Marketing pre-commitment tools: an Ontario case study Michael Hearne, Ontario Lottery and Gaming Corporation Paul Pellizzari, Ontario Lottery and Gaming Corporation Presented at the New Horizons in Responsible Gambling Conference in Vancouver, February 1-3, 2016

2. PUTTING CUSTOMERS FIRST:
Marketing Pre-commitment Tools
An Ontario Case Study

3. The Challenge: Low Demand + Relevance
for “RG” Information Resources

4. The Communications Plan
To revitalize education in order to reach the broader player spectrum
INSIGHTS
• Current focus is too narrow, need better focus on:
• Casual gamblers (before bad habits start)
• Chronic gamblers (need new tools, up-take)
• RG awareness:
• Higher among “Serious social gamblers” but
need behaviour change
• Lower at start of customer lifecycle
• Message overlap with other RG/PG groups
GOALS
• Be relevant/compelling to each profile
• Cater messages to meet needs of all segments
• Build on current suite of education program
resources by designing new supports/tools
(e.g. MyPlaySmart tools) that prioritize
customer uptake
No
Gambling
Casual
Social
Serious
Social
Harmful
Involvement
Pathological
Gambling

6. Can RG tools provide value to players?
(Who is this runner?)

7. Player expectations changing as new technology emerges
Personal tracking tools are the norm

8. Pilot at Georgian Downs: What is it?
Player Plus Members Can Use
• Simply need to create a profile by inserting their card in any
slot machine
Non-Members
• Can sign up for a My PlaySmart card from the Player Plus
desk to be used whenever they visit
At any time, players can create their profile on a slot machine, change it at a
kiosk or Player Plus desk, and if they’d like, remove it at Player Plus desk

9. How Does It Work?
• Members can track their daily slot machine play by setting the
amount of time and money they want to spend playing
• During play, members receive tracking notifications at
approximate intervals of:
- 50%, 90%, 100%, 150%, 200%
• Members can also check how they’re tracking by selecting the
My PlaySmart icon on their slot machine

10. • Easy to use: Setting up a profile only
takes a few quick steps
• Convenient: My PlaySmart is built in
to the Player Plus card
• Non-members can sign up for a My
PlaySmart card
• Empowers players: with their play
information on-screen
PLAYER BENEFITS
LESSONS LEARNED: Offer a self-directed budgeting tool… NOT a policing tool

16. What Do Players Think?
Discussion Groups at Georgian Downs
November 2015

17. • Georgian Downs is pilot site for OLG’s new Bally GMS
• Low-key introduction of both PlayerPlus and MyPlaySmart
– Zero marketing effort initially
– Intention to prove concept, ensure technology works, obtain initial reactions,
understand how players adapt
– Gain insights before designing a marketing campaign
• Employees trained to explain how tools work
• Information available
• Focus groups to obtain feedback to inform marketing approach
Approach to My PlaySmart Introduction

18. Discussion Group
Who: Conducted two roundtables with individuals who had used the Player Plus program
Goals:
• To gather preliminary feedback on players response to My PlaySmart tools
• To explore opportunities for framing the My PlaySmart offer to meet player preferences

19. Need to Clarify the Proposition
• Most participants thought My PlaySmart was a good idea in
principle, and that OLG should provide it
• Also resisted the idea that they could personally benefit from it
• Concerns ranged from perceived interference with their play
experience, to fears of being cut off or being monitored
• Preferred Information Source: Most players preferred to either
learn about My PlaySmart from: Emails or Casino employees.
Ranked
4th
Most beneficial offering of
new loyalty program
Player’s Plus
(out of 4)

20. 1. Unsure How it works
• Participants confused about how My PlaySmart worked.
• Some thought it was mandatory
• Others did not know how to change their limits or create
a profile.
20
Customer Perceptions
“What happens if you go
from one machine to another
and you’ve reached your
limit. Will it not let you play?”
“It bothered me that I was
being forced into it. I got my
back up a little bit.”
20
Insights

21. 2. “Not for me” Attitudes
• Many believed that they personally knew
people that would benefit from tool
• Most distinguished their own play – which
they felt was in control – from those they
believed would “need” it, for example:
• new gamers
• “addicts”
“I would never do that but I
think it’s a good thing to
have.”
“It would be a good tool for
the new gamer – gives them
a bit more security.”
“I think it’s a good idea [but]
it’s something I would never
use. I’ve been gambling for
30 years, I always set my
own limit.”
Insights

22. 3. Dislike the idea of Restrictions
• Associated the tool with restrictions –
concern that it inhibited the fun and
enjoyment of their play experience
• Participants felt that they are able to
self-regulate and set their own limits.
“I may want to come in and
just play, I don’t want to set a
time limit.”
“I don’t feel I have to use it, I
leave my bank card and visa
at home.”
“I wouldn’t use it, I think I’m
capable of policing my own
gambling action.”
Insights

23. 4. Nervous about Surveillance
• Worried about being controlled and feelings
of being monitored
• Concerned about other players seeing they
had reached their limit on their machine
• Feelings with shame or embarrassment
“When you hear personal
tracking tool you’re going to
think… they’re going to be
watching you.”
“[The reminder message] is
overblown… it’s more than
when you get a jackpot… It’s
stupid but I find it a little
embarrassing. Maybe people
are sitting there thinking this
guy is blowing his wad.”
Insights

24. Solvable Problems: Education
Concerns are not based on the fundamental design of MyPlaySmart, or how it
actually works: instead, respondents resisted their own interpretations of tools.
Views involve:
• Misconceptions: mandatory usage, interruption of play
• Issues of framing: tools appear intimidating or “not for them”
• Need to normalize use of tools as part of expected gambling expereince
Need for:
• Clear communication of the 1-1 benefit of using My PlaySmart
• Optimal mix of strategies and tactics, for example:
• Tutorials from Casino Employees were ranked either the number 1 or number 2
information source for learning more about My PlaySmart
• Educational promotions
Insights

25. • 700+ currently enrolled and continuously using tool
• 1073 total sign-ups over 28 weeks (June 30/15-Jan 10/16)
o Attrition of 367 who de-enrolled
• 38 new sign-ups per week (average)
o 13 de-enroll per week (average)
So How Are We Doing?
as of Jan 10, 2016

26. Users Stick with MyPlaySmart
• Very few complaints to gaming floor staff: only frustration from players
who are less comfortable with technology, and some mistakenly enroll
• Positive feedback: people overwhelmingly think OLG should offer tools
• Unwavering incremental growth in net users every week
• Positive part of player experience: those who use tools continue to use
“I’m pretty good about controlling what I spend, but the
little icon is a good reminder.”

27. The Plan: On-site Activation

28. Create Positive Associations
Goal: to encourage players to make tools part of their regular
routine
Incentive:
• Respondents were open to the idea of receiving some sort of
incentive if it was linked to creating a My PlaySmart account
• Priority is integrating My PlaySmart into the gaming
experience, and avoiding experience as unwanted interruption
Opportunity

29. Player Plus Member Blitz
Educate + engage players on MyPlaySmart benefits:
• Direct/email to members reinforcing benefits/functionality
– Address key barriers to adoption head-on
• Onsite interactions “Hot Seats” with players using their Player Plus
cards to engage with members and educate on functionality of My
PlaySmart and key benefits
• Incentive with key benefits reinforcement distributed on gaming floor.
Communication Strategy

30. Education and Engagement
Train staff to proactively educate members on the benefits of
MyPlaySmart and the slot machine functionality
Key points for staff to emphasize to players:
• Empower choice: manage how you like to play
• A notification will come up as you approach daily maximums
• Your play will not be stopped if you reach/pass your maximum
– TIP: Set projected average daily budget or time spent that is realistic to
your typical play
• Can be changed at the Kiosk or desk anytime.
Onsite Activation

31. Where We Are Going
March 2016: Activation, awareness and education campaign starting
Post-campaign: Evaluate success, assess opportunities on a more segmented basis,
e.g. how to build-in registration for new card members
Winter 2016: Conduct analytics on impact of tools on player behaviour
Spring 2016: Modify program (as needed) to maximize customer experience

32. Thank you!
Questions? Comments?

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