Playscan is a technical solution that wants to communicate with players about their gambling behaviour, and when putting it in front of a player at a gaming site – we know it works.
Nevertheless, technical solutions are what they say they are. They are technical. The word solution, however, embraces something else. Solutions are constructed and created by humans, usually to fill some kind of purpose – in our case: to decrease problematic gambling. When we then offer Playscan to operators we leave them with quite of a challenge.
Even though we know that the communication within Playscan is good, the operators needs to familiarise Playscan to their own system, to their own employees and to their own players. It needs to be introduced, explained and most of all exposed to the players. In this process Playscan constantly asks the same question to the operator.
“What are your goals and objectives with Playscan and who are you doing it for?”
The communication scientist Karl E. Weick says that “pure data is flawed and incomplete; it contains only what can be collected and processed through machines”. This means that the social context in which Playscan is offered is of great importance to the tool – if it’s given value by the operators then Playscan makes sense both to the players and the operators.
A sensemaking process ends up with frames of knowledge and understandings. If the operator answers the questions above thoughtfully they’ll raise the bar within the field of responsible gambling. When this is done Playscan is not just a technical solution – it is a consumer protection solution.
The operators needs to be active in marketing and communicate Playscan towards the player in order to be successful with the tool – and the Playscan team offers knowledge on how it can be done.