Future Anthem, the pioneering AI and game data science specialist, has joined forces with Gamesys a Bally’s Corporation Company, on a landmark R&D initiative, analysing the extent to which player markers of harm may be related to the games that players choose to play.
Research into identifying practical markers of potential problem gambling has increased in the past decade, with the identification of potential harm indicators now forming a key part of customer interaction guidance.
Most of the research into problem gambling to date has centred on player behaviour, however, this work will focus on identifying whether correlations exist between player markers of harm and the experiences that different games provide.
The initiative builds on a successful engagement earlier in the year that used Future Anthem’s ‘Safer Play’ detection system, which identifies Markers of Harm to risk-score each game session, providing valuable and actionable intelligence on risk and player safety.
Players’ gameplay was modelled on over 2 billion transactions across Gamesys’ portfolio of UK casino and bingo brands. Analysis of the results also compared players’ use of responsible gambling tools, combined with Gamesys’ own responsible gambling prediction models, demonstrating that the two approaches to player risk complement each other to detect potentially problematic gameplay accurately and early.
Underlining their joint commitment and proactive approach to responsible gambling, both companies are now proceeding with a new R&D engagement to further research the impact of games on Markers of Harm. The initiative is also supported by Blueprint Gaming and Roxor Gaming – key suppliers to Gamesys.
The research will be published on the 1st November at the launch of Safer Gambling Week, available for free download and will be accompanied by an interactive webinar with Gaming Intelligence to ensure wider stakeholder benefit across the industry, assisting with enhancing the player experience in responsibly and sustainably.
Kevin Clegg, Director of Sustainability at Gamesys (a Bally’s Corporation company), added: “We always aim to raise the bar with new technologies and approaches to improve our players’ experience. Future Anthem’s technology and approach to responsible gambling are both cutting-edge and complementary to our own. Exploring the impact of games and features on players is an area of focus that will benefit us and the wider industry which we’re very keen to support.”
Leigh Nissim, CEO and Founder, Future Anthem, said: “It’s a privilege to work with Gamesys and to collaborate closely in such an important area as responsible gambling. We all know how vital it is to both enhance and protect the player experience and, by working in partnership, we bring two highly experienced teams together to achieve great results.”