Canada
New Approaches to Mitigating High-Risk Play: Responsible Marketing
Guardrails are often put in place to keep people within safe boundaries and to prevent harm. Can the notion of player-health ‘guardrails’ help evolve how gambling products are marketed to mitigate high-risk play and improve player-health outcomes?
Three panellists recently joined Dr. Jamie Wiebe, BCLC’s Director of Player Health, to examine this question during BCLC’s New Horizons in Responsible Gambling pre-conference session, Responsible Marketing: Establishing “Guardrails” for Safer Play.
Panellist Floris van Driel, Nederlandse Loterij Responsible Gaming Specialist for Sports Betting and Casino, shared Nederlandse Loterij’s approach to integrating responsible marketing into online gambling, which became legal in the Netherlands on October 1, 2021.Â
The Nederlandse Loterij team scores and advertises each game by risk level. Games rated with a very high-risk score are not promoted at all in television or social media advertising and similarly, high-risk players are excluded from receiving any marketing materials. Additionally, van Driel’s team looks at player behaviour and classifies players into different risk categories to better understand how to market games to each segmented group.
“We are looking at high-risk players, and the types of games they prefer, to understand if we should be more restrained when promoting these types of games,” van Driel explained during the New Horizons session. “It’s really about using specific customer data to customize the campaigns to mitigate risk along with utilizing marketing tools to stimulate people to moderate their gameplay.”
Part of Nederlandse Loterij’s new marketing strategy entails reframing the tone of their player health advertising, reflecting a more fun, light-hearted approach. Its recent TOTO campaign promoting responsible participation in online sports betting was recognized as the Safer Gambling Campaign of the Year at the 2021 Global Regulatory Awards.
“We are finding that keeping it lighter and more fun ties in better with the tone of the other communication that we give to the player. The intention is to make it easier for players to accept the message and to get player health behaviour normalized.” The campaign resulted in a very positive behavioural change: 82 per cent of players thought that the tips were very useful, and 44 per cent considered changing their behaviour.
Ryan Persaud, Director of Insights and Player Experience at BCLC outlined the organization’s integration of marketing guardrails operationally. In 2021, BCLC completed a study whereby it included Problem Gambling Severity Index (PGSI) scores with online customers, connecting survey results with actual behaviour.
“It allowed us to understand: How do [players’] personal stated risks relate to their behaviour? We used that information to help us craft what we are calling…high-risk indicators,” said Persaud.
BCLC is building on these findings to develop high-risk indicators centred around variables such as deviation, deposits, wagering, time and player-health risk alerts.
“At BCLC we are focusing on the player side of assessing risk and using high-risk indicators to dig into the behavioural components as opposed to just the product risks,” Persaud explained. “This player-health data is being used to better inform the conversations we’re having around marketing.”
Finally, Richard Wood, President, GamRes Limited, outlined during the discussion that in order to responsibly market a product, it’s important to identify and understand the impacts and unintended potential risks for each player. Wood and the GamRes team created Gamgard, a game risk-assessment product used to help prevent high-risk play, while also supporting operators in their end game: to deliver a fun, interesting product.
“With Gamgard, jurisdictions are able to identify high-risk elements and then choose to either not advertise the game at all to high-risk players or to use the data to integrate player health guardrails into their marketing approaches,” Wood explained.
Wiebe concluded the session by asking each panellist to look forward 10 years and share their perspective on gambling marketing:
“Focusing on integrating more fun and entertaining player-health messaging into the marketing experience will help to mitigate risk,” Wood said. “We’ve found that the most responsible players are the most satisfied players… so player health and marketing aren’t polar opposites; at the end of the day, they have a similar goal of ensuring that players have a good healthy experience.”
Hosted by BCLC, the full New Horizons in Responsible Gambling Conference is celebrating 10 years of industry leadership and bringing together hundreds of industry-leading researchers, policymakers and representatives from around the world to tackle some of the most challenging topics related to gambling and player health. The conference will occur virtually in early March 2022.
The Alcohol and Gaming Commission of Ontario (AGCO) has updated several lottery policies to remove the cap on seller commission for Paper Raffles and Media Bingo, along with removing the prohibition on Catch the Ace paper lotteries, to align with other charitable lottery products.
Licensed charities may now negotiate commissions directly with sellers and determine commissions, provided they are reasonable and tied to the cost of service provided by the seller.
These updates further the AGCO’s commitment to adopt an outcomes-based regulatory approach and reduce burden for the charitable gaming sector. Local charitable organizations will have greater flexibility to make decisions that best serve their fundraising objectives.
Important Reminders
• Charities must still receive approval for other expenses incurred under their licence and retain receipts for seller commission paid.
• Licensing authorities will not require documentation to be submitted as part of the application process, however, charities are still subject to audit to determine compliance.
• Charities are reminded of their legal requirement to meet their obligations under the Criminal Code and with respect to conducting and managing a charitable gaming scheme.
• As with all licensed charitable lottery events, charities must take the necessary steps to ensure that they are conducting and managing the lottery event within Ontario.
For charitable gaming-related inquiries, email an AGCO Eligibility Officer at [email protected] or call AGCO Customer Service at 1-800-522-2876, Monday to Friday from 8:30 a.m. to 5 p.m.
Leading business, technology, finance, and gaming law firm, Segev LLP, is proud to announce its 10th anniversary. Over the past decade, Segev has evolved from a bold idea into a multi-jurisdictional firm serving clients across Canada, the U.S., and beyond.
Built for innovation-driven industries, the firm is widely recognized for its work with companies at the forefront of gaming, crypto, technology, and emerging sectors. “Our 10-year anniversary is a defining moment,” said Founding Partner, Ron Segev. “It’s a testament to the strength of our team and our culture of teamwork, self-improvement, and growth – all of which is directed at scoring wins for our great clients.”
As industries like fintech, crypto, iGaming, and AI have matured, so has the firm, often in parallel with its clients. “We’ve all grown together with our clients from one success to the next, whether it be helping clients complete financings or helping them close business,” said Managing Partner Alon Segev. “I look forward to continued growth for us and our clients in the next 10 years!”
The firm’s client-first approach has consistently earned recognition from top legal ranking guides. Segev LLP is ranked by Chambers and Partners as a “Leading Firm” and “Band-1” in Canada for Gaming Law and are also recommended by The Legal 500 and Lexology. These rankings reflect the team’s ability to deliver strategic, high-quality legal solutions that align with their clients’ business goals.
Recognized for their unique ability to exceed expectations and deliver out-of-the-box solutions, Segev LLP’s clients have affirmed: “The firm demonstrates its capability not only to understand complex matters, but also to offer solutions that are practical, pragmatic, and value-adding.”
“Segev possesses outstanding resources and maintains global partnerships, enabling it to deliver precise and informed responses to any queries related to the iGaming industry.”
“Epic service, very good, I won the case!”
“Great service, friendly atmosphere, and support.”
Several Segev team members also reflected on the milestone: “There was a moment early in my time here when I realized I wasn’t just being brought in to help; I was expected to contribute, take initiative, and run with big ideas. That stuck with me,” said Negin Alavi.
“Together with our clients, [Segev] has experienced remarkable growth over the past decade. I’m honored to have contributed to this journey and to celebrate these shared successes,” said David McHugh.
“Segev has cultivated a thriving law practice on the principle that challenges are to be embraced as opportunities. The approach has enabled us to grow as lawyers, but more importantly, it has enabled us to ensure the success of our clients,” said Mark Balestra.
“Since joining through Segev’s Ontario expansion, I’ve had the chance to work alongside some of the sharpest and most collaborative lawyers in the gaming space,” added Manav Bhargava. “As a full-service firm and industry leader, Segev stands out for its ability to support innovative businesses with practical, forward-thinking legal advice.”
Segev LLP will commemorate the anniversary with a series of internal and external initiatives throughout the remainder of the year.
Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded an Ontario Gaming License by the Alcohol and Gaming Commission of Ontario (AGCO), effective today. This achievement enables the company to offer its portfolio of real-money games to licensed operators and players across the province.
The license underscores the Incentive Games’ commitment to meeting the highest standards of compliance, security, and operational excellence. The rigorous application process demands robust security protocols and comprehensive responsible gaming measures and affirms the company’s readiness to enter one of Canada’s most dynamic iGaming markets.
The North American market is a strategic focus for Incentive Games, and this milestone follows closely on the heels of the company receiving its Provisional Michigan gaming licence from the Michigan Gaming Control Board earlier this month.
Incentive Games will distribute its real-money gaming content in Ontario through Incentive Studios, the company’s dedicated Real-Money Gaming division, ensuring a focused and tailored approach to the market.
“Ontario represents a huge opportunity for us, and securing this license is a proud moment for the whole team,” said John Gordon, Chief Executive Officer at Incentive Games. “It reinforces our dedication to meeting the highest standards while delivering compelling real-money content. We’re looking forward to building strong relationships in the region and continuing our momentum across regulated markets worldwide.”
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