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.

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?
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2014
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natalia@playscan.com
|
@jag_natalia 1

2. Common view of customer segments
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@jag_natalia 2
H
High spenders
High risk players

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
• …
|
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@jag_natalia 3

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. 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. HOW DO WE DO THAT?
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you
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online
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natalia@playscan.com
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@jag_natalia 6

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
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online
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natalia@playscan.com
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@jag_natalia 7

8. So prevention should be about getting the low risk
players to stay at low risk, right?
Low risk High risk
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@jag_natalia 8

9. Problem is that low risk players are not really
interested in stuff like RG-tools and problem gambling…
Low risk High risk
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@jag_natalia 9

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
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online
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natalia@playscan.com
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@jag_natalia 10

11. WHAT TO DO?
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@jag_natalia 11

12. Well, players do not become high risk over night…
Low risk High risk
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@jag_natalia 12

13. It’s a process. Often a long one…
Low risk High risk
What
do
you
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online
player?
Increased risk
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@jag_natalia 13

14. What
do
you
know
about
your
online
player?
Here
too
Here
too
Here
also Here
Prevention!
Prevention!
Darn!
He
turned
“red”.
Prevention!
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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. PREVENTION SHOULD BE ABOUT
GETTING THROUGH TO THEM
BEFORE THEY TURN “RED”.
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16. GOOD NEWS!
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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.
=
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18. Increased risk players are receptive, active and
interested!
=
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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
• …
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natalia@playscan.com 19

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
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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. ONE WAY TO DO IT
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online
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22. ONE WAY TO DO IT
We look at what happens before a player turns
“yellow”. And what happens after.
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23. A player can cross “yellow” in 9 ways.
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@jag_natalia 23

24. We describe what we see. And we put faces on it…
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25. Meet 3 of our target users.
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26. Doing good - Johnny
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27. What
do
you
know
about
your
online
player?
Doing good - Johnny
“Risky
gambling?
No
way,
I’m
on
a
winning
streak
here”
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@jag_natalia 27

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?
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@jag_natalia 28

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.
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30. What
do
you
know
about
your
online
player?
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media ©
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@jag_natalia 30
Relapse Bob

31. What
do
you
know
about
your
online
player?
Relapse Bob
“Just
one
more
bet.
What
harm
could
it
do?”
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@jag_natalia 31

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?
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33. What
do
you
know
about
your
online
player?
Bob’s needs
Be
reminded
about
the
Self-­‐help
program
consequences
of
him
gambling.
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34. What
do
you
know
about
your
online
player?
Wilma
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35. What
do
you
know
about
your
online
player?
Wilma
“Enough
is
enough”
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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.
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37. What
do
you
know
about
your
online
player?
Wilma’s needs
No
communication
from
the
gaming
company
Self-­‐exclusion
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38. These are 3 examples of what we are seeing…
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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…
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40. …Johnny won’t come looking. Even
though he might need it most urgently.
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41. CONSIDER TODAY:
What does prevention mean in your company?
What can you do to keep them from turning “red”?
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42. All problematic gamblers
started out as “yellow”.
@jag_natalia
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Thanks!
natalia@playscan.com