2: How can data be put in the hands of customers to drive safer behaviours?
There’s an increasing expectation from customers to have access to and control of their own information and data. The data that operators have create a great opportunity to empower customers and increase their awareness during their gambling. This table explored how operators could put that data in the hands of customers, in a way that helps customers to have safer gambling behaviours.
There was a lot of energy at the table around the idea of using data to break through the denial of spending habits and introduce friction points for customers who are starting to show out-of-control behaviours.
Everyone agreed that simply giving data to customers isn’t enough. It needs to be shared in a way that positively impacts their behaviour. And there are lots of ways to nudge customers towards better behaviour through data: by showing them their recent trends or escalations in spending or making the amount of money ‘real’ by comparing it to real-life purchases like football tickets or a holiday.
To be most effective, data sharing needs to be built into the gambling product, so that customers see their data in real time, not sent through as a text or email after the fact. For example, a live profit and loss centre on the screen works alongside pop-ups and messaging geared towards how that customer is playing.
But the biggest opportunity – and potentially the most challenging limitation of sharing data – is sharing customer data across gambling operators, so the customer can see not just their status at one company, but a full picture of their gambling habits across the board.
- Keep a live profit and loss centre on the screen so customers can see their status and respond in real time
- Show customers their spend and trend analysis of gambling behaviour relative to other gamblers in the same town or age group
- Share data with a nominated third party, such as a parent, partner or therapist, to help influence people when they show signs of risky play