In recent years, we have seen an exponential increase in negative public opinion towards the gaming industry. This has not been helped by the political class, who despite voting for their own country-bound licensing systems (and the gaming tax revenues they earn), have increased their pronouncements on the harm that gambling addiction do to society and that the promotion of gambling services entices more people towards gambling who go on to develop problem gambling behaviour.
Over five years, the position of law makers on advertising and mass media promotion has shifted from it being a necessary regulatory element to inform the public as to who is licensed in their jurisdiction so as to achieve a high channelization rate, to a situation were promotion in general is something which needs to be curbed and in some jurisdictions even outlawed completely. This has given the rise (at least in Europe) to advertising and sponsorship bans, and bonus scheme limitations amongst other measures.
This situation was mainly fuelled by two elements. The first was that the gaming industry itself swamped their markets with mass media advertising campaigns. In certain jurisdictions these were so ubiquitous they amounted to shooting themselves in the foot. The second was the result of media representation of gaming. The golden rule of a newsroom is that bad news sells, and every story about how gambling addiction ruined the life of an individual or their family, it is framed as a widespread problem, when the reality is that such unfortunate situations represent statistically less than one percent of people who engage in gaming.
Regrettably, the gaming industry has not done enough to dispel the negativity and promote itself as entertainment industry not vice. Recent examples of excessive advertising such as that seen in Italy, Sweden and the UK have induced social discomfort among non-gamblers (the majority of society) who in turn have brought significant pressure to bear on politicians to act. This has created a tsunami of advertising restrictions which has flowed from one regulated country to another. We have now reached a position where the industry needs to find a solution fast to stop the negative perception becoming worse to a point where public opinion considers gaming not as a form of entertainment, which they may like or dislike, but something inherently harmful and wrong. In this context the emergence of ESG may offer the chance for the sector to prevent a further slide in public perception and maybe even reverse it.
Environmental, Social, and Governance (ESG) refers to a set of principles that guide responsible business practices.
The ‘E’ refers to environmental criteria, which consider how a company seeks to implement mitigation measures that reduce any negative impact on the environment, such as reducing by its carbon footprint. In the context of online gaming, this could be, for example, a decision to host its servers in territories where the carbon footprint is lowest.
The ‘S’ refers to social criteria, which examine how a company manages relationships with its customers, its employees, its suppliers, and the communities where it operates. Responsible gaming measures, good cause funding, gender pay gap reduction, and inclusivity measures all represent examples of how a gaming operator may already be unknowingly addressing the ’S’ in ESG.
The ‘G’ refers to governance and considers a company’s adoption of good governance standards, including compliance with laws and the regulatory framework that governs it. In the case of gaming, good governance and regulatory good standing would include licensing compliance, AML measures, adherence to company law, gaming tax compliance as well as leadership, internal controls and shareholder rights among other things.
The adoption of ESG is relentlessly becoming a mandatory requirement for listed companies s in financial services and other industries where responsibilities around the ‘E’ and the ‘G’ of ESG may be familiar, but ‘S’ less so.
In Europe, where EU Corporate Sustainability Reporting Disclosure (CSRD) requirements will soon come into force, ESG will take centre stage for all listed companies (including those in gaming), but could spill-over to other areas, albeit on a voluntary basis. CSRD requirements will apply to all large companies, including foreign subsidiaries, which meet at least two of the following criteria:
CSRD will start on the 1st of January 2024 and apply as follows:
Financial years starting on 01/01/2024 – CSRD will apply to companies currently covered by the Non-Financial Reporting Directive (NFRD). This requires large public-interest entities to disclose information on Environmental, Societal, and Governmental (ESG) practices in regular non-financial statements
Financial years starting on 01/01/2025 – CSRD will extend to companies that are not presently subject to the NFRD, but meet at least 2 out of 3 criteria mentioned above
Financial years starting on 01/01/2026 – CSRD will further extend to small and medium-sized enterprises (SMEs)
European gaming operators covered by the CSRD will be obliged to comply and have their ESG framework. There are other frameworks and standards in place beyond the EU which are similar to the CSRD such as the Global Reporting Initiative (GRI) and the Sustainability Accounting Standards Board (SABS) which provide guidelines for sustainability reporting with ESG at their heart. However, it will remain the case that a sizeable part of the gaming sector in Europe will not have to adopt any ESG reporting. This begs the question as to why the gaming sector should step up and embrace ESG even if it is not be mandatory.
One key reason that the gaming sector should embrace ESG is that it is a quick win. The sector already has the basis of ESG by virtue of the highly regulated environment it operates in, thus it makes sense to embrace it. Unlike other sectors, online gaming has by default already implemented many ESG measures. The Social element (which is heavily regulated through responsible gaming measures, good causes funding or the obligation to donate to charitable institutions) is already inbuilt in the culture of a regulated entity. The Governance part is a core competence of a gaming outfit second to that of offering games due to the plethora of regulations and license conditions that need to be complied with. The sector may not be as prepared on the environmental aspect, but neither it is a big polluter, and in any case, this is something that can be worked upon.
The second big argument in favour of the sector’s adoption of ESG is that ESG rankings are rapidly becoming very influential in the formation of public opinion and can play a key role in shaping positive public perceptions about the sector.
Early in 2023, the Malta Gaming Authority (MGA) announced that it had started work on a voluntary ESG Code of Good Practice for online gaming operators licensed by the MGA. This initiative, which was put out for consultation in July 2023, will create an opportunity for operators licensed by the MGA to bolster their public image with the voluntary adoption of ESG. The MGA sees the adoption of ESG as a step in the right direction in terms of positive public opinion.
When they launched the ESG Code of Good Practice project, the MGA stated: “Looking ahead, we expect to see more and more companies taking concrete actions towards becoming more sustainable, and we believe that reporting such efforts contributes positively to implementing change within the sector and improving its overall perception, while also addressing the increasing demand for transparency and accountability in the industry.”
Hopefully, this highly commendable approach by the MGA will be followed by other regulators who may consider substituting advertising bans with the mandatory adoption of ESG. A well thought out ESG framework can establish clear parameters for responsible advertising, which instead of being a blazoned promotion of bonus schemes or new games, would instead promote how responsible the gaming operator is.
Here are some ways in which ESG can change public perception about the online gambling industry
There are numerous other reasons why ESG needs to be embraced by the gaming sector apart from the need to boost public perception and public opinion. ESG fosters values of responsibility, accountability, equality, fairness, ethical leadership, solidarity, and environmental protection amongst others. ESG also comes with rules for suppliers who have a mandatory requirement to have an ESG framework if they work for ESG reporting companies. These include credit and financial institutions, crypto asset exchanges and operators licensed under the EU’s Markets in Crypto Assets Regulation (MICAR), and listed B2B gaming operators. Such suppliers will be ‘forced’ by their ESG framework to supply their services/products only to like-minded corporate customers, and the voluntary adoption of ESG by the sector is one way that gaming operators can influence the behavior and practices of it suppliers. It is vital that steps are taken to improve the gaming industry’s reputation and in my view ESG may be a key tool which the industry can use to do so.
This article was published by www.imgl.org on July 12, 2023.
Photo credits: IMGL