The group has been formed ahead of the government and UKGC’s planned reform of the 2005 Gambling Act , in which PGR outlined its key priorities. These include ‘effective affordability checks for gamblers to prevent harm’. Link this with the UK Gambling Com- mission’s continued calls for ‘the need for improved affordability checks’ and it wouldn’t take a data scientist to work out that legislative changes are coming. At the very least, we are likely to see clearer and tighter regulations on what affordability means or, to put in bluntly, what an operator is going to need to do to be compliant with affordability based licence conditions. At LendingMetrics, we have had dis- cussions with a number of operators who are keen to tap into our knowledge and experience of providing automat- ed risk decisioning to online consumer and commercial lending organisations. Lenders are ultimately building afforda- bility profiles to help decide what amounts they are able to responsibly lend to a customer and on what terms, arguably akin to deciding what amount
a client can ‘lose’ to help ensure they are ‘betting within their means’. This same technology that we have used to assist lenders over the last 10 years, is being used to build affordability profiles for gambling clients. Our expe - rience of working through the (conceiv- ably toxic) payday loans period, which saw the rise of high cost short term credit, has given us great insight as to how the work of regulators evolves. Too many solutions are currently being touted as ‘affordability solutions’, when in reality they are nothing more than a component of the overall affordability picture. At LendingMetrics we see that this is just the beginning of the changes to the gambling regulatory landscape and that gambling operators need more than a sticking plaster. They need a future- proofed solution, capable of orchestrat- ing all of the vendor solutions available today and those that will surely come to market in the coming months and years. Our Auto Decision Platform (ADP) can pull data from any feed into one place to build a more fulsome
profile. It can link the profile with oper - ators’ customer betting data to provide a robust affordability profile, as well as allow the managing of customer trigger points (i.e. excess betting) according- ly. We have integrations with all of the major CRAs as well as offering our own CRA data (LMX) . We offer a FREE Open Banking solution with OpenBankVi- sion (OBV) – providing a customer has given permissions - and our ADP plat- form helps automate, in seconds, an affordability profile. What’s more, there are audits and manual interventions to add the human touch where desirable. The political and regulatory voices have been vocal on what’s coming. All opera- tors should be on notice and looking at how they should automate and manage affordability. For an exploratory discussion on how we can help with your affordability pro- filing or if you want access to free Open Banking, please get in touch with one of our team of experienced online gaming experts on +44 (0) 2394 211010.
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