James Bennett: “There is increasing demand for more transparent and safer gambling”

Casino Guru News sat down with James Bennett, Group Head of Communications at EveryMatrix and an expert judge in The Most Ethical Marketing Approach category for the upcoming Casino Guru Awards. In this interview, Bennett shares insights into his company’s recent successes while exploring the shifting landscape of ethical marketing in gambling.

He discusses how companies must adapt to engage in ethical practices, fostering trust and loyalty among customers. With mounting pressure from advocacy groups and legislators, the industry is being urged to prioritize transparency and embrace robust safer gambling principles.

Q: James, you work for one of the fastest-growing iGaming companies in the industry. How important has marketing been to EveryMatrix’s success, and what examples of ethical behavior do you think underpin gambling companies’ success in communicating their core message to players?

I’m lucky to work for THE fastest provider in the industry and it’s been yet another record year, with record growth and record profitability, plus the integration of two new businesses into the Group, FSB Technology and Fantasma Games.

We’re fortunate that marketing is taken very seriously within the Group and we have the freedom to drive the overall company and it’s business units’ brand awareness and commercial efforts via a wide range of marketing activities, including data driven campaigns such as ‘Slot Trumps’ and ‘The EveryMatrix Effect’ that we’ve delivered in the last two years.

We use nothing but our own market data to show how open and transparent we are, to inform, educate and share best practice and to ultimately drive brand awareness and sales leads.

Ethically I’m proud to say we’re fully compliant, live in a huge variety of regulated markets and proud to be the only iGaming supplier that has been certified for safer gambling by the World Lottery Association (WLA).

Q: What are the main challenges B2C-focused companies in the sector face when they market to customers, and what role does ethics have to play in it?

There are many; regulatory restrictions around advertising, bonusing, data protection and privacy, how, when and to what levels and extent to communicate with players, the list goes on and is an endless task… and one that evolves at a rapid rate.

B2c marketers are the connecting point between their brand and players and therefore have a big responsibility to on one hand promote and represent their brand(s) and to engage with, acquire and retain but also safeguard their customers. Ethically they must find the balance between pushing their messages as effectively as they and being mindful and monitoring the activities of thousands and sometimes millions of players all with different playing behaviours 24/7.

Technology is helping a great deal here with more advanced systems now able to rapidly spot indicators of harm and potential vulnerable playing patterns before they reach levels that are out of control. This is one area where I expect the evolution of AI technologies to greatly help and provide marketers and their brands with even more effective tools.

Q: What can a platform such as Casino Guru Awards do to not just distinguish ethical marketing efforts, but also promote the broader adoption of such practices?

Like many publications it provides the industry with a platform and a voice to share best practice advice, case studies and research around these areas.

Q: Do you think there is a recognized need among industry stakeholders to embark on a more ethical overall marketing approach, or are companies still prioritizing financial performance – how can we reconcile the need for ethics and business success, do you think?

There needs to be a balance between both financial performance and always maintaining an ethical marketing approach. It’s proven that if you have a sustainable business model by looking after and curating your customers and ensure they play at safe and sustainable levels, the longer they will remain loyal to your brand and ultimately continue spending with your brand. Those that try to make a quick buck have been proven to fall away very quickly.

Q: How can the Casino Guru Awards influence the industry’s perception of social responsibility and drive meaningful change among companies trying to adopt such practices?

To a certain extent, the industry will arguably always remain a relatively closed book when it comes to sharing information but it is also gradually opening its doors in certain areas. This is largely driven by regulation and anti-gambling groups or politicians in different parts of the world with governments increasingly demanding better and more transparent ways to improve and drive safer gambling.

These voices are getting louder so it’s up to us as an industry to start promoting the good work we do after SG and social responsibility and online communities such as Casino Guru can definitely help in promoting those ‘good news’ stories that so few people get to hear about.

Q: Can you give an example of an ethical marketing approach in the gambling industry that stands out?

UK bingo brand Tombola has always been a great example of a business that drives both unique and importantly fun gaming experiences with safer play, promoting safer gambling, community play, entertainment and with low entry points for players meaning they play for fun, stay for longer and remain loyal to the brand. It’s a brand that has endured for years and it’s always had my respect for the way it stands out.

Q: What are your expectations from applicants in this year’s edition, and what advice can you offer them?

It’s a tougher market than ever but I would really love entrants to be as open and honest as possible. We want and need to hear more stories that promote our industry in the best light possible, ones we can shout about and be proud of. As always with an entry keep in concise, make sure you add as much truthful and relevant data as possible and then you will stand a very good chance of winning.

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