Mace launches EQ Connect to solve the industry’s ‘single view’ conundrum on identifying risk 

Will Mace, former Director of Innovation for Kindred Group Plc, has launched EQ Connect – a tailored behavioural analytics platform which will help operators and industry stakeholders to identify ‘at-risk vulnerable customers’ and strengthen all components related to safer gambling. 

Mace debuts EQ Connect, as the online gambling industry is pressured by the UKGC and further government agencies to foster a ‘unified solution’ to provide a comprehensive ‘single view’ of customers at risk of gambling harm across all UK-licensed operators. 

Announcing its mission statement, EQ Connect will seek to solve the industry’s tricky collaboration conundrum by forming a ‘cross operator view’ on accurate profiling and the identification of players at risk of gambling harms.

Marked as a principal objective, EQ Connect has launched a ‘pilot project’, collaborating with a number of tier-1 operators. By doing this, it looks to establish the working parameters for developing a ‘real-time platform’ that is capable of delivering an ‘aggregated, cross-operator view on ‘behavioural markers’ to reflect problem gambling risks. 

Aware of a myriad of complexities facing EQ Connect’s mandate, Mace said; “However capable or well-intentioned any single operator is, it is almost impossible for them to really protect at-risk players when the player can so easily ‘go next door’ and start playing with another operator, or more likely, lots of other operators – who currently have no way of knowing if a new player is at-risk.  A welcome bonus could be the straw that breaks the camel’s back.” 

Stepping up to the imminent challenge, Mace will lead EQ Connect’s enterprise team which consists of former Featurespace gaming executive Jeremy Harding-Roberts (CPO) and ex-Mckinsey technology consultant Dr Daniel Gonzalez Ordonez (CTO).

Supporting EQ Connect’s operations and stakeholder management are data strategists  Dr Maria Frade Rodriguez (Head of Data Science) and James Henry (Data Privacy Officer), working with betting cybersecurity expert Dorian Skeete.

EQ Connect’s enterprise team is further supported by experts in the fields of behavioural sciences, addiction and problem gambling with Professor Mark Griffiths and Sean Hugget serving as company advisors.   

Tracking the industry’s recent regulatory developments, Mace has maintained that the Betting and Gaming Council (BGC) policy that industry cross-collaboration has to be placed at the forefront of the leadership agendas to advance responsibilities ‘beyond the current license requirements’.

“By creating a common view of risk, players can be protected wherever they choose to play,” Mace added.

“This is a very complex project however – and collaboration with a willing industry is the key to success – and to a safer, more sustainable gambling environment for all.” 


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