Martin Lycka certainly could find work outside the gambling industry. With a resume that includes stints as an intern for government offices in the Czech Republic and as a corporate lawyer, gaming seems a curious choice for someone who readily admits “I’m not a betting man myself.”
But lacking an affinity for sports betting doesn’t inhibit Lycka’s enthusiasm for his work as Entain’s SVP of American Regulatory Affairs and Responsible Gambling.
“I just really enjoy the industry itself,” Lycka says during an interview with CDC Gaming Reports. “And that might sound cheesy because I presume you would have read through some of Entain’s announcements of late, right? It’s a fascinating sector from the technology and regulatory perspective because it’s in a state of constant flux. It may drive one insane, but at the same time, it is very gratifying, in particular, if one manages to land the changes that one’s been working on.”
The author of two books and numerous academic articles on gambling law, Lycka’s a regular participant at major gaming conferences ranging from the Global Gaming Expo in Las Vegas to SBC Summit Barcelona in Spain. Under his guidance, Entain was awarded SBC North America’s Socially Responsible Operator of the Year in 2021 for its work addressing problem gambling.
He also has the respect of his peers.
“Martin Lycka is an extraordinary professional,” says gaming expert Bill Pascrell III, partner at the Princeton Public Affairs Group and a trustee for the Entain Foundation U.S., via email. “His knowledge, expertise, personality and intellect are at the highest level. He has had a significant impact on the gaming industry across the globe and in particular in the U.S.”
Pascrell adds that “Martin understands the importance of social responsibility and responsible gaming to create the foundation for sustainable gaming.”
Lycka thinks that most states will have some form of legalized sports betting in the next few years and that U.S. sports leagues will become “more intimately engaged” in sports betting activities. He also thinks the NCAA could be enticed to be involved in sports betting “in a sensible way.”
But without responsible gaming initiatives in place, legal sports betting will be at risk.
“This is an absolutely critical element of the long-term sustainability of the sports betting markets here in the United States, and elsewhere as well,” Lycka says. “At the moment, the industry is having very good if not great business. It’s still early days and early stages in some states like New York and Louisiana. And the numbers coming out of New York are phenomenal.
“But to keep it on that level, the industry, together with the regulators and others involved will need to make sure that the sports betting markets, and potential online markets, are populated by healthy and happy customers, not gambling addicts.”
Lycka notes that many gaming operators in the last year – including Entain, of course – have become much more meaningfully engaged in responsible gaming initiatives. The primary onus is on the industry to foster responsible gaming, even though he readily admits it is in their own interest to do so. Thus the partnerships operators, sports leagues and teams have struck with responsible gaming initiatives such as the American Gaming Association’s “Have a Game Plan. Bet Responsibly.” campaign are becoming more prominent.
Regulators also need to be engaged, and regulations should be adaptable to future technological product developments and responsible gambling technology.
But what is sometimes overlooked, Lycka believes, is the personal responsibility of customers to engage in responsible gaming practices. While safety nets and programs have been put in place, and customer service agents receive training to assist bettors with problems, it’s still difficult to gauge how a customer feels while betting.
“We can and do detect behavioral patterns,” Lycka says. “That’s the beauty of online gambling technology, and we can advise customers accordingly. We can send them to appropriate responsible gambling control.
“But ultimately, it’s not some deux ex machina that’s pulling the strings. It’s the customer that’s making the decision. It’s not only the fact that the industry needs to further step up its efforts when it comes to responsible gaming, but we would also be grateful for additional customer feedback because that will help us design even more tailor-made and much more efficient responsible gambling tools.”
