Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Proactive RG Communications using Playscan risk analysis

218 views

Published on

Proactive RG Communications using Playscans risk analysis presented at EL/WLA RG/CSR seminars in Lisbon 2018.

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

Proactive RG Communications using Playscan risk analysis

  1. 1. Proactive responsible gambling communication Axel Lyckberg, Product Owner, Playscan - Svenska Spel RG Seminar, Lisbon, September 6 2018
  2. 2. “The money was supposed to pay for our wedding” - Quote from a player we called in our latest RG initiative. Proactive responsible gambling phone calls.
  3. 3. We want to deliver attractive games in a responsible manner Gambling should be for everyone’s enjoyment
  4. 4. Non-gamblers Leisure gamblers At-risk Problem gamblers If we look at the Swedish population we see that during a year a bit more than half of us gamble some time and a small fraction of about 2% lose control at some point during the year and experience negative consequences of gambling.
  5. 5. Non-gamblers Leisure gamblers At-risk Problem gamblers TREATMENT A fraction of problem gamblers, about 5% reach out and seek help. When gamblers seek treatment they have often put both themselves and others in harm. Treatment is expensive but often efficient and has a big impact on the treated individual.
  6. 6. Non-gamblers Leisure gamblers At-risk Problem gamblers AWARENESS CAMPAIGNS Public health agencies On the other end of the spectrum we have a public health agency that educates about risks with gambling. Educating the general population that gambling comes with a risk is of course important. However, to break through in the endless stream of information of modern society is hard and costly, although reaching a lot of people the impacts of awareness campaigns are often hard to measure.
  7. 7. Non-gamblers Leisure gamblers At-risk Problem gamblers GENERAL RG-INFORMATION RG-tools: self-exclusion, limit-setting etc Gambling companies Looking at responsible gambling it can be seen as the middle ground. Or as public health professionals like to call our line of work - secondary prevention. Working actively with prevention with target groups. 15 years ago the idea of what online responsible gambling, was a link to a static site with information on where to go. We added self-tests, self-exclusion, limit setting etc. All of which are important and which impacts the research backs up. Now our experience with these RG-tools is that the more we expose them more people use them. But exposure comes with the balancing of the gambling experience.
  8. 8. Identifying at-risk gamblers Facts and Behaviour markers • TIME • MONEY • INTENSITY • LOSS OF CONTROL • AGELow risk High risk At the core of Playscan is the idea that we can predict the risk of developing problem gambling by looking at gambling behavior. We look at different markers of time and money, intensity of gameplay, indicators of loss of control and age available through registered gameplay. By looking at these markers and comparing the behaviors to answers of self-assessment tests of gambling problems we can learn and predict gambling habits that elevates risk of experiencing gambling harm.
  9. 9. Non-gamblers Leisure gamblers At-risk Problem gamblers TARGETED RG-COMMUNICATION Gambling companies The Playscan risk classification enables us to create target groups of the few percent of players that are in risk of experiencing gambling harm. These players are of course more interesting and more interested in how to play safe and keep gambling under control.
  10. 10. Proactive responsible gambling – nudging target groups • Static link to self-test • Visible for all players CASE 1
  11. 11. Proactive responsible gambling – nudging target groups • Notification lit • Fewer targeted players CASE 2 !
  12. 12. Proactive responsible gambling – nudging target groups 27766 tests taken 8181 tests taken ! Now it turns out that even though the exposure static link to the self-test is many times higher we still get quite a few more tests with our nudging technique. Furthermore, we get tests from a group of players we are more interested in taking the test, while the curious low-risk gamblers can still take the test at the static page.
  13. 13. Proactive responsible gambling – Nudging target groups When does it work? • Playing on curiosity • Learn more about myself • Learn about expenditure • Learn about me in relation to others • Brief motivational interventions What is harder? • Self exclusion • Contacting national help line … messages that asks for big decisions
  14. 14. Non-gamblers Leisure gamblers At-risk Problem gamblers PROACTIVE CALLS
  15. 15. Pilot: Calling high-risk and problem gamblers Who did we contact? 71 players from three target groups: • Big losers • Young risk players • Players with a problematic gambling profile
  16. 16. Pilot: Calling high-risk and problem gamblers Who did we contact? 71 players from three target groups: • Big losers • Young risk players • Players with a problematic gambling profile • Average length: 7 minutes • Average age: 37 A typical call starts with an introduction and a question. ”Can I talk a moment with you about your gambling habits?” A majority that answered their phone said yes to this. We then typically asked if they knew how much the gambling cost them the last month and after having them guess we told them the truth, which more often then not was a higher figure.
  17. 17. Pilot: Calling high-risk and problem gamblers Who did we contact? 71 players from three target groups: • Big losers • Young risk players • Players with a problematic gambling profile Out of the 71 phone calls 11 people chose some type self-exclusion immediately at the time of the call. The most common conversation concerned limit setting and information about the consumption history. • Average length: 7 minutes • Average age: 37
  18. 18. Pilot: Calling high-risk and problem gamblers Who did we contact? 71 players from three target groups: • Big losers • Young risk players • Players with a problematic gambling profile • Average length: 7 minutes • Average age: 37 Out of the 71 phone calls 11 people chose some type self-exclusion immediately at the time of the call. The most common conversation concerned limit setting and information about the consumption history. 98% was either positive or neutral towards the call
  19. 19. Pilot: Calling high-risk and problem gamblers Who did we contact? 71 players from three target groups: • Big losers • Young risk players • Players with a problematic gambling profile Out of the 71 phone calls 11 people chose some type self-exclusion immediately at the time of the call. The most common conversation concerned limit setting and information about the consumption history. 98% was either positive or neutral towards the call The intervention has proven quite effectively to fill a gap of motivating players to take action for their own well being.
  20. 20. One of the best effects of the proactive calls was that they were highly appreciated. Even so if the person called did not experience loss of control or harm to his or herself almost everyone was either neutral or positive that we called. Or as one middle-aged man said: Gambling is my big interest and I can afford it, but if this was my child you called after playing like this I would by very grateful
  21. 21. Thank you! Axel Lyckberg, Product Owner Playscan axel.lyckberg@svenskaspel.se

×