Submission Type

Presentation

Submission Title

Operator Insight: Using Customers to Inform Safer Gambling Strategy

Session Title

Session 1-4-B: Technology and Harm Minimization

Presenters

Fran ClixbyFollow

Location

Caesars Palace, Las Vegas, Nevada

Start Date

28-5-2019 3:30 PM

End Date

28-5-2019 4:55 PM

Disciplines

Business

Abstract

The paper will provide an overview of how we approach research at Sky Betting and Gaming. Whether it’s commercial research, or research surrounding Safer Gambling, it’s vitally important to us that we’re providing services that our customers want and will use.

The presentation will focus on Sky Betting and Gaming’s launch of a new Safer Gambling visualisation tool (i.e. a tool designed to inform customers of their profit & loss), showing how we used research to inform the development of this tool and measure the impact it had on customer behaviour.

We’ll walk you through the use of research at various stages of the tool launch: survey research prior to the launch, helping to inform the design of the tool; follow-up focus group research, designed to dig deeper into the specific wants and needs of consumers; post-launch survey sent to P&L tool users, designed to understand how useful customers find it, and to highlight any areas which might need improving; ‘always-on’ surveys, which tracked customer awareness and usage of all SG tools, including the new P&L.

This overview provides an example of how we, a UK Gambling Operator, conduct and practically apply research to help inform our business decisions and Safer Gambling strategy.

The presentation should provide insight into how operators are using customer data and feedback to help inform their Safer Gambling strategies. The nature of the research deployed here is not academic in style, yet it produces practical and accessible applications which are readily absorbed.

Keywords

Safer Gambling Strategy; Safer Gambling Tools; Operator Insight; Understanding Customers

Author Bio

Core and Safer Gambling Research Analyst at Sky Betting and Gaming

BA, Sociology – The University of York

MA, Social Research Methods - The University of York

Funding Sources

None

Competing Interests

None

Comments

None

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May 28th, 3:30 PM May 28th, 4:55 PM

Operator Insight: Using Customers to Inform Safer Gambling Strategy

Caesars Palace, Las Vegas, Nevada

The paper will provide an overview of how we approach research at Sky Betting and Gaming. Whether it’s commercial research, or research surrounding Safer Gambling, it’s vitally important to us that we’re providing services that our customers want and will use.

The presentation will focus on Sky Betting and Gaming’s launch of a new Safer Gambling visualisation tool (i.e. a tool designed to inform customers of their profit & loss), showing how we used research to inform the development of this tool and measure the impact it had on customer behaviour.

We’ll walk you through the use of research at various stages of the tool launch: survey research prior to the launch, helping to inform the design of the tool; follow-up focus group research, designed to dig deeper into the specific wants and needs of consumers; post-launch survey sent to P&L tool users, designed to understand how useful customers find it, and to highlight any areas which might need improving; ‘always-on’ surveys, which tracked customer awareness and usage of all SG tools, including the new P&L.

This overview provides an example of how we, a UK Gambling Operator, conduct and practically apply research to help inform our business decisions and Safer Gambling strategy.

The presentation should provide insight into how operators are using customer data and feedback to help inform their Safer Gambling strategies. The nature of the research deployed here is not academic in style, yet it produces practical and accessible applications which are readily absorbed.