Value co-creation as an open business model: the case of gambling industry
Start date: 12 October 2018
Roulette, cards, casino, gambling - are words that most us perceive negatively. Despite negative connotations, the global gambling sector is booming and provides even more immersive products vis-à-vis technological solutions. However, just like any industry, gambling providers are eager to embed corporate social responsibility principles of transparency (i.e. informed choice) and prevention of harm (i.e. control and duty of care). According to Hing et al. (2016) a responsible gambling concept involves responsible provision of gambling and responsible consumption. Via systematic literature review we concluded that the concept of responsible gambling is grounded in aspects of value co-creation between gambling operators and customers. However, our analysis of secondary data and interviews with gamblers and gambling operators demonstrate that today this value co-creation is driven by, firstly, knowledge, learning and solutioning within the industry ecosystem (Komulainen 2014) and, secondly, participatory roles of consumers, nonprofit organisations and public (Ind et al. 2012; Kozinets et al. 2008). In this study we are proposing a new architecture for responsible gambling information systems, underpinned by notion of open business models (Chesbrough, 2006) and new value co-creation framework proposed by Ramaswamya and Ozcan (2018). At the heart of the responsible gambling open business model sits the responsible data sharing process. Gambling operators may be wary of engaging with such process as customer behaviour data used for marketing purposes can be seen as a source of competition advantage. However, we argue that in the long run data sharing presents an advantage to the industry. We argue the case for a principle that data made available for marketing departments and their software would need to be equally, subject to usage conditions, available to responsible gambling divisions and their surrogate software.