Creating a Business Case for
Responsible Training
Stacy Shaw
Director of Corporate Social Responsibility
Oregon Lottery
Janine Robinson
M.Ed, CPGC, RP,
Responsible Gambling Innovation,
Training Research and Development

Janine Robinson
Oregon State Lottery
Stacy Shaw
M.ED, CPGC, RP

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Today we will discuss:
• Creating a clear and compelling
business case for responsible
gambling training
• Using a customer service
positioning
• Strategies for 360˚stakeholder
engagement
• Overcoming challenges associated
with delivering training

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Agenda
• About the Oregon Lottery
• A Case Study: Responsible Gambling & You
• Video Lottery Retailer Training
• Lottery Employee Training

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A Case Study:
Responsible Gambling & You: Video Lottery Retailer Training

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Video Lottery Retailer Training: Answering Questions
• Why start with retailers
instead of employees?
• What do we hope to
accomplish?
• What do we envision?
• How do we get started?

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Video Lottery Retailer Training: Answering Questions
Why start with retailers instead
of employees?
• 2400+ retailers
• 10,000+ retail employees
• And retailers believe:

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Video Lottery Retailer Training: Answering Questions
What do we hope to accomplish?

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Video Lottery Retailer Training: Answering Questions
What do we envision?

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Video Lottery Retailer Training: Answering Questions
How do we get started?

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Video Lottery Retailer Training: Setting the Stage

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Video Lottery Retailer Training: Setting the Stage
• Gain commitment
from influencers
• Demonstrate top
down support
• Reflect in contract

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Video Lottery Retailer Training: Building the Case
• Resolving retailer ambivalence
• Demystifying RG training
• Emphasizing customer service
skills
• Good Corporate Citizenship

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Video Lottery Retailer Training: Building the Case
Responsible Gambling is for All Players,
All the Time

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Video Lottery Retailer Training: Building the Case
• Can lead to a negative perception of
gambling venues
• Recreational players – the core player
base – can have bad experiences if they
are interacting with people who have
gambling problems.
• People with gambling problems are not
viable long-term customers
Problem Gambling is BAD for business

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Video Lottery Retailer Training: Building the Case
• Leverages customer service skills to
provide a better gaming experience
• Helps clarify staff roles by providing
tools to handle common situations
• Supports employee morale and higher
job satisfaction
• Supports a sustainable player base who
enjoy gambling as a recreational activity
• It’s part of a shared commitment with
the Lottery ( and it’s required)
Why Responsible Gambling Training is GOOD for business

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Video Lottery Retailer Training: Building the Program
Providing Accurate Information
• The most common staff encounters
• Customer service solutions
• Simple, honest clarity about the games

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Video Lottery Retailer Training: Building the Program
• Directly addressing
concerns
• Emphasizing joint
responsibility
• Debunking myths about
RG
Understanding Roles

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Video Lottery Retailer Training: Building the Program
Responding to opportunities to provide information
on resources for help
• Emphasizing player
autonomy
• Respectful offers of
information
• Destigmatizing response

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Video Lottery Retailer Training:
The Pilot Launching and Learning
• Committed to training all employees
within 2 weeks
• Joint PR campaign
• Commission presentation
• Additional 200 locations of the Retailer Advisory
panel

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Video Lottery Retailer Training:
The Pilot Launching and Learning
• Considered training beneficial and a success
• Agreed to participate in post training
research
• Identified group trainings as an alternative
method
• Identified need for a condensed print
version
• Committed to including in new employee
onboarding

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• Make Field Sales staff responsible for “selling” RG
training
• Train them to sell it, incorporate special curriculum into
existing professional selling skills program
• Creating an elevator speech
• Overcoming objections
• Over 50 objections identified and answers provided
• Both objections around the training itself and logistical objections
• Scenario based learning
Video Lottery Retailer Training:
The Rollout Training and Selling

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Video Lottery Retailer Training:
The Rollout Training and Selling
• Utilize sales contact management system and
dashboard
• Create multiple touch points for sales staff to
engage with retailers on the training
• Kit: Letter from Director, “appointment” cards for the
training, gift
• Include training in retailers quarterly business review
• Deliver completion certificates
• Compliance visit (last resort)

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Video Lottery Retailer Training: Pilot Impacts

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Video Lottery Retailer Training: Pilot Impacts
• Research
• Post training research with pilot retailers in progress
• Incorporate into retailer engagement surveys
• Additional Training
• 3 additional language versions for video retailers (print)
• Training specific for traditional only retailers
• Partnering with Oregon Liquor Control
Commission to include Responsible Gambling
training with server training

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A Case Study: Lottery Employee Training

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Lottery Employee Training: Answering Questions
• What do we hope
to accomplish?
• What do we envision?
• How do we get started?

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Lottery Employee Training:
Building a program for all Lottery
employees

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Lottery Employee Training:
Building a program for all Lottery employees

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Lottery Employee Training:
Building a program for all Lottery employees

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Lottery Employee Training: Impacts
• 100% of employees trained
• Post training research in progress
• In person training for player and retailer
facing employees
• Incorporated into onboarding
• Annual certification

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In Conclusion
“I have presented a lot of
the RG training lately and
have been very surprise
by the very positive
feedback from the
retailers. In most cases it
grabs their attention to
the point we can have a
good discussion on all of
our responsibilities for
RG.”
“Staff can have a
conversation with a player
and feel like they have
helped. We recognize the
importance of this training
and include it along with
required server training for
all new employees. We
encourage every retailer to
support this Responsible
Gambling initiative – it’s
not just the right thing to
do, it’s good for business”
“Providing this training to
customer service staff is an
important step in promoting
awareness of problem
gambling and the
importance of responsible
gambling. The Lottery has
worked closely with its
council partners on this
project and we congratulate
the Lottery and its retailers
for bringing this important
information to retailer staff.”
– Kelly Sheldon
Operations Officer Dotty’s
– Aaron Ostrom
Lottery Field Service
Representative – Tom Moore
Oregon Council on Problem
Gambling Executive Director

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Questions?

THANK YOU