Sometimes, research is everything.
Bo Bernhard, executive director of UNLV’s International Gaming Institute told a story of how an Australian casino slowed down the spin time on several slot machines to keep compulsive gamblers – normally attracted to fast-paced action – away from the games.
But the casino didn’t do its research before implementing the change.
“It actually exasperated the problem,” Bernhard said. “The players stayed on the games longer. They were doing the research at the game itself.”
Bo Bernhard, executive director, International Gaming Institute.
Bernhard recalled the ill-fated move last week while moderating a panel discussion in Las Vegas as part of the American Gaming Association’s 21st Responsible Gaming Education Week. The trade organization held two events – in Las Vegas and Boston – to highlight the industry’s educational efforts and how casinos address potential solutions.
Responsible gaming education continues to be an evolving gaming industry program.
The overwhelming focus this past week was the U.S. growth of legal sports betting. Since the Supreme Court ruled in May that any state could legalize single-game sports wagering, casinos and racetracks in Mississippi, New Jersey and Delaware have opened sports books.
Those taking part in the discussion said the industry needs to ensure legal sports betting doesn’t create a new wave of problem gamblers.
The AGA updated its code of conduct for responsible gambling to specify sports betting activities, including marketing and advertising rules on TV, online and other media. The code also addressed preventing underage gambling.
The rules ask casinos to make “diligent efforts” to prevent minors from gambling or placing bets on sports.
Sara Slane, senior vice president of public affairs for the AGA, said it was important that the industry help state lawmakers and regulators develop policies. “Burdensome and unworkable regulations,” she said, hurts everyone as much as doing nothing.
Three years ago, daily fantasy sports operators flooded the marketplace with television ads touting their product. Slane said the boldness of the messages left regulators and legislators “scratching their heads,” asking if the activity was gambling and if it was regulated.
Las Vegas panel, left to right; Jennifer Shatley of Caesars, Connie Jones of AGEM, Robin Bernhard of BMM and Sara Slane of the AGA.
“One of the best lessons we learned was from the mistakes that daily fantasy sports made back in 2015, certainly when it came to the issue of advertising responsibly,” Slane said. “We absolutely do not want to make the mistakes (again).”
Much has changed with how the gaming industry views responsible gaming since Caesars Entertainment (then known as Harrah’s Entertainment) launched Operation Bet Smart program in the 1980s, the first effort undertaken by a casino company directed toward guests to help them recognize signs of a gambling problem.
Caesars compliance specialist Jennifer Shatley said the company had to change the imaging on its initial messages because it featured playing cards fanned out on a blackjack table
“We were actually sending out a gambling message,” she said. Shatley credited the company’s former CEOs – Phil Satre, Gary Loveman and current CEO Mark Frissora – with having input into Caesars’ program.
A few years after targeting customers, Caesars focused responsible gaming messages toward employees – how recognizing signs that either a customer or a co-worker might have a gambling problem.
“It’s an issue that continues to evolve,” Shatley said.
Connie Jones, who oversees responsible gaming issues for Association of Gaming Equipment Manufacturers, said the main challenges facing casinos and equipment providers are changes in technology.
BMM Test Labs, which certifies gaming equipment, produced a report on responsible gaming issues for the industry. Robin Bernhard, senior manager of marketing and education for BMM, said gaming technology has expanded “beyond casino walls” through social gaming and online gambling activities.
He cited a study by the National Center for Responsible Gaming (NRGC) that found 95 percent of the people who gamble do so responsibly. However, the remaining 5 percent display characteristics toward problem gambling and 1 percent of that 5 percent are classified as problem gamblers.
“Responsible gambling is about the statistics, science and strategies to help the 1 percent,” said MGM Resorts International Executive Vice President Alan Feldman, who is chairman of the NRGC. “It’s also focused on keeping that 5 percent from developing real problems.”
Feldman said efforts also need to focus on the 95 percent that gamble responsibly and keep them in that category.
Slane added that the AGA is “committed to providing a safe gaming environment for our patrons, employees and communities. Responsible gaming is a top priority for the gaming industry.”
Howard Stutz is the executive editor of CDC Gaming Reports. He can be reached at hstutz@cdcgamingreports.com. Follow @howardstutz on Twitter.
