Measuring Awareness and Outcomes

Transcription

1 Measuring Awareness and Outcomes knowyourlimit.ca olg.ca ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 1

2 Measuring Awareness and Outcomes OLG works to evolve its Responsible Gambling (RG) program through evidence-informed research, and to build knowledge on how to best support players through the collection and dissemination of RG data. OLG evaluates its program and obtains RG data through a range of sources including: internal departments, external RG stakeholders, Responsible Gaming Resource Centres and other annual research studies. These measures and metrics are based on the overall objectives of the RG program to prevent and mitigate the effects of problem gambling. Targets for individual program areas are set where feasible and measurable. For any RG program element where OLG does not sufficiently influence outcomes, targets are not set. Technical note: In , improvements to our recording and reporting structure led OLG to discontinue public reporting on RG information that predates However, this data is still available publicly through historical reports on knowyourlimit.ca and/or upon request. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 1

3 Responsible Gambling Resources OLG provides players and the public with information about how gambling works, including information about game odds, randomness and independence of events. When players decide that gambling is no longer an enjoyable pastime, we want them to be aware of all the support tools and resources that are available to them. We formally track player awareness through our RG web site visitation stats, our annual RG survey, and independent research, helping us to identify gaps and to inform the future direction of our education efforts. The following section details the various ways we promote key gambling concepts and RG resources. MEASURE INDICATOR TARGET RESULTS 1 SOURCE knowyourlimit.ca OLG s RG web site, featuring a range of interactive tools and resources that show how gambling works in Ontario. Use of Interactive Tools on knowyourlimit.ca # of users who played Page views 247, ,499 93, ,329 # of visitors 90,000 81,801 29,991 43,415 Cost of Play Calculator 2 9,500 9,028 2,896 Can you Beat the Odds Pick a Card 4,000 3,781 3,888 6,763 What's Your Gambling IQ? Quiz 5,700 5,473 2,343 5,689 knowyourlimit.ca (Web Metrics) The Slot Machine: What Every Player Needs to Know Video 3 8,900 8,478 6,852 14,520 Your Gambling Profile - How Do You Stack Up? 4 14,800 14,139 1,423 Lotto Draw Simulator 5 6,700 6,419 1,642 Awareness of OLG s Self-Exclusion Program knowyourlimit.ca Self-Exclusion page views 2,400 2, ,212 1 All results reflect OLG s fiscal year, which begins April 1st and ends March 31st of the following year. 2 In , OLG featured a Cost of Play Calculator on knowyourlimit.ca. The calculator, developed by the Manitoba Addictions Foundation, allows players to calculate the estimated costs of playing slots, blackjack and roulette. 3 The video was developed in partnership with the Ontario Problem Gambling Research Centre and Carleton University. It is shared, cost free, with multiple stakeholders. 4 Your Gambling Profile launched in October The Lotto Draw Simulator launched in November ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 2

4 Communicating Responsible Gambling Information OLG provides RG related information through a number of different channels across all lines of business. OLG s goal is to communicate with players and the public through as many touch points as possible including newsletters, digital signage, marketing promotions, and presentations. MEASURE INDICATOR RESULTS SOURCE RG Education via Direct Marketing Channels Across all OLG s lines of business, RG messages are delivered to players through a variety of direct marketing channels. # of calls to Lotto Win Line (millions) 5.0 (millions) 5.3 (millions) # of Lottery e-newsletters distributed million 780, ,000 # of newsletters distributed to Lottery Retailers 8 120, , ,000 Estimated reach of Customer Display Units at Lottery Retail (millions) 400 (millions) 396 (millions) # of newsletters distributed to Winner's Circle Rewards Members million 848, million Lottery Division Gaming Marketing # of newsletters distributed to Loyalty Members via million 573, ,000 Community Outreach OLG RG representatives travel across the province to meet with organizations and community groups to present RG information. Estimated reach of digital signage at OLG Gaming Sites (millions of people) # of participants in RG Marketing Promotion 12 41,836 35,411 46,670 # of community and conference presentations Independent Quantitative Research OLG Communications 6 The Lotto Win Line is OLG s hotline where players can call to hear winning lottery numbers. Before players are able to hear numbers, they listen to an RG message. 7 Every e-newsletter contains the Know Your Limit, Play Within It logo and links to knowyourlimit.ca. 8 All lottery retailers receive a monthly newsletter. Every issue contains some type of RG messaging. 9 OLG has digital Customer Display Units (CDUs) at most Lottery Retail locations. RG specific content makes up 5% of the digital content and messages are rotated on a regular basis. Total figure includes digital messages that rotate at Lottery Prize Centre. Estimated reach of CDUs is based on an estimated number of patrons. 10 Gaming Loyalty Card members are mailed a newsletter three times a year. The newsletter has a dedicated RG section. 11 OLG has the largest digital signage network in Canada with multiple screens across all OLG slots and casino facilities (does not include Great Blue Heron or resort casinos). Beginning in 2010, RG specific messaging made up 5% of the digital content. Messages are rotated on a regular basis. 12 The It Pays to Know marketing promotion launched in 2010 and is an umbrella education campaign that features direct, player-focused RG messages. A third party research firm conducts a series of on-site intercepts at gaming sites and community events. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 3

5 RG Knowledge Among Employees Beyond providing players and the general public with safe gambling tips and facts about how gambling really works, we want to understand how OLG employee knowledge and awareness of gambling realities contribute to employee confidence in supporting players. Level of RG Familiarity Among OLG Employees % of employees who consider themselves knowledgeable about RG Gaming Employees Non-Gaming Employees Annual Employee RG Survey OLG issues an annual survey that asks employees to indicate their knowledge about OLG s RG Program. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 4

6 GAMING Awareness of Safe Gambling Habits and Resources In addition to offering players and the general public information about gambling facts, a key component of OLG s RG communications is the promotion of safe gambling tips and where to find support tools and services. We formally gauge player awareness of healthy gambling behaviours and resources through an annual tracking study. RG Knowledge % of casino/slot players who have heard of ways to gamble responsibly Gamble only with money you can afford to lose Set a spending limit you can afford and stick to it each time you gamble Annual Player RG Awareness Study Gamble for entertainment and not to win money Never gamble to win back losses Set a time limit every time you gamble When you gamble, take frequent breaks Awareness of Support Services and Problem Gambling Literature % of casino/slot players who have heard of Toll free problem gambling helpline in Ontario Responsible Gaming Resource Centres at Ontario gaming sites OLG's Self-Exclusion Program RG information on OLG.ca knowyourlimit.ca ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 5

7 GAMING Responsible Gambling Education One of the key components of preventing and mitigating the effects of problem gambling is through educating players and the public about responsible gambling such as how the games work and safe play behaviours. Front line gaming employees are frequently interacting with patrons which provides them with the opportunity to educate customers on RG related issues. RG Education to Players via OLG Gaming Employees MEASURE INDICATOR RESULTS SOURCE OLG Gaming employees are trained to understand key gambling concepts and provide information and referrals accordingly. These interactions are tracked in an RG interaction database. The RG Program aligns training to assist employees in handling the types of RG interactions that most commonly occur. Recording of interactions by employees is encouraged but not mandatory. # of recorded interactions where employee provided a player with a verbal explanation of how gambling works # of recorded interactions where employee suggested taking a break # of recorded interactions where employee followed OLG s fatigue impairment policy # of recorded interactions where employee directed player to knowyourlimit.ca RG Interaction Database 14 # of recorded interactions where employee directed player to an RGRC for more information # of recorded interactions where employee escalated the incident to a senior manager # of recorded interactions where employees directed player to the Ontario Problem Gambling Helpline # of recorded interactions where employee provided a Responsible Gambling or Problem Gambling brochure # of recorded interactions where employee involved security Total # of recorded interactions 1,685 1, Across all OLG casino and slot facilities, employees have the option of entering data into an RG interaction database. OLG began using the RG interaction database July, ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 6

8 GAMING Responsible Gambling Education MEASURE INDICATOR RESULTS SOURCE RG Education to Players via Responsible Gaming Resource Centres 15 Every OLG Casino and Slot venue features a Responsible Gaming Resource Centre (RGRC) where players have access to a range of materials and resources that promote safe gambling and provide valuable information about problem gambling support services. Number of interactions Safer play information 78,035 72,965 75,214 Assistance to those with gambling concerns 3,464 3,301 2,848 Educational event participation 124, ,492 80,314 Total visits 206, , ,376 RGRC Statistics MARGI use 16 Played MARGI (self-serve) 38,444 33,853 35,661 Played MARGI (with staff) 6,481 7,761 11,604 Total MARGI 44,925 41,614 47, RGRCs are independently operated by problem gambling experts from the Responsible Gambling Council (RGC). OLG provides funding and space for the Centres. RGRCs have been in operation at Casino Windsor and Fallsview Casino resort since RGRCs were opened at the remaining gaming sites throughout the province between December 2008 and April MARGI stands for Mobile Access to Responsible Gambling Information. The stand-alone kiosk offers RG information through interactive games. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 7

9 GAMING Understanding Gambling Facts Knowledge and Behaviour Outcomes By providing players with responsible gambling tips, myths and facts of gambling, we work to understand how awareness contributes to healthy play habits. Ultimately, we want to learn how this knowledge can influence or reinforce healthy gambling attitudes and behaviours. Perceptions Regarding Slot Machines % of casino/slot players who agree 17 The longer you play the more likely you are to go home a winner Your chances of winning are better if you pull the arm instead of push the button Annual Player RG Awareness Study Your chances of winning are better at some times of the day than others A slot machine that hasn t had a jackpot for a while is more likely to have a jackpot than a machine that had one recently Your chances of winning are better if you stay with the same slot machine Security or surveillance staff at casinos and slot facilities can change game outcome Gambling Behaviour % of gamblers who answered yes When you play, do you know how much you are winning and losing? OLG s RG Market Research Data Do you ever play to try and win back losses? Do you set a money limit before gambling? In reported % of casino/slot players who think the statement is true. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 8

10 GAMING Supporting People with Concerns If someone expresses concern about a gambling problem, we guide them to the appropriate help resources. We collaborate with multiple stakeholders to ensure players are aware of and have access to all the available tools and community resources. In some instances, OLG is able to provide direct support through our Self-Exclusion program. Other times, we direct people with concerns about gambling to the Responsible Gaming Resource Centres and the Ontario Problem Gambling Helpline, that connect people to local treatment providers, debt counsellors and other support services. We track how we support people through a range of OLG and third-party data sources. MEASURE INDICATOR RESULTS SOURCE Support Through OLG s Self-Exclusion (SE) Program RGRC s Support to OLG s Self-Exclusion Program 20 Referrals to Service: # of people referred by OLG Staff Referrals to Service: # of people referred by RGRC staff Minors Refused Entry at OLG-Operated Gaming Sites Problem Gambling Treatment Admissions in Ontario SE registrations (total) 2,983 2,917 3,001 itrak 19 Off-site SE registrations Reinstatements 1,838 1,886 1,880 Detected breaches/trespasses 1,977 1,910 1,996 Provided information about SE 1,164 1, RGRC Statistics Provided support at SE registration 1, Check-in call Support at breach Support at SE reinstatement Problem Gambling Helpline Ontario Problem Gambling Helpline RGRC 1,564 1,652 1,033 RGRC statistics Problem gambling agency 994 1, Credit counselling agency Other community agency Legal services Problem Gambling Helpline 601 Self-Help Group 198 Total referrals by RGRC staff 2,328 1,441 1,453 Minors turned away at entrance 1,349 1,632 1,889 itrak Counselling clients in Ontario 22 4,128 3,980 5,513 Drug and Alcohol Treatment Information System (DATIS) 18 OLG began offering Off-Site Self-Exclusion registration in October People who wish to self exclude are able to register at a local problem gambling treatment centre or credit counselling office. Figure for represents total figures from Fiscal 2010 to Fiscal itrak is a database used by OLG s Security Department to track Self-Exclusion information and security related incidents. 20 Starting July 2010, Self-Exclusion services were available at all eight full-service RGRC gaming sites. 21 The number of referrals to the Ontario Problem Gambling Helpline refers to the number of callers who cited OLG promotional materials and/or OLG lottery and scratch tickets as their referral source. 22 Represents the number of unique individuals who have had at least one open admission. Includes players across all lines of business. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 9

11 LOTTERY Awareness of Safe Gambling Habits and Resources Like Gaming, OLG tracks the knowledge and awareness of safe ways to gamble and available support services for lottery players. Lottery is the most popular form of gambling in Ontario so it is especially important that players know of ways to gamble responsibly and know where they can go for help or more information. RG Knowledge % of lottery players who have heard of ways to gamble responsibly 23 Only gamble with money you can afford to lose Set a spending limit you can afford, and stick to it each time you gamble Annual Player RG Awareness Study Gamble for entertainment and not to win money Never gamble to win back losses Set a time limit every time you gamble Awareness of Support Services and Problem Gambling Literature % of lottery players who have heard of A brochure at stores that sell lottery tickets that describes the warning signs of problem gambling and provides a telephone helpline for information about treatment options Toll free problem gambling helpline in Ontario knowyourlimit.ca RG information on OLG.ca A sign or video screen at stores that sell lottery tickets that has a message about responsible gambling Fiscal was the first year these questions were asked to lottery players. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 10

12 LOTTERY Understanding Gambling Facts - Knowledge and Behaviour Outcomes There are a number of myths that suggest you can improve your chances of winning the lottery. One of the ways we help to educate players is by dispelling these myths. To do this, we first must understand and know what myths players agree with and so we track players belief of myths year over year through our annual Player RG Awareness Survey. Perceptions Regarding Lotteries % of lottery players who agree that you can improve your chances of winning a lottery If you choose certain numbers or combinations of numbers If you choose your own number with a selection slip Annual Player RG Awareness Study If you choose numbers that have come up more frequently than others in the past If you choose numbers that have not come up in the draw for a while ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 11

13 CHARITABLE GAMING Awareness of Safe Gambling Habits and Resources Charitable Gaming is the evolution of existing paper-based Bingo games to electronic formats. In addition to the paper-based games that are offered, OLG now conducts and manages electronic formats of these games including: electronic bingo, electronic break open ticket dispensers, electronic shutterboard bingo, and Play on Demand electronic games. Fiscal was the first year that OLG began tracking the knowledge and awareness of safe ways to gamble and available support services for Charitable Gaming players. As the presence of RG continues to grow at Charitable Gaming Centres in Ontario, the expansion of the Annual Player RG Awareness Survey into this line of business is crucial in informing the development of our player education and awareness initiatives for Charitable Gaming players. RG Knowledge % of Charitable Gaming players who have heard of ways to gamble responsibly Only gamble with money you can afford to lose Set a spending limit you can afford, and stick to it each time you gamble Annual Player RG Awareness Study Gamble for entertainment and not to win money Never gamble to win back losses Set a time limit every time you gamble Awareness of Support Services and Problem Gambling Literature % of Charitable Gaming players who have heard of Brochures at Charitable Gaming Centres that describe the warning signs for problem gambling and tips to gamble responsibly Toll free problem gambling helpline in Ontario knowyourlimit.ca RG information on OLG.ca Information about responsible gambling on a sign or poster at Charitable Gaming Centres ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 12

14 CHARITABLE GAMING Understanding Gambling Facts - Knowledge and Behaviour Outcomes As OLG continues to build an RG culture at Charitable Gaming Centres in Ontario, it is important to understand the types of myths that players believe to be true. As we work to develop educational materials and events, reports of players beliefs will help us identify the particular areas that are important to players and may require additional communications. Perceptions Regarding Charitable Gaming % of Charitable Gaming players who agree Your chances of winning are better at some times of the day than others Some numbers have a better chance of being called than others Annual Player RG Awareness Study Staff at Charitable Gaming Centres can change game outcome ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 13

15 CHARITABLE GAMING Responsible Gambling Education Responsible Gaming Resource Centres have recently been introduced at Charitable Gaming Centres in Ontario. These RG centres have shown to be effective in providing information to players at gaming sites, and therefore have been adopted to Charitable Gaming Centres. The RG Centres provide an opportunity for players to obtain information on safe play habits and where to access local community support services. MEASURE INDICATOR RESULTS SOURCE RG Education to Players via Responsible Gaming Resource Centres In December 2013, the first Responsible Gaming Resource Centre (RGRC) was installed at a Charitable Gaming Centre in Ontario. Similar to slots and casino sites, the RGRCs will be independently operated by the RGC and will offer many of the same services including brochures, support service literature, and MARGI (Mobile Access to Responsible Gambling Information) kiosks. Number of interactions Safer play information 1,566 Assistance to those with gambling concerns 22 Educational event participation 4,690 Total visits 6,278 RGRC Statistics MARGI use Played MARGI (self-serve) 1,528 ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 14

16 INTERNET GAMING Awareness of Safe Gambling Habits and Resources Similar to Charitable Gaming players, was the first year that OLG began tracking the knowledge and awareness of safe ways to gamble and available support services for Internet Gaming players. As of March 31, 2014, Internet Gaming in Ontario was not regulated. These players, therefore, reported playing on websites that are managed in jurisdictions outside of Ontario. As OLG prepares for the launch of regulated Internet Gaming in Ontario at PlayOLG.ca, the present results will act as a baseline measure that will allow us to compare and contrast responses after the launch of PlayOLG.ca. RG Knowledge % of Internet Gaming players who have heard of ways to gamble responsibly 24 Only gamble with money you can afford to lose Set a spending limit you can afford, and stick to it each time you gamble Annual Player RG Awareness Study Gamble for entertainment and not to win money Never gamble to win back losses Set a time limit every time you gamble You should take frequent breaks when you gamble online Awareness of Support Services and Problem Gambling Literature % of Internet Gaming players who have heard of RG information on OLG.ca Toll free problem gambling helpline in Ontario knowyourlimit.ca Internet Gaming players were those who made a deposit and played online games for real money. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 15

17 INTERNET GAMING Understanding Gambling Facts - Knowledge and Behaviour Outcomes Internet users have the ability to disseminate information quickly and widely. Because of the widespread amount of information, some times it is difficult for players to distinguish myths from facts. Introducing Internet Gaming myths into this year s Annual Player RG Awareness Study will help determine which myths players may be more likely to believe in. OLG can then use these results to provide factual information to players via online channels. Perceptions Regarding Online Games % of Internet Gaming players who agree Your chances of winning are better at some times of the day than others Your chances of winning are better if you play on your "lucky" site Annual Player RG Awareness Study The longer you play games online the more likely you are to win You have a better chance at winning slots online than in a casino 9 12 Gambling online is a good way to make fast money People who are good at video games will be good at Internet Gaming 9 12 ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 16

18 Perceptions of OLG s RG Program OLG formally tracks perceptions of OLG s RG program through a monthly survey, Vital Signs. This survey reaches a general population outside of our typical player and employee populations and allows us to evaluate our engagement efforts with the public through their perceptions of OLG s RG program. OLG does all it can to make sure lotteries, casinos and slot Vital Signs facilities are run in a socially responsible manner Public Opinion on RG % of people who highly agree or somewhat agree OLG is doing a good job of educating customers about how to gamble responsibly OLG staff are trained to recognize and respond to customers who may be showing signs of problem gambling Monthly survey of 400 Ontario adults measures OLG s brand health and reputation. ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 17

19 SAULT STE. MARIE 70 Foster Drive, Suite 800 Sault Ste. Marie, ON P6A 6V TORONTO 4120 Yonge Street, Suite 500 Toronto, ON M2P 2B ONTARIO LOTTERY AND GAMING CORPORATION / Responsible Gambling Measuring Awareness and Outcomes 18