• Subscribe
  • Magazines
  • About
  • Contact
  • Advertise
Sunday 31 August 2025
  • zh-hant 中文
  • ja 日本語
  • en English
IAG
Advertisement
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
    • Africa
    • Australia
    • Cambodia
    • China
    • CNMI
    • Europe
    • Hong Kong
    • India
    • Japan
    • Laos
    • Latin America
    • Malaysia
    • Macau
    • Nepal
    • New Zealand
    • North America
    • North Korea
    • Philippines
    • Russia
    • Singapore
    • South Korea
    • Sri Lanka
    • Thailand
    • UAE
    • Vietnam
  • Events
  • Contributors
  • SUBSCRIBE FREE
  • 中文
  • 日本語
No Result
View All Result
IAG
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
    • Africa
    • Australia
    • Cambodia
    • China
    • CNMI
    • Europe
    • Hong Kong
    • India
    • Japan
    • Laos
    • Latin America
    • Malaysia
    • Macau
    • Nepal
    • New Zealand
    • North America
    • North Korea
    • Philippines
    • Russia
    • Singapore
    • South Korea
    • Sri Lanka
    • Thailand
    • UAE
    • Vietnam
  • Events
  • Contributors
  • SUBSCRIBE FREE
  • 中文
  • 日本語
No Result
View All Result
IAG
No Result
View All Result

RG and the player journey

Not a “one size fits all” approach

Eleaine McDougall and Lorelle Muller Lumsden by Eleaine McDougall and Lorelle Muller Lumsden
Tue 9 Feb 2021 at 15:42
RG and the  player journey
22
SHARES
546
VIEWS
Print Friendly, PDF & Email

In the fifth installment of a collaboration between IAG and the Responsible Gambling Council, we look at the importance of prevention education in creating a responsible gambling culture.

Knowing and understanding your audience is the key to success for any business. The ability to effectively convey the right message for decision making, based on where a customer is in their lifecycle, is integral to continued success and growth. The same strategy is often applied to the gaming industry. Successful operators across the globe know that by providing players with the appropriate prevention education and tools at each stage of the player journey, they can help players feel more informed, adopt safer play practices and ultimately create a culture of responsible, sustainable play.

RELEVANCY IS KEY TO CONNECTING WITH PLAYERS

Prevention education is not just about problem gambling awareness but about providing the appropriate information and messaging throughout the full player journey and identifying the best channels to reach different types of players. Where it is that a player falls within the player journey, and their level of risk, have a big impact on the message they should receive and how they consume it. Player education is crucial when it comes to healthy decision making and establishing safer play habits. Gambling literacy including how games work and concepts such as randomness and house advantage lead to an increased understanding about the risks involved in gambling and how players can protect themselves. This message is commonly used to educate new and casual players. More seasoned players benefit from education about managing their play and budget, recognizing the signs of a problem and how to access support.

PREVENTION EDUCATION TACTICS

Effective prevention education programs start with tailored key messages that align to the desired behavior. For example, the messages used to encourage players to adopt low risk gambling practices will differ when speaking to older adults, versus younger.

Tailoring messages to specific audiences can ensure the message uses the right tone, and using the proper media channels to connect with your target increases the potential for your message to resonate. When providing education and awareness on topics such as low risk gambling strategies, it is important that tips for safer play are specific to the different forms of gambling.

MITIGATING GAMBLING HARMS WITH A HUMAN TOUCH

Using paid media channels is an effective way to connect with players outside of the gaming environment, when they may be more receptive to messages about the risks associated with gambling and how to play safer. Inside gaming venues, operators have an opportunity to connect in meaningful ways one-to-one through the player resource centers.

Player resource centers are designated spaces within land-based gambling venues that can be an asset in reaching players through trained staff delivering messages, promoting RG tools, offering support, breaks in play and confidential services.

Staff are able to provide customized messaging for an individual player in a particular moment in time, which can create a bond of trust between player and venue. This direct access to players can influence informed decision making and ultimately lead to a safer and more sustainable player base.

Player resource center staff also have an important role to play with venue staff. Education begins internally before it can be promoted to players. Creating consistent messaging with players’ health and well-being at the forefront of all programs means that a venue is taking its responsibilities of player safeguards seriously. At moments of crisis, player resource center staff have the skillset and experience to de-escalate situations and provide support to players when they need it most.

The different strategies of player education, from prevention to mitigation, work together to create a shield that protects not only players but operators as well. Traditional and social media prevention ads increase a player’s knowledge base and inform on the risks of gambling, while player resource center staff have a key role to play in delivering real-time messages that are relevant and meaningful.

A healthy and sustainable player base is good for the bottom line. Arming players with the tools and knowledge necessary to make informed decisions ensures that operators and regulators are upholding their commitment to their players.

RelatedPosts

Editorial – Flipping the script

Editorial – Flipping the script

Thu 28 Aug 2025 at 12:30
Asia market roundup

Asia market roundup

Thu 28 Aug 2025 at 12:26
Rewriting the rules

Rewriting the rules

Thu 28 Aug 2025 at 11:43
Test of character

Test of character

Thu 28 Aug 2025 at 11:28
Load More
Tags: Current IssueResponsible GamblingResponsible Gambling CouncilRG
Share9Share2
Eleaine McDougall and Lorelle Muller Lumsden

Eleaine McDougall and Lorelle Muller Lumsden

Elaine McDougall is Director of Marketing and Communications for the Responsible Gambling Council. She is a marketing and advertising professional with 20 years of experience working in both advertising and non-profit sectors. Elaine has spent the last 15 years specializing in the gambling industry.
Lorelle Muller Lumsden is Director of PlaySmart Centres for the Responsible Gambling Council. She oversees all PlaySmart Centre player education initiatives and develops and implements training modules to help enhance PlaySmart Centre employee knowledge and expertise as they perform their role with players and venue staff.

Current Issue

Editorial – Flipping the script

Editorial – Flipping the script

by Ben Blaschke
Thu 28 Aug 2025 at 12:30

This month represents an important milestone for Inside Asian Gaming as we launch IAG EXPO – an expansion of the...

Asia market roundup

Asia market roundup

by Ben Blaschke
Thu 28 Aug 2025 at 12:26

Inside Asian Gaming takes a deep dive into the state of Asia-Pacific’s key gaming markets: who’s hot, who’s not and...

Rewriting the rules

Rewriting the rules

by Newsdesk
Thu 28 Aug 2025 at 11:43

IAG EXPO, taking place at Newport World Resorts from 8 to 10 September, is not your usual trade show. IAG...

Test of character

Test of character

by Newsdesk
Thu 28 Aug 2025 at 11:28

Since its establishment in 1989, Gaming Laboratories International (GLI) has developed into the world’s most trusted name when it comes...

Evolution Asia
Your browser does not support HTML5 video.
Aristocrat
GLI
Nustar
SABA
Mindslot
Solaire
Hann
Tecnet
HKUST
NWR

Related Posts

Asia market roundup

Asia market roundup

by Ben Blaschke
Thu 28 Aug 2025 at 12:26

Inside Asian Gaming takes a deep dive into the state of Asia-Pacific’s key gaming markets: who’s hot, who’s not and where will the surprises come from in the near-term? The pandemic years are now a distant memory, and the Asia-Pacific...

Test of character

Test of character

by Newsdesk
Thu 28 Aug 2025 at 11:28

Since its establishment in 1989, Gaming Laboratories International (GLI) has developed into the world’s most trusted name when it comes to testing and certifying products for the gaming industry. Marina Wong, General Manager of GLI Asia Since the company was...

Curating Culture

Curating Culture

by Newsdesk
Thu 28 Aug 2025 at 11:04

Wynn welcomed Art Macao 2025 by launching the special exhibition “Hello China, Hello Macao – The Odyssey of Jingdezhen Porcelain: A Heritage Voyage from Macao to the World” – the first flagship project under cultural brand “Wynn Culture”. The “Art...

10 Years Ago – The 2015 Asian Gaming Power 50

10 Years Ago – The 2015 Asian Gaming Power 50

by Ben Blaschke
Thu 28 Aug 2025 at 10:57

In this regular feature in IAG to celebrate 20 years covering the Asian gaming and leisure industry, we look back at our cover story from exactly 10 years ago, “The Asian Gaming Power 50”, to rediscover what was making the...

Your browser does not support the video tag.


IAG

© 2005-2025
Inside Asian Gaming.
All rights reserved.

  • SUBSCRIBE FREE
  • NEWSFEED
  • MAG ARTICLES
  • VIDEO
  • OPINION
  • TAGS
  • REGIONAL
  • EVENTS
  • CONSULTING
  • CONTRIBUTORS
  • MAGAZINES
  • ABOUT
  • CONTACT
  • ADVERTISE
  • 中文
  • 日本語

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • 中文
  • 日本語
  • Subscribe
  • Newsfeed
  • Mag Articles
  • Video
  • Opinion
  • Tags
  • Regional
  • Events
  • Contributors
  • Magazines
  • Advertise
  • Contact
  • About
  • Home for G2E Asia

© 2005-2025
Inside Asian Gaming.
All rights reserved.

  • 中文
  • English
  • 日本語