Using data to assess customer risk
The data can be analyzed to identify patrons who have a higher risk of exhibiting harmful gaming behaviors as compared to those patrons who have elected to self-exclude. The gaming and sports wagering industry has taken data modeling and predictive analytics to new heights; many refer to these measures as an advanced form of customer relationship management (CRM).
CRM systems record data on their patrons and use data modeling to create profiles that help them assess risks for each patron. AI can be used to develop algorithms to detect the traits of patrons demonstrating harmful gaming behaviors and position preventative measures, showcasing a responsible gaming forefront.
For example, in the UK, casino machines use AI to develop a cooling-off system that locks patrons out of the gambling platform when detecting problematic behaviors and promoting safe gambling practices on the screen.
Active measures for operators
Operators should consider having both proactive and reactive measures in place to address responsible gaming. Proactive approaches allow operators to observe changes in patron behavior over time and work to help identify behaviors where preventative measures can be implemented at a much earlier stage in the patron’s lifecycle. Operators should leverage their already existing data and incorporate creative AI/analytical solutions to address responsible gaming issues.
Conversely, reactive approaches allow operators to meet responsible gaming standards on a timely basis for patrons identified as problem gamblers through self-exclusion and limit setting.
Reactive approaches use scenario and rule-driven monitoring to comply with state and other jurisdiction regulations. Scenario-driven monitoring identifies potentially known persons for self-exclusion to ensure those patrons are not able to place wagers, participate in daily fantasy sports contests and play casino games. Queries are run across product options to address outstanding wagers or contests to properly allocate marketing restrictions for certain patrons.
Currently in the UK, operators must take steps to remove the name and details of a self-excluded individual from any marketing database within two days of receiving the completed self-exclusion notification.