From the Desk of… Dr. Jennifer Shatley, President and CEO, Logan Avenue Consulting

“From the Desk of..." is a series from the G2E Insider written by G2E community members to share their knowledge with the wider gaming industry. Hear from Dr. Jennifer Shatley, President and CEO of Logan Avenue Consulting and Consulting Partner of the Responsible Gambling Council (RGC) about the importance of using scientific evidence and emerging technology to drive innovation and actionable programs in the field of responsible gaming.   

It’s incredible how much recognition responsible gaming (RG) has gained across the gaming industry. Gone are the days when the topic was relegated to a tiny corner of industry trade show floors or siloed conversations among the same handful of stakeholders, bemoaning their lack of resources and the lack of support from senior management. As a pioneer in the field, I am astounded by the vast number of attendees at recent conferences dedicated to the topic. It’s clear the field has evolved extensively since 1989 when Harrah’s (now Caesars) established the U.S. industry’s first RG program.

Today, savvy operators understand successful RG programs must expand beyond standalone initiatives into continuous efforts that inform every aspect of operations. This integration creates positive and enjoyable experiences for players while contributing to the sustainability of the industry. By promoting responsible play and preventing problematic gambling, these programs can improve public perception, allow for expansion, and enhance customer experiences, leading to better engagement and retention – from both customers and employees.

Despite this increased emphasis, accompanied by expanding regulations and emerging technologies, the impacts of these programs are poorly understood. That is why RG strategies need to be driven by scientific evidence. Ensuring effectiveness requires continually evaluating, investing in, and innovating RG approaches.

Evaluating RG programs through data analysis and player feedback is vital. Rigorous research and data analysis can gauge the effectiveness of intervention methods, identify best practices, and drive continuous improvement. Further, evidence-based strategies can inform efforts to create RG programs tailor-made for different player demographics, including cultural considerations, to ensure the right message and interaction reach each customer.

Technology also plays a crucial role. Innovative technologies, such as behavioral analytics and artificial intelligence (AI), can analyze vast amounts of player data to identify early signs of risky behavior and trigger timely interactions to prevent harmful consequences. Moreover, personalized messaging procedures can be used to identify and reinforce positive behaviors and promote responsible gambling, shifting the focus from problem gambling to safer play.

By leveraging research and technology, more effective RG programs can be implemented. For instance, we now can develop personalized RG feedback and tools, leverage behavioral analytics/AI/machine learning to motivate behavioral change or reward positive play, deliver enhanced player education through interactive tutorials, and apply gamification techniques to make RG initiatives more engaging for players.

Global Gaming Expo provides a perfect platform to advance RG conversations by bringing together industry stakeholders, regulators, experts, and researchers to facilitate collaboration and knowledge-sharing. This G2E, I encourage you to engage in thought-provoking discussions to inspire new approaches and ideas for advancing RG.

This commitment to RG not only enhances the industry's reputation but also fosters a safer and more enjoyable gaming experience for all players. By continuously investing in RG, the gaming industry can help foster an environment for growth while prioritizing player well-being and satisfaction. As this remains an evolving field, it is essential for all stakeholders to work together to create a thriving and responsible gaming industry.

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Register today to join the global gaming community in Las Vegas from October 9-12 at The Venetian Expo. Explore the latest advances in responsible gaming, from new technology to innovative thought leadership, at G2E Education 2023.