GamProtect explained

What is GamProtect?

GamProtect began as a trial in February 2023, with 4 of the largest gambling companies opting in: Flutter, Entain, Bet365, and William Hill. Since then, Broadway Gaming, and Betway have also joined the initiative.

Currently, GamProtect is still a non-mandatory scheme which works works by allowing operators to share information on customers who have flagged themselves as vulnerable. The idea is to protect the most vulnerable gamblers in the UK without unnecessarily sharing private or sensitive data.

This article looks in detail at GamProtect:

• How does it work?
• Who does it protect and how?
• How did it come about?
• Who is behind it?
• What does it mean for the industry?
• Could GamProtect's scope change?
• Benefits and drawbacks?
• Conclusion

How does it work?

Participating operators will ‘flag’ a customer if the customer themself states that they meet 1 (or more) of 5 criteria:

• They have a gambling addiction
• They are seeking support or treatment for addiction
• They might harm themselves or others
• They should not be gambling due to a health condition
• They want to stop due to gambling addiction

The operator will get in contact with the self-identifying customer and explain the situation. After this, the details of the customer (name, date of birth, postcode, email address, telephone number, and the nature of their problem) will be shared with GamProtect.

This will allow other operators to check if the same customer has an account with them and, if necessary, close it.

Who does it protect and how?

GamProtect currently seeks to protect only the most vulnerable gamblers, playing or betting on sites that are licensed by the Gambling Commission (UKGC). Speaking at the GamProtect launch event Tim Miller revealed that, in the pilot trial, GamProtect identified 5527 consumers, of whom 88% were matched by at least one operator. 

When a consumer is ‘matched’ it means that their data has been used to create an account on another site in the scheme. This cooperation allows the customer’s accounts to be shut down wherever they appear, rather than just at the site they initially notified of their gambling problem. After 5 years, the accounts can be reopened at the customer’s request.

How did it come about?

GamProtect originated largely from the Single Customer View project. This was a project set by the UKGC, which challenged the industry to look at a customer’s gambling habits as a whole. This would include looking everywhere they gambled, with the idea of getting a clearer picture of their behaviour.

The level of data sharing needed to undertake this project thoroughly would be vast. So, GamProtect suggested it might be possible to protect the most vulnerable gamblers by sharing only a tiny data set.

Who is behind it and who are the stakeholders?

The Betting and Gaming Council (BGC) originally facilitated GamProtect, though GamProtect now works as its own entity. The project was also supported by the UKGC, the Information Commissioner’s Office, and the Department for Culture, Media, and Sport. 

Casinos or operators (gambling sites) involved are also classed as stakeholders. GamProtect refers to them as the Closing and Receiving Operators. 

• The Closing Operator closes the account after being notified by the consumer of their problem behaviour. 
• Receiving Operator(s) can be any of the other sites notified that the consumer also has an account on one of their platforms. 

While the receiving operator won’t know the specific reason for the consumer being flagged, they will still be able to take action to close the account.

What does it mean for the industry?

For casinos, opting into GamProtect is voluntary. None of the companies that are partaking are doing so because they have to. However, at the launch of GamProtect, Tim Miller, of the UKGC, referred to the possibility of taking a ‘carrot and stick’ approach. 

He stated that involvement with GamProtect early on and proactively supporting vulnerable customers was the ‘appealing carrot’. However, if voluntary uptake from operators wasn’t sufficient, the UKGC might take the ‘stick’ approach. 

For players, the effects are a little more nuanced. For those who identify as having a problem with gambling, via any of the 5 criteria, it will mean account closure. For those who don’t identify with any of the 5 criteria, it won’t mean anything – for now.

Could GamProtect’s scope change?    

There’s been speculation that GamProtect may look to broaden the scope of who is considered at risk of gambling addiction. The proposal from the Government to implement affordability checks was met with uproar from the public. 66% of respondents to the survey stated they would be 'uncomfortable' or 'very uncomfortable' with gambling companies having a greater ability to look into their finances in order to complete an affordability check. However, the UKGC launched the pilot scheme in August of this year nonetheless.

While GamProtect themselves have never said that they will be sharing information on affordability between providers, they have said that the scope of the checks could change. It’s not such a leap to think that affordability checks could be part of this. Both plans are backed by the ICO and the UKGC, so if the government continues to try to push ahead with affordability checks, GamProtect might be a neat way to implement them.

What are the benefits and drawbacks?

The most overwhelming positive is that this plan works. It has been shown to protect those who need it the most. However, with current levels of data sharing, GamProtect can only protect those who actively seek help. 

Problem gamblers can be just about crippled with feelings of guilt and shame. And it often takes a long time for them to seek help. Some never do. For those that don’t seek help, GamProtect cannot help them.

The other drawback to the GamProtect project, and I hasten to add, not the fault of GamProtect, is unlicensed casinos and bookmakers. Assuming GamProtect does become mandatory in the not-too-distant future, all sites licensed by the UKGC will be on the system. This means that if someone is identified, flagged, and has their accounts closed there are only two options: stop gambling, or gamble elsewhere. The options for ‘elsewhere’ will be exclusively offshore and unlicensed casinos, a much worse place for somebody who already has a problematic relationship with gambling.

In conclusion

Gambling addiction is a problem that the Government, the UKGC, and the UK gambling industry (represented by the BGC ) all need to work together to solve. Addiction is complex and there is never going to be one silver bullet alone that can solve it. A holistic approach will always be the best way forward and it looks like GamProtect will be a worthwhile part of the puzzle.

For me, GamProtect is the least Orwellian proposal put forward so far. It doesn’t intrude on our rights to privacy, but it does seek to help the consumers who need help the most. As a standalone, it’s too simplistic, but combined with access to responsible gambling tools and direction towards organisations like GambleAware and GamCare it could be a real game-changer. 

Unlicensed and offshore bookmakers are very much the fly in the ointment. If I had the power that the UK government has, that is where I would be turning my attention next. 

Play safe

As always, at No Wagering we encourage responsible gambling and recommend that players make use of the resources that are available to them. Please play responsibly.