Don’t Give Up Your Brand!

Responsible Gaming Strategy

Oct 6, 2021

Over the past few months, I’ve noticed a trend in the responsible gambling/safer gambling space. As the discussion of these topics continues to expand, so have the number of “turn-key” solutions being offered to operators.

A mix of products/campaigns, one of the primary selling points being presented is that brands can outsource the project to these vendors making it quick and easy to implement. Furthermore, there is a pitch that these items represent industry best practices.

While I understand the allure to operators to simply purchase or subscribe to these templates to use for their brand, I’d be VERY careful about doing so.


First off, it’s far too early in the game to label anything in the responsible gambling space as “best practice”. We simply don’t know enough to make that claim…yet.

Beyond championing the unknown, the greatest risk in outsourcing these projects is that you risk completely losing your brand in the process.

Your customers know you. They know how you talk, the way you walk, and what you wear to work each day (in a brand sorta way). They’ve picked up on all of these things as they’ve moved through your customer acquisition funnel from early mass-marketing campaigns, new account onboarding, and day-to-day customer communications.

And guess what? They sorta like you!

Why would you want to risk that? It doesn’t make sense.

You’ve put in all the hard work to attract and retain customers. You clearly get them and they chose you. Rather than confusing them with a generic template, use your connection and understanding of the customer as the foundation to develop your own way of doing responsible gaming messaging.

Will it be the same message as others? Absolutely not!

And that is a great thing!

Jamie combined his professional background as a brand strategist with his experience as a former problem gambler to create dyve. He is also host of The After Gambling Podcast.

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