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Jamie Wiebe, Ph.D., Kahlil Philander, Ph.D., Cynthia Lucar, MPPA      RGC Centre for the Advancement of Best Practices    ...
RG Subcommittee
What are myHow do I     chances of  win?       winning the              jackpot?                How much                do...
   Cost of Play     Return to player     Return to house   Odds of winning     Chance of winning a prize
To develop a concise, meaningful messagethat conveys cost of play and odds of winning
Research                            Focus            Gamblers     Review                             Groups            Sur...
These      return to     92%       of all money                machines     players                wagered on             ...
These        take         8%          of all money              machines                               wagered on         ...
25%      Of Players   winOn average,          .25      Of Plays     Can be expected to                                    ...
   No interest in Casino’s advantage    ◦ Showing the casino share and the player share simultaneously is also confusing...
   Cost of play – many thought it meant total out of pocket spending   Gamblers see the “long-run” in different ways    ...
   The BIG Test
   Section A – Phrase preferences       Directly compare sentence features (small parts of phrases)   Section B – Playe...
Total money lost    Machine house       Likelihood of         25% of plays win    1 in 4 of plays win                    a...
   Phrases in the conjoint analysis are broken down by their    components:    ◦ E.g. “On average, these machines pay bac...
Now, please rank the following from being the easiest to understand to the mostdifficult to understand in terms of communi...
OR
Feature         %    Example:Spins           43   1 in 4 spins winNo difference   32   1 in 4 plays/wagers/spins winPlays ...
   The most preferred is odds of any prize   The second is tied, largest jackpot and    bonus feature   Last is all pri...
On average      This amount can vary significantly during      the short-term   Return to player and Odds of winning
Ratios      Percentages   Conditioned to see information presented    this way.    ◦ i.e. 9 out of 10 lottery winners gai...
IN                           OUT   Cost to player           Cost to Casino      (i.e. House   Any prize                ...
Return to Player “On average, these machines  payback 90% of all money wagered  on them”Odds of Winning “On average, 1 i...
   More aware of information that players want and how to    communicate it   Phrasing must consider constraints of the ...
Jamie Wiebe - Making Sense of Slot Information
Jamie Wiebe - Making Sense of Slot Information
Jamie Wiebe - Making Sense of Slot Information
Jamie Wiebe - Making Sense of Slot Information
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Jamie Wiebe's presentation on "Making Sense of Slot Information". Presented at the New Horizons in Responsible Gambling conference. January 28-30, 2013 in Vancouver, BC.

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Jamie Wiebe - Making Sense of Slot Information

  1. 1. Jamie Wiebe, Ph.D., Kahlil Philander, Ph.D., Cynthia Lucar, MPPA RGC Centre for the Advancement of Best Practices January 29, 2013 BCLC New Horizons in RG Conference, Vancouver
  2. 2. RG Subcommittee
  3. 3. What are myHow do I chances of win? winning the jackpot? How much does thisHow does cost?this work?
  4. 4.  Cost of Play  Return to player  Return to house Odds of winning  Chance of winning a prize
  5. 5. To develop a concise, meaningful messagethat conveys cost of play and odds of winning
  6. 6. Research Focus Gamblers Review Groups Survey (n=5) (n=756) •Male frequent •59% male respondents •Female frequent •79% are agedScan of gaming Xchange •Male 45+ 54% are 55+ information Panel occasional •74% have some(eg. brochures, pamphlets) secondary •Female education occasional •51% from Lower •Chinese Mainland frequent, occasional, •49% rest of BC male, female
  7. 7. These return to 92% of all money machines players wagered on themOn average, Pay out to 92 Of all total This amount can vary players cents money wagered greatly during the of each on them short term. dollarOver the long Pay back to $1.84 Of the sum of This amount can varyrun, players of min. money wagered greatly on any one bet on them play or number of plays Can be Of each wager This amount is based expected to on them on the life of the return/payo machine, not on a ut/ payback single play or playing session.
  8. 8. These take 8% of all money machines wagered on themOn average, Costs the 8 cents of Of all total This amount can player each dollar money wagered vary greatly during that is on them the short term. wagered on themOver the Can be 16 cents of Of the sum of This amount canlong run, expected each min. money wagered vary greatly on any to $2 bet on them one play or number take/cost of plays Of each wager This amount is on them based on the life of the machine, not on a single play or playing session.
  9. 9. 25% Of Players winOn average, .25 Of Plays Can be expected to winOver the long run, 1 in 4 Of Spins Of Wagers
  10. 10.  No interest in Casino’s advantage ◦ Showing the casino share and the player share simultaneously is also confusing Payout was confused with Cashout ◦ “Isn’t payout the amount paid to the last person who used the machine?” ◦ The term payout is not recommended Confusion with Mark-up cost ◦ “Isn’t that the amount they need to run the place?” Confusion with Cost of play ◦ “Cost of play is how much you are betting”
  11. 11.  Cost of play – many thought it meant total out of pocket spending Gamblers see the “long-run” in different ways ◦ “On average” is much more consistently interpreted than “over the long run” Whatever the terms that are used, a deeper explanation of their meaning should be made available ◦ Very difficult concept to understand Once educated they saw the value in it, but its going to require customer education
  12. 12.  The BIG Test
  13. 13.  Section A – Phrase preferences  Directly compare sentence features (small parts of phrases) Section B – Player education  Inform players how machines work – Long-run nature of payout averages Section C – Sentence preferences  Ranking full sentences in order of preference Half get A, B, C, half get C, B, A
  14. 14. Total money lost Machine house Likelihood of 25% of plays win 1 in 4 of plays win advantage winning the largest jackpotMachine house Machine return to Likelihood of 25% of wagers win 1 in 4 of wagersadvantage play winning free games winMachine pay back Machine pay back Likelihood of 25% of spins win 1 in 4 of spins win winning every different type of prizeMachine return to Machine house Likelihood ofplayer edge winning any prizeMachine houseedge
  15. 15.  Phrases in the conjoint analysis are broken down by their components: ◦ E.g. “On average, these machines pay back 90% of all money wagered on them”  Red describes whether the sentence includes “on average” or not  Blue describes whether the sentence uses “pay back” or “return to player”  Green describes whether the sentence uses percentages or odds ratios
  16. 16. Now, please rank the following from being the easiest to understand to the mostdifficult to understand in terms of communicating what the cost of play is for a slotmachine.  25% of plays win  1 in 4 plays win  25% of wagers win  1 in 4 wagers win  25% of spins win  1 in 4 spins win  On average, 25% of plays win  On average, 1 in 4 plays win  On average, 25% of wagers win  On average, 1 in 4 wagers win  On average, 25% of spins win  On average, 1 in 4 spins win  The chance of winning is 25%  The chance of winning is 1 in 4  The odds of winning is 25%  The odds of winning are 1 in 4  The probability of winning is 25%  The probability of winning is 1 in 4
  17. 17. OR
  18. 18. Feature % Example:Spins 43 1 in 4 spins winNo difference 32 1 in 4 plays/wagers/spins winPlays 17 1 in 4 plays winWagers 7 1 in 4 wagers win
  19. 19.  The most preferred is odds of any prize The second is tied, largest jackpot and bonus feature Last is all prizes
  20. 20. On average This amount can vary significantly during the short-term Return to player and Odds of winning
  21. 21. Ratios Percentages Conditioned to see information presented this way. ◦ i.e. 9 out of 10 lottery winners gain weight
  22. 22. IN OUT Cost to player  Cost to Casino (i.e. House Any prize Advantage) Spins  All other prizes (i.e. jackpot) On average  Plays, wagers Ratio  Over the long run Return to player or  Percentages payback  Payout or take Odds or chance  Probability
  23. 23. Return to Player “On average, these machines payback 90% of all money wagered on them”Odds of Winning “On average, 1 in 4 spins win any prize” “The odds of winning any prize are 1 in 4”
  24. 24.  More aware of information that players want and how to communicate it Phrasing must consider constraints of the machines (e.g. limited space for text) More to come………….. Demographics, level of gambling involvement, etc.

Jamie Wiebe's presentation on "Making Sense of Slot Information". Presented at the New Horizons in Responsible Gambling conference. January 28-30, 2013 in Vancouver, BC.

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