Sustainable Gambling Business : -The responsibility of companies to protect gamblers from becoming addictive

Abstract: Gambling availability has increased as well as the number of people gambling. Within gambling, addiction has become a growing problem, affecting both the gambling business as well as the individuals. This situation forces companies to balance their profit with responsible action in order to prevent gambling addiction. This thesis examines why and how gambling companies differ in their methods to help players avoid addiction in order to establish a sustainable society. A multiple case-study has been carried out, where three gambling companies have been examined and analyzed. The companies are Svenska Spel, Norsk Tipping and Unibet. The survey is based on interviews with representatives from the companies working in the departments of Responsible gambling or CSR. The conclusions of this study show that gambling companies can profit both economically and establish good will, if they show responsibility. Gambling companies differ in how they handle addiction, mainly because of diffuse concepts as CSR and Responsible Gambling. If gambling companies cooperate actively between themselves as well as with research of addiction, a balanced, sustainable society may be reached. Discussions of solving the problem of gambling addiction can preferably continue in order to reach a sustainable society.