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?


H

High spendersHigh risk players

Common view of customer segments


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.


• No promotions

• RG-‐tools



• Help lines

• Support groups

• Panik buttons

• …

And that’s great and all, but….

High risk player


• No promotions

• RG-‐tools



• 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


HOW DO WE DO THAT?


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…


Low risk High risk

So prevention should be about getting the low risk players to stay at low risk, right?


Low risk High risk

Problem is that low risk players are not really interested in stuff like RG-tools and problem gambling…


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 TO DO?


Low risk High risk

Well, players do not become high risk over night…


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

14

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”.


GOOD NEWS!


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.

=


Increased risk players are receptive, active and interested!

=


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• …


• 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


ONE WAY TO DO IT


ONE WAY TO DO ITWe look at what happens before a player turns “yellow”. And what happens after.


A player can cross “yellow” in 9 ways.


We describe what we see. And we put faces on it…


Meet 3 of our target users.


Doing good - Johnny


Doing good - Johnny“Risky gambling? No way, I’m on a winning streak here”


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?


Johnny’s needs Knowledge

!

Insight

Information

Become aware of and convinced about that his gambling might lead to something other than fun.


Relapse Bob


“Just one more bet. What harm could it do?”

Relapse Bob


“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?


Bob’s needs

Self-‐help program

Be reminded about the consequences of him gambling.


Wilma


“Enough is enough”

Wilma


“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.


Wilma’s needs No communication from the gaming company

Self-‐exclusion


These are 3 examples of what we are seeing…


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…


…Johnny won’t come looking. Even though he might need it most urgently.


What does prevention mean in your company?

What can you do to keep them from turning “red”?

CONSIDER TODAY:


[email protected]

All problematic gamblers started out as “yellow”.

@jag_natalia

putting a face on the increased risk player

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