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PUTTING A FACE ON THE 
INCREASED RISK PLAYER 
What 
do 
you 
know 
about 
your 
online 
player? 
natalia@playscan.com 
EL/...
Common view of customer segments 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © ...
High risk players are a headache. We do not want it. So 
we provide them with tools and information in hope of 
fixing the...
And that’s great and all, but…. 
High risk player 
What 
do 
you 
know 
about 
your 
online 
player? 
• No 
promotions 
• ...
Would it not be better if we could prevent it? If the tools 
were not needed in the first place? 
High risk player 
What 
...
HOW DO WE DO THAT? 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014 
| 
nata...
So, we have this big group of low risk players and 
then there is the small group of high risk players… 
Low risk High ris...
So prevention should be about getting the low risk 
players to stay at low risk, right? 
Low risk High risk 
What 
do 
you...
Problem is that low risk players are not really 
interested in stuff like RG-tools and problem gambling… 
Low risk High ri...
…they visit a gambling site to play and enjoy themselves. 
And frankly, setting limits and reading info on gambling 
addic...
WHAT TO DO? 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014 
| 
natalia@pla...
Well, players do not become high risk over night… 
Low risk High risk 
What 
do 
you 
know 
about 
your 
online 
player? 
...
It’s a process. Often a long one… 
Low risk High risk 
What 
do 
you 
know 
about 
your 
online 
player? 
Increased risk 
...
What 
do 
you 
know 
about 
your 
online 
player? 
Here 
too 
Here 
too 
Here 
also Here 
Prevention! 
Prevention! 
Darn! ...
PREVENTION SHOULD BE ABOUT 
GETTING THROUGH TO THEM 
BEFORE THEY TURN “RED”. 
What 
do 
you 
know 
about 
your 
online 
pl...
GOOD NEWS! 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media 
seminar ©2014 
| 
natal...
There is a major difference between a low risk player and 
an increased risk player in terms of interest and activity 
whe...
Increased risk players are receptive, active and 
interested! 
= 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL...
Here is our chance to intervene! 
Our chance to be PROACTIVE 
What 
do 
you 
know 
about 
your 
online 
player? 
• Recepti...
What 
do 
you 
know 
about 
your 
online 
player? 
• Receptive 
• Interested 
• Curious 
• Concerned 
• Higher usage of RG...
ONE WAY TO DO IT 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media 
seminar ©2014 
| ...
ONE WAY TO DO IT 
We look at what happens before a player turns 
“yellow”. And what happens after. 
What 
do 
you 
know 
a...
A player can cross “yellow” in 9 ways. 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
me...
We describe what we see. And we put faces on it… 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
...
Meet 3 of our target users. 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014...
Doing good - Johnny 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014 
| 
nat...
What 
do 
you 
know 
about 
your 
online 
player? 
Doing good - Johnny 
“Risky 
gambling? 
No 
way, 
I’m 
on 
a 
winning 
...
What 
do 
you 
know 
about 
your 
online 
player? 
Doing good - Johnny 
“Risky 
gambling? 
No 
way, 
I’m 
on 
a 
winning 
...
What 
do 
you 
know 
about 
your 
online 
player? 
Johnny’s needs 
Knowledge 
! 
Insight 
Information 
Become 
aware 
of 
...
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014 
| 
natalia@playscan.com 
| ...
What 
do 
you 
know 
about 
your 
online 
player? 
Relapse Bob 
“Just 
one 
more 
bet. 
What 
harm 
could 
it 
do?” 
| 
EL...
What 
do 
you 
know 
about 
your 
online 
player? 
Relapse Bob 
“Just 
one 
more 
bet. 
What 
harm 
could 
it 
do?” 
Bob 
...
What 
do 
you 
know 
about 
your 
online 
player? 
Bob’s needs 
Be 
reminded 
about 
the 
Self-­‐help 
program 
consequenc...
What 
do 
you 
know 
about 
your 
online 
player? 
Wilma 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014 
| 
natalia@playscan....
What 
do 
you 
know 
about 
your 
online 
player? 
Wilma 
“Enough 
is 
enough” 
| 
EL/WLA 
Internet 
& 
New 
media © 
2014...
What 
do 
you 
know 
about 
your 
online 
player? 
Wilma 
“Enough 
is 
enough” 
Wilma 
has 
decided 
to 
stop 
gambling. 
...
What 
do 
you 
know 
about 
your 
online 
player? 
Wilma’s needs 
No 
communication 
from 
the 
gaming 
company 
Self-­‐ex...
These are 3 examples of what we are seeing… 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL/WLA 
Internet 
& 
Ne...
All three players at an increased risk but 
with completely different needs, goals 
and motivation to use a responsible 
g...
…Johnny won’t come looking. Even 
though he might need it most urgently. 
What 
do 
you 
know 
about 
your 
online 
player...
CONSIDER TODAY: 
What does prevention mean in your company? 
What can you do to keep them from turning “red”? 
What 
do 
y...
All problematic gamblers 
started out as “yellow”. 
@jag_natalia 
What 
do 
you 
know 
about 
your 
online 
player? 
| 
EL...
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Putting a face on the increased risk player

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Putting a face on the increased risk player. Talk by Natalia Matulewicz from WLA / EL Internet and new media conference in Reykjavik, Island. September 2014.

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Putting a face on the increased risk player

  1. 1. PUTTING A FACE ON THE INCREASED RISK PLAYER What do you know about your online player? natalia@playscan.com EL/WLA Internet & New media seminar, Reykjavik, September 2014 What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 1
  2. 2. Common view of customer segments What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 2 H High spenders High risk players
  3. 3. High risk players are a headache. We do not want it. So we provide them with tools and information in hope of fixing the problem. High risk player What do you know about your online player? • No promotions • RG-­‐tools • Time & money limits • Self-­‐exclution • Help lines • Support groups • Panik buttons • … | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 3
  4. 4. And that’s great and all, but…. High risk player What do you know about your online player? • No promotions • RG-­‐tools • Time & money limits • Self-­‐exclution • Help lines • Support groups • Panik buttons • … | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 4
  5. 5. Would it not be better if we could prevent it? If the tools were not needed in the first place? High risk player What do you know about your online player? • No promotions • RG-­‐tools • Time & money limits • Self-­‐exclution • Help lines • Support groups • Panik buttons • … | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 5
  6. 6. HOW DO WE DO THAT? What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 6
  7. 7. So, we have this big group of low risk players and then there is the small group of high risk players… Low risk High risk What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 7
  8. 8. So prevention should be about getting the low risk players to stay at low risk, right? Low risk High risk What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 8
  9. 9. Problem is that low risk players are not really interested in stuff like RG-tools and problem gambling… Low risk High risk What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 9
  10. 10. …they visit a gambling site to play and enjoy themselves. And frankly, setting limits and reading info on gambling addiction isn’t that entertaining. Low risk High risk What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 10
  11. 11. WHAT TO DO? What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 11
  12. 12. Well, players do not become high risk over night… Low risk High risk What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 12
  13. 13. It’s a process. Often a long one… Low risk High risk What do you know about your online player? Increased risk | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 13
  14. 14. What do you know about your online player? Here too Here too Here also Here Prevention! Prevention! Darn! He turned “red”. Prevention! | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 14 And there are more than enough changes to intervene. Chance to intervene! Another chance! One more! Here you can be preventive too A chance! Prevention! Too late for prevention.
  15. 15. PREVENTION SHOULD BE ABOUT GETTING THROUGH TO THEM BEFORE THEY TURN “RED”. What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 15
  16. 16. GOOD NEWS! What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 16
  17. 17. There is a major difference between a low risk player and an increased risk player in terms of interest and activity when it comes to RG. = What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 17
  18. 18. Increased risk players are receptive, active and interested! = What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 18
  19. 19. Here is our chance to intervene! Our chance to be PROACTIVE What do you know about your online player? • Receptive • Interested • Curious • Concerned • Higher usage of RG-tools • High click rate • Info pages read • Selftest done • Limits set • … | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 19
  20. 20. What do you know about your online player? • Receptive • Interested • Curious • Concerned • Higher usage of RG-tools • High click rate • Selftest done • Limits set • … | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 20 Chance to intervene! Chance to teach and inform Chance to give insights Chance to help Chance to intervene Chance to be proactive Chance to be proactive Chance to be proactive
  21. 21. ONE WAY TO DO IT What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 21
  22. 22. ONE WAY TO DO IT We look at what happens before a player turns “yellow”. And what happens after. What do you know about your online player? | EL/WLA Internet & New media seminar ©2014 | natalia@playscan.com 22
  23. 23. A player can cross “yellow” in 9 ways. What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 23
  24. 24. We describe what we see. And we put faces on it… What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 24
  25. 25. Meet 3 of our target users. What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 25
  26. 26. Doing good - Johnny What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 26
  27. 27. What do you know about your online player? Doing good - Johnny “Risky gambling? No way, I’m on a winning streak here” | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 27
  28. 28. What do you know about your online player? Doing good - Johnny “Risky gambling? No way, I’m on a winning streak here” Johnny is kind of new to gambling. He started playing Poker not long ago and he likes it. Maybe a bit more than he should. He’s learning the rules quickly and winning more and more games. Increasing his bets. Playing longer hours. Staying up late at night. His risk level goes from low to increased in just a few weeks and will confnue rising. ! Johnny isn’t that familiar with problemaAc gambling. He has heard stories of people gambling away their homes, kid’s savings accounts, employers money but that wouldn’t happen to him, right? He knows what he’s doing here. ! And if Johnny does a selBest of his gambling habits, he will say that he hasn’t borrowed money to gamble, other people do not think he plays too much, he doesn’t have any negafve feelings about his gambling and his gambling doesn’t have any negafve impact on his economy. He will most likely not test “red”. ! So what does Johnny need? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 28
  29. 29. What do you know about your online player? Johnny’s needs Knowledge ! Insight Information Become aware of and convinced about that his gambling might lead to something other than fun. | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 29
  30. 30. What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 30 Relapse Bob
  31. 31. What do you know about your online player? Relapse Bob “Just one more bet. What harm could it do?” | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 31
  32. 32. What do you know about your online player? Relapse Bob “Just one more bet. What harm could it do?” Bob has been playing for many, many years. On all games he can come across. When the operator introduces a new game, Bob is there to try it out. ! Recently Bob has managed to keep his gambling under control, decreasing his risk level. Placing a few bets, winning some, loosing some. Loosing more. And more. He wants to win hos money back. Just one more bet right? Just one chance to win back the money he has lost. ! So what does a player like Bob need? A player that has had a high risk in the past, perhaps several Ames? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 32
  33. 33. What do you know about your online player? Bob’s needs Be reminded about the Self-­‐help program consequences of him gambling. | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 33
  34. 34. What do you know about your online player? Wilma | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 34
  35. 35. What do you know about your online player? Wilma “Enough is enough” | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 35
  36. 36. What do you know about your online player? Wilma “Enough is enough” Wilma has decided to stop gambling. She has lost more money at her gaming operator’s website than she ever intended to. Her risk level has been high for quite some fme. Late nights with bingo, long sessions with scratch fcket aier scratch fcket. One day Wilma decided that enough is enough. Her risk level decreased. Quickly. ! What does Wilma need? ! Well, one thing she does not need the day her risk level goes down is to begin receiving promoAons from her gambling operator again, now that she is no long one of those high risk players. | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 36
  37. 37. What do you know about your online player? Wilma’s needs No communication from the gaming company Self-­‐exclusion | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 37
  38. 38. These are 3 examples of what we are seeing… What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 38
  39. 39. All three players at an increased risk but with completely different needs, goals and motivation to use a responsible gambling tool. ! And different needs of communication. ! And different needs of marketing…or lack thereof. ! And different needs to find the tools and information available…cause to be honest… What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 39
  40. 40. …Johnny won’t come looking. Even though he might need it most urgently. What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 40
  41. 41. CONSIDER TODAY: What does prevention mean in your company? What can you do to keep them from turning “red”? What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 41
  42. 42. All problematic gamblers started out as “yellow”. @jag_natalia What do you know about your online player? | EL/WLA Internet & New media © 2014 | natalia@playscan.com | @jag_natalia 42 Thanks! natalia@playscan.com

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