Elizabeth Stephenson. Bev Mehmel. Manitoba Gaming Control Commission. Manitoba Lotteries

Transcription

1 Elizabeth Stephenson Manitoba Gaming Control Commission Bev Mehmel Manitoba Lotteries

2 Today s Discussion About the Canadian Partnership for Responsible Gambling s Forum in 2009 Innovation and Change Technology Drivers and Implications for Gambling Gaming Trends Players, Systems, Contents & Platforms Forum Findings: Implications for Responsible Gambling

3 What is the Canadian Partnership for Responsible Gambling (CPRG)? Origins and history Who is involved? CPRG members identified emerging gaming technologies identified as a priority area in 2008 Organized the CPRG Emerging Gaming Technologies and Responsible Gaming forum (April 2009)

4 Speed of Innovation and Change

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6 Customers Player Choices and Interests Shifting demographics boomers, younger generations with different interests Increasing comfort with technology Demand for convenience and customized services Ethnic diversity Interest in interactive, skill-based, collaborative and competitive play

7 Globalization Increased gambling in other markets Increased competition Higher customer expectations Increased innovation

8 Internet Expansion Access to the internet in our homes, offices, cars, planes, coffee shops and parks Offers more platforms through which gambling can be offered to players Expansion is facilitated by development of standard communication protocols, language and development tools Technology Lag - Believe it or Not Gambling industry has lagged behind other industries in using technology

9 Product Line Convergence Traditionally casinos/vlts/lottery tickets have been separate businesses within the industry - we are now seeing these lines converge Convergence will allow for consistent delivery of marketing and responsible gaming features and tools across all product lines May mean that a player could have a single account or profile across all types of gambling

10 Growth of Responsible Gambling Growing focus on RG has itself been a driver of technological innovation this is the first time that RG is being built into product design, development and operation Increasing recognition of the commercial and social benefits of RG Research & development dollars are being focused on RG technologies that span product lines

11 Other industries New technology: 1960s seatbelts 2000s My Key

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13 Gaming Analytics Software - Technologies that allow the collection and analysis of player data across product lines and other sources Personal account-based gaming, e.g. using ID cards, biometrics, USB keys Current state player tracking Real-time networks the way of the future Future state - product convergence

14 Gaming Analytics Applications For the customer: May enhance and personalize gambling experience May enable responsible gaming tools beyond what is currently available For the operator: Understand and balance popularity vs. profitability of games May deliver a more personalized experience, e.g. players select preferred games, direct marketing, player card reward vouchers, marketing concerts or events

15 Gaming Analytics Applications For Responsible Gaming: Tools for players to set customized parameters e.g. time, money, frequency Feedback direct to players about their play behaviors e.g. time and money or provide information relative to their risk level Ability for player to exclude themselves for self-designated time periods Into the Future: convergence will give a total view of the player across all product lines

16 Standardization Manufacturers starting to build systems using common communications standards - so what? Historically each manufacturers system was proprietary in terms of its system to system, and game to system communication Like each manufacturer was speaking a different language resulting in problems integrating mixed systems Lack of a common communication standard stifles innovation and introduction of new technology THINK of the Internet explosion which was due to adoption of common Internet standards

17 Gaming Standards Association (GSA) Established to define, develop and promote common communications standards for manufacturers systems, games, software and applications Have developed three standards to date: S2S: System to System G2S: Game to System GDS: Game Device Standards

18 S2S is a connection engine that provides a universal conduit plumbing to connect different host systems to share information for a variety of purposes including: Operational and regulatory requirements Coordination with G2S hosts and provide authorization of EGM changes on the slot floor Validation of software content servers Inter-property communications to both gaming and non- gaming related systems

19 G2S connects EGDs (slots, VLTs) to back of house gaming systems to enable: Networked gaming A dynamic casino floor with software download and remote configuration Interactive player experience

20 Network-Based Gaming connects electronic gaming devices (EGDs) to a high-speed server or network to facilitate two-way real-time communication Downloadable and configurable games for EGDs Operators can schedule when and what games are available, change pay tables and machine denominations Allows for firmware and software changes to be made remotely; could be beneficial for distributed gaming networks, e.g. VLT networks

21 Game Innovation Content trends that may be coming: Episodic play and games that involve elements of skill Guaranteed, time-based or fixed price gambling Games that extend the experience beyond the play itself Games will continue to evolve to be increasingly skill-based, interactive, active and competitive

22 Electronic Gaming Devices (e.g. Slots and VLTs) EGDs are evolving too: Enhanced sound and screen resulting in an immersive, multi-sensory experience Customization of game choices, volume, light levels and cabinet height

23 Online & Mobile Gambling Online gambling is growing around the world Mobile or wireless gambling is growing in Europe; some speculated it may become a trend in North America Integrating responsible gaming features into online gambling has been done (Svenska Spel, Sweden) including: Player tools to set limits (time and money) put players in control of their behavior and choices PlayScan predictive software provides feedback to players on their play based on their risk level Canadian internet offerings have changed since the Forum in 2009

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25 The Power of Player Information Feedback to players about their play and risk levels important tool; mixed opinions about how far to go if gambling patterns suggest a problem Player cards voluntary or mandatory? Mixed opinions on player acceptance, impact on tourism and revenues, challenges in using a single system for responsible gambling and marketing Players need control over tools and features they use to monitor their play and make choices about their gambling Operators have responsibility to provide responsible gambling tools and messages, and to market these to players

26 The Influence of the Responsible Gambling Voice Positive and encouraging that responsible gambling questions are on the radar of manufacturers, operators and legislators Used to be an afterthought issue is now top of mind Gaps in responsible gambling knowledge are opportunities that can be filled through collaboration, research and program development. Emergence of new technologies is inevitable as it is in any field. Building responsible gaming considerations in from the start will ensure that players have the right tools and information when the new developments arrive.

27 Cautionary Tales Network-Based Gaming Novelty factor of new technology will there be an impact on gambling levels or problem gambling? Potential for network-based gambling on perpetuating myths, e.g. payouts not being random, payouts being turned up or down, the illusion of control of skill-based elements in games Game Content Games increasingly immersive need ways to break through the intensity to provide responsible gambling messages and tools

28 Elizabeth Stephenson Manitoba Gaming Control Commission Bev Mehmel Manitoba Lotteries