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BOYLE Sports Director on Prioritising “Human Connection” in Problem Gambling Support

By jili tutorial · September 5, 2026

BOYLE Sports Director on Prioritising “Human Connection” in Problem Gambling Support

In an era where technology, data, and AI are increasingly dominating every sector, one might expect safer gambling practices to follow the same path. While these tools certainly help operators reduce gambling harms, BOYLE Sports has revealed a different strategic priority: doubling down on the human element.

Hayley Smith, Group Compliance and Risk Director at the Irish bookmaker, told SBC News that “creating a genuine human connection with our customers” lies at the heart of the company’s support approach.

“We prioritise creating a genuine human connection with our customers, alongside our technology, which gives us more opportunity to identify problem gambling behaviour through talking to them,” she explained.

“We place huge importance in having someone on the other end of the phone in addition to online support, and we have invested in our team to allow us to support our customers in that way.”

Why BOYLE Sports Needs a Responsible Gambling Focus

Gambling addiction remains a significant taboo, particularly in the UK—a market where BOYLE Sports has been expanding over the past few years. The topic also carries nuance; it differs notably from other addictions and often coexists with other personal struggles.

The latest Gambling Survey for Great Britain (GSGB)—which has faced heavy criticism over its reliability—showed that the proportion of problem gamblers in the country dipped year-on-year in 2025 to 2.4%. Meanwhile, data from NHS England earlier this year estimates that 5% of adults in England display at-risk or problem gambling behaviours, though under 1% are currently classified as problem gamblers.

Even that small percentage represents over 500,000 people—a problem well worth addressing. UK operators have been taking this more seriously in recent years. Examples include Flutter Entertainment’s work with EPIC Global Solutions and Entain’s partnership with Better Change. BOYLE Sports can now be added to that list, as Smith explained:

“We recognise that individual circumstances and levels of risk can vary. We therefore maintain a comprehensive framework of safeguards, guidance, and support designed to help customers manage their gambling, remain in control, and adopt a balanced approach to using our products.

“Our team has developed great resources and signposting tools for customers seeking advice or wanting to understand more about their gambling behaviour. This includes spend limits, reality checks, taking a time out, and self-exclusion.”

The Advantages of an Omnichannel Approach

BOYLE Sports has made significant strides in the UK and Irish markets over the last 12 months, aided by a £100 million investment last year. That funding supported progress on various fronts, including the opening of a 400th BOYLE Sports shop—a significant milestone—alongside upgrades to its sportsbook and continuous advances in its technology suite.

It might be easy to assume that omnichannel betting poses greater challenges for responsible gaming, since retail and online require different approaches. However, BOYLE Sports believes it has found a bridge between the two.

“Our omnichannel approach gives us a unique advantage by combining technology-driven insights with the value of human interaction,” Smith told SBC News. “Our technology can identify and flag changes in customer behaviour across our digital and retail channels, while our teams add the important personal perspective that data alone cannot provide.

“Regular face-to-face interactions in our stores help our colleagues understand a customer’s behaviour, circumstances, and changes in their activity—providing valuable context alongside the alerts generated by our technology.

“With a single customer view, these insights can be brought together across our retail and online teams, enabling us to identify potential concerns earlier and make more informed decisions about when a customer may benefit from support or meaningful interaction.”

Spreading the Investment

As noted, many firms alongside BOYLE Sports are now working to improve their expertise in the responsible gambling field. They are also battling stricter regulation and increased taxes as their bottom lines are squeezed.

For BOYLE Sports to remain operationally and financially sound, multi-million-pound improvements in technology, marketing, and general expansion are necessary. But so is investment in the BOYLE Sports Responsible Gambling team—which Smith describes as the most important improvement at the firm.

“The business has experienced exciting growth across all areas, but for me the most important investment has been the significant growth of the Responsible Gambling team,” she said.

“While many other businesses continue to shift focus away from the human touch, we have doubled down on it. We understand that it’s our people who make the biggest impact on our responsible gambling function.

“Alongside this, we have introduced an exciting new platform that provides our safer gambling team with a single, centralised view of the customer. This allows us to respond more quickly and accurately where it matters most, ensuring our Safer Gambling specialists can spend less time navigating systems and gathering information, and more time using their expertise to support customers who need meaningful interactions the most.”

Collaboration and Reducing Stigma Are Essential

The conversation around responsible gambling has only intensified since the Gambling Commission announced plans to implement Financial Risk Assessments (FRAs). FRAs have drawn significant backlash from industry stakeholders and the wider public, with many warning that they could push players toward the black market.

For BOYLE Sports—a business with no record of settlements for social responsibility failures—this may be a tough pill to swallow.

There are many ways to tackle both the stigma surrounding problem gambling and to help people suffering from gambling harms. For Smith, and for many others, the solution lies in collaboration rather than regulator-enforced measures.

The BOYLE Sports Director concluded: “The industry has an important role to play by contributing constructively to the wider conversation, sharing relevant insights into behavioural patterns and trends, and helping improve public understanding of the factors that can contribute to gambling-related harm.

“Greater openness and collaboration can help challenge misconceptions, encourage people to recognise when they may need support, and make conversations about gambling and wellbeing more accessible.

“Removing stigma starts with creating a more open and informed conversation around gambling-related harm, recognising that anyone can experience difficulties and that seeking support should not be seen as a source of shame or judgement.”