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Integrating Insights: Responsible Gambling Research Shares Different Perspectives of PlayersRyan Persaud, Senior Manager Enterprise InsightsBCLC

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BCLCs Enterprise Business Intelligence Landscape

Player Data eGamingLoyalty Programs

Economic /Media Monitoring

Secondary Data

External Research

Primary DataSurveys1:1/EthnosFocus Groups

Transactional DataMachinesPoint of Sale$

Data Landscape

Can make this interactive

Insights are currently generated by a monetary need/objective2

Player Insights & Understanding

These insights support business decisionsRG related research adds new dimension to player insights & understandingPlayer Insights & Understanding

We gather these insights through a variety of disparate sources

Data sources: Transactional data (from POS/Machine)Customer data (playnow/Encore loyalty)Primary Data collection (traditional MR)Secondary (context setting etc.)

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GameSense Brand Platform RedesignBrand Evolution: Tone, Connection & Relevancy

RG Player SegmentationTargeted Communication & Programming

We gather these insights through a variety of disparate sources

Data sources: Transactional data (from POS/Machine)Customer data (playnow/Encore loyalty)Primary Data collection (traditional MR)Secondary (context setting etc.)

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Research Objectives & Methodology:Understand players perceptions of responsible gambling and expectations of a responsible gambling programExplore perceptions of GameSense, its messages and how it relates to BCLC Provide feedback on changes needed to the existing GameSense brand (essence, personality, positioning, voice, aesthetic, etc.)

5 x 2 hr focus groups, range of player types (facility, products, etc.)

GameSense Brand InsightsKey Insights:

High awareness & comfort

Brand Pillars: Relevant Presence, Think Experience, Be Real

Brand Spectrum:

From Fun to Responsible... to Problem

Where is GameSense perceived?

For those People:

GameSense is important for those people who have a problem

The RG & PG Blur:

Is there a difference?

Authoritative/Clinical tone:

Functionally perceived, slightly condescending

Reactive vs. Proactive

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GameSense Brand Platform Redesign- Brand Evolution: Tone, Connection & Relevancy

RG Player Segmentation- Targeted Communication & Programming

We gather these insights through a variety of disparate sources

Data sources: Transactional data (from POS/Machine)Customer data (playnow/Encore loyalty)Primary Data collection (traditional MR)Secondary (context setting etc.)

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Research Objectives & Methodology:

Phase 1: Exploratory (Qual)6 Focus Groups: Light/Moderate players, range of activities, excluded moderate to high risk/problem gamblers on CPGI Classification56 Journal Surveys: Frequent players, range of activities, excluded moderate to high risk/problem gamblers on CPGI Classification8 1:1s with Journal participantsRG Player Segmentation

Phase 2: Segmentation (Quant)2,706 interviews with 19+ British Columbians, including 2,290 past year BCLC product gamblers (85% of adults). 25 min online survey.Data weighted to be reflective of all British Columbia adults by age, gender and region.To gain a deeper understanding of players from a responsible gambling perspective (definition, awareness, knowledge, and responsible gambling behaviour)

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What's unique about this segmentation? RG Player SegmentationIt goes beyond demographics or games played its diverse and includes RG related dimensionsGambling motivationsReasons for spontaneous gamblingFrequency of responsible gambling behavioursGambling activity participationPast year deviationsImportance of responsible gambling motivations

27%28%17%17%10%RG Player SegmentationHighly Driven, RG DeniersPositive Play ModelersHighly Involved, Positive Play AcknowledgersLotto & RG ReceptiveLow Exposure, Low Involvement

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The now what? Challenge ourselves to integrate RG insights into BCLCs harm reduction strategy, as well as its business focusesThe so what? RG related research adds new dimension to player insights & understanding

Rpersaud@bclc.comT: 604.228.3020 M: 604.313.4383

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