By Tatiana Martins, journalist at G&M News.
The iGaming and sports betting industry is expanding worldwide. From your perspective, what are the biggest challenges in promoting responsible gambling in this new digital landscape?
Certainly, global expansion increases the number of legally regulated gaming markets, which helps counteract illegal play and its inherent harms. However, with wide market and product differentiation it is important that RG be considered locally AND globally. One unique challenge for some engaged in iGaming and sports betting in particular, especially younger players, is that many of them don’t even see themselves as gamblers, which makes traditional responsible gambling messages less effective. To reach them, we need to understand their motives for gambling and tailor RG communication in ways that resonate with their experiences and values, rather than simply repurposing approaches designed for brick-and-mortar gamblers.
The ICRG has invested nearly USD 50 million in independent research. What key findings from this body of work have most influenced public policy and operator practices so far?
There is long gap between the production of evidence through ICRG’s research and its adoption into policy, so the full impact of our most recent projects is still emerging. That said, some findings are already shaping practice. For example, Josh Grubbs’ work linking sports betting with substance use is directly informing operator practices through our Sports Wagering Task Force. Historically, much of our research has focused on treatment, yielding breakthroughs in genetics, brain functioning, and interventions. I should also highlight Howard Shaffer’s landmark prevalence study, which remains a touchstone for policymakers across the United States and Canada. Our role is not only to fund high-quality research but also to mobilize this knowledge so operators, regulators, and policymakers can act on it as quickly as possible.
Many operators are adopting evidence-based programs to strengthen player protection. From your perspective, what makes these programs truly effective rather than just regulatory checkboxes?
To be effective, ICRG’s research requires follow-through and utilization. The key challenges relate to rolling out programs widely and sustaining players’ use of RG tools. On scalability, we need more real-world implementation research to understand what makes programs succeed in practice. On sustainability, programs too often launch as pilots without long-term funding or institutional support. Programs only become meaningful when they are consistently available, adaptable, and embedded into the player experience.
Emerging technologies such as AI and machine learning are changing how the industry engages with players. How do you see these tools supporting early intervention and harm prevention?
There is a lot of momentum in this space. We are funding multiple studies testing the feasibility of AI-driven early intervention, and UNLV’s International Gaming Institute has just launched its AiR Hub to focus on this very issue. Companies like BetBuddy, Mindway AI, and Focal Research are also actively innovating. AI is a powerful tool, but it is not a panacea. When you have a hammer, everything can look like a nail. The research and implementation of these systems are still in their infancy, but if they prove effective, they could transform the field. The ability to identify at-risk players before harm occurs, and intervene in a timely way, would be a genuine game changer.
Looking to the future, what are the top priorities for the ICRG in advancing global responsible gambling efforts and reducing gambling-related harm at scale?
Our top priority is continuing to fund high-quality, rigorous, independent research. Without strong evidence, we are either wasting resources by reinventing the wheel or, worse, implementing reactive measures that may cause unintended harm. In addition to funding research, we are committed to mobilizing knowledge: sharing findings through free webinars, regional conferences, and our annual event. We are also investing in improving how research insights reach the people who need them most -operators, regulators, policymakers, and the public- so that evidence translates into action more quickly and effectively.