5-7 February 2019 | ExCeL London, UK

ICE Totally Gaming is the only B2B gaming event that truly brings together the international online and offline gaming sectors.

Research Exchange

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Research Exchange

South Gallery Room 11

The industry has been calling for evidence-based decisions, in particular when it comes to regulatory developments often influenced by calls for more consumer protection in gambling.

While academic research of gambling is happening, a lot of it is done in isolation and never actually interfaces or gets applied in business.


ICE Totally Gaming is collaborating with UNLV International Gaming Institute and Director of Research, Dr. Brett Abarbanel to put together the Research Exchange, inclusive of:


14:00 – 14:30  Panel Discussion: Bridging the gap between academic research and business of gambling

  • Where are we now: how the two worlds are interacting
  • What areas of research are currently in particular demand from the industry perspective
  • The optimal cooperation models to keep independence of the research, while improving its relevance to the industry and its challenges


Moderator: Brett Abarbanel, Director of REearch, UNLV International Gaming Institute

Dan Waugh, Partner, Regulus Partners

Jenny Williams, former CEO, UK Gambling Commission

More judges TBC


14:30 – 16:00  Research Lanchpad:

Four academic research projects have been selected our of a number of submissions to present the impact of their research on the business of gaming. The winning project will be chosen by the audience. See below the abstracts of the projects.

EROGamb: Empowering Responsible Online Gambling with Predictive, Real-time, Persuasive and Interactive Intervention

Raian Ali, Bournemouth University, UK

Measuring Responsible Gambling by Players: Development of the Positive Play Scale

Kahlil Philander, Washington State University, USA

Esports Research Project

Joseph Macey, University of Tempere, Finland

Back of the Neural Net – A Deep Learning approach to football vision

Yorgos Tzimiropoulos, Nottingham University, UK


Selected projects’ abstracts:


EROGamb: Empowering Responsible Online Gambling with Predictive, Real-time, Persuasive and Interactive Intervention

The EROGamb project is hosted by The Engineering of Social Informatics research group (ESOTICS) at Bournemouth University and funded jointly by GambleAware and Bournemouth University.

The project is titled “Empowering Responsible Online Gambling with Predictive, Real-time, Persuasive and Interactive Intervention”. In this project we design software and research facilities which retrieve the online gambling current and real-time behaviour data of EROGamb subscribed gamblers and use these data help them visualise it in various forms and modalities and inform their decisions and aid them to regulate their gambling. The key here is to use the Application Programming Interfaces of online gambling operators and provide the data to responsible gambling services and their surrogate software in real-time.

We build a platform that enable the use of retrieved online gambling data to design various software-assisted behaviour change mechanisms meant to reduce problem gambling. To this end, EROGamb online platform and smart phone application will enable gamblers to establish plans to manage their gambling and moinor online gambling behaviour automatically and try to enforce these plans through different persuasive techniques including goal setting and self-monitoring.

In this project, we also work on the analysis of historical gambling data and responses to performance feedback and complement that with qualitative research to derive gambling profiles and behavioural patterns in relation to acceptance and perception to these feedback and interactive messages and techniques. This will help an informed decision on which goals and plans to recommend to a particular subscribed gambler and predict their acceptance level.


Measuring Responsible Gambling by Players: Development of the Positive Play Scale

This study fills a void in gambling operators’, regulators’, and researchers’ ability to measure responsible gambling beliefs and behavior in a player-base, with the development and validation of the Positive Play Scale (PPS). The PPS is the first scale that reliably assesses the extent to which a consumer base has positive beliefs about gambling and gambles in a positive manner, mirroring the objectives of operator responsible gambling programs. The PPS can be used by the gambling industry to objectively assess the efficacy of their responsible gambling strategy, pinpoint specific areas for future focus, as well as examine the utility of new responsible gambling initiatives that aim to promote healthy patterns of gambling consumption.


Esports Research Project

The Esports Research Project at the University of Tampere is investigating the consumption of esports, online video streaming and related new media, as well as the cultures which surround these novel forms of consumption. Gambling connected to esports forms a central theme of the research project as it is emblematic of the growing convergence of digital cultures, highlighting the integration of entertainment, gaming and media industries.

The convergence of gambling and (video) gaming is becoming increasingly widespread, with both traditional activities being recontextualised and novel forms emerging across a range of platforms. However, it is esports which offers the most striking examples of novel consumer experiences arising from the combination of new business models, digital technologies, and the more general gamification of the media landscape. Today, esports is the phenomenon which most truly encapsulates the convergence of gaming and gambling.

The research project seeks to understand and identify: new forms of gambling related to video games and esports; the consumers of new gambling activities; and consumer behaviour related to emergent forms of gambling. The industry is expected to benefit from this research as it highlights the relationship of a newly-emergent phenomenon with more traditional forms of gambling, whether they be land-based or online. Furthermore, the project highlights the ways in which the gambling habits of esports consumers differ from those of traditional media consumers.


Back of the Neural Net – A Deep Learning approach to football vision

The demand for quality data is continuing to grow within the sports betting industry to improve applications and outcomes for betting, marketing and teams.

Access to consistent, quality data is a challenge for the industry with existing sources of in-play and position-based data being expensive and unreliable. Stratagem Technologies believe that better and more unique data streams can help produce a defensible edge in markets and that sports video represents a rich and under-utilised public data source. With this research, Stratagem are specifically looking to answer this critical industry question: Can you use broadcast video to gain actionable in-play insights for football matches?


In partnership with:



Supporting Partners

Global partners

Media partners