News · July 5, 2026
Betable’s Tom Cantello on Why Responsible Gaming Should Be a Product Feature
Technology rarely waits for the rules around it to catch up. In a recent piece for iGaming Select, Betable Head of Product Tom Cantello considers what that means for iGaming and how the industry can embrace new capabilities while ensuring player protection develops alongside them.
Drawing on examples from previous technological revolutions, Tom argues that innovation has consistently moved faster than the ethical frameworks created to manage it.
“The capability arrives. The ethics follow, late and breathless.”
With AI creating new possibilities across iGaming, Tom believes responsible gaming should be considered as part of product development from the outset, rather than treated primarily as a compliance requirement.
The piece explores how technologies including agentic AI, predictive risk modelling and personalisation could support player protection, while stressing that human oversight remains essential.
“AI adds value to our human operation; it does not replace it.”
Tom also looks at responsible gaming from a commercial and product perspective, including how making tools such as voluntary limits easier to find and use could help operators build greater trust with players.
Ultimately, his argument is for responsible gaming to become a core part of how products are designed and developed.
“If we prioritise responsible gaming as a feature, designed in, not bolted on, we create brand loyalty and trust.”