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// PUBLIC GAMING INTERNATIONAL // November/December 2015
A key development in the US gaming market
is the current roll out of lottery iGaming sites.
These new channels present lotteries with both
the opportunity of expanding the player base and
generating new revenue streams and the chal-
lenge of showing commissioners and consumers
that direct selling will not put players at risk of ir-
responsible play. This is of particular importance
where lotteries are looking to expand into new
interactive game styles that have a high appeal
and relevance to younger demographic groups.
The easiest way for iGaming Lotter-
ies to implement a Responsible Gaming
framework is to apply the play-limits and
self-exclusion features that are integral
to most iGaming back-office platforms.
However, there are new tools available
that can provide more intelligent Re-
sponsible Gaming options that both
protect and optimize revenue potential.
Investing in further data-driven tech-
nology may be seen as an unnecessary
extra cost but it will provide the US
Lottery sector with growth opportuni-
ties within an increasingly complex and
congested gaming market.
Arbitrary Limits Can
Restrict Growth
While prescribed spending limits are
an effective means of limiting play, the
use of a ‘one size fits all’ policy does lit-
tle to help players to proactively manage
and modify their behavior. Player threshold rates
vary from one player to another. The mecha-
nisms that limit play to protect players should
likewise reflect those differences.
Although spending limits are implemented to
protect players who may be at risk, the limits
applied are often arbitrary policy decisions that
are set by reference to other lottery policies and
regulatory negotiation. They are often very con-
servative because constraining the play-rates of
players is the only indicator that they are having
HOW RESPONSIBLE GAMING
ANALYTICS CAN GROW SALES
N
igel
B
eaney
M
anaging
P
artner
, T
hink
M
onkey
C
onsulting
L
td
www
.
thinkmonkey
.
net