Svenska Spel takes further initiatives into Responsible Gaming

Transcription

1 Svenska Spel takes further initiatives into Responsible Gaming Zenita Strandänger, Head of CSR Annika Strand, Project Manager responsible gaming, VLT

2 Agenda 1. Background the New Responsible Gaming 2. facts Swedish gaming market 3. changed approach 4. targets and guiding principles 5. consistent approach 6. responsible marketing responsible gaming tools RG-system on VLT s in Sweden

3 Svenska Spel losing market shares in a growing market Market shares (netto)swedish aming market (net sales) 15,0 mrd 2% 19% 21% 4% 17% 22% 9% 15% 21% 10% 14% 21% 9% 15% 20% +3% 10% 15% 20% 10% 16% 20% 10% 17% 21% 20 mrd 20,4 mrd 19,5 mrd Illegala 11% 14% 15% operators 19% 20% 18% 19% 19% 18% Others ATG 57% 58% 55% 54% 56% 55% 54% 52% 50% 49% 48% Svenska Spel Foreign gaming companies continue to take market shares from Svenska Spel and ATG.

4 Increased competition drives increased media investment Media investment (share of voice) Swedish gaming market(msek) % % 57% 42% 53% % 49% 51% % 7% 7% 10% 8% 6% 54% 46% 41% 35% 46% 33% 23% 32% 26% 23% 23% 23% 21% 18% % % Illegal operators Others Postkodelotter ATG Svenska Spel More than every second advertising penny comes from illegal operators.

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6 Profit-maximizing A new time. A changed approach. We want to make a difference Today Tomorrow push pull customer short-term transaction product individual / person long-term relation unique experience Healthy and sustainable unethical transparent

7 Responsible gaming has been our focus for many years Spelkort, customer card Interactive self-test Poker, limits in time and money 18 years on all games except lottery tickets WLA Award Responsible Gaming Excellence Brain Foundation c 18 years lottery tickets Research Council c VLT RG features Bonuses and discounts removed Ethickal guide lines Weekly budget Playscan acquisition Spela Lagomgame Facebook Mandatory registration Mystery Shoppers Playscan Spela Lagom RG info Multimedia displays CC Age verification VLT GAM-GaRD Playscan mobile/vlt

8 Targets responsible gaming 1.Take a leading position in the responsible gaming area. 2. Real impact on problem gaming. 3. Appreciated responsibility measures. In the long term strengthen Svenska Spel competitiveness through positive impact on the experience, image and I

9 Guiding principles for responsible gaming A. The individual takes responsibility for their own gaming B. C. D. E. F. Svenska Spel works consistent with an offering that promotes healthy gaming Svenska Spel creates transparency around and makes individual customers aware of changes in gaming behavior Svenska Spel creates the necessary conditions for customers who wish to reduce problems related to their gaming Svenska Spel s responsible gaming measures must be consistent while retaining the same high degree of adaptation in terms of the individual and the gaming experience Svenska Spel s responsible gaming measures do not include treatment G. Svenska Spel takes responsibility for the company s own customers and reduces problem gaming in society.

10 Product risk Consistent and more specific responsible gaming approach Gaming behavior The risk assessment is a combination of the individual game s risk level and the customer s gaming behavior. Red indicates a high risk of developing risky gaming practices, Yellow indicates a moderate risk Green a low risk

11 The new responsible gaming toward a more sustainable gaming market

12 Responsible marketing

13 Responsible marketing

14 Register your game - progress 2 million active customers

15 Svenska Spel is No 1 in Responsible Gaming in Sweden Sv S Postkod ATG Folkspel (BL mm) IOGT-NTO Övriga Vet ej Inget 3% 2% 2% 2% 2% 1% 2% 2% 1% 1% 2% 2% 2% 1% 1% 11% 15% 14% 24% 25% 26% 51% 53% 55% 0% 20% 40% 60% Q4/13 Q1/14 Q2/14 55% of the Swedish popultation think that Svenska Spel is leading in responsible gaming. The proportion has increased steadily in the last two quarters.

16 All time high in Customer Satisfaction Index 100% NKI 90% 80% 70% 71% Trend jfr Q % 50% 40% 30% 20% 10% 0% SCI= proportion very or fairly satisfied among those who play at Svenska Spel every month or more frequently Q4/10 Q1/11 Q2/11 Q3/11 Q4/11 Q1/12 Q2/12 Q3/12 Q4/12 Q1/13 Q2/13 Q3/13 Q4/13 Q1/14 Q2/14 Honest, secure, serious, variety, well-functioning, easy, clear

17 Responsible gaming features VLT check Playscan Self-test Weekly budget Poker limits Take a break Loyalty card We give you the tools to succeed.. Information Gaming should be fun and exciting. But when you have fun, it is sometimes difficult to stop. Make it a good habit to keep track of your gaming. New features Registration for all games Customer support special trained in RG The customer can see their games and limits We can see the customers and act! Exclusions from all sales channels!

18 Responsible gaming on VLT s

19 Registration with playercard on the VLT s Decision was taken in 2008 to implement a pre commitment system on VLT s in Sweden. During development and implementation of a new gaming system, the creation process started to really find out what would be the best solution of the RG system. Our staring points in functions during the creation process: o Set limits in time and money o Play stop o Statistics o Playscan o Keep costumers o More costumers playing for the fun of it Our greatest challenges: o Easy for the player o Easy for the retailers o Respect for the integrity of the players

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21 What does the players think? 101 Vegas players has been interviewed most of them are frequent players, two thirds are men and the age are scattered A third of all experienced that it went quite okay logging in and setting your limits the first time How was your first time experience when you logged in and sat your limits? Very bad Pretty bad Neither bad or good 45 respondents Pretty good 60% of the frequent Vegas players, who plays daily or weekly, are says that the experience was bad, and even among women and elderly the proportion negative is higher (50-54%). Very good

22 The frequent Vegas-players have a more negative attitude towards the mandatory registration What does the players that plays Vegas daily/every week think about the RG-tool? What does the players that plays Vegas every month or more seldom think about the RG-tool? Very bad Pretty bad Neither good or bad 3 respondents answered Don t know Pretty good Very good Very bad Pretty bad Neither good or bad Pretty good Frequent Vegas players are significantly more negative towards the mandatory registration (78%), compared to less frequent players (31%). Very good

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24 Daily limits per age group

25 Facts & figures since June Activated Day Stop Reached money limits Reached time limits Revenue has gone down apx 30% The amount of player are too low, and we are loosing mainly casual players But. The revenue has starting to stabilize, and every week there are apx 3000 new costumers that are logging in and setting limits.

26 Gaming is supposed to be everyone's enjoyment

27 Bild Annika Thank you! Questions?