Rui Magalhães, CEO of Estoril Sol Digital, opened the panel talking about the current behavior of players. According to him, if there was a law today it would already be obsolete by the rapid generation change of the playing public.
He highlighted the characteristics of players belonging to the Millenials generation born between 1982 and 2002, age group of 18 to 35 years, very technological and that spends money with experiences. Magalhães also talked about the behavior of 50-year-olds, but they want to live as if they were 30 and are a very demanding audience that want to be well satisfied both online and in the physical environment.
In order to attract this audience, Magalhães pointed out that it must be identified with the brands that need to get people's attention, look for ways for players to share their experiences because they no longer seek to buy alone, invest in personalization to facilitate the participation of consumers.
He also stressed the importance of investing in the convergence between physical and online to attract new generations stating that they want the same thing, but in a different way.
Gustavo Barcha, from Casino Iguazu, started his participation by talking about the importance of Brazilian players in his gamng venue representing almost 80% of the public, and most of them being selective players, also called VIPs.
Barcha revealed that this is an already consolidated public that already represents na importante parto f the revenue of casinos in Latin America bringing also a new experience for the resort, in addition to what they spend with bettings. He also said that the strategies to attract these players are in the casinos resorts as they are the best option because they can offer more options beyond gaming. He revealed the need to invest in well-prepared professionals, since Brazilians always want the best treatment.
Barcha also speculated that VIP players should not automatically migrate to Brazil after legalization as they will need time to assess the market and warned of the importance of thinking about a well-crafted player tax system, as well as good regulation and enforcement so that the player relies on the integrity of the activity.
Celina Guedes continued the conference also talking about VIP players, with the experience lived in Sun Dreams that has a program of approximately 600 thousand clients in its database, with close to 1,700 beeing faithful to the casino.
Guedes also stressed that today they, as opertators, seek to anticipate the customer's need to know what they are looking for, trying to increase the playing time and the bet level. Another tactic is a set consisting of knowledge of their product, the market, the comments among players (faithful advertising), the secrecy of what consumers do and luxury service from arrival to departure to the resort.
The last to speak were Francesco Rodano, Policy Director at Playtech and Pierre Tournier, Director of International Relations at RGA (The Remote Gambling Association) bringing current international experiences to responsible play.
Francesco Rodano began by stating that generally gaming starts with a monopoly, what is not a monopoly is illegal, then States discover that they are illegal, regulate, improve regulation and the activity grows again with gaming everywhere. That’s when the government seeks to impose restrictions on the market to avoid problematic gambling.
Rodano set the example of the UK, where the media's great call for greater regulation of the activity because of gambling issues and that led to regulatory agencies to act with fines and sanctions.
The chief of Politics of Playtech also said that last October the company bought BetBuddy to analyze the behavior of players and to know if there is a tendency that can ends on some kind of adiction before that happens. The assessment is done individually, as different factors show that players can become risky.
He stressed that interaction with players is more effective in convincing them to change their postures to avoid addiction, which many operators and lawmakers already use the analysis to identify the problematic.
Pierre Tournier, Director of International Relations at RGA, brought the experience of the UK to the exclusion of problem players. He explained that this is a mapping to minimize the problems of players who do not know how to control themselves.
He highlighted the work done by GamStop that regulates this work. It was created by the UK industry and it is available to all players.
Pierre reported that between players and operators is GamStop, which registers and identifies the players for the period they choose between six months to seven years. Players look for traders who should search whether the player is self-excludable or not. If GamStop gives three “yes” answers, the player is self excused, if it is “no”, there is no problem, and the system also tells it he was already enrolled at some moment.
Tournier also informed that this system does not exclude operators from having a self exclusion system and that the main challenge that GamStop faces is compliance, as it always needs to verify that compliance is complete.
Source: GMB
