As Responsible Gaming Education Month (RGEM) unfolds, we are proud to spotlight our collaboration with Betr to advance responsible gaming through innovative technology. Together, we’ve launched a proof of concept (POC) using GeoComply’s device-blocking technology to enhance self-exclusion measures.
By leveraging GeoComply’s technology, Betr can identify and block devices linked to self-exclusion programs, preventing users from bypassing their restrictions and creating new accounts on their known devices. This POC provides Betr with an additional layer of protection to ensure that individuals who self-exclude are not exposed to further gambling-related harms.
We spoke with Rachel Gundy, Head of Product at Betr, about the impact of this initiative. With her extensive experience in player protection, Rachel plays a key role in our companies’ efforts to innovate and advance responsible gaming. Read the Q&A below.
Q: Betr has been live with this RG device blocking POC for a number of months now. What are you seeing, and what type of impact is this initiative having?
A: “This POC has allowed us to analyze behavior post-self-exclusion, specifically to understand if patrons are trying to circumvent the exclusion and protections they’ve placed upon themselves.
What we’ve learned is that a small subset of self-excluded users will attempt to create a new account with a different identity to continue playing and avoid their exclusion. While not entirely surprising, these findings underscore the need to continually strengthen and innovate our approach to managing self-excluded patrons.”
Q: From a consumer perspective, what benefits does this initiative seem to be creating, and what long-term potential do you see based on the POC results?
A: “For our customers, we’ve been able to reshape a potentially dark moment into an opportunity for support. Not only are we preventing gameplay, but we’ve also used this chance to present responsible gaming messaging that provides patrons with direct links to counseling and support services through Birches Health.
Since launching the POC and corresponding RG messaging, engagement with Birches Health has nearly doubled. This validates the criticality of providing immediate resources and support at such crucial moments. Moving forward, we’re looking to enrich the resources we provide to boost engagement and expedite access to help.”
Q: How do you see technology evolving to further enhance responsible gaming practices?
A: “Player behavior has the potential to evolve, and as a result, the solutions we have today may need to look drastically different. We’ve already begun using machine learning and AI to understand a patron’s RG risk, but I see this as just the foundation. In the upcoming years, as we learn and iterate, these tools will become even more integral to responsible gaming practices.”
Q: How does Betr balance innovative RG measures with maintaining a positive user experience? Reflecting on Betr’s RG commitments more broadly, what are you most proud of?
A: “I’m extremely proud of Betr’s mentality towards responsible gaming. We see a positive user experience as an outcome of innovative RG measures. Player health and sustainability are constant topics and are central to our product pillars.
We invested early in player protection guardrails, resulting in some industry-leading initiatives: we do not accept payments with credit cards, users aged 25 or under have a monthly deposit limit, and we’ve invested in an AI solution to understand a patron’s RG Risk Score. Additionally, we’ve leveraged our media arm to promote responsible gaming tools.
Our hope is to reframe player protection as a personalized toolkit or strategy for everyone.”
This collaboration between GeoComply and Betr marks the beginning of an important effort to combat gambling-related harms. By integrating GeoComply’s technology with Betr’s forward-thinking approach, we are laying the foundation for enhanced self-exclusion measures and fostering industry-wide collaboration. This partnership signals the potential for broader innovation in responsible gaming, and we hope it encourages others to join us in leveraging technology for improved player protection. Together, we are taking a crucial step toward creating a safer, more responsible gaming landscape.
