Bjørn Helge Hoffmann, Chief Adviser Responsible Gambling at Norsk Tipping tells us about their recent project that you’ll be able to cite at your next responsible gambling event.
At Norsk Tipping, all customers must register, to participate in gambling activities. This enables us to offer our players a set of responsible gambling tools, such as self-exclusion, personal risk rating of gambling behaviour and an overview of overall expenditure.
However, the tools are useless if they are not used. And with some insight into the players’ preferences of play, behaviours and risk profile identified by Playscan, we created an online campaign for responsible gambling, specially targeting at-risk players.
But the result of the campaign was puzzling.
Promoting responsible gambling on the front page
The aim of the project was to influence players with risky gambling behaviours to become aware of how much time and money they are spending on gambling. We hypothesized that at-risk players would check their gaming balance if we reminded them with a banner promoting the information – we assumed that players would click the banner. In a split-test (comparing two versions of the webpage against each other to determine which one performs better) we compared the original version of the front page with a modified version promoting the consumption history view.
In the following image you’ll see the original version and the modified version. As by flipping a coin, half of the at-risk visitors, randomized selected, were displayed the original version, the other half was displayed the modified version. The test ran for two weeks.
Original version of Norsk Tipping front page
Modified version promoting the consumption history service
Did players click the banner?
They did not. Lesson number one when doing a split-test: you might not get the result you expect and we shouldn’t assume that we know what will catch someone’s attention. We had hoped that the information we presented would be relevant to this group of players, but it turned out that almost none of the players checked their gaming balance. There was no significant difference at all between the two versions.
We were on our way to archive the test, but then we found something interesting in the data. The at-risk players who had seen the banner promoting the consumption history decreased their spending by 30% per game session.
Let us repeat that: just by seeing the banner – players played significantly less.
A banner visible on the front page can make an impact
This brings us to lesson number two, by customizing the website and taking risk profile into consideration, we can influence player behaviour. By doing this, we can engage better with this vulnerable group of players promoting responsible play – without disturbing the large majority of recreational players.
We at Norsk Tipping are eager to explore personalisation of web content further.
Predictive marketing is on a constant rise for good and bad. With this experiment Norsk Tipping shows that the gambling risk prediction provided by Playscan can be leveraged to make powerful impact to safeguard players who are in the risk zone of playing more than they intended to. This is probably one of the first predictive marketing campaigns that actually met another business goal than to try and sell more of something.