The UK gambling industry has been in the midst of a period of transformation, as it awaits what’s next for the implementation of the white paper following governmental changes in the country.
Speaking to SBCNews, Chief Commercial Officer of Sky Betting & Gaming Steve Birch underlined that they share the government’s ambitions to reduce gambling harm.
The journey for improved customer care is one that Sky Bet has been on for a significant amount of time, as Birch revealed they have adjusted marketing campaigns and sought to ensure they are placing focus on the most impactful areas.
He stated: “It is definitely a good thing that, as a sector, we are looking to raise standards, which can only mean a more sustainable future. There is no doubt there are things that happened in the past that, as a sector, we cannot be proud of.
“However, we need to ensure that the debate around igaming is balanced. Sports betting and slots/casino games are responsibly enjoyed by millions in the UK and it is in the interest of operators and customers alike that the sector continues in an open and public way.
“All of us, and by that, I mean campaign groups as well as operators, have a responsibility to ensure that the debate around gambling is factual and that we have a reasonable and regulated sector. The worst outcome for everyone, especially customers, would be if the UK ends up with a significant black market.”
Birch also stated that the UK market is currently as competitive as ever, as operators draw developing tech to ensure that players have the most engaging experience possible.
Providing an analysis of the UK market’s current position, he added: “We are just in a different phase now. If you go back 15 years, UK gambling was a terrible e-commerce product with poor customer journeys, limited depth in the product offering and a lack of an end-to-end experience.
“Now, to win in the UK market, you have to be a very good e-commerce business, really look after your customers and provide innovation in the customer experience. That can only be a good thing for everyone working in a UK-facing operator.”
