Tracy Parker: “Now is the time to really lean into what the research is saying”

Tracy Parker, one of the judges for the Best Implementation of RG Tools category at the upcoming Casino Guru Awards, sits down with Casino Guru News to discuss the event and her personal and professional commitment to promoting Responsible Gambling across the industry. As VP of Policy, Standards, and Accreditation at the Responsible Gambling Council (RGC), Parker brings a wealth of experience and a proven track record in championing values like safety, transparency, and accountability in gambling.

Q: Tracy, you are a well-seasoned industry specialist who has dedicated much of her professional life to helping businesses deliver a safer gambling experience based on established research and best practices. Has there been a growing demand for the implementation of such practices?

Yes. I’ve certainly seen an increased demand for adopting safer gambling practices in recent years caused by a combination of factors – increased awareness of gambling harms, more comprehensive regulations, technological advancements. Advances in AI and data analytics have created an opportunity for player behavior to be monitored more effectively. Increased consumer demand and the opening of new regulated iGaming markets (i.e. Ontario in 2021) is also playing an important role in cultivating an environment where consumers are increasingly cautious about who their preferred operators are; now is the time to really lean into what the research is saying.

Q: Why do businesses value the need for a better overall approach to Responsible Gambling, and what is their main concern when they approach you for help?

An operator’s or business’ approach to responsible gambling is important for several reasons. Of course, there is the regulatory piece; a better approach to RG ensures stronger regulatory compliance. However, the reality of it is that failing to adopt adequate responsible gambling measures can lead to challenges in the business; including the financial impact of fines, as well as customer dissatisfaction; ultimately impacting the image of the brand. When an operator approaches us for help, they typically seek guidance on identifying problematic gambling behaviors; knowledge of research, evidence and effective practices; using technology for interventions; strategy to balancing business goals with customer well-being, and just a general assessment of various aspects of their safer gambling program offerings. RGC works globally and has deep expertise in standards and accreditation, research, training, prevention education. Operators find that depth of experience, and our ability to share what is happening on a global scale valuable in developing their own strategies.

Q: How can the Casino Guru Awards help emphasize the need for more efforts in the implementation of Responsible Gambling tools? In a sense, do you think that only those companies that are already of the urgency of such a decision apply, or do you think that the format has wider implications for industry, indirectly prompting others to comply?

The Casino Guru Awards can emphasize the need for responsible gambling tools by recognizing and rewarding companies that prioritize player safety. In doing so, a standard of what a strong responsible gambling program looks like, can be set for the industry. While companies already committed to responsible gambling are likely to apply, the awards also have broader implications by showing others what is possible, indirectly encouraging others to implement responsible gambling tools to raise industry standards. The Awards are an opportunity to inspire the industry to be more innovative and strive to be a leader when it comes to the implementation of tools. The Casino Guru Awards also signal to players and regulators which operators are going above and beyond to ensure their products include tools that have been developed with the player’s wellbeing in mind.

Q: You’ve been involved with the Responsible Gambling Council. How do you see the work of the Council and the Casino Guru Awards overlapping, and in what ways can the two organizations learn from each other, considering their distinct missions and approaches?

RGC and the Casino Guru Awards are both united in a vision for a safer, sustainable RG culture globally. RGC’s efforts through programs like the global RG Check accreditation: leading edge and community-based prevention education and training initiatives; evidence-informed, thought leadership and effective RG solutions and strategies are very much aligned with the Awards objectives in promoting responsible gambling and protecting the health and well-being of players

Q: Do you think consumers understand how important Responsible Gambling tools are today, and whose responsibility is it to raise awareness?

Responsible gambling tools are offered to consumers with their best interests in mind; though, many consumers still do not fully understand their importance or relevance. Consumers may have this notion in mind, that the tools are meant for ‘problem’ players. Ensuring the visibility and accessibility of these tools should reside with the operator and be integrated into the overall customer experience. Of course, advocacy groups and industry experts also play a key role in educating both consumers and businesses, ensuring these tools are recognized as essential for a safer gambling environment. If operators and stakeholders consistently advocate for tool usage, the messaging is more normalized.

Q: How do you think a format such as the Casino Guru Awards can help beget such awareness about RG tools in general, and why they can have a transformative impact on businesses and the industry in general?

The Casino Guru Awards can raise awareness about responsible gambling by recognizing operators who excel in implementing safety measures; that RG is about prevention as well as harm mitgitation. In doing so, a positive example is set, that has the potential to motivate other operators to look at and improve their own RG practices. Winning an award can enhance an operator’s reputation both internally and externally. By setting a positive example, the Awards will challenge operators to continuously evolve their responsible gambling offerings, which will ultimately contribute to a safer gambling environment for the player.

Q: Do you have a word of advice for the companies that are vying for the distinction in The Best Implementation of RG Tools in the latest edition?

Think about both the visibility of the information, but also the moments throughout the player journey when this information can be most valuable to the player. Player acceptance and usage of the tool will only happen if there is a clear value to their play experience. With the growing discussion around RG tools, look at ways to go above and beyond what might be the minimum requirement of where you operate. In addition, meaningful engagements with stakeholders or experts in the field can go a long way at creating meaningful relationships that cultivate a safer play environment for players.

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