Corporate Social Responsibility (CSR) and Responsible Gaming (RG) – The Heart of Lottery’s “Why”
Your Brand Is Your Ethos
And the ethos of Lottery is service to society. For businesses in the commercial community, CSR is typically an overlay to the brand. For Lottery, CSR and RG are integrated into Lottery’s culture, overall business goals, and brand. The brand exemplifies the ethos of a business, representing what one stands for. Simon Sinek, a leading consultant in management and marketing, calls an organization’s brand its “why.” As Sinek puts it: “People don’t buy what you do, they buy why you do it.”
Support of Good Causes and RG are the “why” of Lottery. How can that “why” be brought to life and be perceived by the consumer as the ethos of who we are?
Your Leaders Need to Embody Your Brand
An organization’s executives are the most visible individuals whom consumers associate with the brand. To support CSR/RG, lottery executives should be ambassadors and exemplars for Good Causes and RG. Not all consumers know who the CEO of a favored organization is, but their employees do. And studies indicate that when leadership is involved in social issues, employee advocacy and engagement, motivation to perform, and desire to stay with the organization increase.
Invite Lottery’s Players into the Strategy
Lottery may wish to directly involve its players in developing and executing CSR/RG strategies. Set up mechanisms to help them make suggestions for new initiatives. Perhaps send a group of players on a charity mission with Lottery employees. Truly bring the player inside the organization, and bring the experience to life for them.
CSR/RG – Not Programs, but Bedrock
CSR and RG initiatives will never reach their potential if they are administered by only a few program managers. Open these up for involvement of every employee, make it easy for them to participate, recognize their contributions, and the power of purpose will cascade through every aspect of the organization.
Excerpts from the Remote Gambling Research report (Click here for complete report)
The Responsible Gambling Trust (RGT) has published an initial report by PwC (PriceWaterhouseCooper LLP) and the Responsible Gambling Council summarising the first phase of their project to explore the potential usefulness of industry-held data and behavioural analytics in the remote gambling sector.
Society has significantly increased the amount of time and money it spends online. So too has there been a significant increase in the use of the internet to gamble. Between 2010 and 2014, gambling participation (as measured as any type of betting over the last four weeks) has remained fairly flat at an average of 56% of adults in Great Britain. During this same period of time, online gambling has increased by over 20%. In particular, gambling using mobile devices has grown significantly over the past five years (now accounting for an estimated 28% of remote gambling) and has made gambling remotely more easy and accessible than ever.
Online slot machine games are associated with the second highest proportion of problem gamblers in Britain (9.1%), second only to pub/club poke (12.8%). There remains a number of uncertainties which appear to be preventing operators from devising and executing a clear strategy for harm minimization. Questions such as “What does a good responsible gambling interaction look like?” or “What is a good level of self-exclusions” are common and highlight wider uncertainty and potential nervousness on this topic. There is a general sense from operators that it is better to educate, inform, and provide the means to customers to responsibly manage one’s play rather than to intervene, and a reluctance to take a pre-defined position on what is and is not problematic play.
Behaviours associated with at-risk gambling
• Re-opening of an account following a closure
• Frequency of customer service contacts
• Holding of multiple accounts
• Deposit size and frequency of deposits
• Frequency of betting – the number of active days of betting
• The intensity of betting – the average number of bets per period of time
• Variability of bet size
• Increasing patterns of wager and increasing stakes per bet
• Those who played more than two types of games on a regular basis
• Lower score on gambling knowledge and beliefs
• Gambling products: live-action betting and poker
The report recommends player education, multi-operator exclusion schemes, voluntary spending limits, imposed deposit limits, player reports, and pop-up messaging prompted by player history as effective remedies.
A few attempts to develop predictive models, or algorithms, of remote gambling risk among online players have been made. However, it is rare that samples of remote gamblers have received validated problem gambling screening assessments. These gaps represent a distinct opportunity to advance the field of predictive modelling by developing and testing a framework incorporating valid and reliable variables from past works, related survey data as well as risk makers that have yet to be applied to a large industry-held behavioural dataset of remote gamblers.
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