In a data-driven era, short-term player extraction is a losing game. Lars Kollind, Business Development Director at VeliTech, discusses the shift from anonymous poker rooms to real-time ecosystems, revealing why the most profitable operators are those who prioritise sustainable player lifecycles over “dark patterns”

Lars, you’ve seen the industry evolve from the early poker days to the current platform-led era. What is the biggest difference in how we view ‘the player’ now compared to 20 years ago?

Twenty years ago, the player was largely anonymous and the experience was relatively contained. You logged in, played and the risk was limited to that moment. Today, the player exists in a fully connected, real-time environment where every interaction is tracked, optimised and personalised. The experience is faster, more immersive and much more data-driven.

We’ve moved from simple player activity to managing a full player lifecycle, but that shift changes our responsibility. We’re no longer just offering games, we’re shaping behaviour over time.

In the past, responsible gambling felt like a legal disclaimer at the bottom of a website. Why is that “compliance-first” mindset dangerous for the industry’s long-term growth?

A compliance-first mindset creates a false sense of security. It turns responsibility into a checklist rather than a design principle, and this means you can meet every regulatory requirement and still fail the player. Because the real risks are not in the rules, they’re in the experience itself. The speed of the game, how rewards are structured and how frictionless the journey is all play a much bigger role than a disclaimer or a limit setting screen. If those elements aren’t designed responsibly, compliance alone will not protect the player or the business in the long run.

It seems your belief is that responsibility sits in the systems operators and technology providers build. Can you give a concrete example of how a poorly designed system fails a player, even if the operator has good intentions?

A common failure is when all safeguards sit at the end of the journey. A player can deposit easily, play continuously and only encounter friction once certain thresholds are triggered.

At that point, the system is reacting rather than preventing. Even with good intentions and the right tools in place, the design has already allowed the player to move into a vulnerable position. Responsibility needs to be built earlier in the experience. It has to be part of pacing, visibility and interaction design, not just alerts and limits after the fact.

VeliTech sits at several layers: game provider, aggregator and platform. How does having control over the content (VeliPlay/Heaven of 7) allow you to bake in safety features that a standard platform provider might miss?

What makes our position unique is that we operate across several layers of the ecosystem, so we aren’t just looking at responsibility from one angle. At the content level, you can influence how games are designed and how players experience them. At the aggregation level, you gain visibility across a large volume of games and player behaviour, which allows you to identify patterns that would otherwise go unnoticed. At the platform level, you can enforce decisions consistently across the entire environment. When those layers are connected, responsibility becomes systemic rather than fragmented. It’s no longer dependent on a single tool or intervention but embedded across the full player journey.

When we talk about data in responsible gambling, people often think of spreadsheets. How can we use real-time data to intervene before a player even realises they’re at risk?

Data should not only be used for reporting or analysis after the fact. Its real value is in real-time application. You can detect changes in behaviour as they happen, whether that is increased session intensity or a shift in betting patterns. This allows you to intervene earlier and more intelligently. The goal is not to stop the player, but to guide them before they reach a point where control is lost. That is where data becomes a tool for sustainability rather than just conversion.

There is a tension between thrilling game design (like crash games) and safe gaming. How do you challenge your game designers to create excitement without relying on addictive “dark patterns”?

There is a tension between excitement and responsibility, but it’s also where good design comes in. Engagement does not have to rely on manipulation. Strong game design should be built on transparency and clear player experience, not on mechanisms that push players beyond their intent. If a game depends on speed, confusion or psychological pressure to retain players, it’s not sustainable. The real challenge is to create engaging experiences that respect the player’s control. That’s where long-term value is created.

Operators are often afraid that strict safe gaming tools will hurt their bottom line. With your 20 years of experience, what would you say to a CEO who is worried that responsibility will drive their VIPs elsewhere?

In the short term, it might look that way. But over time, the opposite is true. A player who burns quickly may generate strong revenue initially, but they’re not sustainable. A player who is managed responsibly will stay longer, engage more consistently and provide value over years rather than days. The real question is not whether responsibility reduces revenue, but what kind of revenue you want to build. Sustainable growth always outperforms short-term extraction.

If you could change one thing about how the industry currently discusses responsibility at the regulatory level, what would it be?

The industry still focuses too much on who is responsible instead of how responsibility is implemented. Regulation tends to measure outputs such as limits and disclosures, but it doesn’t always address how systems are designed. That’s where the real impact lies. If the conversation shifts toward system design, including game mechanics, platform architecture and the use of data, we can create a more consistent and meaningful standard across the industry.

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