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Game design is one area that up until now has received very little attention in terms of responsible gaming initiatives. However, game design can be one of the most fundamental elements of a responsible gaming program.

No responsible gaming operator wants to design a game only to find that it is highly problematic to vulnerable players. A problematic game can cost an operator not only a great deal of money but also their good reputation. A badly designed game could have consequences such as:

• Wasted design, development, and marketing costs
• Loss of player trust in the gaming operator and negative publicity
• Punitive repercussions from regulators and legislators

GAM-GaRD has been designed to aid the development of socially responsible games and utilises up-to-date research findings from around the world. GAM-GaRD is updated annually to ensure that it remains current and takes into account new developments in technology.

GAM-GaRD can be used at every stage of the design process and helps the development team to consider each feature of the game as it is built. By identifying problematic elements in a game, it is possible to easily modify the game rather than abandon it all together and start from scratch once again.

GAM-GaRD was originally commissioned by Camelot Group plc the operators of the UK National Lottery and currently forms an important part of their overall responsible gaming programme.