Matthew Hickey: "The sooner we establish a clear picture where all the pieces fit together, the better"

As the Casino Guru Awards is drawing close, and the third edition is set to take place at the prestigious Hilton Hotel in St. Julian’s, Malta, we caught up with Matthew Hickey, one of the judges in the Best Implementation of RG Tools category. HIckey highlighted the evolving landscape of responsible gambling and the impact that recent regulatory changes have had on players and operators. He has spoken of the lack of consistency in RG tools across different operators and has called for the need for a more structured industry-wide approach. With AI and data analytics now incorporated into the day-to-day operations of gambling companies, this presents a major opportunity to help protect consumers.

Q: Matthew, it’s great to have you back, especially on such an important occasion. As the Casino Guru Awards enters its third year with some notable changes in its format, what do you see as the most significant development in this edition?

I do believe that now we are three years in, we have a strong understanding of what is good, bad or indifferent in terms of applications and what is aligned to the goals of the Awards.

Q:Responsible gambling has evolved significantly over the years. The recent introduction of a statutory levy in the UK to fund research into problem gambling has stirred conversation. Do you think this is a step in the right direction for the industry?

I have massive concerns for a number of reasons, and a lot of this is about a lack of clarity on the detail, rather than the benefit of a levy.

• Firstly the levy we hope to see more money into the system, but I fear that there will be a massive fight over the funds for the benefit of the organization bidding rather than the benefit of the sector or more importantly the individual needing support. We have to find away of setting a strategy for the research that is needed, rather than what an academic wants to do, and that a true research basis is developed. For example, no research has been completed into what is an effective and efficient length of treatment to deal with what the individual needs to deal with.
• Secondly, I really worry that in the interim what impact will this have on the beneficiary, as a lot of orgnaisation out there are worried about their own future, rather than that of the problem gambler. The sooner there is clarity over timelines and priorities for organisations to plan against, the better.
• Thirdly – I'm not sure in treatment in particular there will be more money than there currently is after the NHS takes management fee and funds their own treatment provision.
• Finally – I think the focus on the individual in need has been lost as everyone scrambles for funding to ensure their survival, rather than the focus on impact and quality of delivery.

Q:Where do you think the industry stands with responsible gambling tools today? While there’s a lot of talk around these tools, has there been a concrete push for their widespread adoption across operators in daily customer interactions?

There isn’t a standard or minimum set of requirements for what a customer should receive in terms of support from operators, nor is there a minimum level of skills, experience, or qualifications necessary for working with problem gamblers. The available training is competitive among various commercial training providers. The customer journey regarding support will vary significantly based on which operator you engage with, and ideally, it should be quite similar and of the highest standard

Q: Based on your experience, are there areas within the industry’s commitment to RG where you think improvements could be made internally, without the need for external regulation or prompting?

I think one of the major developments that should or could be made is for the industry and their RG/SG teams to acquire the skills and necessary referral links into treatment directly. I believe that AI can significantly help identify where individuals are at to determine what type of treatment they might need, and thus directly refer that individual to the appropriate treatment, whether that involves high-intensity residential or low-level virtual support.

I believe that in the UK, there is a tremendous opportunity to ensure that high-quality, safer gambling support and the removal of strict regulations will prevent people from turning to the black market. We are currently on a knife's edge, with the uncertainty suggesting that simple, easy access to gambling may prevail over stringent regulation.

Q:There’s a lot of competition in providing the "best RG tools." Do you think the conversation should focus more on providing a robust, core set of tools rather than competing to outdo each other in this area? In other words, are we trying to "sell" RG tools rather than impress their importance and why consumers should be aware of them? What is your view on this?

Without an overarching strategy and direction for the sector as a whole, competition and overlaps among products will persist. I don't know what benefit this brings to those in need, the beneficiaries of these products. The sooner we establish a clear picture of where all the pieces fit together, the better, rather than having pieces that do not fit, overlap, or are simply incorrect.

Q:With the rapid advancement of technology and data analytics, how do you envision these innovations shaping the future of responsible gambling, particularly in terms of personalizing interventions and support?

Linking back to referral pathways, the sooner industry operators and support providers share data on problem gamblers and create early intervention tools, the sooner we can focus more on prevention rather than treatment. We must use the tools at which we excel, as data, data profiling, and data interpretation will offer strong insights into the needs of individuals before they even recognise they need help. This, for me, will be a significant step forward.

Q:For this year’s applicants in the Best Implementation of RG Tools category, what key attributes or initiatives would you like to see that truly stand out as a model for others?

Those that actually deliver real impact, and can evidence that impact.

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