Responsible gaming is very much a hot topic, and at the heart of many an organisation worldwide.
One such example is Mr Green, whose ‘green gaming’ applications resulted in a triumph at the recent SBC Awards.
An achievement the firms CEO Jesper Kärrbrink addressed by saying: “Looking at our efforts in this area we are of course thrilled and very proud to be awarded the title SBC Social Responsible Bookmaker of the Year 2017 and can honestly say we have worked hard to get to this point.”
To gain a clear idea of what sparked such efforts within the responsible gambling arena, Kärrbrink details that you first have to trace steps back approximately one year.
A message from the board contained a very clear distinct mission statement of ‘Make sure our customers have control over their gambling. Make sure we understand and do the right thing.’
Upon assuming the challenge three key areas were quickly highlighted, why, to offer a more entertaining and responsible experience, how, to help understand customers and what, building tools to encourage low risk behaviour.
Elaborating on his firm’s efforts within this area, Kärrbrink stated: “Green Gaming was born, this new infrastructure is a technical platform that delivers knowledge to all parts of the company, from company management to marketing and customer support.
“We want to gain longevity from our customers, we want them to put on their seat belt and set their own cruise control. Today, we are working on analyzing customer data and combining it with the players own perception of their gaming based on risk, intensity, change and volume. Our customers now have the opportunity to understand their individual level of risk in order to keep it under control.
Adding: “New knowledge creates new needs. It quickly became clear that Green Gaming must be part of the entire business chain, not just a stand-alone security app or self test. The knowledge we collect about our players is the basis for how and to who we send sales communication, develop new features and games, define content within their individual customer journey as well as create the player’s individual risk level dashboard including recommendations for a low risk gaming behaviour.
“It was early clear everyone working at Mr Green needed to be onboard and trained within Green Gaming in order to deliver on the full potential of the insights gained. The training program is built in collaboration with the same company behind the GG predictive tool algorithm, Sustainable Interaction, who are industry leading in delivering responsible gaming tools for the past 20 years.
“Understanding a customer in several dimensions rather than just the financial is not new. A few have tried, others have taken the first steps. But few gaming companies, if anything, are as deeply integrating the knowledge into business decisions. We look forward to continuing our investments and and development within Green Gaming and sharing our learnings of how to best support low risk behaviour with the industry. The ambition is for Mr Green to be the brand you associate with Green Gaming.”
It isn’t just with the development of tools that Mr Green seeks to further enhance its responsible gaming efforts, with several aspects of assistance also on offer.
Additional training for staff is one such example, whilst specialised support staff to deal with responsible and problem gambling cases are also available.
In addition, a microsite detailing appropriate information and support organisations tailored for each country ensures that players in need can get the right help.
Speaking of the Mr Green advancement of research into gambling, Kärrbrink finalised: “In the creation of our Green Gaming Analytical tool, we looked for experts in the field of responsible gaming, problem gambling and predictive modelling to ensure that we built not only a best in class product but also one which would break new boundaries.
“Mr Green’s Tournament feature – Reel Thrill – has been tested and certified by Dr Richard Wood of GamRes Limited using Gamgard 3.0, a tool designed to aid responsible game design.
We have initiated the aid of Richard Wood to help us in determining the success metrics for our Green Gaming Analytical Tool.”
Mr Green collected the Socially Responsible Bookmaker of the Year award at the SBC Awards 2017, held at the HAC Artillery Garden in London. Kärrbrink was on hand to collect the award, and spoke to SBC in the video below.
Jesper Kärrbrink is set to be a panellist at SBC’s Betting on Football conference, held at Stamford Bridge, home of reigning Premier League Champions Chelsea FC, from March 20-23. On day one, Wednesday 21 March, he is set to discuss Scandinavia in a panel entitled ‘Survival of the Fittest,’ which is set to feature in the Harris Suite from 12.05-12.50. For more information click HERE.