Inside Asian Gaming

MAY 2018 INSIDE ASIAN GAMING 43 BB: What are the key elements required for an effective responsible gambling program? JJB: It is important that the industry translate responsible gaming policies into sound business practices. An effective responsible gaming program includes several key components. Underlying all of these components is a commitment to objective science to deliver proven and evidence-based programs and initiatives. Communication of responsible gaming expectations and ethics to all employees, customers and the public. This includes communication at all customer contact points within gambling venues and via media in the community, giving practical information about skills and attitudes consistent with gambling responsibly, such as encouraging customers to set limits for spending both time and money, as well as information on how to identify a problem and where to get help. Making meaningful options available to customers who want help managing their gambling, including self-exclusion and self- restriction. Responsible Gaming training for all employees. At Caesars, we place particular emphasis on special training for our “Responsible Gaming Ambassadors” who engage with customers whose gambling we’re concerned about. Support and relationship building in the local community with problem gambling service providers and NGOs that seek to reduce potentially harmful impacts of gambling. BB: RG programs require input from a number of people across a number of levels within an organization – what are some of the main challenges that can arise in this regard? Is RG generally the responsibility of all employees? JJB: I don’t think there are any insurmountable challenges as long as there is a commitment from the top of the organization to responsible gaming and the weaving of a responsible gaming ethic into the fabric of the company. We all have our own roles to play in RG – it’s not a function of only a few people, it’s a core component of how we conduct our business and a natural extension of traditional customer service. Responsible gaming impacts every part of operations and informs every interaction with a guest. RG can’t be helicoptered and dropped in to a corporate culture if it’s to be effective. It has to be a shared responsibility that informs every aspect of how we relate to our customers, our employees and the communities where we operate. All employees must embrace and reflect these values. While it must be a top down approach, it also must be lived and breathed at every level of the organization. At Caesars we understand that in order to effectively promote responsible gaming, we have to behave in a way that’s consistent with our responsible gaming values, policies and procedures every day. That is why we have dedicated teams at every property and at the corporate level that manage and reinforce our responsible gaming ethic to ensure that we adhere to our responsible gaming commitments. BB: What training is generally provided to give employees the tools they need to play an effective role in the company’s RG initiatives? JJB: All employees receive RG training, even those who don’t regularly interact with customers. It’s important for all employees to understand the company’s commitment to responsible gaming and the programs it has in place to achieve its RG objectives. Employees in customer-facing roles receive extra training to help them understand their specific roles in promoting RG on the casino floor and at all other customer touchpoints. A key feature of our program is that employees in customer- facing roles are trained to act on their personal concern for a guest in a situation where responsible gaming may be an issue, as it is both a recognizable state of mind and a potent trigger to move employees to action. Fifteen years ago, Caesars pioneered the concept of Responsible Gaming Ambassadors, who receive special FEATURES “Experience has shown that prevalence rates do not increase simply as a result of exposure to new gambling opportunities. In fact, when responsible gaming programs are implemented correctly the introduction of regulated casinos can actually lead to a reduction in prevalence rates.” – Jan Jones Blackhurst Caesars Palace