Embed Size (px)
Citation preview
Integrating Insights: Responsible Gambling Research Shares Different Perspectives of PlayersRyan Persaud, Senior Manager Enterprise InsightsBCLC
BCLC’s Enterprise Business Intelligence Landscape
Player Data
eGaming
Loyalty Programs
Economic /Media Monitoring
Secondary Data
External Research
Primary Data
Surveys 1:1/Ethnos
Focus Groups
Transactional Data
Machines
Point of Sale
$Data Landscap
e
Player Insights &
Understanding
These insights support business decisions
RG related research adds new dimension to player
insights & understanding…
Player Insights & Understanding
GameSense Brand Platform Redesign• Brand Evolution: Tone, Connection & Relevancy
RG Player Segmentation• Targeted Communication & Programming
Research Objectives & Methodology:
Understand players’ perceptions of responsible
gambling and expectations of a responsible gambling program
Explore perceptions of GameSense, its messages and
how it relates to BCLC
Provide feedback on changes needed to the existing
GameSense brand (essence, personality, positioning, voice,
aesthetic, etc.)
5 x 2 hr focus groups, range of player types (facility, products, etc.)
GameSense Brand Insights
Key Insights:
High awareness & comfort
Brand Pillars: Relevant Presence, Think Experience, Be Real
Brand Spectrum:
From Fun… to Responsible...
to Problem…
Where is GameSense perceived?
For “those People”:
“GameSense is important for
those people who have a problem”
The RG & PG Blur:
Is there a difference?
Authoritative/Clinical tone:
Functionally perceived,
slightly condescending
Reactive vs. Proactive
GameSense Brand Platform Redesign- Brand Evolution: Tone, Connection & Relevancy
RG Player Segmentation- Targeted Communication & Programming
Research Objectives & Methodology:
Phase 1: Exploratory (Qual)• 6 Focus Groups: Light/Moderate players, range of
activities, excluded moderate to high risk/problem gamblers on CPGI Classification
• 56 Journal Surveys: Frequent players, range of activities, excluded moderate to high risk/problem gamblers on CPGI Classification
• 8 1:1s with Journal participants
RG Player Segmentation
Phase 2: Segmentation (Quant)• 2,706 interviews with 19+ British Columbians,
including 2,290 past year BCLC product gamblers (85% of adults). 25 min online survey.
• Data weighted to be reflective of all British Columbia adults by age, gender and region.
To gain a deeper understanding of players from a responsible gambling perspective (definition, awareness, knowledge, and responsible gambling behaviour)
What's unique about this segmentation?
RG Player Segmentation
It goes beyond demographics or games played – it’s diverse and includes RG related dimensions
Gambling motivationsReasons for spontaneous gambling
Frequency of responsible gambling behavioursGambling activity participation
Past year deviationsImportance of responsible gambling motivations
27%
28%
17%
17%
10%
RG Player Segmentation
Highly Driven, RG Deniers
Positive Play Modelers
Highly Involved,
Positive Play Acknowledgers
Lotto & RG Receptive
Low Exposure, Low
Involvement
The ‘now what?’ Challenge ourselves to integrate RG insights into BCLC’s harm reduction strategy, as well as its business focuses
The ‘so what?’ RG related research adds new dimension to player insights & understanding…
