By Ross Young
The language that you use to promote any type of gambling is crucial, given the strict guidelines surrounding responsible gambling.
Here, we explain the key role of responsible gambling language in iGaming content and how we help our clients create engaging content that promotes responsible betting.
What is responsible gambling?
Responsible gambling is about staying in control. Casino operators, sportsbooks, affiliates, game developers, and individual bettors all have a role to play in the responsible gambling landscape.
First and foremost, any person who decides to gamble must take steps to do so responsibly and within their means. Fundamentally, this means setting a budget and sticking to it, but it’s also about spending a reasonable amount of time betting on sports or playing casino games.
Any gambling company is responsible for ensuring its customers bet safely, responsibly, and without getting out of control.
This is possible through policies, responsible marketing, and specific tools to help customers manage their betting expenditures.
Ultimately, for gambling to be truly “responsible,” each stakeholder must be on the same page and take responsibility for specific aspects of the gambling experience.
Why is it important?
Responsible gambling is important because of the very real dangers that problem gambling presents.
Research from the UK government found that approximately 0.5% of the adult population has a problem with gambling. In comparison, up to 7% are negatively impacted by problem gambling of some kind, perhaps by another’s compulsion or addiction.
The same research highlighted that people affected by problem gambling tend to suffer significant mental and even physical health issues and are more likely to lose their jobs, homes, and important relationships.
While gambling in moderation can undoubtedly be fun, irresponsible gambling can and does ruin lives at almost every level. For this reason alone, educating people about responsible gambling is vital.
What the law says about responsible gambling
In the United Kingdom, all casinos, sportsbooks, and gambling operators must stick to strict responsible gambling guidelines, which you can learn more about in the Commission’s Guide to Safer Gambling.
Moreover, as stated in 3.3.1 of the Gambling Commission’s Licensing Conditions: “Licensees must make information readily available to their customers on how to gamble responsibly and how to access information about, and help in respect of, problem gambling.”
This information should include self-exclusion options, reality checks, timers, gambling restrictions, and details on where people can go to receive help for problem gambling.
Therefore, if a company operates any licensed gambling business online or offline in the UK, it must adopt these strict responsible gambling measures.
In other parts of the world, responsible gambling is less clearly defined. As many countries regulate offshore online casinos and sportsbooks, it is difficult to find uniformity regarding responsible gambling policies and procedures at many betting sites.
For example, in the United States, every state that has legalised betting has its own regulator to promote responsible gambling. In New Jersey, this responsibility falls to the New Jersey Casino Control Commission and the Division of Gaming Enforcement.
Language to avoid in iGaming content
At Magic Word Media, we work with numerous UKGC-licensed gambling companies. We produce written content for sportsbooks and casinos and create content for many affiliate sites within the UK market.
We know just how important it is to write in a way that encourages people to play at casinos or bet at sportsbooks but to do so safely and responsibly. This is a delicate balance, but one we have down to a tee. Part of this is avoiding language that could be construed as promoting problem gambling.
For instance, we’re very careful to write about your chances of winning money while playing casino games, rather than earning money. After all, gambling is based on chance, and you should never regard it as a way to earn a living.
Managing expectations and limiting expressions like “life-changing wins” and “huge-win potential” are also expected, as such phrases in promotional material can encourage people to chase after wins by spending money they don’t have.
How to help your target audience gamble responsibly
Promoting and encouraging responsible gambling in your iGaming content doesn’t need to be complicated. You also don’t need to mention it in every section of each article you write.
Our recommendation is to avoid language that may promote irresponsible gambling and think carefully about how you create marketing materials. Your goal should be to be realistic and upfront about what is possible.
You should also include a short paragraph detailing what steps your casino or sports betting company takes to promote responsible gambling. If you have a safer gambling portal on your site, include a link that people can click to learn more. You can also link to responsible gambling resources to direct your customers accordingly.
Need help with your iGaming content?
We’re proud to work with some of the biggest online gambling names in the UK and international markets. We create content for sportsbooks, online casinos, and affiliate sites to drive traffic and encourage people to learn about a product or service or to create an account.
Each of our casino writers is well-versed in what it means to gamble responsibly, and we’re acutely aware of what works and what doesn’t in terms of responsible gambling language.
We’d be delighted to help you create content for your gambling website or iGaming business that encourages people to gamble responsibly and within their means – get in touch today for more information.
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