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October 2019: Industry Challenges

Phase one of the Gambling Commission’s Industry Challenge initiative, set at our industry briefing in October 2019.

Published
2 October 2019

Last updated
19 August 2021 - Changes

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  1. Contents
  2. Game design
  3. Introduction

Introduction

We know that the success of many technology companies, digital content creators and gaming machine games designers depends on their ability to establish and maintain the engagement of their consumers on their web, mobile apps and – in premises – gaming machines.

We also know that speed of play, frequency of betting opportunities, as well as other factors on offer to players can increase addiction and risk of harm. We challenged industry to work together to consider what responsible innovation looks like in terms of game design, including the introduction of friction at points of the customer journey. Friction describes ways in which online activity can be slowed down though technology in order to ensure that customers are given sufficient time to make informed choices.

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