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DESIGNING
RESPONSIBLE
GAMING BEHAVIOUR
TEAM KRUKOW
WHAT WE DO KRUKOW
MAKE LIFE EASY KRUKOW
CHANGE STARTS WITH AMBITION AMBITION
Responsible gaming AmbitionHAVING A GOOD TIME AMBITION
STAYING WITHIN BUDGET AMBITION
RESPONSIBLE GAMER AMBITION
THE HUMAN MODEL
RATIONAL AGENT MODEL
WELL-DEFINED
GOALS
MAXIMIZING
STATISTICALLY RISK
ASSESSMENT
RATIONAL
STATE OF MIND MODEL
COLD STATE OF MIND
( KNOWLEDGE DRIVEN )
JUST STOP
WHEN WE START LOSING COLD
BEFORE WE GET OUT OF CONTROL COLD
AND BEFORE WE LOSE EVERYTHING COLD
COLD, CALM AND COLLECTED COLD
THIS MEANS:
WIN WIN
COLD
CAUTION!! PROBLEM
COLD IS NOT THE ONLY STATE OF MIND!
THESE SITUATIONS WERE PROBLEM
CAUSED BY THIS STATE OF MIND PROBLEM
WHICH IS A… HOT
HOT STATE OF MIND!
( IMPULSE DRIVEN )
WHAT DOES THAT MEAN? HOT
REDEFINE THE HUMAN
MODEL
80% OF THE TIME, WE MODEL
IRRATIONEL
HAVE CONFLICTING
GOALS
DO RISK
ASSESSMENT BASED
ON IMPRESSIONS
WHAT CAN WE DO? HOT
RESPONSIBLECHANGE STATE OF MINDS!
RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN
TOOLS ARE IN OUR SURROUNDINGS RESPONSIBLE
SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
ACCESS CASE
ENSURING HEALTHY HABITS CASE
REMOVE BARRIERS / INCREASE ACCESS CASE
TEST CASE
84%
YOU USE THOSE TOOLS ALREADY ACCESS & DEFAULTS
BUYING CREDIT AT THE TABLES EASY TO FIND THE BET BUTTON
SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
GIVE VISUAL DIRECTIONS CASE
LEFT
CASEREDUCING LITTER
30%
CASEREDUCING LITTER
VISUAL DIRECTIONS
LEADING THE WAY TO TABELS & BETS
YOU USE THOSE TOOLS ALREADY
SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
IMPROVING HYGINE CASE
USING THE SOCIAL NORM CASE
52%
SOCIAL NORM
SOUNDS, LIGHTS AND DISPLAY OF WINNERS
YOU USE THOSE TOOLS ALREADY
WAIT A MINUTE!!! RESPONSIBLE
THIS IS WHAT IS CAUSING THE PROBLEM RESPONSIBLE
WE NEVER LEAVE THE HOT STATE! RESPONSIBLE
DESIGNING RESPONSIBLE
GAMING…
USING STRATEGIES DIFFERENTLY SOLUTION
GET OUT OF HOT STATE SOLUTION
RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN
ADD BARRIERS / REDUCE ACCESS SOLUTIONS
GIVE FEEDBACK ON REACHED BUDGET SOLUTIONS
DISPLAY ANOTHER SOCIAL NORM SOLUTIONS
WE STAY
WITHIN
OUR
BUDGET!
LONGTERM LOYALTY & SATISFACTION SOLUTION
MAKE LIFE EASY SOLUTION
THANK YOU!www.krukow.net
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Paf Responsible Gaming Summit 2015: Designing Responsible Gaming Behavior. Sille Krakow, Leading Nudge and Behavioural Design Expert, Krukow

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Sille is a Danish Behavioural Design Expert, who has been working with multinational clients since 2008, defining challenges, developing nudges and changing human behaviour. Sille leads workshops in behavioural design, and gives lectures on the importance of designing behaviour at recognized institutes, such as CU Denver, Pratt Institute, and more. Sille holds an MA in Visual Communication Design from the Royal Design School. She is a former behavioural director at iNudgeYou, expert and host of Danish national TV’s “The Power of Habit” on DR1, and the founder of Krukow ApS, a Danish consultancy firm which helps a wide array of national and international clients, expand, diversify and improve their business. At Krukow, they create choice architecture and provide evidence-based insights, in order to implement strategic solutions, increasing productivity, customer experience and ultimately – revenue. Working from the ground up, they gather data, map behaviour and develop prototypes, in order to create the right solution for companies.

The purpose of Paf Responsible Gaming Summit is to increase awareness about responsible gaming by inviting the gaming industry and its stakeholders. We wish to have an open dialogue with gambling operators, partners, academics and decision makers to learn from each other and share best practices https://www.paf.com/rgsummit2015

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Paf Responsible Gaming Summit 2015: Designing Responsible Gaming Behavior. Sille Krakow, Leading Nudge and Behavioural Design Expert, Krukow

  1. 1. DESIGNING RESPONSIBLE GAMING BEHAVIOUR
  2. 2. TEAM KRUKOW
  3. 3. WHAT WE DO KRUKOW
  4. 4. MAKE LIFE EASY KRUKOW
  5. 5. CHANGE STARTS WITH AMBITION AMBITION
  6. 6. Responsible gaming AmbitionHAVING A GOOD TIME AMBITION
  7. 7. STAYING WITHIN BUDGET AMBITION
  8. 8. RESPONSIBLE GAMER AMBITION
  9. 9. THE HUMAN MODEL
  10. 10. RATIONAL AGENT MODEL WELL-DEFINED GOALS MAXIMIZING STATISTICALLY RISK ASSESSMENT RATIONAL
  11. 11. STATE OF MIND MODEL COLD STATE OF MIND ( KNOWLEDGE DRIVEN ) JUST STOP
  12. 12. WHEN WE START LOSING COLD
  13. 13. BEFORE WE GET OUT OF CONTROL COLD
  14. 14. AND BEFORE WE LOSE EVERYTHING COLD
  15. 15. COLD, CALM AND COLLECTED COLD
  16. 16. THIS MEANS: WIN WIN COLD
  17. 17. CAUTION!! PROBLEM COLD IS NOT THE ONLY STATE OF MIND!
  18. 18. THESE SITUATIONS WERE PROBLEM
  19. 19. CAUSED BY THIS STATE OF MIND PROBLEM
  20. 20. WHICH IS A… HOT HOT STATE OF MIND! ( IMPULSE DRIVEN )
  21. 21. WHAT DOES THAT MEAN? HOT
  22. 22. REDEFINE THE HUMAN MODEL
  23. 23. 80% OF THE TIME, WE MODEL IRRATIONEL HAVE CONFLICTING GOALS DO RISK ASSESSMENT BASED ON IMPRESSIONS
  24. 24. WHAT CAN WE DO? HOT
  25. 25. RESPONSIBLECHANGE STATE OF MINDS!
  26. 26. RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN
  27. 27. TOOLS ARE IN OUR SURROUNDINGS RESPONSIBLE
  28. 28. SOLUTION STRATEGIES RESPONSIBLE ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
  29. 29. ACCESS CASE
  30. 30. ENSURING HEALTHY HABITS CASE
  31. 31. REMOVE BARRIERS / INCREASE ACCESS CASE
  32. 32. TEST CASE 84%
  33. 33. YOU USE THOSE TOOLS ALREADY ACCESS & DEFAULTS BUYING CREDIT AT THE TABLES EASY TO FIND THE BET BUTTON
  34. 34. SOLUTION STRATEGIES RESPONSIBLE ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
  35. 35. GIVE VISUAL DIRECTIONS CASE
  36. 36. LEFT
  37. 37. CASEREDUCING LITTER
  38. 38. 30% CASEREDUCING LITTER
  39. 39. VISUAL DIRECTIONS LEADING THE WAY TO TABELS & BETS YOU USE THOSE TOOLS ALREADY
  40. 40. SOLUTION STRATEGIES RESPONSIBLE ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM
  41. 41. IMPROVING HYGINE CASE
  42. 42. USING THE SOCIAL NORM CASE 52%
  43. 43. SOCIAL NORM SOUNDS, LIGHTS AND DISPLAY OF WINNERS YOU USE THOSE TOOLS ALREADY
  44. 44. WAIT A MINUTE!!! RESPONSIBLE
  45. 45. THIS IS WHAT IS CAUSING THE PROBLEM RESPONSIBLE
  46. 46. WE NEVER LEAVE THE HOT STATE! RESPONSIBLE
  47. 47. DESIGNING RESPONSIBLE GAMING…
  48. 48. USING STRATEGIES DIFFERENTLY SOLUTION
  49. 49. GET OUT OF HOT STATE SOLUTION
  50. 50. RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN
  51. 51. ADD BARRIERS / REDUCE ACCESS SOLUTIONS
  52. 52. GIVE FEEDBACK ON REACHED BUDGET SOLUTIONS
  53. 53. DISPLAY ANOTHER SOCIAL NORM SOLUTIONS WE STAY WITHIN OUR BUDGET!
  54. 54. LONGTERM LOYALTY & SATISFACTION SOLUTION
  55. 55. MAKE LIFE EASY SOLUTION
  56. 56. THANK YOU!www.krukow.net

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