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Strategies and Technologies for Responsible Gambling Keeping the customers in the green
Emil Angervall Manager Business Development and International Affairs
Keeping the customers in the green
Fundamentals
Strategies and technologies
Future
Why do we exist?
Responsible gaming is our raison d’etre
FACT #1
Fundamentals
What should we do?
To act responsibly should be as natural as breathing
FACT #2
…or as natural as making money
Fundamentals
Why should we do it?
Responsible gaming is a prerequisite for making money
FACT #3
Fundamentals
The business logic: keep them in the green!
95% of customers
Fundamentals
Keeping the customers in the green
Fundamentals
Strategies and technologies
Future
Swedish buddhism
Strategies and technologies
Poker launch
Strategies and technologies
Getting ready
– High consumer demand – Fierce competion with aggressive online
marketing – Svenska Spel first state-owned online poker
operator – A license with many strings attached – We suffered ”brand anxiety”
Strategies and technologies
Our launch strategy: make it safe to play Poker
1. Deliver world class responsible gaming 2. Combine it with the world’s lowest rake 3. Market online and among our 1,3 million player’s
card holders
Strategies and technologies
Marketing
The result is simply amazing
Strategies and technologies
Online Poker market share, launch day
8:00 9:00 10:00 11:00 12:00
0%
25%
BIG deal
Strategies and technologies
Brand value is a
The evaluation
– Two studies – Representative web panel – Random selection of Svenska Spel active poker
players – All poker players: 8% problematic, 15 risky
gambling habits – Svenska Spel poker players: 3% problematic, 9%
risky gambling habits – Only other site: 11% problematic, 16% risky
gambling habits
Strategies and technologies
An advanced CRM-solution designed to keep customers safe from negative aspects of gambling
Strategies and technologies
25 years research and two years in the making
– Playscan was developed over the last two years – At the core is a tailored Artificial Intelligence
engine, the result of more than 25 years of research from Chalmers University of Technology
– Playscan is a joint effort – Svenska Spel: CRM and gaming know how – Spelinstitutet: responsible gaming research – ICU Intelligence: predictive data-mining
Strategies and technologies
350 loss Lotto
#1 Model
Player’s card provides customer behaviour
Strategies and technologies
”Chaser”
350 loss Lotto 650
loss Lotto
Bingo
Poker
Time
#1 Model
Responsible gaming research define risky behaviour
Strategies and technologies
#1 Model
?
Find risky behaviour patterns for known problem gamblers
Strategies and technologies
ACTIVATE
#2 Prognosis
Customers voluntarily participate. Free of charge.
Strategies and technologies
90% accuracy
#2 Prognosis
Individual data is used to predict my future behaviour
Strategies and technologies
#2 Prognosis
You seem to have your gambling habits under control.
Enjoy your future gambling!
Your behaviour has changed in a negative way.
You will not receive offers from Svenska Spel any more.
It seems your gambling is no longer enjoyable.
You should stop gambling completely.
Prognosis with information and advice
Strategies and technologies
#3 Evolution
Customer is encouraged to take self test
Strategies and technologies
91% accuracy
90% accuracy
#3 Evolution
Self test results are fed into the model
Strategies and technologies
Poker, Bingo, IVT, new games
#3 Evolution
Strategies and technologies
Extended tailor made models
END Strategies and technologies
of discussion
Keeping the customers in the green
Fundamentals
Strategies and technologies
Future
Future
Our strategy for next generation responsible gaming
– Develop Playscan and get more to join – Add new tools, our own or licensed – Open up and get out there
– Use the social networks – Retailers, mobile phones, more devices
Our secret strategy:
Put research into practice
Thank you Emil Angervall Manager Business Development and International Affairs
[email protected] +46 708 949 006 www.svenskaspel.se
