Monica Shafaq: "The pace of change is not always sufficient to meet the scale of harm"

Monica Shafaq is the CEO of Gordon Moody and a judge for the Casino Guru Awards, brings her wealth of experience and insight into the challenges that the sector faces in introducing more impactful responsible gambling tools that help minimize harm and protect players. Ahead of the Casino Guru Awards 2025, Shafaq discusses the urgency for industry improvements, and the significance of recognition for impactful programs, so that stakeholders can follow best-in-class examples that ultimately benefit consumers.

Q: Monica, you have been involved in the charity sector since 2010 and currently serve as CEO at Gordon Moody. What has experience of over 14 years in the gambling industry, and specifically working on the improvement of responsible gambling and help standards taught you about this field? Is improvement happening at the right pace?

My experience has taught me that collaboration, innovation, and listening to those directly affected are key to meaningful progress in responsible gambling. While improvements are being made, the pace of change is not always sufficient to meet the scale of harm. Greater urgency is needed, particularly in implementing evidence-based solutions, supporting vulnerable individuals, and fostering transparency across the industry.

Q: What inspired you to join the Casino Guru Awards panel of judges, and what areas do you think the awards project differentiates itself from others?

I was inspired by Casino Guru’s focus on recognising excellence in responsible gambling and social responsibility—values that align with my own work. What sets these awards apart is the emphasis on genuine impact and inclusivity. This approach brings together industry expertise and player perspectives, ensuring a more comprehensive evaluation of contributions.

Q: The Casino Guru Awards allow you to weigh in on decisions that can nominate, elect and distinguish the world’s best companies by virtue of their responsible gambling and social responsibility efforts. Do you think such a project has a deeper and more meaningful impact on the industry as a whole and how do we make sure the accolades awarded to companies carry broader significance?

Absolutely. Highlighting best practices not only rewards companies leading the way but also sets a benchmark for others to aspire to. To ensure broader significance, it’s crucial that the awards are backed by rigorous evaluation criteria, transparency in the judging process, and a commitment to promoting award-winning initiatives as models of excellence for the industry to replicate.

Q: Is there a specific problem do you think that the Casino Guru Awards can help address?

One significant issue is the lack of visibility and recognition for truly impactful responsible gambling initiatives. The awards can help address this by shining a spotlight on effective programmes and encouraging more companies to prioritise social responsibility as a core part of their operations. I think Casino Guru could also help combat the stigma associated with experiencing gambling-related harms by encouraging players to seek support and signposting them to relevant services such as ours.

Q: What are the key challenges that remain in the gambling industry when it comes to developing truly outstanding responsible gambling standards today, and how can stakeholders improve – is it a matter of external pressure and oversight, do you think?

Key challenges include limited resources for treatment and prevention, and a lack of data sharing across the industry. While external pressure and oversight are important, real progress depends on proactive industry leadership. Stakeholders must embrace a shared responsibility, invest in innovation, and engage with independent experts and affected individuals to co-create robust and sustainable solutions. The introduction of the levy in the UK may further impact on the lack of funding available depending on how it is distributed.

Q: Apart from hoping to turn the Casino Guru Awards into a lodestar project that shows a path forward for strengthening industry areas such as responsible gambling tools and social responsibility, how do you think the project’s success would be measured – what are the benchmarks that the awards ought to strive towards?

Success could be measured by several benchmarks: increased adoption of award-winning practices across the industry, heightened awareness of responsible gambling among players and operators, and tangible improvements in key metrics like reduced gambling harm and higher player satisfaction. Engagement from a broad spectrum of stakeholders, including regulators, operators, and players, would also indicate success.

Q: Who are Casino Guru Awards for? Do you think players actually appreciate and are interested in such awards in the first place and how can we work on demonstrating that there is a real benefit for players to be more involved in such formats as Casino Guru is trying to do through the Player’s Choice and Voice of the People categories?

The awards are for everyone committed to improving the gambling industry—operators, regulators, and players alike. Players may not always be aware of such initiatives, but formats like Player’s Choice and Voice of the People bridge that gap by directly involving them in the process. Demonstrating real benefits requires transparent communication about how recognised practices positively impact players’ experiences, safety, and trust in the industry.

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