed period of self-exclusion.

Despite enforcement from the UKGC, however, there are potential pitfalls with self-exclusion. Firstly, the responsibility for sticking to the terms of self-exclusion remains firmly with each individual player, which can pose a serious issue when dealing with vulnerable gamblers or those with a compulsion. Sure, operators are compelled to do everything in their power to help struggling players, but they remain relatively restricted given the increasingly diverse and accessible nature of the contemporary marketplace.

Of course, offline firms that offer gambling in licensed premises are all required to be a part of a multi-operator self-exclusion scheme. This regulation was commissioned to create a blanket self-exclusion for players, and one which could be applied to any premises that offered a specific type of gambling. The idea was that making a single request to self-exclude would make it easier to safeguard players, although there was always the risk that individuals could simply pursue other types of gambling activity if their compulsion grew stronger.

This risk has been exacerbated in the digital age, where it’s becoming increasingly difficult for players to leverage self-exclusion effectively. After all, it’s only possible for players to self-exclude from individual operators at present, which is extremely ineffective in such a well-populated and competitive marketplace. With new and independent operators also popping up on a regular basis, the traditional method of self-exemption appears to be increasingly outdated online.

Similarly, operators that have not received a self-exemption application and have access to players’ personal details are free to continually bombard them with targeted ads and promotional offers. This means that there’s a constant temptation for players to gamble, regardless of whether they have exercised some form of self-exemption or not.

This issue is exacerbated by the fact that the average online gambler operates four separate accounts in the modern age, while this has also created the need for a more effective and independent solution.

Do Gamban and Gamstop Represent a Solution?

As an initial response to the challenges posed online, the UKGC has moved to create a multi-operator self-exclusion scheme for online firms, known simply as Gamstop. This will be released this spring, although operational restrictions means that it will only apply to UK-licensed companies and leave gamblers at the mercy of companies that fall outside of this jurisdiction.

This is why we’ve seen the proliferation of gambling-blocking software in recent times, as developers have sought to create comprehensive and independent apps to help drive more efficient self-exclusion programs. At present, Gamban is the most affordable of these, costing players the reasonable price of £10 per annum and offering a viable option for customers. Others can cost anywhere between £50 and £150 annually, which represents a prohibitive price range in the current economic climate.

Gamban takes the simple and universal step of banning access to all registered gambling sites online, including casinos, slots, sports betting and even eSports. This software can be easily installed on all devices including smartphones and laptops, while it provides a cost-effective and relatively easy way of safeguarding players in the digital age.

Interestingly, both Gamstop and apps such as Gamban have been well-received within the marketplace, primarily because it creates a greater equilibrium between brands. After all, online operators that strive to uphold responsible gambling principles may be put at a competitive disadvantage in some instances, particularly in instances where they lose business to less reputable rivals. These initiatives and self-exclusion apps negate this imbalance, however, ensuring that all operators compete in a fair and transparent market.

How Will This Impact on the Market?

Over time, we may well see problem gamblers leverage both Gamstop and Gamban simultaneously, in order to achieve blanket self-exclusion within the industry. For those who are unable to pay a monthly subscription, there’s hope that Gamstop alone will provide adequate protection for gamblers who are struggling to manage their activity levels.

Apart from removing the competitive disadvantage that comes with implementing self-exclusion programs online, these new initiatives should also help to improve the reputation of the virtual marketplace. We all know that this is a key strategic objective of the UKGC in the current climate, and operators who are able to uphold this successfully have the potential to emerge as ambassadors for one of the world’s true growth industries.

So, even though the more effective implementation of self-exclusion online could have a direct impact on the profitability of virtual casinos and operators, it will at least enable them to bank sustainable revenue and set new standards in responsible gambling.