Navigating responsible gambling demands in 2025: 6 priorities from industry experts

The safer gambling landscape continues to evolve rapidly, shaped by innovative technologies, changing regulatory frameworks, and heightened expectations for consumer protection. A recent webinar on the demands of responsible gambling in 2025 highlighted six critical areas that operators must prioritise to successfully navigate this increasingly complex environment. The webinar, hosted by regulatory intelligence platform Vixio, featured industry experts Max Collinge (Yaspa), Paula Murphy (Mindway AI), Tom Simcock and Zachary Birnbaum (Vixio).

1. Embrace AI innovation responsibly

Artificial intelligence (AI) emerged as one of the most promising yet challenging tools in the arsenal for safer gambling. The panel widely acknowledged AI’s potential, especially in identifying problematic gambling patterns. However, a cautious approach is essential. Paula Murphy, Head of Business Development at Mindway AI, compellingly argued for a balanced use of technology. She highlighted that AI solutions must be complemented with consistent human oversight to prevent the risk of exacerbating gambling issues through poorly managed automation.

Max Collinge, Head of Product at Yaspa, expanded upon this cautionary perspective. He shared his experience with inadequately tested AI systems, particularly chatbots, that unintentionally encouraged rather than prevented harmful gambling behaviours:

"In one instance, it only took three interactions for a chatbot, initially responding to my concerns about gambling habits, to shift its approach entirely and begin encouraging bets on upcoming football matches. This clearly demonstrates how critical robust testing and human oversight are to ensure AI supports safer gambling rather than inadvertently promoting harmful behaviours."

His insights underline the crucial need for rigorous testing and ongoing human intervention. This is vital to validate the effectiveness of AI-driven interactions and ensure that they align positively with safer gambling objectives.

2. Adopt open banking for enhanced affordability checks

On affordability checks, Max offered a compelling critique of traditional credit bureau methods. He argued that such approaches often provide an incomplete and historical snapshot of an individual's financial health. Instead, open banking presents a superior alternative, offering real-time, consent-based financial data. This technology enables operators to identify risks promptly. It also offers the opportunity for operators to empower players by providing them with insights into their spending and gambling behaviours. This transparency can serve as a proactive form of harm reduction to encourage more sustainable gambling behaviour and enable operators to take a more proactive approach to promoting positive player behaviour.

3. Broaden your approach beyond financial data

Financial data is invaluable, but it must be integrated with broader behavioural and psychological insights to fully protect players. Paula’s contributions highlighted the gaps that financial data alone cannot address:

"Financial indicators are important, but they are only part of the equation. Many individuals suffering gambling-related harm speak about impacts far beyond finances—such as loss of relationships, self-respect, and mental health deterioration. To truly address and mitigate harm, we must broaden our approach to encompass these critical aspects."

4. Personalise interventions to increase effectiveness

Personalisation also emerged as a fundamental component of effective safer gambling strategies. Cultural, regional, and generational differences profoundly influence gambling behaviours and patterns of harm. Generic interventions, as noted by the experts, often fail to resonate with diverse player groups. By contrast, personalised approaches, informed by detailed player analytics and culturally attuned insights, significantly improve the efficacy of safer gambling interventions.

5. Reframe safer gambling terminology

The language and terminology surrounding safer gambling is equally crucial. Terms such as "responsible gambling" and "safer gambling" frequently fail to connect with players, often because many do not perceive their gambling behaviour as problematic, leading to a sense that these terms do not apply to them and sometimes creating resistance rather than engagement. 

Max provided practical evidence from Yaspa's experience, demonstrating how reframing safer gambling strategies in terms of positive empowerment and enjoyable gambling experiences significantly enhanced player acceptance and engagement:

"Initially, our use of traditional safer gambling language resulted in limited player engagement. Once we shifted our messaging to emphasise player empowerment and positive experiences, we saw a significant improvement in player receptivity. It clearly showed us the importance of communicating these concepts in a way that resonates positively with players, rather than simply fulfilling compliance obligations."

6. Anticipate regulatory expectations

Regulatory frameworks across Europe are simultaneously becoming more demanding, setting higher expectations for operators' proactive interventions. Recent regulatory actions, such as fines for inadequate duty-of-care practices, underline the necessity for operators to anticipate regulatory requirements rather than merely respond. Operators should embrace comprehensive solutions that proactively meet these evolving standards, positioning themselves as industry leaders in consumer protection.

Discover more valuable insights from the expert panel: Watch the on-demand webinar

How Yaspa can help

To effectively manage responsible gambling challenges, operators should adopt advanced safer gambling solutions such as Yaspa’s Intelligent Payments. Our real-time analysis begins from the first deposit, providing immediate insights into player risk, potential value, fraud indicators, and history with other operators. Leveraging a proprietary AI-driven categorisation engine developed with leading academics, we offer detailed, personalised risk assessments based on spending patterns, both initially and through ongoing monitoring.

Operators can access this data via the Yaspa dashboard or integrate it into existing compliance systems, enhancing player risk management and maximising lifetime value.

If you're looking to enhance your safer gambling strategies with cutting-edge payment solutions and behavioural analytics, contact Yaspa today.