Cheryl Jones: “Operators Should Aim To Understand and Cater to Female Sports Bettors”

As we continue to grow as a community, we are reaching more and more women in the gambling and sports betting world, which is fantastic! We are trying to chat with them 1-1 and this week we are sitting down with Cheryl Jones who is President of the European branch at Odds On Compliance

About Cheryl

Cheryl has a ton of experience working in the gambling space. She is the former Chief Legal and Compliance Officer for Lady Luck Games AB and G Games Ltd, and previously managed the Technical Compliance and Quality Assurance teams for EMEA for Gaming Laboratories International (GLI). She was also Head of Legal and Regulatory Affairs for GLI UK and NMi Metrology and Gaming, charged with developing and implementing the legal and regulatory compliance team.

In addition to all of that (!) Cheryl was also named one of the Most Influential Women in Gaming (2022) by Slot Gods, which is incredibly impressive. She has worked with international regulatory bodies, offering guidance on responsible gambling, contributing to gaming's private and regulatory spheres' policy, and responding to regulatory and technical consultations globally.

In other words, exactly the type of woman we love to speak to! We asked Cheryl about her career and what advice she has for women that want to enter the gaming space.

How did you first get interested in the gaming and sports betting industries? 

Cheryl. For the love of law, I decided to re-train and go back to University to study law. Gaming and sport betting just happened to cross my path, and I immediately felt passionate about the industry. I love to find solutions to problems, and have always believed that regulation is always open to interpretation - it's not all black and white.

So, when operators and suppliers had these bizarre gaming concepts or business ideas but didn't know how to apply it across multiple jurisdictions, I immediately wanted to unravel all the nuances. My goal was to show them potentially how their products can fit safely in the market, or discuss the future possibility with regulators of what these products might look like, or where they compare to others that are currently accessible in the market.

Can you tell us about a project or initiative you have been involved in your career that you are particularly proud of?

Cheryl. I am deeply proud to have founded the group "Women Leading Women" (WLW), a group specifically designed for women in the iGaming, technology and sports industry. This initiative is not simply a forum, but a platform where women can share experiences, offer support, seek advice, and foster a conducive environment that empowers them to reach their full potential.

Empowering women is a key part of our approach. I have always strived to make mentorship a priority for all the women who have supported me along my career journey, whether it be an intern, employee or my peers, it is critical to create a space of trust, honesty and support. I believe that mentorship and support for the younger generation of women is an essential catalyst for their personal and professional growth.

This initiative enables women to forge connections, build relationships, and acquire the tools they need to grow and advance their careers in the industry.

What advice would you give to a woman who is interested in pursuing a career in the gaming or sports betting industries?

Cheryl. Own your career and own your voice; don’t wait for someone to come along and present an opportunity. What’s the worst that can happen? Create opportunities you want to see yourself in, use your fear as your motivation, and never say no to any challenges. 

As someone with a background in legal and regulatory compliance, what do you see as the most important regulatory and compliance issues facing the sports betting industry in the coming years?

Cheryl. Integrity of games. With the rapid growth of the sports betting industry it has presented considerable challenges in overseeing issues related to conflicts of interest, potential game manipulation, and the exertion of influence on players. In order to crackdown on such activities it is important for all stakeholders ensure they are playing their part through regulation, education, technology innovation to sustain a landscape that is robust in protecting the future of the industry and its players.

In your opinion, what are some of the key trends driving the future of sports betting?

Cheryl. The future of the gaming industry will be marked by significant advancements in online wagering technology, including innovative wagering options and customer interest prediction systems, driven by market saturation and competition.

Simultaneously, the shift towards cashless or account-based wagering, already prevalent in other industries, will become the norm in retail casino gaming, improving the customer experience.

Cybersecurity will continue to be a key challenge, requiring the right blend of skilled personnel and technology to counter potential threats.

Furthermore, predictive analytics, utilising data to cater to customer preferences, will continue to enhance customer engagement both online and offline. This will involve data-driven personalisation of promotions, game suggestions, and monitoring customer behaviour in the retail environment to further refine service offerings.

As a woman in a leadership position, how do you approach mentorship and supporting the growth of other women in the industry?

Cheryl. I believe in leading by example and fostering an environment of support and empowerment. I make myself accessible for mentoring, actively promote a culture of diversity and inclusion, and advocate for women's professional development within the industry.

How do you see the role of governments and regulatory bodies evolving in the sports betting industry, particularly in the context of increasing legalization and regulation? 

Cheryl. Through technology-induced change. In a fast-moving and increasingly complex industry, regulators are finding it harder and harder to balance the need to protect players and provide a fair playing field with the need to avoid impeding innovation. 

Trying to identify every possible risk to players and then create rules to mitigate them is a tough and lengthy task/process. However, regulators can work directly with industry compliance professionals to help advise and reduce the time between when an opportunity arises to regulate a jurisdiction, legalize new products, or introduce new measures to strengthen player protection - lessening the burden.

There is also the opportunity to innovate technology solutions to support regulators through the use of automation, reducing the amount of manual processes and introducing a system where markers of harm are brought to their attention, instead of carrying out ad-hoc audits or manual checks, keeping the player protected around the clock. 

Looking ahead, what do you see as the biggest opportunities and challenges facing the sports betting industry?

Cheryl.

Opportunities

Technology innovation. Virtual Reality (VR) has the opportunity to revolutionize the industry, through enhancing the player experience by offering an immersive experience where the player experiences sitting at a roulette table in a casino in Las Vegas!

Artificial Intelligence (AI). Introducing AI to detect and prevent harm through simple AI algorithms.

Global competition. As countries open up across the globe it leads to increased competition among operators driving the opportunity of new innovation and growth in the industry. 

Challenges

Regulators are facing significant challenges. Keeping up with technology innovations, growth of the market and the changing behaviors of players. The challenges are complex, but provide regulators the opportunity to exhibit their indispensable role in safeguarding the industry, alongside licensees who consistently implement and monitor best practices within their operations.

Time is a critical factor; while ensuring the industry's profitability is important, if not done strategically, it is at risk of being costly and burdensome for both regulators and operators. A key task for regulators is to find effective and efficient strategies to overcome the challenges they face in an effort to ensure remain consistent in an ever-changing landscape

What do you think of the female sports bettor segment within the gambling industry? 

It holds immense potential for growth.  Operators should aim to understand and cater to female sports bettors by enhancing the social experience and promoting a place for women in this burgeoning market.

What do women want?

Cheryl. One word: Empowerment 

To feel empowered to craft their own career with the support of others. To embrace who they are, as a woman, and beyond their gender. It means that they can define and create their own path, mapping out where they want to be without self-imposed or unworthy institutional barriers, and have a supportive team to enable them forward.

I hope to see significant increases in our women as leaders in iGaming, Technology, and Sports, and as these industries evolve, I expect women to be at the forefront leading their way to create new opportunities for the next generation of female leaders.