iGaming Industry Council, a group of industry experts gathered by Clarion Events, met on March 10 to analyze the key trends, challenges and opportunities for the industry to guarantee its success until 2020 and beyond.Using the innovative and organic Open Space methodology, the group went through 25 topics proposed at the beginning of the day. One of the key issues discussed was the growing importance of data, both for more personalized communication with consumers and for responsible gaming.
A deltaDNA representative, Keith Adair, participated in the meeting and based on the findings he shared with CEO Mark Robinson, the below article explores the responsible gambling angle that featured in the iGIC discussions.
I have always thought that the industry lacked a trick, and that responsibility should be on the behavior of the player in the game, particularly in electronic games, where the data collected from the games provide a real opportunity for measurement and intervention in alive. If you can identify the types of behaviors that identify the problem gamblers of high rollers, such as repeated high-risk bets after a loss, burning deposits very quickly, leaving repeatedly only when there is nothing left in the bank, along with high frequencies return, then you can identify when an individual is at high risk and manage that risk, perhaps before the player is aware of it. There are many incentives for operators to look at this. William Hill announced last week that they are losing 3,000 daily customers for self-exclusion and that each of them is, on average, four times the value of the average point, with an expected annual impact of between £ 20m and £ 25m. If many of those players could moderate their behavior at an earlier stage, they could still have a positive gaming experience, in a more protected environment, without pressing the nuclear button of self-exclusion, which as many will appreciate, is often implemented too late in the process.
It is evident that some players must be protected from themselves, and currently the player must recognize that he has a problem and choose to stop against instinct, or the operator must stop providing a service, knowing that the player is likely to eventually go to another side. None of these approaches will ever be effective, since the central behavior remains unaddressed. The status quo is that players usually do not identify themselves and operators see little incentive to restrict their most profitable customers ultimately in favor of their competitors, despite protests from regulators. We have to move forward and, ultimately, these are high value customers, so it’s worth the time and effort to evaluate your game and invest in strategies to manage it better in the long term, and build confidence in your brand.
At-risk behavioural segmentation
Although we know that self-excluded players spend more on average, it is not really the point when observing individuals, since the income varies, so acting on the amounts of deposits is a very strong tool. Instead, there is an opportunity to see how players interact with the game. We should use the data to analyze the previous gameplay of self-excluded players and ask questions, based on what we know about the identifiers of behavior problems, such as: How do your bets compare with their deposits? How often do they make deposits? Do they end each session without credit? How often do they return? What time of day do they play? How much time do they play? And do they constantly increase their bets when they lose? By doing this, you can create segmentation profiles that can be used to target players live, while playing, and separating “at-risk” players from the “most demanding players”.
By understanding the triggers that could indicate a player who has a problem or is likely to develop one, he has a real chance to interact with them to modify his behavior, providing a gradual response. You can limit the size of the bet that can be placed depending on the amounts deposited, offer players the opportunity to opt for time blockers, encourage players to stop playing before they run out of funds by offering free spins linked to the remaining funds at the end of each day, or provide free services after a player loses a lot, in order to avoid immediate losses. From a purely financial perspective, you can afford to be patient and generous with these players, while encouraging a more sensible approach to the way they play. Like most things in life, it is about balance, both in the definition of triggers and interventions. Only by really testing the results of your interventions on these defined player segments can you be sure that the approach you are using will be successful. If done well, you should see reductions in the number of self-exclusions and positive long-term relationships with this group of players. I am convinced that a behavioral segmentation based on data and a real-time intervention approach is the best for the player, improves the operator’s brand and, more importantly, demonstrates a proactive and affectionate approach that will be appreciated by regulators. .