Corporate Social Responsibility (CSR) and Responsible Gaming (RG) – The Heart of Lottery’s “Why”

Some think of Corporate Social Responsibility (CSR) as “doing well by doing right.” Others consider it to be a market-driven imperative, a response to consumer expectations for businesses to give back to society. And others think of it as an ethical imperative – that our best hope to create a sustainable future is for businesses to embrace ideals above and beyond conventional financial performance metrics in the conduct of modern business. Lottery has an inherent “head start” in employing CSR thinking because it exists to support Good Causes, holds a singular commitment to serve the best interests of society, and is the sector’s foremost advocate for Responsible Gaming (RG). The most effective strategy integrates CSR and RG.

Rear view of handsome young businessman standing in confident pose at window in his office and talking on mobile phone while looking at dawn city scenery in panoramic window. Copyspace

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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Synopsis

Français
Responsabilité sociale de l’entreprise (CSR) et jeu responsable (RG). Le cœur du « pourquoi » de la loterie. La loterie a, par essence, un temps d’avance dans l’application de la réflexion CSR car elle existe pour soutenir les grandes causes, elle a un engagement particulier pour servir au mieux les intérêts de la société et elle constitue le principal défenseur du jeu responsable (RG) dans le secteur. La stratégie la plus efficace intègre la CST et le RG. Pour la loterie, la CSR et le RG sont intégrés dans la culture, les objectifs généraux de l’activité et la marque. « Les gens n’achètent pas ce que vous faites, mais ce pourquoi vous le faites. » Soutenir les grandes causes et le RG sont le « pourquoi » de la loterie. Comment ce « pourquoi » peut-il être animé et perçu par le consommateur comme étant notre éthique essentielle ?  Extraits du rapport Remote Gambling Research. Cliquez ici pour le rapport complet Le Responsible Gambling Trust (RGT) a publié un rapport initial de PwC (PriceWaterhouseCooper LLP) et du Responsible Gambling Council résumant la première phase de leur projet pour explorer l’utilité potentielle des données détenues par les entreprises du secteur et des analyses comportementales dans le secteur du jeu à distance. Entre 2010 et 2014, la participation au jeu (mesurée sur la base de tout type de pari au cours des quatre dernières semaines) n’a presque pas évolué, avec en moyenne 56 % des adultes en Grande Bretagne. Sur la même période, le jeu en ligne a progressé de plus de 20 %. Plus particulièrement, les paris via les appareils mobiles ont progressé significativement au cours des cinq dernières années (pour représenter aujourd’hui environ 28 % du jeu à distance) et ont rendu le pari à distance plus facile et plus accessible que jamais. Les machines à sous en ligne sont associées à la deuxième part la plus importante des joueurs dépendants en Grande Bretagne (9,1 %), devancées seulement par le poker (12,8 %). Le rapport préconise l’éducation des joueurs, les plans d’exclusion multi-opérateurs, les limites de dépenses volontaires, les limites de dépôts imposées, le signalement des joueurs, ainsi que des messages instantanés déclenchés par l’historique du joueur comme mesures efficaces.
Español
La Responsabilidad social corporativa (CSR, “Corporate Social Responsibility”) y el Juego responsable (RG, “Responsible Gaming”). La esencia del “porqué” de la lotería. La lotería tiene una “ventaja inicial” inherente a la hora de llevar a cabo las ideas de CSR, ya que existe para respaldar buenas causas, mantiene un compromiso singular para satisfacer los mejores intereses de la sociedad y es el principal defensor del juego responsable (RG) del sector. La estrategia más efectiva integra CSR y RG. CSR y RG se integran en la cultura, objetivos comerciales generales y presencia de marca de la lotería. “La gente no compra lo que haces; compra el porqué de lo que haces.” El apoyo a buenas causas y el juego responsable son el porqué de la lotería. ¿Cómo se puede dar vida a ese “porqué” de modo que el consumidor lo perciba como el espíritu que nos impulsa?  Extractos del informe Remote Gambling Research (Investigación sobre el juego a distancia). Haga clic aquí para ver el informe completo. La fundación Responsible Gambling Trust (RGT) ha publicado un informe inicial de PwC (PriceWaterhouseCooper LLP) y Responsible Gambling Council (Consejo de Juego Responsable) que resume la primera fase de su proyecto para explorar la potencial utilidad de los análisis sobre el comportamiento y los datos que posee la industria del sector del juego a distancia. Entre 2010 y 2014, el nivel de participación en el juego (entendido como cualquier tipo de apuesta durante las cuatro últimas semanas) se ha mantenido estable, con una media del 56 % de los adultos de Gran Bretaña. Durante este mismo período de tiempo, el juego en línea se ha incrementado en más de un 20 %. En particular, el juego a través de dispositivos móviles ha crecido de forma significativa a lo largo de los cinco últimos años (y ahora representa, aproximadamente, un 28 % del juego a distancia) y ha hecho que el juego a distancia sea más sencillo y accesible que nunca. Los juegos de máquinas tragaperras online están asociados con la segunda proporción más elevada de jugadores con problemas de Gran Bretaña (9,1 %), y ocupan el segundo lugar detrás de las máquinas de juego en pubs y clubes (12,8 %). El informe recomienda como remedios efectivos educar a los jugadores, establecer planes de exclusión para múltiples operadores, límites de gasto voluntarios, límites de depósito de impuestos, informes de jugadores y mensajes emergentes provocados por el historial del jugador.
Deutsch
Soziale Unternehmensverantwortung (Corporate Social Responsibility, CSR) und Verantwortungsvolles Spielen (Responsible Gaming, RG). Das Herzstück des „Warums“ der Lotterie. Die Lotteriebranche hat einen inhärenten „Vorsprung“ bei der Umsetzung von CRS, da ihr Ursprung in der Unterstützung von guten Zwecken liegt. Außerdem wird sie einzig und allein von ihrem Versprechen angetrieben, im besten Interesse der Gesellschaft zu handeln. Des Weiteren ist die Lotteriebranche der größte Fürsprecher der Branche für Verantwortungsvolles Spielen (Responsible Gaming, RG). Die wirksamste Strategie verbindet CSR und RG. CSR und RG sind in die Kultur der Lotteriebranche eingebettet sowie in deren Marke und allgemeine Geschäftsziele. „Menschen kaufen nicht, was Sie tun, sie kaufen, warum Sie es tun.“ Unterstützung von guten Zwecken und RG sind das „Warum“ der Lotterie. Wie kann dieses „Warum“ zum Leben erweckt und vom Verbraucher als das, was wir sind, wahrgenommen werden?  Auszüge aus dem Forschungsbericht zu Online-Glücksspielen. Klicken Sie hier für den kompletten Bericht. Der Trust für Verantwortliches Glücksspiel (Responsible Gaming Trust, RGT) hat einen Erstbericht von PwC (PriceWaterhouseCooper LLP) und dem Rat für Verantwortungsvolles Glücksspiel (Responsible Gambling Council) veröffentlicht und die erste Phase des Projekts zusammengefasst, um den potenziellen Nutzen von Daten und Verhaltensanalysen der Online-Glücksspielbranche zu untersuchen. Zwischen 2010 und 2014 ist die Teilnahme an Glücksspielen (gemessen an jeglicher Art von Glücksspiel in den letzten vier Wochen) in Großbritannien relativ stabil auf einem Durchschnitt von 56 % der Erwachsenen geblieben. Im gleichen Zeitraum hat sich die Teilnahme an Online-Glücksspielen um mehr als 20 % erhöht. Das Glücksspiel auf mobilen Geräten ist in den letzten fünf Jahren besonders stark gewachsen (und macht nun geschätzte 28 % des Online-Glücksspiels aus). Außerdem ist es dadurch leichter als je zuvor, sich an einem Online-Glücksspiel zu beteiligen. Online-Spielautomaten haben den zweithöchsten Anteil an Problemspielern in Großbritannien (9,1 %), nach Poker in Bars oder Clubs (12,8 %). Der Bericht empfiehlt eine Aufklärung der Spieler, ein System zum Ausschluss von multiplen Betreibern, freiwillige Einsatzgrenzen, Spielerberichte und basierend auf dem Hintergrund des Spielers anzuzeigende Pop-Up-Nachrichten als wirksame Maßnahmen.

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