Responsible gambling and player protection took centre stage at SBC Summit Americas last week, as the Better Gambling Forum (BGF) announced a strategic partnership with SBC aimed at bringing policymakers, regulators, researchers and industry stakeholders closer together.

Discussing the initiative on the iGaming Daily podcast, SBC Media Director Martyn Elliott sat down with Better Gambling Forum Chair Shawn Fluharty, who also serves as Head of Government Affairs at Play’n GO. 

Bridging the Policy Gap

Fluharty opened the discussion diving into one of the iGaming industries biggest challenges: the growing disconnect between the pace of technological innovation and the speed of regulatory development.

Drawing on his experience in both politics and the gaming industry, Fluharty argued that gambling legislation is often developed without sufficient input from scientific experts, behavioural researchers and mental health professionals.

“The byproduct of better policy is having everybody at the table from the beginning,” he explained, outlining the Better Gambling Forum’s ambition to create a global framework for player protection that can be adapted across jurisdictions.

The initiative has already gained international attention following discussions at the United Nations and consultations involving policymakers, academics and industry representatives.

Going Beyond Compliance

Referencing comments made during a separate SBC Summit Americas panel, Fluharty highlighted the importance of operators adopting standards that exceed existing regulations, particularly as technology continues to outpace developments in legislation.

Fluharty pointed towards a growing belief among industry leaders that responsible gambling should be viewed as a long-term business strategy rather than as a reactive, compliance obligation.

Operators that focus solely on short-term revenue opportunities risk contributing to consumer backlash and tighter regulatory intervention, while those investing in sustainable customer relationships are more likely to secure long-term growth.

Play’n GO’s decision not to offer direct bonus buy features, despite them being permitted in many regulated markets, was cited as an example of voluntary measures designed to support sustainable gambling models.

The Threat of Unregulated Markets

Moving beyond player protection, Elliott pressed Fluharty on an earlier conversation surrounding industry concerns over sweepstakes casinos, prediction markets and black-market operators.

Fluharty argued that many of the reputational challenges facing the gambling industry originate outside the regulated market, where consumer protections are often absent and operators prioritise short-term growth over long-term sustainability.

This creates a difficult environment for licensed operators, who must compete against businesses that are not subject to the same regulatory standards.

The issue is further complicated by public perception. As Elliott noted, media coverage frequently groups all forms of gambling together, making it hard for the average punter to differentiate between the actions of regulated operators and unlicensed alternatives.

For Fluharty, this underlines the need for greater public education and stronger engagement with lawmakers, many of whom are only now beginning to grapple with the complexities of modern gambling products.

A Defining Moment for the Industry

For Fluharty, the industry is approaching a pivotal moment.

Whether gambling markets can maintain public trust and achieve sustainable growth, he argued, will depend on the industry’s ability to bring experts into the conversation earlier. 

“I want the experts speaking on this issue at the very beginning, not on the back end when we’re playing catch-up,” he said.

His work with the Better Gambling Forum aims to improve player protection frameworks and address the challenges posed by unregulated competitors before they drive wider regulatory backlash. 

“What does that education gap look like and who is going to help educate?” Fluharty asked, before answering, “That’s going to be SBC and BGF as we move forward”.

Watch the full iGaming Daily episode here.