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The report underscored gambling harm as a significant public health concern. It cited the Gambling Commission’s Gambling Survey for Great Britain (GSGB), which has indicated that between one and 1.5 million adults in Great Britain now score high enough on the Problem Gambling Severity Index (PGSI) rangeto indicate problem gambling.
According to the system used to rank players on the PGSI, a score of 0 or between 1 and 3 is considered low-risk, while scoring between 3 and 7 suggests moderate risk, and a score of 8 or higher represents problem gambling.
Although many industry commentators have pushed back against the GSGB and methods used in the survey to determine the scale of problem gambling in the UK.
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The approved text includes a series of restrictions on advertising for online betting and gambling:
Advertising prohibited: Direct or indirect marketing communication regarding betting on radio and television, newspapers, magazines, outdoor media, streaming services, podcasts, social networks, video platforms, apps, websites, blogs, forums, search engines and other internet environments is prohibited.
Messaging and targeted advertising: The restriction also extends to instant messaging, SMS, email, notifications, advertising automatically targeted by algorithms, telemarketing – which shows ads again to people who have already been exposed to certain content – and profiling based on user behaviour.
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“The term AI is everywhere across the world of technology, and the betting and gaming industry is just one where its impact is being felt,” Lamb says. “Taking AI beyond being a buzzword, building and deploying the systems and automation necessary to maximise its potential and deliver the right results is the challenge each of these industries face.”
For Kambi, data must be combined with the knowledge of experienced traders who can direct the technology, scrutinise its output and identify where it can add value next.
“You don’t have to search high and low in this industry to find companies talking up the benefits of AI,” Lamb adds. “Realising them requires a combination of deep data and human expertise not everyone has access to, and there is no shortcut to acquiring.”
