Clarion Gaming: “CPZ is there to support the industry in its effort to safeguard consumers”

We sit down with Clarion Gaming, winner of the Most Ethical Marketing Approach category part of Casino Guru Awards 2024. The company won the accolade for its Consumer Protection Zone, part of the ICE industry expo, which has been driving the message home that responsible gambling is a crucial part of the gambling industry. As the years have gone by since 2018 when CPZ was first established, Clarion Gaming has witnessed a serious increase in proactive implementation of safer gambling measures that go beyond mere compliance action. Read the full interview with Clarion Gaming below.

Q: How does it feel to be distinguished for your Ethical Marketing Approach in the Casino Guru Awards?

We are very honored and grateful for that recognition, in particular as it marks the closure of a chapter for the Consumer Protection Zone, the initiative we had submitted, with its move, together with ICE to its new home in Barcelona. CPZ is also evolving to reflect changing attitudes of the industry to safer gambling and this award celebrates what we have achieved with it and gives us an impetus to keep it fresh and ever more in tune with the market.

Q: Do you feel this is a deserved win and what were your specific efforts invested leading to this accolade?

The award marks six years of ICE putting safer gambling and industry sustainability at its core through the Consumer Protection Zone. Established in 2018, it’s gone through its journey, both physical moving through the show floor, and conceptual, to reflect the changing industry’s attitudes. It is now an established feature and the one that is ranked amongst the most valuable ICE initiatives. It was of course up to the judges to decide if it deserves the accolade, but it’s not the first one that CPZ has won – a testament, I hope, to its value.

Q: What was the project that earned you the distinction and that impressed the Casino Guru Awards judges?

As I’ve explained, Consumer Protection Zone is now an established part of ICE – the world’s largest gambling show, which is a celebration of what’s best in our industry and of its future. CPZ is an area on the ICE show floor fully dedicated to showcasing technologies, innovations, tools and products that can help operators raise their standards and advance their approaches to consumer protection to ensure the industry’s long-term sustainability.

The CPZ theatre hosts three days of talks and discussions on safer gambling best practice, research and policy and the fund-raising activities collect funds fully then donated to the charities to support the important work that they’re doing in harm prevention and treatment. CPZ is there to support the industry in its efforts to improve its practices and safeguard consumers, but also to demonstrate its commitment to consumer protection and sustainable business.

Q: Speaking of the judges, how do you rate the process involved in singling out the companies that performed best in the category?

It’s a unique process, in which the submission is not only judged based on the written documents, but in an interview process when the entrants are grilled by the judges and asked to provide additional evidence, if required.

Q: Did you feel compelled to improve your process and Ethical Marketing approach because of your application to the Casino Guru Awards, and subsequent stages of the event, and what specific steps did you undertake to reflect this motivation?

As I mentioned, CPZ is evolving, together with the changing industry attitudes. What we’re seeing is that there is more and more companies being proactive in implementing safer gambling practices, not because they’re forced to do so by the regulatory mandate, but because it makes business sense.

This impacts on a way more holistic approach where safer gambling is not just a compliance action that comes secondary, but becomes part of the player communication from the very beginning. We want to embrace this shifting view into a more sustainable approach. Watch this space as we’ll be announcing how that will be translated through the evolution of the CPZ.

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