With evaluation from prominent responsible gambling specialist
Online gaming firm Mr Green has signed Dr Richard Wood to evaluate its Green Gaming Predictive Tool, a responsible gambling initiative launched in September (see previous InfoPowa reports).
A Canadian chartered psychologist and owner of Gam Res – an independent research and consultancy service – Wood specialises in the study of gaming behaviour and the design, implementation and evaluation of responsible gambling strategies.
Wood investigates both the individual causes of problem gambling, as well as the structural characteristics of games that can influence the gambling behaviour of vulnerable players.
On completion of the research, Mr Green and Dr Richard Wood intend to publish the findings for the benefit of the gaming industry and their customers.
“This evaluation will examine if the players get value from using this sort of high-tech tool. By combining player’s behavioural data and player feedback, we should be able to see the extent to which players agree with and act on the feedback, information and recommendations that they get,” Dr Wood commented.
Mr Green’s ‘Green Gaming Predictive Tool’ analyses the actual playing behaviour of a customer and combines it with the customer’s own perception of his or her playing behaviours. Through this methodology, players can get personalised insights and analysis on their gaming and alerts if their play begins to become risky.
Mr Green, in turn, adjusts its offerings and communications based on the individual customer’s risk assessment. Players who exhibit increased risk behaviours may be asked to set different limits for their playing or to step back from playing for a period of time. Mr Green will also refrain from sending direct sales messages to customers who show high risk behaviours.
The tool was developed together with digital product developer Sustainable Interaction and Austrian responsible gaming technical specialist Sebastian Gassner.
“The best way to constantly develop and move forward is to test, evaluate and be transparent. This is how we and the gaming industry can learn what works based on our customers’ need to control their own risk behaviour,” Jesper Kärrbrink, chief executive officer of Mr Green Ltd, Malta, concludes.