Download - Putting a face on the increased risk player
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 1
[email protected]/WLA Internet & New media seminar, Reykjavik, September 2014
PUTTING A FACE ON THEINCREASED RISK PLAYERWhat do you know about your online player?
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 2
H
High spendersHigh risk players
Common view of customer segments
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 3
High risk player
• No promotions
• RG-‐tools
• Time & money limits
• Self-‐exclution
• Help lines
• Support groups
• Panik buttons
• …
High risk players are a headache. We do not want it. So we provide them with tools and information in hope of fixing the problem.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 4
• No promotions
• RG-‐tools
• Time & money limits
• Self-‐exclution
• Help lines
• Support groups
• Panik buttons
• …
And that’s great and all, but….
High risk player
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 5
• No promotions
• RG-‐tools
• Time & money limits
• Self-‐exclution
• Help lines
• Support groups
• Panik buttons
• …
Would it not be better if we could prevent it? If the tools were not needed in the first place?
High risk player
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 6
HOW DO WE DO THAT?
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Low risk High risk
So, we have this big group of low risk players and then there is the small group of high risk players…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 8
Low risk High risk
So prevention should be about getting the low risk players to stay at low risk, right?
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 9
Low risk High risk
Problem is that low risk players are not really interested in stuff like RG-tools and problem gambling…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 10
Low risk High risk
…they visit a gambling site to play and enjoy themselves. And frankly, setting limits and reading info on gambling addiction isn’t that entertaining.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 11
WHAT TO DO?
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 12
Low risk High risk
Well, players do not become high risk over night…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 13
Increased risk
It’s a process. Often a long one…
Low risk High risk
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia
Here too
Here too
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And there are more than enough changes to intervene.
Chance to intervene!
Another chance!
One more!Here you can be
preventive
Here also Here
tooA chance!
Prevention!
Prevention!
Prevention!
Prevention!Darn! He turned “red”. Too late for
prevention.
What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | [email protected] 15
PREVENTION SHOULD BE ABOUT GETTING THROUGH TO THEM BEFORE THEY TURN “RED”.
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GOOD NEWS!
What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | [email protected] 17
There is a major difference between a low risk player and an increased risk player in terms of interest and activity when it comes to RG.
=
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Increased risk players are receptive, active and interested!
=
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Here is our chance to intervene! Our chance to be PROACTIVE
• Receptive • Interested• Curious• Concerned• Higher usage of RG-
tools• High click rate• Info pages read• Selftest done• Limits set• …
What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | [email protected] 20
• Receptive • Interested• Curious• Concerned• Higher usage of RG-
tools• High click rate• Selftest done• Limits set• …
Chance to intervene!
Chance to teach and inform
Chance to give insights
Chance to help
Chance to intervene
Chance to be proactive
Chance to be proactive Chance to be proactive
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ONE WAY TO DO IT
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ONE WAY TO DO ITWe look at what happens before a player turns “yellow”. And what happens after.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 23
A player can cross “yellow” in 9 ways.
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We describe what we see. And we put faces on it…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 25
Meet 3 of our target users.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 26
Doing good - Johnny
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Doing good - Johnny“Risky gambling? No way, I’m on a winning streak here”
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 28
Doing good - Johnny“Risky gambling? No way, I’m on a winning streak here”
Johnny is kind of new to gambling. He started playing Poker not long ago and he likes it. Maybe a bit more than he should. He’s learning the rules quickly and winning more and more games. Increasing his bets. Playing longer hours. Staying up late at night. His risk level goes from low to increased in just a few weeks and will confnue rising. !Johnny isn’t that familiar with problemaAc gambling. He has heard stories of people gambling away their homes, kid’s savings accounts, employers money but that wouldn’t happen to him, right? He knows what he’s doing here. !And if Johnny does a selBest of his gambling habits, he will say that he hasn’t borrowed money to gamble, other people do not think he plays too much, he doesn’t have any negafve feelings about his gambling and his gambling doesn’t have any negafve impact on his economy. He will most likely not test “red”. !So what does Johnny need?
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 29
Johnny’s needs Knowledge
!
Insight
Information
Become aware of and convinced about that his gambling might lead to something other than fun.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 30
Relapse Bob
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“Just one more bet. What harm could it do?”
Relapse Bob
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“Just one more bet. What harm could it do?”
Relapse Bob
Bob has been playing for many, many years. On all games he can come across. When the operator introduces a new game, Bob is there to try it out. !Recently Bob has managed to keep his gambling under control, decreasing his risk level. Placing a few bets, winning some, loosing some. Loosing more. And more. He wants to win hos money back. Just one more bet right? Just one chance to win back the money he has lost. !So what does a player like Bob need? A player that has had a high risk in the past, perhaps several Ames?
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 33
Bob’s needs
Self-‐help program
Be reminded about the consequences of him gambling.
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Wilma
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“Enough is enough”
Wilma
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“Enough is enough”
WilmaWilma has decided to stop gambling. She has lost more money at her gaming operator’s website than she ever intended to. Her risk level has been high for quite some fme. Late nights with bingo, long sessions with scratch fcket aier scratch fcket. One day Wilma decided that enough is enough. Her risk level decreased. Quickly. !What does Wilma need? !Well, one thing she does not need the day her risk level goes down is to begin receiving promoAons from her gambling operator again, now that she is no long one of those high risk players.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 37
Wilma’s needs No communication from the gaming company
Self-‐exclusion
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 38
These are 3 examples of what we are seeing…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 39
All three players at an increased risk but with completely different needs, goals and motivation to use a responsible gambling tool. !And different needs of communication. !And different needs of marketing…or lack thereof. !And different needs to find the tools and information available…cause to be honest…
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 40
…Johnny won’t come looking. Even though he might need it most urgently.
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 41
What does prevention mean in your company?
What can you do to keep them from turning “red”?
CONSIDER TODAY:
What do you know about your online player? | EL/WLA Internet & New media © 2014 | [email protected] | @jag_natalia 42
All problematic gamblers started out as “yellow”.
@jag_natalia