Chief executive of the ISGA, Luc Delany, discusses the recent launch of the representative body’s best practice principles and its upcoming industry research
The International Social Games Association (ISGA) recently took unprecedented steps for the social games industry through both publishing the first ever set of industry best practice principles and launching a research project into the evolution, use and impact of social games.
The best practice principles are a first step in setting a standards benchmark for the social games industry to uphold and unite behind. The principles cover five areas and are intended to ensure that games and their providers:
• Adhere to necessary laws and regulations
• Are transparent in their functionality
• Treat purchases and payments responsibly
• Manage player privacy appropriately
• Use appropriate advertising models
We know that there are a wide range of questions that are being asked about the impact of social games. There are plenty of anecdotes about the risks and an equal number about the benefits of social games. However, there is a huge amount that we do not know about
the impact of social games. There isn’t even an established consensus for how to talk about, describe or define social games, although we do try to address this in the frequently
asked questions section that accompanies our best practice principles.
We have been clear that these principles are not intended to be self-regulation or necessarily to answer all the questions that are being asked about social games. To
create any type of regulation at this stage would be putting the cart before the horse. These principles are a first version that will evolve over time.
There is an assumption that social games, particularly casino style games, create the same social problems that gambling does and that the regulatory or voluntary steps the gambling industry has taken to mitigate those problems should be applied in the social space. This is despite the fact that social games are not played to win money. Casino-style games simply borrow from well-known casino games and deliver them to users in the innovative and social way that is typical of social games. There is currently
no evidence that social (casino-style) games create the same social problems that gambling does.
To try and apply regulatory or voluntary regimes designed to solve a specific set of issues to another market would be to apply a solution to a problem that may not be there and create new problems in the process. In this context, applying gambling rules could have two major negative consequences. Firstly it may stifle the social games industry; secondly and more importantly, it could mask another issue that the industry should be addressing that has yet to be identified.
In order to make good policy you require a good evidence base. We take our responsibility to players very seriously and are being proactive in fulfilling it. That is why the ISGA has commissioned research into the evolution, use and impact of social games. The research will comprehensively analyse social games from both business and consumer perspectives. It is hoped that the research will give a better understanding of the use of social games, their place in the digital economy and offer new knowledge and perspectives on the sector for the public, players, regulators and policy makers alike.
The research is being led by independent researcher Dr Rohan Miller of Harvest Strategy, who is an expert in consumer and public policy research. Dr Miller will be supported by a team of internationally recognised academics who will report back on their findings early in 2014.
As we know, the social games industry is a fast moving space and I believe the work of the ISGA demonstrates the seriousness and attention the industry places on addressing questions around social games with the same ethos. Since launching in May we have almost doubled board membership, including merging with the SGA, engaged with regulators across three continents, agreed best practice principles and launched a research project (not to mention the countless conferences!). We hope these efforts send a strong signal to the public, players and regulators about the seriousness with which we are addressing the questions around social games and I look forward to discussing the results of our research next year.