For the Betting and Gaming Council (BGC), responsible gaming begins with game design. The UK trade body, representing over 90 percent of the country’s retail betting shops, online betting and gaming operators, casinos, and bingo operators, has introduced a Game Design Code of Conduct. The new policies were outlined in its inaugural Code Handbook, which consolidates more than five years of industry efforts to raise standards within the regulated betting and gaming sector. To mark the BGC’s fifth anniversary, the Code Handbook features 20 comprehensive codes covering 100 measures, all voluntarily committed to by the BGC’s members.
Embedding responsibility into game features
The Code introduces several game-specific design features aimed at mitigating risks for players, many of which will be enforced in the coming months. These include:
- Minimum game cycle speed: A measure aimed at reducing impulsive behaviour, the BGC is setting a minimum game cycle speed of 2.5 seconds for all gaming products. This will prevent players from rushing through games too quickly and encourage more deliberate play.
- Removal of turbo play: Features that allow players to speed up the base game cycle will be prohibited. Turbo play often leads to faster betting and increases the risk of problematic gambling behaviours.
- Disabling auto-play: Auto-play features, which automatically initiate the next round of a game without player input, will be restricted or removed. This measure ensures that players are more engaged with the game and have an opportunity to pause and reflect on their gambling behaviour.
- Clearer win notifications: To improve transparency, the BGC will ensure that any wins below the player’s stake are clearly differentiated from larger wins. This will prevent players from being misled about the outcomes of their bets.
- Bonus game transparency: Bonus games will no longer be automatically triggered without player intervention. Additionally, players will receive a notification after completing a bonus game, ensuring they understand the results before re-entering the main game.
A critical component of the BGC’s new Code Handbook is the increased focus on safer gambling messaging. The BGC has committed to ensuring that 20 percent of all TV, radio, and digital advertising includes information about safer gambling tools, such as setting deposit limits and time-outs. This message is equally important for land-based operators, who are also encouraged to display clear safer gambling messages inside their venues.
Furthermore, BGC members have agreed to make safer gambling information more accessible within gaming interfaces. Every gaming client will display prominent links to safer gambling tools, including links to account pages where players can set deposit limits, time-out periods, and self-exclusion.
Player interaction and transparency
The new Code also introduces mandatory player interactions: every 60 minutes, players will be prompted with a message encouraging them to take a break and reconsider their gambling behaviour. These prompts are designed to act as reminders of the potential risks of excessive gambling and to encourage more responsible play.
Additionally, the industry will take steps to ensure that players are not misled by marketing messages or game descriptions. Game rules, including best strategies and the likelihood of winning, will be clearly communicated to players.
Collaborative approach to game design
According to the BGC, improving game design practices must be a collaborative effort. The industry will continue to work closely with regulators, academic researchers, and players to identify the features that most affect player safety. This approach is essential, says the BCG, for ensuring that the gambling products of the future are designed with both entertainment and responsibility in mind.
The Code Handbook itself is a living document, and the BGC has pledged to review and update it periodically. As research into safer gambling continues to develop, the Code will evolve to reflect new findings and adapt to emerging trends in the gaming industry.
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