Responsible gambling tools are only useful if players can find them and know when to use them, according to Dom Aldworth, Head of Brand Marketing at Kinetic Digital, which runs Genting Casino Online.
His comments follow the launch of Genting Casino Online’s Safer Play Hub, a single destination that brings together the site’s responsible gambling tools with practical guidance, research and links to support organisations. Earlier this month, Genting also published data showing that deposit limit use rises with player age.
Tools are the starting point
Aldworth argues that deposit limits and self-exclusion have long been central to player protection, but that offering them is not enough. Players need to know where the tools are, understand how they work and reach support without having to hunt for it.
Because players differ, he says no single tool suits everyone. Some will find deposit limits useful; others may be better served by reality checks, cooling-off periods or self-exclusion. The operator’s job is to provide that range and explain clearly what each option does and when it might help.
“Providing tools is only half the job; players also need clear information about when they might be useful and where to find further support.”
One brand, two environments
Genting faces a particular challenge as a brand that operates both online and in land-based venues. A customer might visit one of its casinos in Manchester or Birmingham and later play with Genting Casino Online on their phone. Aldworth says that makes it important to present player-protection information consistently across the whole journey, rather than only when a customer goes looking for it.
Built in, not bolted on
He also cautions against technology for its own sake. New features should be judged on whether they improve education, accessibility or the player experience, and player protection should be planned alongside product development, platform decisions and customer communications rather than added at the end.
“The goal should be straightforward: make the options clear, make the information accessible and help players understand where to turn when they need support.”
