Done responsibly, gambling can be an enormously fun and rewarding activity – offering punters a sense of suspense, immediacy and engagement that few experiences can rival. There are, however, risks associated with it ranging from problem and underage gambling through to fraudulent or criminal behaviour and user privacy. 

Gambling operators have a responsibility to mitigate and, where possible, eliminate these risks whilst ensuring a fair, safe and transparent environment – one where protections and systems are in place to identify any irregularities or worrying patterns. 

This is often enshrined in regulation, but gambling businesses should not adopt a reactive mindset, waiting for public bodies to ratchet up or spell out the rules before taking action. Responsible gambling should be at the centre of a business’s approach and relationship with its stakeholders – a foundational commitment rather than a mere requirement. 

This is increasingly seen in other sectors, too. ESG (Environmental, Social and Governance) considerations have been steadily climbing the corporate agenda. While responsible gambling has been a core focus of the industry for decades, it can now be seen as part of a larger context – one where businesses are tasked with ascertaining their place and relevance in society and its future. A gambling industry that meets society’s expectations and enshrines responsible practices is therefore better positioned to sustainably create value and secure its position in the long run. 

Doing so is no simple matter. Adopting the highest standards and articulating a commitment to responsible gambling is the first step, but it has to be accompanied with the infrastructure, systems and processes needed to drive it. A business, in other words, will need to invest significant time and resources to create the right culture and build the requisite systems to back it. 

Innovation and tech can play a major role in this regard. Consider problem gambling, a persistent and ever-worrying phenomenon that can engulf punters in a vicious, downward spiral and affect their families and friends too. Businesses need to go above and beyond in their efforts to prevent and contain such instances when they arise. 

The use of artificial intelligence (AI) and machine learning is enormously promising here. Equipped with real-time data and insight, operators can identify worrisome user patterns and take action to interrupt them before they spiral into problem gambling and addiction. Waiting long enough can allow these negative habits to take root, at which point they become much harder to reverse. However, in order for any intervention to be successful, teams will need to foster an atmosphere of trust, ensuring that users feel supported whilst communicating their concern and the options that are available. 

In addition to spotting patterns, machine learning and predictive analytics can enable operators to devise effective policies and procedures. This is with a view to not only identify and assist at-risk or vulnerable individuals, but to also create a gambling experience that can drive down addiction in the longer term. 

The end goal is building a more sustainable and responsible industry – and this is a goal that we share at 1xBet. Responsible gambling is at the heart of our business, a core part of our culture, and a steadfast commitment to our users, our stakeholders and our industry. 

1xBet operates across 20 different markets and abides by all relevant regulations in every jurisdiction in which it offers its products and services.

1xBet is committed to supporting responsible gambling and its policy sets out its commitment to minimise the adverse effects of problem gambling and to promote a positive, responsible experience for its customers.

1xBet does not offer its products and services to customers in the UK.