Sky City Faced with Ethical Dilemma?

 It is pleasing to see Sky City Entertainment Group investing in Player Tracking technology for their thousands of pokie machines. Atleast $10 million is to be spent on new technology which will enable Sky City to "understand what they do ( Customers) and why they do it and making sure that we are making the right offerings to the right customers at the right time" according to Mike Clarke, Chief Information Officer.

Although their reason is commercial and will help them exploit gamblers, it will also provide them with knowledge of player behaviour which will quickly and incontrovertibly point to problem gambling behaviours. Never will Sky City be able to claim that they did not know that a gambler was out of control and showing signs that should prompt intervention .

The level of Host Responsibility has proven to be woefully inadequate and cases through the courts along with loan shark activity, indicate that a big change in the company's attitude to exercising the privilege given by the nation, is due. This move of introducing Player Tracking technology must be seen as an opportunity to do that and to deliver on their host responsibility obligations.