Responsible Gaming
Situation
We needed to encourage responsible gaming for our customers. We wanted to get this right for a number of reasons:
Customers wanted to know that they are at the centre of our business and what was important to them was important to us.
We wanted to project that we are a trustworthy brand. While we want to make a profit, we will not do so by putting our customers at risk.
Our user base was recreational bettors. To sign up with us they wanted to be reassured that they could place bets for fun without it becoming a problem for them.
For licencing in Ontario we were obliged to meet certain responsible gaming criteria.
Customers who were worried that they were not in control of their spending often got in touch with customer service and the remedy was often a long contact call. We wanted to reduce this.
The Challenge
Asking customers to complete anything before signing up or depositing causes friction. They would have to give it some thought and fill out some fields. This is work. Customers were not with us to work.
What We Did
We introduced a number of responsible gaming measures.
Licencing compliance meant that we had to have some of these for Ontario but we decided that they were good for our customers and therefore we would introduce the tools for all of our territories.
Deposit limits:
We allowed the customer to limit the amount they can deposit in a chosen period – 24h, 7 days or 30 days. They could decrease the limit with immediate effect. To increase there would be a 24hour cooling off period.
Time out
A short break in play. One day, one week, one, two or three months. The person could not use the account for betting or depositing but they would still be able to login to withdraw.
Self-exclusion
A long term break in play from 6 months to 5 years. A person would be immediately logged out and unable to login or open a new account for the exclusion length. To withdraw, the person must contact customer service. They would receive no marketing communication in the chosen period. When a user chose this option we would recommend support services to them.
Loss limits
This Limited how much money a person could lose within a specified period of time across all betting. We showed how much had been lost in the last 24h and in the last 7 days by default.
Reality Check
A pop-up notice appeared to remind the customer that they have been continuously playing for the amount of time.
Results we Enjoyed
Fewer contacts to CS regarding exclusion.
Better control for the customer. Generally, a better experience.
Increased Trust pilot score shortly after introducing these measures. We were seen to be trustworthy.
Compliant for Ontario licence.