At Norsk Tipping, all customers must register, to participate in gambling activities.
This enables us to offer our players a set of responsible gambling tools, such as self-exclusion, personal risk rating of gambling behaviour and an overview of overall expenditure. However, the tools are useless if they are not used. The aim of the project was to influence players with risky gambling behaviours to become aware of how much time and money they are spending on gambling.
We hypothesized that at-risk players would check
Challe klurigt att hitta andra spiken gaming balance
Challe klurigt att hitta andra spiken we reminded them with a banner promoting the information — we assumed that players would click the banner.
In a split-test comparing two versions of the webpage against each other to determine which one performs better we compared the original version of the front page with a modified version promoting Challe klurigt att hitta andra spiken consumption history view.
As by flipping a coin, half of the at-risk visitors, randomized selected, were displayed the original version, the other half was displayed the modified version. The test ran for two weeks.
Lesson number one when doing a split-test: We had hoped that the information we presented would be relevant to this group of players, but it turned out that almost none of the players checked their gaming balance. There was no significant difference at all between the two versions. We were on our way to archive the test, but then we found something interesting in the data.
This brings us to lesson number two, by customizing the website and taking risk profile into consideration, we can influence player behaviour.
By doing this, we can engage better with this vulnerable group of players promoting responsible play — without disturbing the large majority of recreational players. Predictive marketing is on a constant rise for good and bad.
With this experiment Norsk Tipping shows that the gambling risk prediction provided by Playscan can be leveraged to make powerful impact to safeguard players who are in the risk zone of playing more than they intended to. This is probably one of the first predictive marketing campaigns that actually met another business goal than to try and sell more of something.
For gaming companies, including responsible gambling departments, the question of why people gamble is both important and interesting. Most gamblers lose and gambling could sometimes appear a bit irrational, as an activity. But still, people like to gamble. What is it about gambling that "Challe klurigt att hitta andra spiken" so strongly?
What motivates people to gamble? For some people, the dream of winning millions on the lottery is the biggest motive for gambling. Those who seek intellectual stimulation prefer games where skill is considered to be important, such as horse betting and poker.
Professor Per Binde, gambling researcher at the University of Gothenburg, has studied motives for gambling. He describes five underlying motives: The test consists of seven questions.
We created ten different types:. Worth noting is that Playscan in general get more visitors from at-risk players — and a large porportion of those are men. The dream of winning the jackpot was by far the biggest motivation, followed by earning money, and the intellectual challenge. For the other player types the relations are not statistically significant.
Do you want to know more about this test? The company has been a client of Playscan since and are now signing a new agreement for partnership, with the continuing right to use Playscan as their Responsible Gaming Tool RGT.
The agreement will last up to six years. We know from previous research that emotions and feelings play a central part in problem gambling. We also know that emotions tend to influence our decisions and affect
Challe klurigt att hitta andra spiken attitudes when gambling.
However, the main finding was that moderate risk and problem gamblers tend to be influenced by their emotional state to a much higher degree, and that "Challe klurigt att hitta andra spiken" themselves were aware of this behaviour.
We have learnt that people like taking self-assessment tests — especially if they can tell you more about yourself. How smart you appear to be, what you apparently like to do and what type of personality you appear to have.
The test-taker is asked a series of questions to decide if they are playing mostly while under rational, or emotional influence — hot or cold cognition. Hot cognition is a hypothesis on cognition affected by emotion, while decision making with cold cognition is more likely to involve logic and critical analysis. The test took about three minutes to finish and was offered to players who had activated Playscan. The players answered questions like: We also wrote some scenarios in which the player had to take a stand:.
Do you continue gambling, or are you satisfied with your prize and do you stop gambling that moment?
We assumed that players have a "Challe klurigt att hitta andra spiken" understanding of how emotions or being in a state of hot or cold cognition, affect their decisions while gambling. Our result shows that most players actually understand that their emotions affect their ability to stop gambling.
Can this information be useful for future responsible gambling initiatives or even research? With these findings in mind, we are now developing a new test, to better target the state of Challe klurigt att hitta andra spiken players —with the goal of nudging them into making smart decisions when gambling. In April this year the Playscan team attended the Discovery conference, hosted by the Responsible Gambling Council in Toronto, and spoke about the responsible gambling approach of the Swedish state lottery, Svenska Spel.
The collection, storage and analysis of player data has made it possible for Svenska Spel to create a responsible gambling framework that is both personalised and measurable. The player is offered tools to help them gain control, such as a consumption history view, limit setting and self-exclusion.
The success of these efforts, from identifying problem gambling to seeking contact and how well these tools are used by players, can all be measured and appropriate KPIs can be set.
Based on what we know drives problematic gambling Svenska Spel does not offer any bonuses or loyalty programmes. Elevated risk games are marketed restrictively and there is no marketing aimed at high risk players. This is important to recognise: Do you want to meet us? During four weeks in Novemberwe contacted around 70 high-risk players by telephone, informing them about their gambling habits at Svenska Spel.
We found that players have a poor understanding of how much money they spend — and they appreciate the information.
One responsibility for gambling companies is to minimise the risk for their players to develop gambling problems. We believe that transparency, showing how much gambling really costs, would lead to better-informed consumers.
By contacting at-risk players, we wanted to investigate if conversations by phone was an appreciated service and if it could prevent and reduce any adverse consequences from gambling. The idea of giving at-risk players feedback by telephone is not new to Svenska Spel. The Norwegian gambling company Norsk Tipping started as early as and has now a permanent organisation for this type of proactive calls.
In the first phase, the project group was trained by a physiologist in different conversational techniques and developed a conversation concept. The conversations aimed to make the player more aware of his or hers gambling consumption, inviting them to reflect upon their habits.
If the was interested, we offered information about possible action for increased control, guiding them to appropriate help and treatment options. For this pilot we used information from the Playscan system and selected three target groups to contact:. Prior our first call we were naturally a bit nervous. How would the player react? How do we handle if someone gets sad? There were many questions before our first call, but very soon Challe klurigt att hitta andra spiken were strengthened by the fact that several expressed their gratitude and we were convinced that we have a good reason to call these customers.
However, the result is not statistically significant. The average length of the conversation was 7 minutes, and the average age of the customer was 37 years old.
Out of the 71 phone calls 11 people chose some type self-exclusion immediately at the time of the call. The most common conversation, however, concerned limit setting and information about the consumption history view.
At the end of each call, the customer was asked if they appreciated the conversation. The project had a positive impact internally at Svenska Spel.
And also, when communicating it externally, it created good PR for the company. The intervention is still being evaluated with follow up questionnaires to contacted customers. However, since the early results indicate a positive effect on player behaviour, we plan to continue the conversations — especially since the customers seem to appreciate the service. The thesis shows that Playscan is most commonly used by players with a higher risk level, the self-test is the most used feature and in addition, the self-test had good psychometric properties.
Read the thesis here. He examined the Playscan 3-data of 9 online gamblers who used the tool voluntarily and investigated if there are different subclasses of users by conducting a latent class analysis. He observed number of visits to the site, self-tests made and advice used.
The study has shown that the tool has a high initial usage and a low repeated usage. Latent class analysis yielded five distinct classes of users: Multinomial regression revealed that classes were associated with Challe klurigt att hitta andra spiken risk levels of excessive gambling. The self-testers and multi-function users used the tool to a higher extent and were found to have a greater risk of excessive gambling than the other classes. As long as the right ones actually use the tool, which is exactly what we found.
People with a higher risk level are using Playscan more. Find the study here. The prevention of problematic gambling is a complex issue. We at Playscan know it "Challe klurigt att hitta andra spiken" too well.
But in order to learn about effective prevention initiatives we use the method of validated learning for acquiring new knowledge.
By practising hypothesis-driven development for responsible gambling we see the development of new tools and services as a series of experiments to determine whether an expected outcome will be achieved — or not. With this we Challe klurigt att hitta andra spiken the concept of having fixed requirements when we develop new features.
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