Perhaps more than ever, responsible gambling has been the focus of the sports betting industry.
Recent controversies have brought the matter to the forefront. The highest-paid athlete in North American sports history is embroiled in a betting scandal, as Shohei Ohtani’s former interpreter is alleged to have stolen $16 million from the baseball star to “feed his insatiable appetite for illegal sports gambling.”
Words like “insatiable” are ones responsible gambling programs are meant to curb and, in legal sports betting markets, operators are tasked with problem gambling prevention.
In Ontario, Canada's most populous province and biggest sports betting market, the province has gone so far as to ban athletes and celebrities from appearing in advertising for online sports betting unless they’re promoting responsible gaming. Ontarians will no longer see Wayne Gretzky and Auston Matthews pushing sign-ups to sports betting apps. Instead, they’ll get commercials with Connor McDavid pressing responsible gaming.
Ontario is home to one of the most competitive iGaming markets in the world. Since launching in 2022, there are now 30 legal sports betting options for Ontarians, a gaming model that reportedly generated $230 million in revenue in 2022-2023. The Ontario Lottery and Gaming Corporation (OLG, and its platform PROLINE+, are included among those operators.
While competition in the province is stiff, OLG has carved out a niche as a leader in player protection, thanks in large part to its globally recognized responsible gaming program, PlaySmart. The program acts as a hub where players can access tools to game and wager responsibly.
Whether it’s help for you or a loved one – at any age or stage – there are many ways to get support for gambling issues. Here are some to consider. https://t.co/3MH9v8ZJOy
— PlaySmart OLG (@PlaySmartOLG) April 3, 2024
The OLG has spent three decades developing its responsible gaming policies, including one of the first voluntary self-exclusion programs in the country.
“At OLG we know that our players are, first and foremost, people — people with lives and families. And we understand that, fundamentally, responsible gambling is about reaching and helping people. That’s why the health of our players is our top priority and a cornerstone of our business — and it has been for many years,” OLG spokesperson Tony Bitonti told Covers.
Among the OLG's responsible gaming tools is the aforementioned self-exclusion program, My Playbreak, which has term-length options that vary from three months to as long as five years, optional post-registration check-in calls from staff members from the Responsible Gambling Council, and a return to play process.
Also offered are daily, weekly, or monthly limit options for deposits, casino loss, casino spending, sports spending, and lottery spending. Recurring time reminders are also available to players and PlaySmart is embedded in every slot machine in Ontario, offering customized play habit messages, and spending and time limits.
“PlaySmart is the most comprehensive responsible gambling program in Ontario and is designed to reach all players — from the new to the more seasoned player,” said Bitonti. “Responsible gambling support isn't just for those who are experiencing gambling harms; it’s key to helping everyone develop positive play habits.”
There are also PlaySmart Centres at casinos and gaming centers across the province, as well as a virtual option.
More than 280,000 visitors used PlaySmart Centre services last year and staff interactions at casinos doubled year-over-year to almost 400,000 this year.
“These numbers clearly demonstrate the important role these centres play in reaching and supporting players,” said Bitonti.
It’s the kind of necessary support being developed across the sports betting landscape, and the kind of support OLG is being recognized for worldwide.
Worldwide acclaim
The World Lottery Association awarded the OLG the best overall responsible gambling program in 2014 and 2018. Just in the last calendar year, OLG was named Socially Responsible Operator of the Year at the SBC North America Awards last May and received the Vixio Global Regulatory Award for Responsible Advertising in November.
In fiscal 2022-23, OLG directed $22 million to responsible gaming programming and resources. That included PlaySmart Centres, staff training, and capital costs for facial recognition systems for self-exclusion initiatives.
“As the gaming industry continues to expand in Ontario, it’s never been more important to have a comprehensive responsible gambling strategy in place with OLG leading the way,” said Bitonti.
And as the sports betting industry swells across the globe, so too is problem gambling.
The Ippei Mizuhara case may be an extreme involving alleged criminal activity, but it’s a reminder that a concerted effort is required from all levels of the industry — including the player — to curb problem gaming.
“With online play, we have data on our players’ habits and will direct appropriate responsible gambling messages to them if we detect they are exceeding their voluntary time or spending limits, or if we see red-flag excessive play,” Bitonti said of OLG’s program. “For our land-based casinos, casino staff is trained to spot warning signs and there are several levels of direct person-to-person communication about responsible gaming.
“However, it is up to the player to make the decision to seek help or accept help from friends or a loved one. If the player wants to change their habits, then intervention can work, but if the player is reluctant or is only seeking help to appease the loved one or friends, then the treatment is unlikely to work. They have to want to change for positive change to happen.”
