Gambling industry leaders discuss how to make the industry safer for all market participants.
One of the most prominent events in the European industry — the Sustainable Gambling Conference 2025 — has started in Brussels. The largest market players, experts, and representatives of government agencies have gathered against the backdrop of mounting challenges for gambling. They face a difficult question: how to maintain the appeal of games while ensuring user protection, and are they capable of developing an effective system of shared responsibility?
The significance of the conference and key participants
For many years, the Sustainable Gambling Conference has been considered the main European forum where issues of responsible gaming are discussed. It is no coincidence that the event is held in Brussels — the center of pan-European decision-making and the development of regulatory standards. The organizers chose European Safer Gambling Week for this particularly relevant dialogue.
This year, the key role belongs to Stéphane Pallez, Chairwoman and CEO of FDJ UNITED — a major French national operator. Among the guests are large companies, regulators, and international organizations. The main objective of the meeting is clear: to create a trust-based dialogue between business and government and to outline joint solutions for the development of a sustainable, safe gambling environment in Europe.
Technology and the illegal market
One of the central challenges discussed by experts is the rapid growth of new technologies. Artificial intelligence (AI) is being rapidly implemented in the industry, enabling the analysis of player behavior, prevention of risks, and improvement of marketing. However, AI can also create new threats — it becomes harder to track manipulations and easier to foster addiction.
At the same time, the problem of the illegal gambling market is growing. According to FDJ UNITED, illegal operators attract millions of players in Europe every year, circumventing legislative bans and disregarding basic safety requirements. This creates additional risks for consumers — from the inability to receive help to the loss of personal data.
The concepts of “coordinated regulation” and “transparency” acquire particular importance here. Coordinated regulation means concerted actions by different countries and authorities to create unified rules and standards. Transparency implies openness of procedures, control over operators, and accessibility of information for consumers.
What is more important for the industry: technological development or player safety? In the search for a balance between innovation and protection, many experts tend to believe that without clear rules and cooperation, any achievements may turn into risks for users.
Industry responsibility, player protection, and risk management
Against the backdrop of these threats, experts emphasize: the industry must take responsibility for the consequences of its activities. In her speech, Stéphane Pallez reminded: “Gambling should bring pleasure, but without control it can cause serious harm. We must acknowledge this and take responsibility.”
FDJ UNITED and other major operators propose to expand the range of player protection measures. Among them are joint initiatives with regulators to monitor suspicious transactions, the creation of hotlines, the introduction of self-control tools, and early identification of problem gamblers.
However, fragmented efforts by individual companies have long been recognized as insufficient. Only cooperation between operators, government agencies, and specialized organizations can seriously limit the scale of violations and increase the level of safety.
Initiatives and educational projects
Special attention is given to the vulnerable group — minors and young people, whose involvement in gambling is growing along with digitalization. In response to these challenges, FDJ UNITED is implementing a number of programs in France and Sweden.
Such initiatives include educational campaigns in schools, partnerships with psychologists and child safety experts, and early detection of signs of involvement in gambling. For example, as part of a project in France, schoolchildren are introduced to the risks of gambling and are clearly shown how unscrupulous online casinos manipulate players.
Experts provide information that strong emotional involvement plays an important role in the development of addiction. However, they mention that there are gambling games with a small gambling component, where there is no need to wait for combinations and bonus games.
One of the examples they give is Plinko: a game in which it is enough to simply watch the ball fall. The expert opinion was based on information from the developers of the website you can find here, which brings together online casinos for playing Plinko.
Representatives of the site claim that due to the simple mechanics and the absence of complex game scenarios, such a game is perceived by users more as a visual attraction than as a classic gambling game with a pronounced element of risk.
These measures are aimed at fostering responsible attitudes toward gambling from an early age. However, there are significant problems: a lack of educational materials, difficulties in conveying information to the most vulnerable groups, and the rapid spread of new digital formats.
The role of operators, regulators, and society
In response to the growing number of threats and problems, the conference proposes to focus on active cooperation among all market participants. The event’s slogan is a transition from declarations to concrete solutions.
Major operators, government regulators, and public organizations must jointly develop standards, monitor compliance with rules, and openly share results. Experts note: the distribution of responsibility among business, government, and society is the key to the industry’s sustainability.
As an example of successful cooperation, joint initiatives in Sweden are cited, where transparency of reporting and openness of data have reduced the share of illegal gambling to a historic minimum. In other countries, according to the European Gaming and Betting Association, such approaches also yield significant results.
But will joint efforts be able to radically change the situation? This remains an open question even for the market participants themselves.
Which path will the industry choose: a bet on innovation or a priority on safety? And who is ready to take the lead in building a responsible and fair gaming market? The answer to this question depends not only on operators and regulators, but also on the active participation of every member of society.
