The weight of stakeholders on gambling - in the light of an industry-specific CSR measurement tool

Abstract

Based on former research, a specifically designed international CSR measurement tool intended for gambling service providers has been devised by a group of researchers including the author of this study. The complex tool, being part of a series of researches and consisting of 86 questions, was first tested in Hungary and then in other four European countries (Sweden, Spain, Italy, and Croatia) by involving expert groups of state-owned gambling service providers and companies entitled to provide gambling services. In this study, the author examines the weight of stakeholders according to 11+1 dimensions, aspects, and the contents of the questions contained in the measurement tool, which is thus made suitable for international comparison. The study investigates the weight of the five gambling service providers through a desk research of their commercially sensitive data within the frame of the measurement tool and in their general CSR activities. This two-stage analysis has clearly shown that the primary guiding principles in the CSR activities of the five gambling service providers are responsible management of gambling services and certain groups of society and players. The comparative analysis of the companies’ CSR campaigns aimed at engaging stakeholders revealed differences both in their approach and best practices, however, it did not verify any correlation between geographical location and the attitude towards responsibility. Nevertheless, the analysis managed to demonstrate yet again the need for the active shaping of the regulatory environment in order to regulate the conduct of the involved parties and facilitate differentiated business value creation.