Bingo Revitalization Initiative

Windsor Charities Briefing

January 21, 2008

1

Revitalization of Charitable Bingo and Gaming Initiative

2013

PLEASE Ensure you have Signed in

Overview - Revitalization

• Launch date is firm – September 10• E-suite implemented first

– E-bingo – Play on Demand Games (POD)

• Other product shortly after launch– Break Open Ticket Dispensers

• New product for the future already being reviewed– Ongoing process

• Charities “at the table” (Strategic Development Committee)

2

Overview - Revitalization

• Big picture / long term vision for the industry– Stabilize and grow – Attract new players – Add and enhance product on an ongoing basis – A stronger industry brand and image for Charitable Gaming – Easier processes for charities and municipalities – Grow revenues for charities

• Charitable Gaming Centres– Entertainment options – Wide variety – Unique product offering

3

4

Delta Pickering

5

Breakaway Windsor

6

Boardwalk Sudbury

7

Boardwalk Barrie

Overview - Revitalization

• Other Products already in the Pipeline– E-Shutterboard

• Fast paced • Destination game

– Rapid Draw Bingo • Passive lottery style game • Game every 10 minutes • Purchase and check ticket later or watch draw live

• Annual refresh of new product• Future products

8

Overview - New Roles for Everyone

• OLG “conducts and manages” through contract with operator• Operator manages all day-to-day operations

– Facility, games, finances, advertising and promotion • Municipalities maintain their role

– Eligibility and use of proceeds • Charities will have a meaningful role in the Charitable Gaming

Centre

9

Volunteer Training - Policies• E-Bingo in Ontario

– Significantly improved facilities – New roles for charities – Opportunity to expand customer service – Charity volunteer orientation

• Important in today's environment • Required under contract policies • Significant impact with customers • Ongoing – Charity Coordinator

Customer Care

• GOOD CUSTOMER SERVICE ISN’T GOOD ENOUGH!

• Customers are more savvy and informed than ever.• Customers don’t care about reasons or excuses on why they

are not being treated as they expect.• Customers have a lot of choices for both entertainment value

and for their limited discretionary dollar.• Customers do not want “one size fits all” service. They want

to be treated as a special individual and they want to be catered to.

• MAKE IT HAPPEN!• FAILURE is determined by what we allow to happen.• SUCCESS is determined by what we make happen.

Customer Care

Lifetime Value of a Customer

• Lifetime value of a customer is far greater than the value of a single customer visit

• Losing just one customer represents a large amount of potential revenue.

• Example: Three times a week 35 year old player– Average Spend of $60 x 156 visits a year x 35 more

years = $327,600

Four Keys to World Class Service• Consistency

– Be reliable • Assurance

– Courteous & Competent • Responsiveness

– Respond to Needs • Empathy

– Show that you care

• Six Flags instituted the 10-5 Rule. – When a guest moves within 10 feet of you, you make

eye contact / smile. – When a guest moves to within 5 feet of you, you

greet them.

The Ten – Five Rule

• The only way to satisfy a customer’s needs is to first determine what those needs are.

• There are four leading ways to determine customer needs• Questioning • Listening • Observing • Anticipating

• E.g. New customer with “Deer in the Headlights” look

Determine Customer Needs

• Everyone is accountable for providing the customer with a great experience!

• No mater what their role • When expectations are not met, chances are the customer

will take their business elsewhere. • Exceeding your customers’ expectations keeps them coming

back for more!

Everyone is Accountable

• Only 7% of the message is through the words you use • 93% of your message is conveyed through your tone and body

language

The Customer’s Perception

The Five Deadly Sins

• Ignoring customers• Assuming similar problems have the same solution• Blaming the customer• Trying to prove you are right and the customer is

wrong• Hiding behind your job description

– “It’s not my job”

People Complain If…• They feel ignored• They didn’t get what was promised

– Under Promise – Over Deliver

• Someone was rude to them• No one is listening to them• They have waited a long time

Problem Solving• Things will go wrong. It’s how you help the customer resolve

the problem that counts• People share bad experiences with friends more often than

good experiences• Customers tell 12 people about bad experiences • 10-14 positives to make up a negative

• If complaints are resolved on the spot 95% of complainants will return

• Identify the problem so it can be resolved• Questioning, Listening, Observing, Anticipating • Ask them if everything is ok! • Silent majority just leave and never come back

• Only 2% - 4% will complain directly to you • For every one complaint heard, 25 others are tell 12 people… 300

people

• Look surprised !• Apologize• Give undivided attention• Tell them what you CAN do

• Propose a solution if you are able to • Contact the appropriate person to help if not

• Do not discuss customer concerns within earshot of others

Handling Complaints

Remember…

• Overall Roles of Member Charities include– Promotion of the charity & how funds benefit – Customer care support – Assisting game winners – Assisting with on location promotions – Supporting responsible gambling – Stay informed

• Newsletter, etc.

• Volunteers must be knowledgeable about their charity– Able to answer questions – Volunteers must be knowledgeable about policies

28

Volunteer Roles

Attendance Requirements

• At least two trained volunteers• All volunteers must be trained• A volunteer may carry out “assignments” for a maximum of 3

charities under permit in Ontario• All volunteers must execute their roles and responsibilities.• Arrive a few minutes early to sign in and to be ready to go

– Signing in is the “Official Record” • Remain on duty for the duration of the assignment• Arrive in proper attire

Dress Code– Professional Look / Charity Awareness – Specifics

• Shirts – Option 1 (preferred): Collared shirts / vests with charity identification (logos)

» All volunteers in the same colour (easily identified) – Option 2: White collared shirts / vests

• Pants – Conservative, dark pants or skirts

• Nametag indicating the first name of the volunteer and the charity (if no logo) • Denim jeans, track pants, stretch pants, shorts, tank tops, and sleeveless t-shirts

are not permitted • No hats unless specifically related to the charity uniform (e.g., Shriner’s Fez) and

baseball caps are not permitted • Footwear should also be tasteful and appropriate to the role of the volunteer

30

31

Compliance• CGCA is legally responsible for compliance

– Non-Compliance Financial Repercussions • Dress code – ¼ share per occurrence • One trained volunteer attending – ½ share per occurrence • No trained volunteers attending – 1 full share • Late trained volunteer – ¼ share per volunteer

– Opportunity for additional revenue (one member / no members) • Escalating disciplinary process

– Verbal warning – Written warning – Discussion with CGCA board

Upon Arrival• Send the right volunteers

– Able bodied (they need to run) – Using volunteers with disabilities – Positive people skills

• Sign In• Check for large payout possibilities• Check for current promotions• Speak with the previous timeslot volunteers

In Hall Activities• Greet and welcome customers

– Assist with seating, open doors, assist new customers, smile and have fun

• Thank and congratulate customers– Thank Guests as they leave – On behalf of your charity

• Respond to questions– Find someone with the answer if you don’t have it

• Promote your charity if the opportunity arises• Playing bingo for customers not allowed• No purchasing and /or playing of lottery product while on duty

– Bingo Games, Lottery Tickets, Break Open Tickets (Nevadas) • Breaks, Meals, etc.

In Hall Activities• Circulate floor area

– Spread out to cover the floor (limit socializing)

• Ensure tables and floor remain tidy– Clear USED bingo cards. Be careful!

• UNPLAYED CARDS • DAMAGED PAPER (e.g. Spills) – RETURN TO STAFF

– Return chairs to proper positions – Clean - disinfect E-bingo Terminals

• Anything we can do to help sell product without selling product!

New Customers• Welcome them to the centre• Introduce yourself as the host charity• Show them the facilities & point out:

– Point of Sale Area • Inform staff they are new • Assist them with purchase

– Session formats (programs) – Washrooms, Concession, Lotto Sales area, ATM – Floor Sellers and Session Managers – Other product as it is introduced

New Customers• Let them know if there are any games with HIGH

payouts• Inform them of promotions• Show them to a seat• Introduce them to players at the table• If playing E-bingo for the first time assist them in

the use• Ensure that they are comfortable• Offer to return and check back on them

Help with E-Gaming

• Credits purchased at POS• Customer picks PIN• Login with Receipt + PIN

• Credits appear on screen• Click ‘Advanced’ button

• Click ‘Buy Cards’– Yellow button

• Game dependencies

Help with E-Gaming

• Confirm Purchase– Sales are final

• Purchased cards show on screen using ‘My Cards’ Button

• ‘Options’– change dabber style, colour,

number of cards shown, etc • ‘Play Bingo’ button to start

session play

Help with E-Gaming

Help with E-Gaming

Help with E-Gaming• Automatically sorts cards showing best card (face)

on top left of screen• ‘Quick Dab’ button to dab all their cards of all un-

dabbed numbers• Green ball on card showing numbers left on the

card to achieve winning pattern– Turns red at 1 number away – Changes to a ‘B’ when bingo is won – Customer needs to press the Bingo Button (the green

‘Quick Dab’ changes to red ‘Bingo’)

Help with E-Gaming

• “POD” Games• Seven games at launch

– 3 bingo type – 1 E-scratch – 1 Break Open Ticket – 2 Progressive Games

• Can play anytime– Before/after sessions – During session

• Split Screen

Play on Demand

Help with E-Gaming

Help with E-Gaming

Help with E-Gaming

Help with E-Gaming

• Break Open Ticket Dispenser– “Nevada Tickets”

• Predetermined prizes– Deal of tickets – Not a random game – Bar Code Tear Open ticket dispensed

• Different Options– Four game types – Four prices (50¢, 60¢, $1.00, $1.20)

– No Max bet etc. • Can play anytime

– Separate Room

TapTix – Ticket Dispensers

• Accepts bills– Added to ‘Balance’

• Play Button– Reads Bar Code on next ticket – Displays on screen – Win shown in ‘Points’ – Points Multiplier – Dispenses Ticket

• Customers can open • Not required

TapTix – Ticket Dispensers

• Dispensed Tickets– Essentially garbage after played

• Bin Folds down for easy clean-up • Recycle as much as possible

• Cashing Out– Options

• Touch Screen Button • Button on front of unit

– Payment Voucher • Redeemed at counter or by staff • Valid for 30 days • ‘Ticket in’ – can be used in other

units

Volunteer Roles – Gaming Products

• Assist customers with E-bingo, POD games, TapTix• Assist with other new product as introduced

– Direction from Charity Coordinator • Call back winning card numbers to caller for verification

– Paper – Electronic

• Identify winner for payment by staff member– Charities do not handle gaming cash

53

• Winning Bingo– When a player has a bingo they must hold up their

hand and yell BINGO. – It is the player’s responsibility to call bingo and make

sure that the caller stops the play – If the caller does not hear them, call out loudly on

their behalf to stop play

Volunteer Roles – Gaming Products

• Do call-backs when bingo is called – Electronics

• Caller will ask for Gecko (electronic) first • Say “Gecko” followed by the last 4 digits of winning card

– Winning Card is always top left ‘face’

• Speak clearly and loud enough for the caller to hear. – Noisy Stage Area – Note the locations of Microphones. – Speak in turn (one at a time)

– Prize win is added to their account – CONGRATULATE THEM!

Volunteer Roles – Gaming Products

– Paper • State the colour of the card • Followed by all the numbers on the

winning face. • Speak clearly and loud enough for the

caller to hear.

– Prize win• Identify winner for staff

– CONGRATULATE THEM!

Volunteer Roles – Gaming Products

Product Offering• Bingo Games

– Get to know the different games offered • Specials, Super Jackpots, Jackpots, etc.

– Learn the mechanics – Up sell high prizes and designated numbers

• Play on Demand (POD)– Available on electronic machines only – Play one on one against the computer – Can be played anytime

• The more you know – Better customer service

• Flashboards– Game in play – Pattern being played – Which balls have been called – The last number called (flashing) – Prize offered – Number of balls called

• TV Monitors– Next number to be called

Visual Aids

• Related Tasks:– Welcoming and assisting customers with seating – Providing information on the programs – Providing information on the promotions – Assisting customers with the technology basics – Identifying customer service needs and notifying staff – Assisting with keeping the environment clean – Arranging transportation – Thanking customers for their business and charity support

59

Volunteer Roles - Customer Care

In Hall Activities - Launch• Educate customers on changes

– Account creation – PIN numbers – Keeping receipts (E-bingo, paper prize payouts) – How to use E-bingo terminals – How to play POD games

Volunteer Roles – RG and AODA

• Knowledgeable about in-hall process and information on Responsible Gambling

• Ensure problem gambling materials are visible and readily available

• Knowledgeable about the Accessibility for Ontarians with Disabilities Act and the implications for the Charitable Gaming Centre

• Direct any individual who requests help or information to a centre staff member or manager– Staff have undergone formal training on both initiatives

61

Prizes $1000 or More

• Family Responsibility Office (FRO)– OLG Mandated – Family Support Payments only – Information not shared with any other branch of

Government – Winner must provide ID – Information is faxed immediately – Winner is paid usually within 10-15 minutes – If their win is rejected, staff will discuss options with

the customer

• Number of charities involved• Huge volunteer base• Significant dollars for local community• Partnerships and direction

– Work together – Work with our partners – Do what ever we can to improve – Don’t take sides… we’re all on the same side

• Contribution of volunteers

Big Picture

Cambridge Specifics

• E-Suite Launch Date September 10, 2013• BOT Dispenser tentative launch Oct/Nov• Mock Sessions Planned

– Thursday Sep 5th • 9am-11am • 3pm-5pm

– Monday Sep 9th • 10am-1pm • 2pm-5pm

64

• Operational Changes– As new product is introduced

• Renovations • Security Cameras • Restricted Access • Changes to process

– You may not have access to the same areas as before – Work with your operator in a positive way

• This is change for them too! • Taking Direction from AGCO and OLG

– Risk Management

65

Change

• Big change for every partner• Change is not easy• Work with your partners• Take direction from your CGCA and Charity Coordinator• Impact to the consumer is the focus

– Positive impact – Negativity is contagious – Be informed

• Don’t feed the rumor mill

66

Change

67

Questions

Richard Schwar, Field Coordinator, OCGA rschwar@charitablegaming.com Lynn Cassidy, Executive Director, OCGA 905-824-5478 or 1-877-716-7222 lcassidy@charitablegaming.com