Can casino affiliates be the new standard-bearers for responsible gambling?
A veteran of the iGaming market and a notable innovator in his own right, Bart Crebolder is a significant figure in the world of online gambling. His career spans affiliate marketing, responsible gambling, and beyond. Experienced gambling veterans have praised his work for its future-sighted approach and the incorporation of new tech to create a better product.
We’ve brought Crebolder on to ask him a few questions and pick his mind about the topic of responsible gambling, and the future of casino affiliates.
Q: Historically, responsible gambling has been the operator’s duty. Why do you believe affiliates should also play a leadership role?
Think about it from the perspective of a newbie. Your first experience with the iGaming world will likely not be with a gambling website, but rather an affiliate of some kind, such as a review platform or a rating website. It is not a stretch to say that we should hold these businesses to a higher standard.
Q: What specific actions can affiliates take to promote responsible gambling without sacrificing user engagement or conversions?
First of all, every affiliate should have at least one page dedicated to the importance of responsible gambling. Disclaimers about playing responsibly and knowing when to walk away are a good first start. In truth, I don’t believe responsible gambling segments would sacrifice user engagement at all, but instead might even serve to enhance it. After all, plenty of newbies are aware of the risks, and want to know what steps they can take to stay safe.
Q: Have you implemented any responsible gambling measures in your own platform, such as disclaimers, limits, or educational content?
Of course. I believe action speaks louder than words. We’ve implemented disclaimers that encourage responsible gambling, provide educational content on how to approach gambling safely, and, of course, include betting limits. We also have a lot to say about payment options. For example, a casino PayID withdrawal Australia options may differ from any others. Customers should be aware of this. Thus far, I believe we’ve had quite a bit of success with our approach.
Q: How do you balance compliance with creating content that’s still accessible, appealing, and useful to the average user?
As I said, I don’t really think complying with the standard is in any way sacrificing accessibility or appeal. Most people want to know what the best steps are to remain safe. The only problem we might face is coming off as a tad bit preachy, which nobody enjoys. To avoid that, we stick to facts and try to focus on producing engaging and entertaining content, even when complying with the standards of the industry.
Q: Do you think users notice or value responsible gambling efforts made by affiliates, or are these more for regulatory optics?
Some users certainly scroll past the disclaimers; there is no doubt. Experienced gamblers are particularly likely to avoid any sort of content pertaining to responsible gambling. For the most part, it isn’t anything that they haven’t heard before. However, newbie users are much more likely to read everything than you think. Particularly younger generations, I feel, want to get as much information as possible early on. It might have something to do with growing up online, and being bombarded by constant information, 24/7.
Q: What are some red flags you’ve seen in affiliate content that could be considered irresponsible or misleading?
Any sort of encouragement to go for the jackpot or attempt to win is a red flag for sure. Most of us understand that gambling is all about luck, and a key aspect of being a skilled player is knowing when to walk away. New players might be encouraged to ignore the part of themselves that is telling them when to leave the game if the affiliate nudges them in the wrong direction.
Q: How can affiliates work collaboratively with operators and regulators to raise the industry standard across all touchpoints?
The best approach is to come into contact with organisations dedicated to preventing problem gambling or those who are dedicated to helping people who are already afflicted. Linking these organisations is a great way to make sure that players can get the help they need.
Q: Do you think there should be an industry-wide code of ethics or certification process for affiliates focusing on player safety?
Absolutely. We are nothing without ethics after all. All markets operate with a certain code of ethics, and none have collapsed under its weight. I would welcome a sort of, industry-wide code issued by trusted authorities. Right now, however, different countries have different regulatory commissions, all with their own codes of ethics. Certainly, that approach seems to be working as well.
Q: How do affiliate business models need to evolve to align better with long-term player well-being and sustainability?
I do believe in the power of technology. I think a lot of the latest tech can be very useful in ensuring long-term player well-being and safety. Another approach is to emphasise the importance of responsible gambling and feature the articles surrounding it more prominently on the website.
Q: Looking forward, do you believe responsible gambling practices will become a competitive advantage for affiliates? Why or why not?
I believe that an emphasis on responsible gambling practices will become an increasingly important component of the industry. If that is the case, then certainly they will become a competitive advantage as well. After all, gamblers are constantly looking for the best: the best websites, the best games, the best bonuses. The best responsible gambling practices will become just another factor in the equation.
