Long established as one of the most influential gambling regulators in the world, the UK Gambling Commission is a vocal proponent of the power of collaboration.
“We see greater collaboration amongst all of us, gambling regulators across the world, as the essential next step in tackling the challenges that the morphing of the gambling market into a global tech industry poses for all of us.”
Andrew Rhodes, CEO, UK Gambling Commission
From the above statement, excerpted from a speech given to the International Association of Gaming Regulators (IAGR) in 2022, to the Commission’s Advice to Government regarding the Review of the 2005 Gambling Act: the importance of collaboration is a consistent theme in the output of a government regulator at the forefront of compliance innovation. This is especially true in the Commission’s efforts to achieve what was once thought impossible in gaming regulatory circles—the creation of a Single Customer View (SCV) across multiple gaming operators.
“A problem we will all face is that a very responsible operator may exclude someone from gambling, or force a pause in their gambling as they are showing signs of harm. However, this may simply result in a person who may be in distress simply moving to another operator, and then another, and another.
“The single customer view will allow operators to be alerted to customers who have been excluded by another operator due to concerns about their level of gambling, thus breaking this circuit.”
Andrew Rhodes, CEO, UK Gambling Commission
Long viewed as a veritable ‘magic bullet’ for government gaming regulators seeking a truly robust tool to reduce gambling harms for those bettors most at risk, the Single Customer View was nevertheless viewed as a utopian objective by many global gaming pundits concerned by the legality, manageability, and/or long-term ramifications of SCV. That all began to change in February of 2020 when the UK Gambling Commission challenged the online gambling industry, represented by the Betting & Gaming Council (BGC), to explore and develop a SCV solution capable of enabling a holistic view of a customer’s online gaming behaviour.
From that initial industry collaboration, progress ensued at a rapid pace:
For full details on this project, refer to the Betting & Gaming Council’s Regulatory Sandbox Final Report.
In short, once considered a virtual impossibility, the Single Customer View, a collaborative data-sharing process across multiple gambling operators has now been proven as a theoretically sound and actionable framework to improve bettor safety and enhance regulatory oversight in the United Kingdom.
This should be welcome news indeed for North American gaming regulators where comparable innovation is critical to address emerging regulatory issues impacting the recently legalized and rapidly growing online gaming industry. Much like their UK counterparts, North American gaming agencies are confronted with the reality of protecting ‘at risk’ gamblers whom, despite efforts towards self-exclusion, can easily access alternate providers to continue wagering. For North American agencies, lacking a single customer view across multiple operators creates the potential for a regulatory framework where the spirit of compliance is willing but the system for enforcement is weak.
SCV could also be a boon for North American gaming regulators in the areas of athlete identification and prevention where recent scandals have heightening concerns over the ability of regulators to fully impede wagering activity prohibited by professional and collegiate sports leagues.
Moreover, while the ICO’s recommendations for the financial sector to share data with gambling operators are justified within an overarching mandate to ‘protect customers from unaffordable losses,’ it’s obvious that such data is also a critical and much coveted component of a sufficiently robust dataset to improve KYC efforts to prevent money laundering, terrorism funding, cybercrime, fraud, and corruption. For government gaming regulators striving to monitor and enforce the anti-money laundering compliance of third-party operators, the Single Customer View could potentially facilitate additional transactional transparency to ensure that operators and regulators alike have access to the same critical information in real-time.
With SCV carrying the potential to facilitate several potential use cases going forward, it’s clear that the UK Gambling Commission as an innovator, and the online gambling industry as-a-whole, is embracing a central tenet of modern technology—to empower multiple stakeholders via the seamless provision of pertinent contextual datasets. With North American agencies increasingly investing in software solutions like POSSE GCS (Gaming Control Software) that are purpose-built to equip gaming regulators with powerful off-the-shelf workflow automation leveraging best practice data availability, it is only a matter a time before North American gaming regulators are looking through the lens of a Single Customer View to achieve better compliance outcomes for citizens and operators alike.
To learn more about POSSE GCS, our streamlined regulatory and compliance solution for the government gaming enterprise, visit our POSSE Gaming Control Software page for more information OR contact us today to schedule a no-obligation demo.