The idea behind PlaySignal’s solution is to use a traffic light system to identify players who are beginning to exhibit riskier behavior. Its goal is to help operators act earlier, before issues escalate to account closure or other measures.
In recent media coverage and interviews, Gehlot has described the issue as a gap between what operators can observe in player behavior and when they act upon this. Fundamentally, PlaySignal is looking to change responsible gaming from a model of reaction to continuous monitoring.
How PlaySignal Fits Into Existing Operator Teams
The service is based on behavioral analytics and uses game data to provide simple signals that can be easily understood by the teams. The stated goal is to enable proportionate responses to emerging risk rather than taking the same steps too late in the cycle.
Another aspect of the service that should be noted is integration. PlaySignal is designed to sit alongside other systems so that responsible gaming, CRM, and compliance teams can all share the same view of player data. This is significant as many operators currently use separate systems and teams for retention, risk, and compliance activities, which sometimes results in slowdowns and inconsistencies.
ICE Visibility and UK-First Rollout
PlaySignal’s launch also carries the added bonus of event credibility. ICE Barcelona’s official pages list Alec Gehlot among participants associated with the ICE Innovators Challenge, which ICE describes as a Microsoft-partnered competition focused on safer gaming innovation.
Several reports on PlaySignal note that the company was unveiled at ICE earlier this year as the Innovators Challenge finalist. The company has already begun talks with operators in various jurisdictions, with the UK being the priority market for rollout.
What to Watch Next
The field test of the PlaySignal solution would be whether operators make use of it within their decision-making process for CRM and compliance. If the UK gambling platforms adopt it as a workflow tool, then it could succeed in the market segment that needs measurable player-protection outcomes.
