Business intelligence must be used in the context of on-line gambling for purposes other than simply increasing tax flows or returns for the operators.

KPIs (key performance indicators) specific to the sector need to be identified.

One of these may be the margin net of ludopathies, i.e. the total margins minus the margins produced by ludopathic players. The measure of the level of risk of development of gambling addictions can be used to weigh this KPI.

Increasing this indicator does not mean reducing the number of players and the their turnover, but increasing it by reducing that produced by the players with pathologies via communication policies, prevention and control.