Kevin O’Neill: “Being compliant is not enough – operators must do much more”

Casino Guru News has sat down with Kevin O'Neill, a leading voice in the gambling industry when it comes to Responsible Gambling. In his interview, O'Neill discussed the progress and challenges that the industry has done in this regard, and emphasizes the shift towards proactive player protection.

Technological advancements have to play a huge role in this all, but he also cautions that being compliant is hardly enough anymore. O’Neill stresses the importance of industry awards, such as the Casino Guru Awards, in setting benchmarks, bringing about innovation, and building consumer trust.

He advocates for a holistic RG approach, combining effective tool implementation, consumer awareness, and education to create a safer gambling environment. As challenges persist, he calls for collaboration, cultural shifts, and investment in innovative RG practices to ensure sustainability.

Q:Kevin, thank you for joining us. Can we start you off by telling us how far along the global gambling industry has come when it comes to Responsible Gambling in general? What are the milestones that have been game-changers so to speak in protecting consumers?

It’s always a pleasure to contribute. Personally, I can say that my focus on RG intensified ever since moving to the RGF. As some may be aware, I was previously in charge of player support at Malta’s regulator for 7 years before moving to the RGF. I was already keenly aware through handling player complaints that a percentage of these had to do with matters more serious than just a delayed payout or a breach in terms and conditions but were far more sinister, inspiring me to do more for aggrieved players.

These past years, we have seen a reasonable thrust when it comes to RG, and my personal observation is that this is due to a number of operators increasingly realising that simply being compliant will not cut it any longer. They had to do much, much more. It starts by being authentic and not simply paying lip service.

When it comes to milestones, perhaps the most prominent one would be the obvious technological advancements taking place, which hold a lot of promise for player protection. Another milestone would be the increase in international cooperation, where many stakeholders are blurring the borders and cooperating on mutually beneficial projects such as the Global Self-Exclusion initiative being spearheaded by your good selves being the perfect example. This augurs well for players globally and is a testament to what can be achieved through cooperation. ESG has been a big one, too.

Q:The upcoming edition of Casino Guru Awards will focus on nominating the very best companies that implement Responsible Gambling tools. Why do you think such competition, and the subsequent distinction, is necessary do you think?

These types of awards are beneficial in many ways and shine a positive light on the industry, and let’s face it, the industry still needs all the positive light it can get. Having such awards serves to celebrate companies taking the initiative and responsibility toward more excellent player protection. Competition serves as a catalyst for innovation, as we have seen in the previous editions of the CG awards.

Not only that. Through such competitions, we are pretty much establishing the benchmark for RG practices where other companies can see what excellence in RG really looks like and potentially inspire them to follow suit. Another benefit would be the enhancement in consumer trust since these awards spotlight who the leaders in this space are, giving more reassurance to consumers. The byproduct of all this is the creation of more awareness by bringing the matter of RG to centre stage.

Q:Do role models in areas such as the robust implementation of RG tools matter for the industry as a whole? For example, can operators be inclined to act more conscientiously towards their customers if there is a good example emanating from within?

No doubt. And this is the main reason that these awards, and others like them, are so important. They recognise the effort being made as well as the impact. I would say that it generates healthy competition. When an operator is recognised for their contribution to excellence in RG practices, it stimulates competitors to emulate or even exceed those standards, creating a virtuous cycle of commitment to do better and better.

Needless to say, winning such an award not only provides operators with bragging rights but also a very strong endorsement that translates to players understanding the high standards of such operators, and that is the strongest form of publicity.

An industry seen to celebrate role models of responsibility reaps more trust from the public. This trust benefits not just the standout operators but the industry as a whole. In a nutshell, role models not only raise the bar but also pave the way for the widespread adoption of best practices. They prove that acting conscientiously towards customers is not just an ethical obligation but also the pathway to ensuring sustainability.

Q: Conversely, how important do you think the availability of RG tools is to the consumers themselves? In a sense, do you think that we should be rewarding the mere implementation of such tools, or it should go hand-in-hand with whether consumers are in fact aware of the existence of those tools?

The availability of RG tools is essential for consumers, but their value would be severely diminished if players were unaware of their existence or even how they can use them. Operators must seek to prioritise consumer awareness through clear communication, education, and frequent reminders to ensure that these tools are both visible and easy to use and apply, ensuring they are prominently displayed and accompanied by appropriate tutorials.

Recognition of RG efforts should also consider measurable outcomes, such as how often these tools are used and their impact on mitigating risky behaviours. Operators that address these factors demonstrate a genuine commitment to player well-being beyond mere compliance. A holistic approach to RG practices, combining effective implementation with consumer awareness and engagement, is critical to creating a safer gambling environment. Awards for excellence in RG should celebrate the presence of tools and their meaningful application and impact on consumer experiences, ensuring that players are informed and empowered to make these responsible choices.

Q: Stepping into 2025, what do you think the main challenges before the successful use of RG tools by consumers and businesses remain? Can regulatory efforts help overcome these hurdles or is it a matter of something else entirely?

As we approach 2025, I believe that the key challenges to the successful use of RG tools include more consumer awareness, seamless integration, 100% operator commitment, and balancing business objectives. Too many players are still unaware of RG tools, or perhaps they’re hesitant to use them due to stigma or lack of understanding. Some operators still see RG measures as compliance tick box exercises, diluting their effectiveness, and smaller operators may lack the resources to deploy advanced technologies.

Additionally, balancing revenue goals with responsible practices remains a big challenge. Regulatory efforts can address some issues by enforcing standards, promoting accessibility, and encouraging transparency on tool effectiveness.

However, regulation alone is simply insufficient. Awareness campaigns, incentivising innovation, and encouraging industry collaboration are equally important. A cultural shift from within the industry is necessary, with operators viewing RG as a trust-building opportunity rather than a burden. Investment in consumer education, personalised RG solutions, and multi-stakeholder collaboration will be crucial to overcoming these challenges and building an increasingly safer gambling environment.

Q: Can you give our readers and applicants what the best example of successful RG implementation would be?

The best example of successful Responsible Gambling implementation would be a holistic approach where the tools are seamlessly incorporated into the overall user experience, aggressively promoted, and evidently impactful in protecting players. A perfect example, and I believe that some operators are already applying this approach, may involve an operator employing AI-driven behavioural analytics to identify at-risk players early and intervene with tailored support.

An operator could combine real-time monitoring of gambling behaviour with automated notifications that encourage players to set deposit or time limits when risky patterns are detected. These tools should be easily accessible, prominently displayed, and supported by user-friendly tutorials and ongoing reminders to normalise their use. Additionally, success is amplified when such tools are paired with strong education campaigns, reducing stigma and empowering players to make informed decisions. Measuring the impact further highlights effectiveness.

A company that consistently demonstrates a commitment to improving player well-being through innovation, transparency, and collaboration with stakeholders would exemplify excellence in RG implementation.

Q: As we draw closer to the live ceremony itself, do you want to share what your biggest expectations from the event are?

Well, for starters, the fact that the very first live ceremony is going to be held in Malta fills me with a sense of pride and also excitement since it has been my vision to see Malta not only known as a respected hub in the iGaming industry but my desire is for Malta to be equally prominent in the RG space and initiatives such as the Casino Guru Awards serve to showcase this side of the industry.

So yes, it will certainly be a special event, and I look forward to it. Ultimately, the success of such an event will be measured by how much it manages to inspire others in the industry to adopt similar standards, becoming part of a culture of shared responsibility and ethical practices.

The event is expected to ignite meaningful discussions and collaborations among stakeholders. Lastly, the live ceremony is a chance to bridge the gap between recognition and impact. Through the celebration of excellence in RG, it is hoped that attendees will not only leave motivated to be better and do better but leave equipped with actionable insights to make the gambling environment more and more player-centric.

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