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Dr. Kahlil Philander
Director of Social Responsibility, BCLC
CUSTOMIZED RESPONSIBLE
GAMBLING MESSAGING
Dr. Kahlil Philander
Director of Social Responsibility
BCLC
Acknowledgements
• Collaborators: Dr. Sally Gainsbury, Dr. Brett Abarbanel,
Dr. Jeff Butler, Navi Brar, Michaela Becker
• ...
AN ANALYSIS ANALOGY
Ford
General
Motors
Play for fun,
not to make
money.
Know how the game works and
what the odds are before playing.
Don't chase losses.
Accept ...
Responsible
Gambling Council:
Public Campaign
GameSense
Sports Wagering
TargetedAd
WHATABOUT CONTENT THAT IS
DELIVERED CLOSER TO THE TIME OF
PLAY?
Brochures
Ladbrokes FOBT
Messages
Gaming
Management System
Improvements
Slot innovation,
primarily driven by
point-of-sale
marketing interests,
has opened u...
The study design
System
Assessment
Tailoring
Strategies
Focus Group
Analysis
Field
Experiment
(online)
Execution
Strategy
System Assessment
Customized
Player
Messages
Available
Data
Fields
Data
Validity
Platform
Capabilities
Address, Gender,
La...
Our target groups
• Young adults
• Older adults
• Women
• Men
• Ethnic groups
• Skill game players
• Pure chance game play...
TAILORING STRATEGIES
The extent to a message is read, absorbed, and acted upon is
dependent upon the personal relevance of...
CONGRUENCY EFFECT
Health messages framed to match a person’s
predominant motivations are more effective than
mismatched me...
Effectiveness demonstrated in other fields
• SMOKING: A study of smoking cessation messages found incorporating small piec...
More Effectiveness:
Microsoft Research on WebAds
• Click-Through Rate (CTR) of an ad can be
improved as high as 670% by pr...
OUR MESSAGE
GUIDELINES
“Targeted and tailored messages outperform generic health
messages, but the exact components that r...
Our target groups
• Young adults
• Older adults
• Women
• Men
• Ethnic groups
• Skill game players
• Pure chance game play...
Poker Players
• Different messaging for games with an element of skill
• Staying in control and gambling with your head, r...
Young Adults
• More prone to erroneous beliefs about gambling and
beliefs that gambling can be controlled
• Problems with ...
Gambling behaviour
• Regular/highly involved gamblers who enjoy gambling
may be much more defensive about their play
• But...
WHY SO MUCH RESEARCH?
Many warnings have unintended results when tested on regular
users. Should rely on empirical researc...
Approaches to Responsible Gambling
Regulation
Centric
Research
Proven
Best
Practice
Danger of
Unintended
Consequences
Avoi...
OTHER CONSIDERATIONS
Other Considerations
• First, make sure the messages are more effective than
generic approaches
• An appropriate balance b...
THANKS AND STAY
TUNED…
(For Gainsbury et al. at New Horizons 2016)
To provide session feedback:
• Open New Horizons app
• Select Agenda tile
• Select this session
• Select Take Survey at bo...
Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 2-4, 2015

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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes

  1. 1. Dr. Kahlil Philander Director of Social Responsibility, BCLC
  2. 2. CUSTOMIZED RESPONSIBLE GAMBLING MESSAGING Dr. Kahlil Philander Director of Social Responsibility BCLC
  3. 3. Acknowledgements • Collaborators: Dr. Sally Gainsbury, Dr. Brett Abarbanel, Dr. Jeff Butler, Navi Brar, Michaela Becker • Funding: Manitoba Gambling Research Program & BCLC
  4. 4. AN ANALYSIS ANALOGY
  5. 5. Ford
  6. 6. General Motors
  7. 7. Play for fun, not to make money. Know how the game works and what the odds are before playing. Don't chase losses. Accept them as the cost of entertainment. Balance gambling with other types of leisure activities. Set a time limit before you play. Set a budget and stick to it. Take frequent breaks.
  8. 8. Responsible Gambling Council: Public Campaign
  9. 9. GameSense Sports Wagering TargetedAd
  10. 10. WHATABOUT CONTENT THAT IS DELIVERED CLOSER TO THE TIME OF PLAY?
  11. 11. Brochures
  12. 12. Ladbrokes FOBT Messages
  13. 13. Gaming Management System Improvements Slot innovation, primarily driven by point-of-sale marketing interests, has opened up a new opportunity
  14. 14. The study design System Assessment Tailoring Strategies Focus Group Analysis Field Experiment (online) Execution Strategy
  15. 15. System Assessment Customized Player Messages Available Data Fields Data Validity Platform Capabilities Address, Gender, Language, Ethnicity, Age, Game Play (type, freq., spend), Play Management Settings Message size, position, text vs image, number of unique messages Limitation
  16. 16. Our target groups • Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
  17. 17. TAILORING STRATEGIES The extent to a message is read, absorbed, and acted upon is dependent upon the personal relevance of the message, the targeted recipient’s capacity to assimilate the information, and their motivation to respond (Wolgater, 2006).
  18. 18. CONGRUENCY EFFECT Health messages framed to match a person’s predominant motivations are more effective than mismatched messages (Updegraff et al., 2007).
  19. 19. Effectiveness demonstrated in other fields • SMOKING: A study of smoking cessation messages found incorporating small pieces of information on a person in a standard text doubled the number of participants who reported quitting (Dijkstra, 2005) • CANCER SCREENING: A study compared ads for people who thought they were at risk for skin cancer against ads that listed risk factors (e.g. odd shaped moles). The referral rate for the targeted approach was significantly higher 15.5% vs 11.6%(Katris et al., 1996). • ADVERTISING: “targeting ethnic consumers… with ads that are rich in traditional cultural cues can significantly influence their responses.” (Appiah & Liu, 2009)
  20. 20. More Effectiveness: Microsoft Research on WebAds • Click-Through Rate (CTR) of an ad can be improved as high as 670% by properly segmenting users • Similar clickers have similar behaviors • Short term user behaviors more representative than long term user behaviors.
  21. 21. OUR MESSAGE GUIDELINES “Targeted and tailored messages outperform generic health messages, but the exact components that result in effective tailoring are not well known” - Noar et al., 2011
  22. 22. Our target groups • Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
  23. 23. Poker Players • Different messaging for games with an element of skill • Staying in control and gambling with your head, rather than with emotions • Encourage players to be mindful of the element of chance that determines games, and to avoid chasing losses
  24. 24. Young Adults • More prone to erroneous beliefs about gambling and beliefs that gambling can be controlled • Problems with money, debt, and family breakdown are less relevant • Younger participants have difficulty relating to advertisements intended for other audiences • Use positive messaging, encouraging specific actions
  25. 25. Gambling behaviour • Regular/highly involved gamblers who enjoy gambling may be much more defensive about their play • But may also be among the players that need the warnings the most. • Non-judgmental positive messages should be used that suggest specific actions to stay in control of play
  26. 26. WHY SO MUCH RESEARCH? Many warnings have unintended results when tested on regular users. Should rely on empirical research, rather than expert opinion or judgment. - Stewart and Martin, 1994
  27. 27. Approaches to Responsible Gambling Regulation Centric Research Proven Best Practice Danger of Unintended Consequences Avoidable Harm
  28. 28. OTHER CONSIDERATIONS
  29. 29. Other Considerations • First, make sure the messages are more effective than generic approaches • An appropriate balance between personal content and more general branding should be maintained • Consider rotating messages • Improve data collection topics and validity
  30. 30. THANKS AND STAY TUNED… (For Gainsbury et al. at New Horizons 2016)
  31. 31. To provide session feedback: • Open New Horizons app • Select Agenda tile • Select this session • Select Take Survey at bottom of screen If you are unable to download app, please raise your hand for a paper version

Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 2-4, 2015

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