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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
Dr. Kahlil Philander
Director of Social Responsibility, BCLC
CUSTOMIZED RESPONSIBLE
GAMBLING MESSAGING
Dr. Kahlil Philander
Director of Social Responsibility
BCLC
Acknowledgements
• Collaborators: Dr. Sally Gainsbury, Dr. Brett Abarbanel,
Dr. Jeff Butler, Navi Brar, Michaela Becker
• Funding: Manitoba Gambling Research Program & BCLC
AN ANALYSIS ANALOGY
Ford
General
Motors
Play for fun,
not to make
money.
Know how the game works and
what the odds are before playing.
Don't chase losses.
Accept them as the cost
of entertainment.
Balance gambling
with other types
of leisure
activities.
Set a time limit before
you play.
Set a budget and
stick to it.
Take frequent breaks.
Responsible
Gambling Council:
Public Campaign
GameSense
Sports Wagering
TargetedAd
WHATABOUT CONTENT THAT IS
DELIVERED CLOSER TO THE TIME OF
PLAY?
Brochures
Ladbrokes FOBT
Messages
Gaming
Management System
Improvements
Slot innovation,
primarily driven by
point-of-sale
marketing interests,
has opened up a new
opportunity
The study design
System
Assessment
Tailoring
Strategies
Focus Group
Analysis
Field
Experiment
(online)
Execution
Strategy
System Assessment
Customized
Player
Messages
Available
Data
Fields
Data
Validity
Platform
Capabilities
Address, Gender,
Language, Ethnicity,
Age, Game Play (type,
freq., spend), Play
Management Settings
Message size,
position, text vs
image, number of
unique messages
Limitation
Our target groups
• Young adults
• Older adults
• Women
• Men
• Ethnic groups
• Skill game players
• Pure chance game players
• Large single day loss players
• Players involved in many types of games
• …And/or combinations thereof!
TAILORING STRATEGIES
The extent to a message is read, absorbed, and acted upon is
dependent upon the personal relevance of the message, the
targeted recipient’s capacity to assimilate the information, and their
motivation to respond (Wolgater, 2006).
CONGRUENCY EFFECT
Health messages framed to match a person’s
predominant motivations are more effective than
mismatched messages (Updegraff et al., 2007).
Effectiveness demonstrated in other fields
• SMOKING: A study of smoking cessation messages found incorporating small pieces of
information on a person in a standard text doubled the number of participants who reported quitting
(Dijkstra, 2005)
• CANCER SCREENING: A study compared ads for people who thought they were
at risk for skin cancer against ads that listed risk factors (e.g. odd shaped moles). The referral rate
for the targeted approach was significantly higher 15.5% vs 11.6%(Katris et al., 1996).
• ADVERTISING: “targeting ethnic consumers… with ads that are rich in traditional
cultural cues can significantly influence their responses.” (Appiah & Liu, 2009)
More Effectiveness:
Microsoft Research on WebAds
• Click-Through Rate (CTR) of an ad can be
improved as high as 670% by properly
segmenting users
• Similar clickers have similar behaviors
• Short term user behaviors more
representative than long term user behaviors.
OUR MESSAGE
GUIDELINES
“Targeted and tailored messages outperform generic health
messages, but the exact components that result in effective tailoring
are not well known”
- Noar et al., 2011
Our target groups
• Young adults
• Older adults
• Women
• Men
• Ethnic groups
• Skill game players
• Pure chance game players
• Large single day loss players
• Players involved in many types of games
• …And/or combinations thereof!
Poker Players
• Different messaging for games with an element of skill
• Staying in control and gambling with your head, rather
than with emotions
• Encourage players to be mindful of the element of chance
that determines games, and to avoid chasing losses
Young Adults
• More prone to erroneous beliefs about gambling and
beliefs that gambling can be controlled
• Problems with money, debt, and family breakdown are less relevant
• Younger participants have difficulty relating to
advertisements intended for other audiences
• Use positive messaging, encouraging specific actions
Gambling behaviour
• Regular/highly involved gamblers who enjoy gambling
may be much more defensive about their play
• But may also be among the players that need the warnings the
most.
• Non-judgmental positive messages should be used that
suggest specific actions to stay in control of play
WHY SO MUCH RESEARCH?
Many warnings have unintended results when tested on regular
users. Should rely on empirical research, rather than expert opinion
or judgment.
- Stewart and Martin, 1994
Approaches to Responsible Gambling
Regulation
Centric
Research
Proven
Best
Practice
Danger of
Unintended
Consequences
Avoidable Harm
OTHER CONSIDERATIONS
Other Considerations
• First, make sure the messages are more effective than
generic approaches
• An appropriate balance between personal content and
more general branding should be maintained
• Consider rotating messages
• Improve data collection topics and validity
THANKS AND STAY
TUNED…
(For Gainsbury et al. at New Horizons 2016)
To provide session feedback:
• Open New Horizons app
• Select Agenda tile
• Select this session
• Select Take Survey at bottom of screen
If you are unable to download app,
please raise your hand for a paper version

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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes

  • 3. Dr. Kahlil Philander Director of Social Responsibility, BCLC
  • 4. CUSTOMIZED RESPONSIBLE GAMBLING MESSAGING Dr. Kahlil Philander Director of Social Responsibility BCLC
  • 5. Acknowledgements • Collaborators: Dr. Sally Gainsbury, Dr. Brett Abarbanel, Dr. Jeff Butler, Navi Brar, Michaela Becker • Funding: Manitoba Gambling Research Program & BCLC
  • 9. Play for fun, not to make money. Know how the game works and what the odds are before playing. Don't chase losses. Accept them as the cost of entertainment. Balance gambling with other types of leisure activities. Set a time limit before you play. Set a budget and stick to it. Take frequent breaks.
  • 12. WHATABOUT CONTENT THAT IS DELIVERED CLOSER TO THE TIME OF PLAY?
  • 15. Gaming Management System Improvements Slot innovation, primarily driven by point-of-sale marketing interests, has opened up a new opportunity
  • 16. The study design System Assessment Tailoring Strategies Focus Group Analysis Field Experiment (online) Execution Strategy
  • 17. System Assessment Customized Player Messages Available Data Fields Data Validity Platform Capabilities Address, Gender, Language, Ethnicity, Age, Game Play (type, freq., spend), Play Management Settings Message size, position, text vs image, number of unique messages Limitation
  • 18. Our target groups • Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
  • 19. TAILORING STRATEGIES The extent to a message is read, absorbed, and acted upon is dependent upon the personal relevance of the message, the targeted recipient’s capacity to assimilate the information, and their motivation to respond (Wolgater, 2006).
  • 20. CONGRUENCY EFFECT Health messages framed to match a person’s predominant motivations are more effective than mismatched messages (Updegraff et al., 2007).
  • 21. Effectiveness demonstrated in other fields • SMOKING: A study of smoking cessation messages found incorporating small pieces of information on a person in a standard text doubled the number of participants who reported quitting (Dijkstra, 2005) • CANCER SCREENING: A study compared ads for people who thought they were at risk for skin cancer against ads that listed risk factors (e.g. odd shaped moles). The referral rate for the targeted approach was significantly higher 15.5% vs 11.6%(Katris et al., 1996). • ADVERTISING: “targeting ethnic consumers… with ads that are rich in traditional cultural cues can significantly influence their responses.” (Appiah & Liu, 2009)
  • 22. More Effectiveness: Microsoft Research on WebAds • Click-Through Rate (CTR) of an ad can be improved as high as 670% by properly segmenting users • Similar clickers have similar behaviors • Short term user behaviors more representative than long term user behaviors.
  • 23. OUR MESSAGE GUIDELINES “Targeted and tailored messages outperform generic health messages, but the exact components that result in effective tailoring are not well known” - Noar et al., 2011
  • 24. Our target groups • Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
  • 25. Poker Players • Different messaging for games with an element of skill • Staying in control and gambling with your head, rather than with emotions • Encourage players to be mindful of the element of chance that determines games, and to avoid chasing losses
  • 26. Young Adults • More prone to erroneous beliefs about gambling and beliefs that gambling can be controlled • Problems with money, debt, and family breakdown are less relevant • Younger participants have difficulty relating to advertisements intended for other audiences • Use positive messaging, encouraging specific actions
  • 27. Gambling behaviour • Regular/highly involved gamblers who enjoy gambling may be much more defensive about their play • But may also be among the players that need the warnings the most. • Non-judgmental positive messages should be used that suggest specific actions to stay in control of play
  • 28. WHY SO MUCH RESEARCH? Many warnings have unintended results when tested on regular users. Should rely on empirical research, rather than expert opinion or judgment. - Stewart and Martin, 1994
  • 29. Approaches to Responsible Gambling Regulation Centric Research Proven Best Practice Danger of Unintended Consequences Avoidable Harm
  • 31. Other Considerations • First, make sure the messages are more effective than generic approaches • An appropriate balance between personal content and more general branding should be maintained • Consider rotating messages • Improve data collection topics and validity
  • 32. THANKS AND STAY TUNED… (For Gainsbury et al. at New Horizons 2016)
  • 33. To provide session feedback: • Open New Horizons app • Select Agenda tile • Select this session • Select Take Survey at bottom of screen If you are unable to download app, please raise your hand for a paper version

Notes de l'éditeur

  1. In 1924 management saw there was too big a price gap between their $510 Chevrolet touring car and their $750 Olds touring car. GM decided to introduce a new make, the Pontiac, to fill this gap.
  2. Source: BC Responsible & Problem Gambling Program
  3. Personalised feedback has been increasingly recognised as an important tool in promoting normative gambling behaviour (Auer & Griffiths, 2014)
  4. Two parts: 1) What has worked in other industries/fields; 2) What might work for gambling?
  5. Publication type Proceedings Published in The 18th Int. World Wide Web Conferences (WWW 2009) http://research.microsoft.com/apps/pubs/default.aspx?id=80378
  6. Games involving an element of skill should use different messages than pure chance games. RG messages for poker, racing, and sports wagering should focus on staying in control and gambling with your head, rather than with emotions. Messages should encourage players to be mindful of the element of chance that determines games, and to avoid chasing losses. For pure chance games, messages should encourage players to be mindful of their sessions, to avoid the potential risks of dissociation, and to avoid losing track of time and money spent.
  7. Young people need accurate information about gambling, how to avoid gambling harm, and what it means to gamble responsibly. This information needs to be communicated in a form suitable for young people. Ideally, communicated in a way that involves the use of new technology, including online help and resources (Monaghan & Wood, 2010). In a study on the impact of social marketing, younger participants had difficulty relating to advertisements that included retired people, and felt that photographs and messages for younger people would need to be included (Calderwood & Wellington, 2013). Similar findings appear in analysis of antismoking advertisements (Pechmann & Reibling, 2000). Relevant messages may include themes about shame and guilt, relationship and school problems, and risky and illegal behaviours. Problems with money, debt, and family breakdown are less likely to be relevant (Verbeke & Dittrick-Nathan, 2007). Young adults also may benefit from messages and tips about how to stay in control of gambling and avoid getting caught up in impulsive gambling sessions, including chasing losses and spending more than intended.
  8. RG messages could target more involved gamblers differently than lighter gamblers. Players who spend more than $50 per month and have lost over $100 in a single day could be reminded with messages about being mindful of losses and amounts wagered. Messages could also target gamblers who engage in many different gambling activities, and gamble frequently for long sessions, as these behaviours are commonly associated with higher levels of risk.
  9. The public health field is littered with examples of strategies that with good intentions that ultimately had unintended consequences. For example, some anti-smoking campaigns caused increases in smoking among youth. Gambling is no exception.
  10. Unintended consequences – chasing losses evidence in MyPlay system
  11. Research has shown that brands with pre-existing familiarity show higher levels of effectiveness in response to advertising, therefore a consistent approach to language use should be applied in on-screen messaging (Campbell & Keller, 2003; Kent & Allen, 1994). An appropriate balance between personalized content and more general branding should be maintained.