As states and gambling operators grapple with how to best identify gamblers exhibiting possible problem gambling behavior, the need to gather comprehensive, consolidated and anonymous gambler data is becoming increasingly apparent. This is particularly important because an individual’s gambling activity may be spread across a number of platforms and operators (see page 3), making it essentially impossible for an individual operator to obtain a snapshot of a gambler’s total spending.
ID Pair, a New Jersey-based organization whose mission is to create responsible gambling solutions for operators, state regulators and others, is developing tools to analyze the entirety of a gambler’s activity, providing a better opportunity for intervention.
“The task of a sports book is to make sure customers are behaving in sustainable ways,” says Jonathan Aiwazian, CEO and founder of ID Pair. “But how can they do that if they only see a fraction of the data?”
ID Pair performs two fundamental tasks. First, it anonymizes gambler data as it amasses it across gambling operators. Secondly, it runs an analysis on the “single view” of a gambler to identify high-risk behavior, thus allowing operators to send appropriate cautionary communications and reminders to the player.
“Ultimately, it’s a customer’s decision whether to embrace or ignore messages about high-risk behavior, but at least the operator can step in with actions that emphasize long-term health and sustainability,” says Jonathan, who previously worked for several operators and observed that they were limited in what they could see — hence the need for a system to bridge the gap in data from one operator to another.
Jonathan notes that operators have historically been protective of customer data and apprehensive about sharing it. However, he thinks that attitude is thawing in light of the need to cultivate a sustainable customer base. “I think that operators are seeing that it’s actually good for the industry and gives them a way to work together,” says Jonathan.
Europe, which traditionally has been years ahead of the U.S. when it comes to building tools to identify problem gamblers, has imposed regulations to ensure that operators work together. It may be that U.S. gambling operators can avoid the need for heavy regulation if they begin working together.
ID Pair works directly with regulators or operators, depending on the state and where the interest in strengthening consumer protections comes from. “It’s most beneficial when there’s legislative support so that regulators can create rules rather than start from scratch,” says Jonathan. “In states where there’s more backing, there’s more opportunity to do more with advancing responsible gambling.”
As Minnesota continues to consider legalizing sports gambling — along with casino gambling already in place — it’s an opportunity to establish a structure early on. “States just beginning to legalize more aspects of gambling have an early opportunity to create data that will help them understand how legalization is changing behavior, and ultimately inform future policy,” says Jonathan. “Without data, there is no visibility. If states creative incentives for operators to share information, it’s better for everyone in the end.”
For its efforts to promote responsible gambling, ID Pair received the Play Well Award from the Responsible Gambling Council and Flutter Entertainment, FanDuel’s parent company.