Proactive harm minimization, a must have requirement for any gambling company today.
by Mark Knighton, Chief Sales Officer at Playscan AB, an independent subsidiary of the Swedish State owned lottery Svenska Spel, which has been an actively developing and licensing proactive Responsible Gambling Solutions within regulated gaming markets since 2007.
Proactive harm minimization, problematic gambling, behavioral tracking, informed player choice, these are words you may have heard spoken across the media recently but what do they all really mean to the regulated and non-regulated gambling industry?
Vast amounts of data is being generated every minute of the day when players gamble both online and within land-based facilities like Casinos, eGaming machines and retail points of sales.
Selectively collating all those data points and combining them with data mining technology, artificial intelligence, gambling psychology and cognitive behavioral modification through targeted communications, provides the player with a unique, player centric solution that offers them an informed choice about the status of their gambling and invaluable player information for the operator and regulator.
Proactive harm minimization, behavioral tracking technology has been working for a great number of years now with an increasing number of state owned lotteries, to reduce the potential harmful effects of gambling on their player population.
State owned lotteries are leading the way over the private sector in adopting this type of technology, changing their responsible gambling attitudes from being a reactive one to being more of a proactive one towards the potential harmful effects of gambling.
Some of the positive effects felt from this change in attitude can include reduced social impact on society, sustainable long-term revenue gain, conforming to current or future regulatory requirements and a healthier, informed player population.
Behavioral tracking provides invaluable information back to the operator about their player population, enabling them to be more proactive in reducing potential risks that could lead to problematic gambling. “Green Marketing” is such a way, identifying those higher risk players and removing them from the operator’s regular sales and marketing campaigns.
The information provided from these systems also enables the operator to show the regulatory bodies how they are working within the areas of harm minimization, and provide full accountability for those actions.
One very important thing to mention, behavioral tracking technology cannot diagnose problematic gambling. Behavioral tracking solutions can see how you are playing, how you are increasing your various risk levels between different types of games and understand from the player’s own perception of their own gambling behavior, but what behavioral tracking solutions do not know is the players own social circumstances.
For instance the player could be an owner of a company with a high level of disposable income and available time or they could be a minimum income, family person with low disposable income and minimal available time to spend. Behavioral tracking solutions can only identify changes in risk levels based on their actual gaming data from that operator and players own psychological belief of their gambling habits through the various system Self Reporting methods.
Early adopters of this technology understand the importance for a healthier and sustainable gambling industry, and those operators will in the long term succeed.