With more US states embracing legalized betting, Martin Lycka, Senior Vice President for American Regulatory Affairs and Responsible Gambling at Entain, has emphasized the industry's obligation to address problem gambling head-on. Speaking at the SBC Digital North America conference, Lycka provided a regulatory overview of the growing US and Canadian markets, noting that numerous states joined the 'betting club' in 2021 alone. However, he quickly shifted focus to the critical need for robust responsible gambling measures.
He remarked, "Low and behold, what a seismic shift this has been in just three years. As an industry, we have been sketching out a sustainable way forward that will serve us well in the long run." He insisted that ensuring the sustainability of the North American sports betting and igaming market hinges on implementing solid consumer protection frameworks aimed at responsible gambling.
Drawing from experiences in the UK and Europe, Lycka cautioned against complacency regarding problem gambling, urging the industry to take proactive measures. "Sitting on the fence and waiting for any storms to blow over does not pay off," he said. "The North American industry is best advised to actively engage with responsible gambling matters and tackle them head-on with both enthusiasm and determination."
He continued, stating the necessity to prevent emerging issues related to problem gambling from escalating, reinforcing that focusing on consumer protection would bolster economic growth in the North American market. Lycka expressed that the responsibility to assist at-risk customers falls primarily on the betting and gaming industry, which must also work to draw customers away from illegal gambling operations.
Lycka reminded attendees that around five percent of customers face risks of developing gambling problems, but he noted that proactive intervention can reduce the likelihood of this happening. "The onus on the industry, supported by regulators and third-party providers, is to help at-risk customers while also catering to responsible players. We need to do that with a view of steering them away from the black market."
He posed a challenge to the industry: "Can we have an attractive product offering while protecting our customers from the scourge of gambling addiction? The answer, I believe, is a resounding yes. Yes we can, and yes we must." Emphasizing the urgency, Lycka stated that the industry must prioritize not just the identification of problem gambling but also crucial solutions for prevention.
