All posts by Natalia Matulewicz

From 10% to 60% click-though to a RG-tool – why user interface design matters


How do players use a responsible gambling tool – why user interface design matters – talk by Natalia Matulewicz. Presented at the SNSUS Conference, Stockholm, June 2-3 2015.

How do we increase the usage of responsible gambling tools? Is mandatory or voluntary the way to go?

This talk means to inspire and give new ideas to how to increase the players interest and usage of responsible gambling tools. With the help of user interface design guidelines and persuasive technology principles we went from 10% players using the tool up to impressive 60%.

Increasing click-through to RG-tools by simple re-design

To make sure you have impact, do quick experiments and redesign things based on usability principles. By doing so, we found out that displaying only one recommendation at the time makes more people click.

A click on a recommendation is a success for Playscan. It means that we’ve provoked a reaction or created interest for taking action.

Sometimes, the little stuff create a big difference. As Thaler and Sunstein writes in their bestseller Nudge: “[S]mall and apparently insignificant details can have major impacts on people’s behaviour. A good rule of thumb is to assume that “everything matters””. With the “everything matters” mindset, the insignificant details can indeed prove fruitful beyond expectation.

Back in the days, Playscan always showed two recommendations to players. The rationale was that this was a trade-off between making sure to give the player more than one choice, to make sure he could find something relevant, but not to overwhelm him with too many. From nothing but our own curiosity, we decided to test whether we were correct.

We randomly divided our visitors into three groups, presenting them with one, two or three recommendations respectively. Next, we measured the click-through rate during a two week period. At the end of it, we realized that we had left a good many clicks on the table.

Our original design with two recommendations proved a 20% click-through, measured as the proportion of players who clicked any tip. The three-tip version showed no significant difference, but our one-tip version did: 36% of players clicked the recommendation. Again: the only change was one vs two recommendations – no other design changes, the same selection of recommendation, no new content – and from this we doubled our click-through!

Lessons learned?

Hindsight is always 20/20, and there is a reasonable explanation for what we found: players are more likely to click through with fewer conflicting and maybe confusing recommendations to choose from. Still, before our test we thought we had an equally good theory of why two recommendations was the way to do things.

So while doubling our click-through on recommendations based only on simplifying things was a big lesson learned, the biggest was without a doubt that “everything matters”. Ideas and hypotheses are a good starting point, but until proven they are just that: hypotheses.

Now, getting people to use our tools is only a first step in having impact. When it comes to recommendations, the next is having relevant ones. How do we make sure that they are? Well, we will test that too.

Making big data actionable by creating user personas

Talk by Natalia Matulewicz at the New Horizons in Responsible Gambling Conference February 2-4, 2015

What do you know about your online player? With anonymous players, customer data is an important factor when making strategic business decisions with limited information. However, big data often becomes a faceless collection of information, rather than a true picture of the players’ wants and needs. One still needs to know how to interpret data and how to combine it with other sources of information.

User Personas brings together big data with qualitative user research such as interviews, field studies and observations to gain an overall picture of a user, their needs, goals and motivation. It also fills the gap between what players claim to act upon compared to their measured actions, which in the context of gambling often differs. Combined with big data, User Personas give the answers to three important questions: what are the main target groups, which target groups should be focused on to make the most impact, and how should communications be designed towards those target groups?

Strategic Account Manager

Job description

The Strategic Account Manager is responsible for achieving assigned strategic account objectives. This person represents the entire range of company products and services to assigned customers, while leading the customer account planning cycle and ensuring assigned customers’ needs and expectations are met by the company.

Key responsibilities:

– Establish productive, professional relationships with key personnel in assigned customer accounts
– Proactively develop mutual performance objectives, company targets, and critical milestones
– Generate product awareness and present new product line-ups to current and potential new accounts
– Represent Playscan at global industry events
– Meet assigned expectations for development of assigned accounts
– Maintain high customer satisfaction ratings that meet company standards and ethics

The Strategic Account Manager reports directly to the Chief Sales Officer based in Gothenburg, Sweden.

We are looking for:

– Minimum five years of strategic sales, customer, account management experience in B2B sales environment
– Experience in creating and presenting sales/marketing presentations
– Working knowledge of CRM, PR and Newsletter systems preferred
– Previous technical or software sales background favoured
– Swedish and English language (verbal, written, reading) at business level, French speaking an advantage
– Working knowledge of MAC Office (Keynote, Pages, Numbers), Microsoft Office (PowerPoint, Word, Excel), and Adobe (Illustrator, Photoshop)

If you believe your qualifications match our requirements, please send your english CV via our website. Your application will be dealt with by Craig Schlebusch.

Andreas Holmström

Playscan appoints Andreas Holmström as new CEO

Andreas Holmström replaces Ann-Sofie Olsson in the role as CEO of Playscan AB.

 

Andreas has untill now been active within Playscan AB as the COO and is one of the original creators of Playscan™.

 

– I am very happy that Andreas is taking the lead as the new CEO of Playscan AB. As the new CEO he brings competence, stability and solid knowledge about the company and its challenges, says Lennart Käll, chairman of Playscan AB.

 

Andreas has extensive experience and knowledge from the gambling industry, having strived to enable responsible gaming operators to raise the bar, and take their business to the next level to reduce problematic gambling. Andreas fully believes that sustainable growth is the future of this industry.

 

– I am very passionate about Playscan™ and leading the company into the next phase of evidence based preventive Responsible Gambling, says Andreas Holmström.

 

Playscan™ is the pioneer in offering players a way to keep track of their gambling behaviour, both in terms of their own perceptions of gambling, and by analysis based on their actual gaming data.
With it ́s unique targeted communication, informed player choice, player and operator education, Playscan™ offers a software solution that is designed for the operator to raise the bar within proactive consumer protection.

 

For more information, contact: Mark Knighton,
CSO Playscan AB,
Telephone +46-702321523

Dr Richard Wood commences the evaluation of the effectiveness of Playscan

Dr Richard Wood commences the evaluation of the effectiveness of Playscan

The New Year brings new understandings about responsible gambling and how to minimise problematic gambling behavior. Dr Richard Wood, psychologist and director of GamRes Limited (Montreal, Canada), is now evaluating the Responsible Gambling System – Playscan™. With it´s unique targeted communication Playscan™ was developed for the players to raise awareness about their own gambling behavior. Playscan™ is a proactive system that strives to create a sustainable and healthy gambling environment.

 

With extensive experience within the field of Responsible Gambling, testing and development of responsible gambling tools, Dr Richard Wood will evaluate Playscan™ in terms of overall effectiveness as a Responsible Gambling tool. This will be achieved by focusing upon on the actual observed impacts of Playscan’s™ unique targeted communications, aimed at promoting and maintaining healthy playing profiles. The study will also examine, the all-important player perspective of using the tool to assist their regular playing activities over time.

 

– Such an evaluation should provide a scientific perspective on the importance of Playscan™ as a behavioural tracking and player feedback as a tool for Responsible Gambling.  As the gaming industry expands its online presence, it´s important to also provide more effective consumer protection solutions and, as such, the effectiveness of Playscan™ will be most interesting to examine, says Dr Richard Wood.

– This evaluation will reinforce and deepen our knowledge about how Playscan™ works in actual daily use. We are looking forward to read the findings of the evaluation when completed, in the beginning of July 2013, says Ann-Sofie Olsson, CEO at Playscan.

 

Playscan™ was the pioneer, worldwide, in offering players a way to keep track of their gambling behaviour, both in terms of their own perceptions of gambling, and by analysis based on their actual gaming data.

 

For more information, contact

Mark Knighton, CSO Playscan AB

Tel +46 (0)702321523

www.playscan.com

Dr. Richard Wood,

Director, GamRes Limited (Montreal, Canada)

info@gamres.org

Professor Per Carlbring has been assigned to evaluate Playscan

For more than 5 years Playscan AB has been actively providing Responsible Gambling solutions. Professor of Clinical Psychology at Stockholm University, Per Carlbring, with his extensive expertise within online-based self-help programs, has received funding for an independent evaluation of Playscan™.

–  Playscan is a very interesting tool and we need to evaluate and analyze the true value of Playscan™ as a proactive Responsible Gambling Solution. We need to find out if and in what way it works, says Carlbring.

 

Per Carlbring states that it is vitally important to evaluate the effectiveness of Responsible Gambling solutions to understand the social gains and impact it might have. We need to deepen, Carlbring continues, our knowledge and methods about how to reduce the negative effects of gambling.

 

The Playscan CEO Ann-Sofie Olsson welcomes the evaluation and thinks that we all gain valuable information through new scientific research on how to prevent unhealthy gambling behavior. She says:

 

– We do recognize the importance of an independent evaluation to diagnose the reliability of what we do and understand after our 5 years in this field.

Playscan is looking for talents

Playscan is now looking to hire a Software Developer and a Web Developer for its Gothenburg office.

 

WEB DEVELOPER

A great interest in product development, with a main focus on GUI and end-user communication, as well as project management. Technical requirements; Web/ Mobile development, a thorough knowledge of Unix/Linux and Git. You have a Master of Science degree, preferably in CS, IT. Read more/apply >>>

 

SOFTWARE DEVELOPER

A thorough understanding of program- ming in a Linux environment is required. Other mandatory technical requirements are; python programming, BASH/Shell-script (awk, sed, coreutils, etc.), MySQL and Git. You have a Master of Science degree, preferably in CS, Math or Physics. Read more/apply >>>