UKGC challenges B2B giants to develop game design code by April 2020
Gambling Commission sets “ambitious target” for games studios to develop an industry-led code of practice
The UK Gambling Commission (UKGC) has called on game developers to develop an effective industry code for game design by April 2020.
Speaking at the UKGC’s annual CEO briefing, Neil McArthur confirmed the regulator would adopt such a code, if successfully developed, into the existing licensing codes of practice for UK operators.
According to the Commission, the code should set out the risks associated with each product, how they can be mitigated and a clear explanation of what is acceptable.
The UKGC said it will provide support around terminology usage and ask its Digital Panel of experts to collaborate with operators. To support this, the UKGC confirmed it will run collaboration workshops ahead of the Raising Standards Conference to help frame and inform that discussion.
Addressing McArthur’s remarks, Melanie Ellis, partner at Northridge Law LLP, said she believes the UKGC is targeting collaboration in the B2B industry, the same way the B2C industry worked together on the Industry Code for Socially Responsible Advertising in 2007.
“Ultimately, the main contributors to the code’s contents are likely to be the larger games studios, but there are some smaller companies who have been quite vocal on these issues and will want to be involved,” Ellis said.
“Expecting a code of practice which is ready to be inserted into the LCCP and Technical Standards by Spring 2020 is an ambitious timeframe, however behind the scenes some of the key players in the industry may have already begun working on a draft code,” Ellis added.
At the conference McArthur also outlined the UKGC’s concern about VIP inducements, stating that current consumer feedback found existing controls over inducements to gamble were ineffective.
The UKGC has said it has received an offer from one “major” operator to lead the development of a code of conduct for operators in dealing with VIP players. Neil McArthur confirmed the UKGC were looking to take up the offer and were targeting a “pacey timetable” for the delivery of this code.
Finally, McArthur said the UKGC is concerned about the level of online gambling ads, calling on operators to make better use of technology to minimise exposure of these ads to minors and vulnerable individuals. The UKGC called for operators to start work on a plan which includes advertising technology standards by April 2020.