Who we work with
- We work only with lawful, appropriately licensed or otherwise legally compliant operations, in the markets they serve.
- We decline work that facilitates unlawful operations, including unlicensed offerings into markets where they are prohibited.
- Sweepstakes and social casino work is taken on only where the model is lawful in the target jurisdiction, and we expect proper geo-controls.
What we won't do
- Design journeys that exploit vulnerable players.
- Hide, bury or add steps to safer-gambling tools, limits, time-outs or self-exclusion.
- Obscure terms, wagering requirements or fees.
- Target self-excluded or at-risk customers, or help anyone get round safer-gambling, KYC (know your customer) or affordability requirements.
How we design
- Compliance and safer-gambling requirements are design constraints we optimise within, not obstacles to work around.
- We measure safer-gambling journeys on comprehension and correct completion, not on how quickly customers get past them.
- Experiments in regulated journeys get compliance sign-off where the client's process requires it, and carry player-protection guardrail metrics where relevant.
What we say in public
- Our commentary on regulation is analysis, not legal advice.
- Teardowns describe design principles from public sources. They never describe ways around rules.
If you need help with gambling
This is a page for businesses, but players may land here.
Raising a concern
If you believe we've fallen short of this statement, email
Last reviewed: 2026-10-19.