Power to the Punter
‘…tailor your own gaming experience….”
I want to start this piece by clearly stating; the majority of my thoughts and insights are taken from the Online Poker industry.
While I have amassed alot of experience with the other major verticals (Sportsbetting & Casino games); Poker is where the lion’s share of my time was spent.
This obviously creates a bit of a disparity with what I Know and what I Expect [from the industry]
This article is a culmination of two things that have been on my mind recently:
Lately I have received increased engagement due to my last Deposit Limit article and the information I shared. This is surprising as none of what I wrote was innovative or revolutionary (to me atleast)
In the past two weeks; I’ve seen a big increase in content regarding SG in-client systems and how they are viewed by Stakeholders.
“POKER ISN’T GAMBLING” (well… not really)
This is one of the most hotly debated and contentious takes in online gambling. Where you stand on this is entirely upto you and everyone’s milage will vary.
The reason I bring it up though is that, from what I have seen over my working life; Poker players behave differently than other punters when it comes to their expectations [of an operator].
Allow me to explain:
The online poker community know that Safer Gambling mechanics and technical systems have been around for years.
That’s right:
Deposit Limits.
Loss Limits.
Reality Checks
Max Wager Limits
Self Exclusions
None of these are NEW*.
As far back as I can recall and probably even before I ever got into the industry; there have been RG/SG Features (I dont like the term ‘SG/RG Tools’) available within game-clients.
When I started in FTP in 2009; ‘Self Exclusion’ mechanics were already in full swing and was widely* used by a portion of the customer base.
On PokerStars and Absolute Poker too; use of rudimentary SG systems was common-enough. With the advent of Regulated Markets; like France & Italy, player protection mechanisms became mandatory requirements for licensing. Usage naturally followed suit.
But here is the crux: amongst Sportbooks users and Casino players; from veterans of those fields; customer uptake was/is low (by comparison to poker players)
Why?
Well I have a few theories but nothing concrete or solid enough for me to publish. One possible reason though is Customer-Expectations.
Poker players expect more for their money. They seek a better user-journey. They see their vertical as more polished and cerebral than Casino or Sportsbook.
It’s simple enough to understand - in Poker, you can influence what happens.
You have much more command over the behaviours and outcomes of each hand.
By contrast in Casino & Sportsbooks; you are an observer* and witness the outcome with little to no input on how things shakeout (big oversimplification I appreciate).
“Please restrict my account so I can only play HUHT on Wednesdays; between 2pm and 4; but only against micro stake players who dont have numbers in their Player IDs. Thanks”
The above is an example of a common enough request that customers would send my fmr team.
Certain players would expect such a high level of admin control and customisation from us [‘WeCare’] that they thought we could build one-off restrictions just for them.
These kind of requests perfect encapsulated one of my famous lines (and a soundbite I am know-for from within the industry):
‘…tailor your own gaming experience….”
While it’s true that, my former employer, could offer players alot of personalisation and customisation - the above is just ridiculous.
But what about something more practical:
'Please block my account from anything above 0.25/50 for 30 days & completely disable Spin&Gos.’
or
‘Set a monthly deposit limit of $50 so I can test my skills and try build my bankroll. I’m a SnG player so can you also shut-off MTTs and CASH”
All very double and straightforward.
Why would players want these?
“Well clearly it’s because they are suffering Gambling Harm…”
…someone said to me during a presentation I gave in my last company.
NOPE
It’s because they were paying customers and wanted to tailor their own gambling experience towards just the formats they enjoyed (actually used) and wanted nothing to do with the variants they didn’t like.
I do this myself all the time.
Whenever I try out a new site; I check what SG features they offer and I contact CS Support to see what they can offer me. If they dont have the ability (or wont) block CASH games then I simply wont play there.
This is not because I have some harm-related susceptibility to Cash games. It’s because I’m rubbish at them and want nothing to do with them.
I am, potentially, a paying customer afterall. Why shouldn’t I expect more for my custom?
Looking across the sector; I rarely see the same feasibility in Casino or Sportsbook providers.
Is it because they Operators don’t want to do this or is it because customers don’t look for it?
I’m sure if I asked for an extra boost on my ACCA or a Free Bet/ Spin; I’d get it but what about being asking to be blocked from Slots or to have Horse-racing removed from my UX?
“Try our Safer Gambling tools”
“These help you stay IN-CONTROL and IN THE GAME”
Ah bless…..
The above is a paraphrase of a few different Sportsbetting companies here in Ireland/UK.
They have switched their outreach comms now to promote safer gambling and I really do think that’s a step in the right direction but…. few [companies] offer anything unique or special to the public.
In fact, alot of larger outfits only provide rudimentary versions of the same handful of mechanics expected by their licensing body:
Deposit Limits (Often Dropdown or Zero-Point)
Reality Checks (Akin to a Stop Watch)
Time-out & Self Exclusion (frequently listed as separate offerings to imply more options)
I did a quick check across 8 of the largest UK/Ireland based businesses for reference.
In comparison to what you can avail of in Poker; does this not seem abit cheap?!
Sure you sometimes find the option to set ‘Loss Limits’ & a ‘Bet Calculator’ to help manage your spending and ensure you never loose too much but really; is this the best the sector can offer?
When I worked at PokerStars; Casino games and Sportsbook would become fully integrated parts of the business (all 3 could be accessed via the game-client). As such; the edict came down that these verticals should have the same* functionality as the Poker platform.
That’s right folks; now not only could people users set ‘Reality Checks’ and ‘Deposit Limits’ [INPUT FIELDS] but they could also voluntary assign their own thresholds for separate casino-variants and a max spend/stake cap for betting.
Imagine as a customer being able to regulate individual game types to suit your particular playing style & preferences?
Consider as an operator; promoting to your customer base that not only do XYZ Bet offer the same basic entry level options (that everyone else does) but more creative features than empowers you to prioritise the game you enjoy (and potentially are most profitable at) and can be protected from those you suck at!
What I’m talking about isn’t novelty new-features for the sake of it.
This is not vapid-dressed-innovation just to blush up some headlines and hype.
What I’m trying to get at is this:
iGaming is an incredibly saturated market place and gaining genuine (& ethical) competitive edges; are rare [often short-lived too]. There are frequent announcements and PR carousels about this new AI Implementations and Ground breaking Insights to help stem Gambling Harm yet actual player-assessable features to assist remain very Generation One.
I wish to challenge this paradigm.
“Choice Paralysis & Customer Confusion”
Have you ever heard about the Jam Study? It’s a genuinely fascinating piece of research that I have been referencing for years.
I won’t spoil it for you but the gist is that ‘offering more and more occasionally causes less and less’.
Now many would argue that more variety and optionality is great for customer empowerment. This can be a double-edged sword though when it comes to Safer Gambling features.
To illustrate this; please try out a particular central European licensed ‘gambling site’.
On this specific license; operators are required to provide plenty of options for players:
Mandatory Deposit Limits (D/W/M)
Mandatory NET Loss Limits (D/W/M)
Online Games
Skills Games
Game-Vertical Stake Limits (Casino, Poker & Sports)
Number of Total Monthly Logins
Login Duration (D/W/M)
Session Time Display
Accumulative Buyin/Spend Limits (D/W/M)
Self Exclusions (incl ‘Panic Button’)
There are more but I hope you get the idea.
On the face of it; you would imagine that such a plethora of features would be just splendid.
You would be wrong (in my experience).
The friction here is that so many different systems (many of which are obligatory) actually can conflict with each other, frequently causing disruption for the user.
Any would-be customers must navigate these systems and balance them at all times. Operations staff are not permitted to admin-adjust these in any case.
On many occasions; related-customers would contact my fmr team agitated & upset that, unintentionally, they have actually gridlocked their account or restricted themselves in such a way as to make actual gameplay impossible.
With all the best of intentions; so many options caused choice paralysis.
And that’s the real challenge here; implementing variety and accessibility to potential users without overwhelming them.
It’s a very tough equilibrium to achieve (the Goldilocks Zone)
Other licences require multiple mandatory limits and features to assist players so please do not read the above as disparaging towards this specific Gambling Authority. I have the utmost respect for them and the work they do.
“Safety CAN Sell. You just have to believe”
I said at the start of this article that I’ve noticed a very recent shift in the gambling discussion (mainly from the company side) towards adding more user options and accessibility.
While I am one of the biggest voices in this discussion; I am not alone and welcomely joined by some fantastic thought-leaders.
This past week, one of these authorities announced that they have been working on a new interpretation of something akin to a Withdrawal System for the UK market. I think it’s an inspired idea and something which the punter-public would flock to.
That same person & I have had long discussions over the years about reframing Safer Gambling from a protective (and unfortunately often maligned/ stigmatised) perspective to something that can actually attract players. A means of driving business.
Why shouldn’t it be? Afterall as a customer; you should be greeted with lots of functions and options to tailor your own gaming experience & play ‘your way’.
You do not like Casino games? No problem; we’ll disable them for you without any judgment or preconceived assumptions.
Looking to grind your skills at micro-stakes? Fair play to you and rest assured; we can lock your account in such a way as to meet your specific wants.
As a novice blackjack player; you want to start low and test the waters? That’s what we like to see; sensible gaming so we’ll set a 60 day cap for you.
A winner at Hockey bets but couldn’t pick a winning horse to save your life? Sure thing, you’re the customer afterall so let’s amend your UX so you only see what you like.
In all other areas of our customer life; we are thought to look for more and expect better from our service providers - why shouldn’t the gambling public do the same?
I believe in PREVENTION before all else.
If you Educate, Support and Empower customers at the beginning then you instil good patterns before potential harm starts.
In this way; not only do you foster a health(ier) relationship with gambling (in all it’s facets) but you might also awaken some people to realise ‘actually this is not how I want to spend my money’.
It’s better than someone stop gambling early then struggling through until it’s too late….