Initiatives, tools, and measures to promote responsible play are integral to the modern iGaming community. Various themed events are held to support the idea, such as Europe’s Safer Gambling Week or North America’s 2-month series of gatherings dedicated to discussing customer protection.
Nevertheless, in practice, many niche mechanisms exist only on paper. Dr Mary Donohue, the Digital Wellness Center’s (DWC) Founder, shared thoughts on the insufficient real-world implementation of such programs and explained how her company can change that.
Experts at Casino Market deliver key insights from the representative’s statements. We can help you streamline business operations and make them more transparent, safe, and responsible.
Current Measures’ Poor Efficiency: Reasons
Dr Donohue believes one of the main factors hindering the success of RG offerings is that businesses view them as add-ons rather than as an obligatory component. She said many operators meet the standards only to the extent required by regulators. As a result, players resort to these instruments even less frequently.
The expert’s company focuses on changing the current dynamics and making responsible gambling strategies more profound and science-based.
The organisation works on:
- implementing mini-breaks into entertainment sessions;
- offering tools that relieve user stress;
- gamifying RG programs.
According to the specialist, only from 1% to 5% of all casino and sportsbook customers interact with safer-play initiatives. At the same time, Ipsos’ 2024 survey across 31 countries revealed that about 62% of people have felt mental pressure that affected their everyday lives. This anxiety can contribute significantly to the development of ludomania, Dr Donohue believes.
She noted that casino experiences of the 1980s are no longer relevant for the modern online audience. It is processing much more information in a shorter time, which has caused more tension.
Industry Needs: Level of Government Awareness
Some market representatives claim that relationships with regulatory bodies have had some negative impact on user protection initiatives. Dr Donohue mainly argues with that, but does recognise the issue of the authorities lacking industry and tech expertise. This aspect leads to a poorer understanding of innovations and measures that operators use to ensure their customers’ security.
The scientist’s key thoughts in this field:
- Wrong focus. Since supervisory organisations work for lawmakers, their decisions are often based on emotional nuances rather than research-powered facts. Politicians orient themselves to the electorate, whose opinion can be influenced by various parties, including the media.
- Historical analogy. Dr Donohue compares the current situation with America in the 1920s, when laws prohibiting alcohol took effect. Back then, strong drinks embodied pure evil, and the nation thought that just getting rid of them would solve the majority of issues.
- Controversial consideration. The same perception can now be seen with gambling. Nevertheless, completely forbidding or severely restricting these activities will not stop people from playing irresponsibly. Instead, it could push users towards unlicensed brands where they cannot be protected.
- Relevant alternative. A good choice is to rely on real-world data and focus more on informing legislators about the industry’s current state. The expert praised several examples of such approaches in Canada, including thoughtful methods of Ontario’s AGCO and Alberta’s niche organisations.
Role of Quantum Computing and Artificial Intelligence
Dr Donohue is sure that the RG segment requires a fundamental overhaul. She has spread this narrative across many dedicated webinars and on-site meetings worldwide. With the emergence and development of advanced technology, such as AI, it is a perfect time for this rewirement.
The DWC’s Founder shared a recent client case using artificial intelligence:
- About 243,000 young males (Gen Z) paid attention to RG measures on TikTok during a high-wagering period.
- Around 11,000 of them decided to take a break from the hockey playoffs to relieve stress thanks to the offered tools.
- The figure surpassed even the boldest expectations, since the organisation first planned to engage only 2,000 men.
- As a result, involved participants uplifted their mood, and client acquisition got more value.
The reason behind this success is the hyper-personalisation that AI provides for player experiences. Meanwhile, rapidly developing quantum computing powers the technology on a large scale. The use of such innovations is an emerging trend among operators striving to enhance the effectiveness of their responsible gaming strategies.
With proactive breaks, entrepreneurs ensure punters relieve unpleasant tension and continue sessions with the ability to make more sensible, healthy decisions. Technology-based RG tools are potent “reductors” of risks and negativity in this context.
Player Behaviour: Psychological and Physiological Aspects
The tools protecting customers and ensuring responsible gambling need to be considered from a neuroscientific, not only a technical, point of view. Dr Donohue has extensive, relevant knowledge as a social researcher with 20 years of experience. When exploring the issue, she also takes into account a broader media environment.
The expert listed the key “ingredients” of iGaming reactions:
- dopamine levels;
- the prefrontal cortex;
- “transient hyperfrontality.”
The spokeswoman explained that brains are not designed to perceive information on the Web. During face-to-face conversations, interlocutors unintentionally check body language in addition to comprehending verbal signals. During online communication, the human mind is strained because many visual details are not available to be read, disrupting the sense of safety and completeness.
Fundamentally changing physiological reactions takes a very long time. Each adjustment causes tension in people’s brains, and this pressure continues to mount with every innovation. Fast-paced digitalisation and frequent use of smartphones create a new source of heavy stress despite all the benefits.
One of the DWC’s major goals is to reduce the level of this strain through offering mini-games and simple tension relievers.
The organisation uses the following types of tools:
- visual (humour);
- auditory (sounds);
- kinesthetic (physical).
Different demographics need distinctive impulses. For instance, what works for Boomer female consumers would hardly be useful for Gen X/Z. Choosing the right variation for delivering messages is a challenging task. This medium must be based on how certain groups process information and on the technology used.
Shifting from Restrictions to Empowerment
Settings like deposit or bet limits are usually useful as responsible gaming instruments, yet they feel rather punitive. Dr Donohue emphasises that positive messaging plays a crucial role in communication with the audience. Instead of layering customers’ tension through restrictions, entrepreneurs should resort to more proactive approaches that empower gamblers.
The type of behaviour-modification impulse matters because it affects dopamine levels. This tendency can be seen across various sectors where the DWC operates, including transportation, healthcare, and retail. Even a simple question about well-being or mood clicks something in the person’s brain and makes them pause.
As a positive messaging reference, the scientist cited Coca-Cola’s 1971 advertisement that featured “I’d like to Teach the World To Sing” by The Hillside Singers. This song associated the giant’s drinks with the concepts of harmony, international fellowship, and uniting love.
iGaming businesses can leverage similar methods to help their customers reduce stress and, eventually, the risks of ludomania. The DWC has already made TikTok its infrastructure delivery to relieve pressure. The company considers it “advertising for good,” applying the corresponding elements to e-mails and website links.
Dr Donohue acknowledges some status quo inclusions in the RG realm but also appreciates the efforts of market representatives:
- Flutter UK & Ireland. The stakeholder initiated research on positive options for player behaviour modification. The study is conducted in the Leeds office.
- Crucial Compliance and Mindway AI. These firms utilise artificial intelligence and similar technologies in their work. Innovations are focused on strengthening user protection tools.
- DWC itself. The organisation offers operators the MyStride Positive Play platform. It allows for integrating positive models for impacting gamblers’ behaviour.
The Main Things About New RG Approaches
The outdated, theory-based measures are no longer relevant for modern audiences. Niche brands need to come up with innovative methodologies and techniques to ensure safe entertainment for their audiences. Dr Mary Donohue from the Digital Wellness Center has great suggestions in this field.
Let us review the main highlights from this article:
- Ipsos’ 2024 survey across 31 countries revealed that about 62% of people have felt mental pressure that affected their everyday lives, which can contribute significantly to the development of ludomania.
- A good choice is to rely on real-world data, as well as to focus more on informing legislators about the industry’s current state and the results of specific RG initiatives.
- AI-shaped hyper-personalised entertainment experiences and rapidly developing quantum computing enhance the impact of responsible gambling strategies.
- One of the DWC’s major goals is to reduce user stress by offering mini-games and tension relievers. The organisation uses visual, auditory, and kinesthetic formats.
- The type of behaviour-modification impulse matters because it affects dopamine levels. Positive models empower players while negative ones feel more punitive.
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