Integrating Insights: Responsible Gambling Research Shares Different Perspectives of Players

1. IntegratingInsights:
ResponsibleGamblingResearchShares
DifferentPerspectivesofPlayers
RyanPersaud,SeniorManagerEnterpriseInsights
BCLC

2. BCLC’sEnterprise Business Intelligence Landscape
Player Data
eGaming
Loyalty Programs
Economic /
Media Monitoring
Secondary Data
External Research
Primary Data
Surveys 1:1/Ethnos
Focus Groups
Transactional Data
Machines
Point of Sale
$Data
Landscape

3. Player Insights
&
Understanding
These insights support
business decisions
RG related research adds
new dimension to player
insights & understanding…
PlayerInsights& Understanding

4. GameSense Brand Platform Redesign
• Brand Evolution: Tone, Connection & Relevancy
RG Player Segmentation
• Targeted Communication & Programming

5. Research Objectives & Methodology:
Understand players’ perceptions
of responsible gambling and
expectations of a responsible
gambling program
Explore perceptions of
GameSense, its messages and
how it relates to BCLC
Provide feedback on changes
needed to the existing
GameSense brand (essence,
personality, positioning, voice,
aesthetic, etc.)
5 x 2 hr focus groups, range of player types (facility, products, etc.)
GameSenseBrand Insights
Key Insights:
High awareness &
comfort
Brand Pillars: Relevant Presence, Think Experience, Be Real
Brand Spectrum:
From Fun…
to Responsible...
to Problem…
Where is
GameSense
perceived?
For “those
People”:
“GameSense is
important for
those people
who have a
problem”
The RG & PG
Blur:
Is there a
difference?
Authoritative/
Clinical tone:
Functionally
perceived, slightly
condescending
Reactive vs.
Proactive

6. GameSense Brand Platform Redesign
- Brand Evolution: Tone, Connection & Relevancy
RG Player Segmentation
- Targeted Communication & Programming

7. Research Objectives & Methodology:
Phase 1: Exploratory (Qual)
• 6 Focus Groups: Light/Moderate players, range of
activities, excluded moderate to high risk/problem
gamblers on CPGI Classification
• 56 Journal Surveys: Frequent players, range of
activities, excluded moderate to high risk/problem
gamblers on CPGI Classification
• 8 1:1s with Journal participants
RG PlayerSegmentation
Phase 2: Segmentation (Quant)
• 2,706 interviews with 19+ British Columbians, including
2,290 past year BCLC product gamblers (85% of
adults). 25 min online survey.
• Data weighted to be reflective of all British Columbia
adults by age, gender and region.
To gain a deeper understanding of players from a responsible gambling perspective (definition,
awareness, knowledge, and responsible gambling behaviour)

8. What's unique about this segmentation?
RG PlayerSegmentation
It goes beyond demographics or
games played – it’s diverse and
includes RG related dimensions
Gambling motivations
Reasons for spontaneous gambling
Frequency of responsible gambling behaviours
Gambling activity participation
Past year deviations
Importance of responsible gambling motivations

9. 27% 28% 17% 17% 10%
RG PlayerSegmentation
Highly Driven,
RG Deniers
Positive Play
Modelers
Highly Involved,
Positive Play
Acknowledgers
Lotto & RG
Receptive
Low Exposure,
Low
Involvement

10. The ‘now what?’
Challenge ourselves to integrate RG
insights into BCLC’s harm reduction
strategy, as well as its business focuses
The ‘so what?’
RG related research adds new dimension
to player insights & understanding…

11. Rpersaud@bclc.com
T: 604.228.3020
M: 604.313.4383