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Ryan Persaud

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Integrating Insights: Responsible Gambling Research Shares Different Perspectives of Players

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Ryan Persaud

  1. 1. IntegratingInsights: ResponsibleGamblingResearchShares DifferentPerspectivesofPlayers RyanPersaud,SeniorManagerEnterpriseInsights BCLC
  2. 2. BCLC’sEnterprise Business Intelligence Landscape Player Data eGaming Loyalty Programs Economic / Media Monitoring Secondary Data External Research Primary Data Surveys 1:1/Ethnos Focus Groups Transactional Data Machines Point of Sale $Data Landscape
  3. 3. Player Insights & Understanding These insights support business decisions RG related research adds new dimension to player insights & understanding… PlayerInsights& Understanding
  4. 4. GameSense Brand Platform Redesign • Brand Evolution: Tone, Connection & Relevancy RG Player Segmentation • Targeted Communication & Programming
  5. 5. Research Objectives & Methodology: Understand players’ perceptions of responsible gambling and expectations of a responsible gambling program Explore perceptions of GameSense, its messages and how it relates to BCLC Provide feedback on changes needed to the existing GameSense brand (essence, personality, positioning, voice, aesthetic, etc.) 5 x 2 hr focus groups, range of player types (facility, products, etc.) GameSenseBrand Insights Key Insights: High awareness & comfort Brand Pillars: Relevant Presence, Think Experience, Be Real Brand Spectrum: From Fun… to Responsible... to Problem… Where is GameSense perceived? For “those People”: “GameSense is important for those people who have a problem” The RG & PG Blur: Is there a difference? Authoritative/ Clinical tone: Functionally perceived, slightly condescending Reactive vs. Proactive
  6. 6. GameSense Brand Platform Redesign - Brand Evolution: Tone, Connection & Relevancy RG Player Segmentation - Targeted Communication & Programming
  7. 7. Research Objectives & Methodology: Phase 1: Exploratory (Qual) • 6 Focus Groups: Light/Moderate players, range of activities, excluded moderate to high risk/problem gamblers on CPGI Classification • 56 Journal Surveys: Frequent players, range of activities, excluded moderate to high risk/problem gamblers on CPGI Classification • 8 1:1s with Journal participants RG PlayerSegmentation Phase 2: Segmentation (Quant) • 2,706 interviews with 19+ British Columbians, including 2,290 past year BCLC product gamblers (85% of adults). 25 min online survey. • Data weighted to be reflective of all British Columbia adults by age, gender and region. To gain a deeper understanding of players from a responsible gambling perspective (definition, awareness, knowledge, and responsible gambling behaviour)
  8. 8. What's unique about this segmentation? RG PlayerSegmentation It goes beyond demographics or games played – it’s diverse and includes RG related dimensions Gambling motivations Reasons for spontaneous gambling Frequency of responsible gambling behaviours Gambling activity participation Past year deviations Importance of responsible gambling motivations
  9. 9. 27% 28% 17% 17% 10% RG PlayerSegmentation Highly Driven, RG Deniers Positive Play Modelers Highly Involved, Positive Play Acknowledgers Lotto & RG Receptive Low Exposure, Low Involvement
  10. 10. The ‘now what?’ Challenge ourselves to integrate RG insights into BCLC’s harm reduction strategy, as well as its business focuses The ‘so what?’ RG related research adds new dimension to player insights & understanding…
  11. 11. Rpersaud@bclc.com T: 604.228.3020 M: 604.313.4383

Integrating Insights: Responsible Gambling Research Shares Different Perspectives of Players

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