Anton Kaszubowski, Managing Director of SBC Advisory, outlines how operators can develop responsible gambling strategies that adequately protects players and remains within regulatory constraints in complex western European frameworks.
SBC: How are operators shifting to now treat compliance and player protection as a product feature rather than just an initiative?
There’s a clear change in mindset across the entire industry. The best operators now see compliance and player protection as part of their product and brand DNA, not a regulatory burden. It’s about building trust and long-term sustainability for all stakeholders based on fair play, and genuine care. That expectation is reshaping product design and player experience.
Rather than adding safer gambling tools as afterthoughts, leading brands are now building them into the player experience from the start. Data-led affordability checks, real-time monitoring, and personalised messaging are being developed with the same focus as marketing or user engagement features. This makes player protection feel personalised and therefore far more intuitive than intrusive.
SBC: What makes investing in player protection a competitive advantage in highly regulated and competitive western European markets?
In Western Europe, where regulation is maturing and competition is very intense, genuine investment in player protection has become part of the core business model. It builds trust and not just with players, but with regulators, partners, and investors. I believe that players today are far more aware of when a brand puts their wellbeing first, and that sense of trust builds loyalty.
For operators, taking player protection seriously also means fewer regulatory surprises and smoother business continuity. It shows maturity and stability in markets where reputational risk can be fatal. Beyond that, it’s good business practice. Players who feel safe stay longer and spend more responsibly. Partners and investors, meanwhile, are looking for companies that combine growth with integrity. In short, player protection isn’t just compliance done well, it’s brand value built to last and could be considered as a valuation measure, for investors or publicly listed companies.
SBC: How can operators communicate these initiatives with their players on a wide scale? Is this where partnerships and sponsorship opportunities come into play?
Considering the diversity and the pace of regulatory developments combined with a lack of clarity and consistency across different regulatory jurisdictions, being able to communicate player protection at scale is a major challenge and it’s therefore a test-and-learn process. What appears consistent across most markets is that the most effective form of communication and engagement sits naturally within the player experience, namely woven into the player´s activity through community updates, and customer support and not hidden behind disclaimers or buried in fine print.
Partnerships and sponsorships can amplify this if they’re done with purpose. Working with sports clubs, broadcasters, or wellbeing organisations helps move the message out of the compliance box and into everyday culture. It shows players that responsible play is part of the brand’s identity, not just a marketing or PR campaign.
SBC: How can operators use regional and global scale as an advantage for player protection?
There’s no single gold standard for player protection and every market has its own rules, culture, and expectations. That’s why scale, when used well, becomes a real advantage. Global operators have the reach and the data to learn faster and adapt smarter. What works in one region can inform better practice in another, helping raise standards without waiting for regulation to catch up.
The strongest operators use this diversity as a learning network. They test, measure, and refine player protection models locally, then share those insights across teams and territories. It’s not about forcing uniformity, which is ultimately unrealistic. It is founded on building a culture of responsibility that flexes to fit each market. Scale also gives operators a voice in shaping the wider industry conversation and that means engaging regulators, partners, and even competitors to move the bar higher for everyone.
SBC: How can operators use that panoramic regulatory and licensing views to better inform their global player protection measures?
This is an interesting paradox. The more fragmented regulation becomes, the more valuable a global perspective is or should be. Operators working across multiple jurisdictions see first-hand how different approaches to player protection succeed or fall short. That panoramic view allows them to spot patterns, anticipate trends, and design systems that go beyond minimum compliance.
Instead of chasing each market’s regulatory rulebook, leading brands are taking the lead building shared frameworks for risk detection, data transparency, and player communication that can flex around local regulation. This lets them raise internal standards consistently, even where regulation potentially lags.
In many ways, the complexity itself is the opportunity. By comparing what works in mature markets with emerging ones, operators can create a more complete picture of player behaviour and harm prevention. Those insights, shared responsibly across teams, become the foundation for a global culture of protection and indeed governance.
SBC: What were the main takeaways that you noticed from the International Player Safety Index from SBC Media and 1xBet?
One of the most striking takeaways in my opinion from the International Player Safety Index published by SBC Media and 1xBet is how uneven the landscape still is. Even among highly regulated Western European markets, the levels of clarity, consistency, and confidence operators have in player protection frameworks vary widely. There’s been a lot of progress, but it is clear that there is still a long way to go and many impediments to delivering a more coordinated and holistic approach..
What stands out is that while regulation has tightened, true best practice is still being defined. Many operators are calling for clearer guidance and greater alignment between regulators, suppliers, and operators. The report also shows that responsible gaming is no longer a PR talking point, but it’s a measure of operational maturity and future resilience.
Importantly, the Index highlights that leadership in player protection isn’t about compliance box-ticking; it’s about culture, defined by leadership at the board-level. The operators gaining ground are the ones investing in tools, training, and transparency that make responsibility part of the everyday experience, not just an annual report.
SBC: Do the findings ring true with the conversations you have had with other operators in western European markets?
We can’t name names, but yes, the findings reflect what many in the industry are saying privately. There’s strong intent, but still a clear gap between strategy and execution. Most operators have the right policies on paper; the challenge is making them work day to day, across different teams and markets.
Many are investing in the right tools, data analytics, player monitoring, and training, but often as not, these efforts sit in silos. Compliance knows what needs to be done, yet product and marketing aren’t always exactly aligned. That’s where progress still needs to be made. The positive sign is that the mindset has shifted. Player protection is no longer seen as a compliance exercise, and is increasingly being embraced as part of how brands build trust and longevity. The task now is turning that intent into consistent action that is seamlessly integrated into the player experience.
SBC: What do you think are the biggest factors to consider in these highly regulated and competitive markets in western Europe?
It really has to start at the top. In Western Europe’s tightly regulated markets, leadership teams set the tone for how seriously player protection is taken. If the board and senior executives truly believe in it, and I mean not as a rule to follow but as a value to live by, then that belief flows through the organisation or should do. Teams then design products, messages, and customer experiences with protection built in, not bolted on.
Establishing rules alone doesn’t change behaviour, it requires people to do that. How messages are framed, how teams respond, and how genuine and personalised that engagement feels across every interaction are what build trust. In a market where players have endless choice, the brands that lead with authenticity and emotional intelligence can truly differentiate.
SBC: You’re appearing on a player protection webinar with SBC Media. What can our readers expect in that session and what previews can you offer?
I’m genuinely looking forward to the session with Peter Marcus, Simon Westbury, who was also recently appointed as a Strategic Advisor to 1xBet, and hosted by Steve Hoare. It’s a panel made up of very experienced experts who’ve been in the trenches and can therefore provide practical anecdotes and insights into the realities of integrating and implementing player protection programs into everyday operations and .
I expect it to be a frank, open and practical discussion. For me, it’s about having an honest conversation on where the industry stands, what’s working, and where the industry still needs to do better. Individually and collectively we have a responsibility to keep this important dialogue as a consistent part of how the industry evolves. I hope that our upcoming Webinar will provide a useful contribution to continuing and progressing that dialogue.
My hope for the panel is that it will be a candid, experience-led discussion that focuses on practical progress, shared responsibility, and the importance of building genuine trust with players, regulators and politicians.
Anton Kaszubowski, Managing Director of SBC Advisory, outlines how operators can develop responsible gambling strategies that adequately protects players and remains within regulatory constraints in complex western European frameworks. SBC: How are operators shifting to now treat compliance and player protection as a product feature rather than just an initiative? There’s a clear change in …