Submission Type

Presentation

Submission Title

Supporting Highly Driven Deniers

Session Title

Session 3-2-A: Sociopsychological Factors and Problem Gambling

Location

Caesars Palace, Las Vegas, Nevada

Start Date

30-5-2019 11:00 AM

End Date

30-5-2019 12:25 PM

Disciplines

Educational Assessment, Evaluation, and Research

Abstract

One of the most tumultuous groups of players in BC are urban males between the ages of 19 to 34, who are least likely to engage in responsible gambling behaviors but are some of the most frequent gamblers in the province. Known as “Segment 5” at BCLC, we are focusing our research and discovery on this group to create programming that will resonate with the target audience and produce results. Segment 5 pose a unique challenge as they show acknowledgement of risk yet still engage in negative gambling behaviors more so than other special populations. Our research efforts are focusing on what attitudes this group holds, what perceptions they operate under that encourages risky behavior, and what shifts in attitude would be required to encourage the adoption of healthier play behaviors. With this research, we gain a deeper understanding of Segment 5 to design specialized messaging, programs and advertisements that reduce gambling harm.

The “so what?”:

This presentation will highlight key insights on a unique group of players and tactics to encourage them to adopt healthier play behaviours.

Keywords

risky gambling behaviour, self awareness, healthier play

Author Bio

Sara Eliesen is a versatile strategic and analytical leader with over 25 years’ experience in customer research, project management and program evaluation. Sara is currently Manager, Player Health Programs & Integration, at BCLC (British Columbia Lottery Corporation). She leads a team in the integration of the organization’s player health strategy and programs, it’s evaluation framework and various research initiatives.

Alex McGuire is a marketing professional focusing on campaigns, project management and brand communications for unique and interesting brands with powerful messages and stories to share. Alex is currently the Brand Manager for the GameSense program at BCLC (British Columbia Lottery Corporation), creating specialized marketing campaigns to raise the recognition of healthy play behaviors and support services offered to the players of BC.

Funding Sources

None

Competing Interests

None

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May 30th, 11:00 AM May 30th, 12:25 PM

Supporting Highly Driven Deniers

Caesars Palace, Las Vegas, Nevada

One of the most tumultuous groups of players in BC are urban males between the ages of 19 to 34, who are least likely to engage in responsible gambling behaviors but are some of the most frequent gamblers in the province. Known as “Segment 5” at BCLC, we are focusing our research and discovery on this group to create programming that will resonate with the target audience and produce results. Segment 5 pose a unique challenge as they show acknowledgement of risk yet still engage in negative gambling behaviors more so than other special populations. Our research efforts are focusing on what attitudes this group holds, what perceptions they operate under that encourages risky behavior, and what shifts in attitude would be required to encourage the adoption of healthier play behaviors. With this research, we gain a deeper understanding of Segment 5 to design specialized messaging, programs and advertisements that reduce gambling harm.

The “so what?”:

This presentation will highlight key insights on a unique group of players and tactics to encourage them to adopt healthier play behaviours.