"We're moving towards becoming a cashless society, and yet this fact seems to be ignored by regulators. I'm making a call today to the European regulatory community to get round the table with us and help us to find a way forward together.
"Like any other business we need to be able to offer electronic payment and payback, as well as cash. It is better for business, but also better for the player who will find it easier to pre-commit, setting limits on spend and time. Regulators understand the value of this in the online market, and with our existing ability to monitor our players they should realize how valuable this can be for social responsibility. It's a win-win."