The central importance of providing robust scientific gambling research that focuses on testing, measuring, and improving solutions that can be implemented in the real world will be the theme of a presentation being made by World Gaming’s Director Industry Relations Ewa Bakun on the Sustainable Gambling Zone at iGB L!VE London 2026 (July 2nd, at 12.20 pm).
Characterizing the challenge facing the industry as not being a lack of research but a paucity of research designed to answer practical questions surrounding player protection, she stated: “Too much research focuses on describing problems, while too little sets-out to address issues and recommend solutions. This comes at a time when the gambling industry is facing growing scrutiny on the effectiveness of gambling harm prevention measures. As regulation increasingly focuses on effectiveness rather than intent, evidence-based initiatives have become a business, regulatory, and reputational imperative.”
This vision is a part of the philosophy of the ICE Research Institute, an initiative launched and jointly funded by World Gaming and Fira Barcelona to mark the relocation of ICE to the Catalan city. The Institute was established to fund independent, applied research that delivers actionable evidence for operators, policymakers, and other stakeholders, with a particular focus on prevention, behavior, sustainability and measurable outcomes.
Funded projects are addressing some of the industry’s most pressing questions and recommending actionable solutions. Projects include understanding the impact of public stigma and narratives around gambling, evaluating the effectiveness of safer gambling messaging, exploring why some consumer protection tools are underused, developing ethical frameworks for AI, and testing prevention-led approaches for younger demographics.
In this sense, Bakun comments: “By focusing on what actually works, the international gambling industry has an opportunity to move beyond reactive responses to regulation. Courtesy of a proactive evidence-led strategy, the sector is building credibility, trust and, in the process, achieving better outcomes. Quite simply, the future of this industry will not be defined by what we say but by what we can prove.”
Interested gaming executives can register to iGB L!VE London 2026 here.