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November/December 2015 // PUBLIC GAMING INTERNATIONAL //
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an impact.
Figure 1
represents a typical scenario:
Each dot represents a player’s “desired play level.”
While players who show compulsive tendencies (Red) are pre-
vented by the limit from excessive play, many players who wish to
spend just slightly higher than the limit (Orange) are prevented
from spending amounts that could be quite safe and responsible.
The key issue is that the Lottery does not have any data to sup-
port the assertion that these players could be allowed to spend more.
In addition, the lottery could be wasting marketing budget
promoting sales to players who are constrained by this limit
from making additional purchases.
Personalized Feedback Can Align
Responsible Gaming and Sales Growth
iGaming allows for much easier and comprehensive collec-
tion of individual player data that can be fed back to players
themselves to motivate them to modify their behavior should
they exhibit signs of risk.
Responsible Gaming analytic data can be used to evidence
“Normal” play levels.
In
Figure 2
, an Evidenced Limit avoids constraining perfect-
ly responsible players (Orange) who were previously limited by
an arbitrary subjective policy.
Providing personalized feedback to players about their gam-
ing activities is a powerful motivator to help them manage and
modify their behaviors. And this alone will result in a number
of at risk players moderating their desired spending level below
the evidenced limits (Green).
However this self-modification of behavior can be further
reinforced if the lottery uses this collected player data to “per-
sonalize” the game content and optimize the marketing and
promotion of games to generate “Normal” play levels.
For players who are identified to be at risk, certain games can
be withheld; messaging can focus on responsible gaming data
and feedback. For players whose expenditure is minimal (Blue),
promotions and cross-sales messages can be provided to stimu-
late sales—knowing that the RG platform will monitor each
individual player’s activity to ensure that this marketing effort
will be managed to ensure they are not placed at risk.
This data analytics approach aligns responsible gaming and
sales growth.
• Objectively sets gaming limits to avoid unnecessarily con-
straining responsible players who want to enjoy the games
that are offered in order to protect players who are at risk.
• Offers consumers a more personalized gaming experience to
optimize lottery marketing budgets to responsibly increase
overall sales.
• Provides an evidence-base that lottery marketing and promo-
tion budgets are not causing problem gambling; meets in-
creasing regulatory expectations for proactive player protec-
tion and also provides comfort that lotteries can be trusted to
responsibly offer an extended portfolio of games.
Evidencing an objective play-rate limit is the quickest win be-
cause an analysis of current player data can be carried out off-site,
using anonymized data that protects player privacy.
■
Organizations such as OLG,
who were recently awarded the
best RG program by the WLA, are
using BetBuddy’s solution to
personalize the RG player
experience and strengthen
their brand value.
— Simo Dragicevic, CEO BetBuddy