UAE Lottery advances responsible gaming efforts amid industry growth
The UAE Lottery has placed responsible gaming at the centre of its operations as it navigates the country’s newly emerging gaming sector. In an interview with Khaleej Times, James Boyles, Group Director for Responsible Gaming, said operators have developed detailed monitoring systems to track player behaviour, using keyword detection and expert review to identify players who may need support. When concerns arise, teams intervene to offer information on safe gaming practices and available mental health resources.
The company said mental health support had been embedded into the player experience through a partnership with Takalam, an AI-powered counselling platform. Through this collaboration, players who exhibit signs of distress or problematic behaviour can access professional guidance promptly. The partnership extends to UAE Lottery’s staff as well, equipping them with resources to assist customers effectively.
By combining technology-driven monitoring with proactive interventions, the UAE Lottery said it aims to foster a sustainable gaming environment. It added that lessons learned from individual cases feed back into policy development, ensuring that the approach to responsible gaming continues to evolve alongside market growth.
Building a foundation for responsible gaming in young market
The UAE’s gaming industry remains at an early stage, with the first six commercial licences, including that of The Game LLC (operator of the UAE Lottery), granted only recently. With an essentially new customer base, the UAE Lottery sees an opportunity to instil responsible gaming habits early.
Global data suggest that a small minority of players engage in at-risk behaviour, a pattern the UAE hopes to maintain through early intervention strategies.
Data collected during this initial phase of the UAE gaming industry will inform future strategies, with operators aiming to embed responsible gaming into the market’s foundation. Training and awareness sessions for employees and players alike underline the top-down emphasis on ethical gaming practices.
Gaming sector expansion brings new challenges and opportunities
The broader UAE gaming sector has experienced rapid growth. According to a February report of Dubai Casinos, the General Commercial Gaming Regulatory Authority (GCGRA) has issued six gambling licences, helping to stimulate a 28 percent increase in casino-related searches. However, while land-based gaming moves forward, online gambling remains unlicensed despite growing interest, with searches for online casinos rising by 61 percent in 2024.
The UAE Lottery saw a 3,100 percent surge in search interest in 2024, although, according to Dubai Casinos, this momentum has moderated in early 2025. The rise and fall in interest suggest that while major announcements can attract attention, maintaining player engagement requires continued innovation and trust-building.
Meanwhile, Wynn Al Marjan’s integrated resort project in Ras Al Khaimah has maintained public curiosity, reflecting stable interest in the country’s first large-scale casino development. Analysts expect further regulatory updates in 2025, including potential moves to licence online gambling and sports betting.
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