Going above and beyond the standard Responsible Gambling requirements
02 March 2020
Responsible gambling is currently one of the top priorities for gambling businesses. With regulators increasingly cracking down on various problem gambling activities, it’s more important than ever for operators to improve their image, and go the extra mile to help their customers enjoy their betting and gaming experience safely.
However, it is equally important to continue developing and evolving products to remain in competition and provide a user experience that matches other leading digital products out there.
Embedding Responsible Gambling tools into the customer experience
It seems that any time there’s a change in compliance, everyone goes through lots of hoops to get it ticked off, but very few operators produce something above the required solution to help customers further.
Gambling plays such a big role in social interactions across the world - from buying scratch cards and lottery tickets, placing a bet while watching a football match with friends, attending horse racing events or playing roulette in a casino. It is widely accepted and remote gambling is increasingly gaining popularity and legal status globally. The industry doesn’t want to create problem gamblers, but to provide a fun and exciting experience to its customers. Making sure this doesn’t cause problem behaviour needs to be part of this experience.
However, operators shouldn’t be putting customers off with difficult compliance procedures and forms. Products can be safe, but also fun, and RG tools could be part of the customer experience as they’re interacting with the product.
Many of our clients express similar concerns, so we’ve been thinking of innovative ways of implementing fun features into compliance to keep customers engaged and informed at the same time.
Reality checks are displayed when a user has been playing a game for a certain period to keep track of their playing time. You can spend hours on games like slots (it’s also pretty similar to infinite scrolling on social media), so reality checks are a great way of reminding you to take a break or stop completely. Customers can set reality check intervals and they need to acknowledge them by selecting a certain option on the notification (e.g. continue to play, end session, view account etc).
Depending on how long a customer spends on the app, perhaps it might be an idea to bring reality checks to overall app sessions, including browsing. This could be done similarly to banking apps when users are asked to be logged out.
Nationwide iOS App
Cool Off period
Cool Off periods can be set to limit how often a customer can access a gaming product. Customers can take a break for a number of days, which would then prevent them from accessing the site. Currently, customers can’t access the site at all and the account looks more like it’s blocked. The design doesn’t look appealing, so it could be updated to look like it’s ‘frozen’, using animations and relevant imagery. Instead of displaying red errors, there could be links to helpful information and responsible gambling tools. In addition, it could show how long they have left in the period. For example, Monzo does this really well in their app when a customer freezes their card.
Both Reality Checks and Cool Off period features could offer a recommended period to customers based on their spend or engagement, instead of leaving it to them. So instead of them selecting 1 day, they might opt for the recommended 7 days. Something similar could also be used for deposit limits, presetting them to a certain amount, based on average spend. Casumo already do this, but getting the limit amount right is still something they need to work on.
Casumo iOS App
GamCare has a great self-assessment tool to help customers find out if their gambling behaviour is getting out of hand. However, this quiz can only be found on the GamCare site and it probably doesn’t reach as many customers as it could. Making a similar quiz an optional tool on a customer account could be a great way of helping learn about their behaviour, as well as educating them at the same time.
This could be displayed as a safety meter, similar to the Credit Karma report which informs the customer what the score means. However, it could bring an implication if the customer is ‘green’, they could think they’re still okay to continue gambling. This could potentially enable them to gamble more than they would normally by account being deemed safe by the meter. So perhaps operators would only consider displaying the score more prominently when it’s in the ‘red’.
Many customers might not realise how long they usually spend on a betting or gaming product. iOS and Android platforms offer their users to check their screen time which is a breakdown of how long they spend using apps. Operators could incorporate this idea to display spend by games, sections, sports etc, which could educate customers about their activities and perhaps encourage them to be more mindful of them.
Apple Screen Time
Gamifying the Responsible Gambling section
Despite operators’ best efforts, not every customer might be looking for RG tools or realise when they need them. Customers are asked for certain elements, such as setting limits, upon creating their account, but some could still go unnoticed. To make customers fully aware of these services, responsible gambling tools could be added as part of the profile completion in a gamified way. This would be a more ‘fun’ way of educating customers while setting up their accounts. LinkedIn or Airbnb are great examples of encouraging their users to fill out ‘boring’ and required information by presenting it in a great design.
LinkedIn Profile Strength
Airbnb Profile Completion
Gambling activity is rarely shared and many customers prefer not to disclose it for various reasons. However, there might be useful ways that could help share betting activities with a close contact if or when they return after self-excluding to keep an eye on their wellbeing. Uber has an option for passengers to share their trips with contacts, displaying the route to make sure they arrive safely at their destination. This might not be widely used in gambling, but could potentially help anyone struggling with problem behaviour to share their activity to help them manage it.
Uber Trip Sharing
Sky Bet has a great stats feature which presents winnings and losses in a great chart. People love data presented in a fun way, so taking this idea further, this data could be improved with additional content about what these stats mean. Similar to Spotify Unwrapped or A year in Monzo, a customer’s activity could be presented in a nice way to highlight the positives and negatives with additional insight to help them compare their behaviour or seek help. E.g. If the customer is £100 down on Grand National, the stats could show the average loss for a similar customer type with additional advice to RG tools.
Looking at improving apple guidelines and tighter RG demands, we should be looking at going above and beyond to improve products natively.
Year in Monzo
If you'd like to discuss these possibilities for your product or share your ideas, get in touch with us!