Interactive PERSONAL DATA PROTECTION
ly inform customers about the data being gathered and explain how it is being used. Websites should inform players if sites aggregate information from data brokers, gather details from Facebook or other social media, and categorically state that they don’t share this data with others. “Operators must inform players that they do not share data with political parties to help them raise money, or sell the information to magazine publishers to sell subscriptions. Players should be able to opt into the offers they want and remove themselves from unwanted solicitation. The sensitive areas that apply to all businesses online should be respected: medical conditions, sexual orientation, religion etc. This information is not only intrusive, but it’s also potentially harmful in the hands of certain groups,” states Mr. Tanner.
The ‘right to be forgotten’ has become a major issue in Europe between Google and the EU. Google has been forced to offer users the option to wipe all their data from Google’s records, essen- tially deleting all the profiling Google has been gathering about an individual’s search record. Giving gaming customers the option to wipe all of their data is, Mr. Tanner believes, a major step in building trust with the player, though he recognis- es this is a difficult step for the operator to take. “Last year, one of the biggest data brokers in the US, Axiom, opened its personal files to the pubic,” states Mr. Tanner. “The details were a revelation for many, whereby Axoim gave people the choice to amend, improve or opt out altogether and have their records deleted. The company was con- cerned that a high proportion of people, given this option, would opt out. In fact, it was just a tiny percentage of people that chose this option. They
7 0
found that people did alter their details if they were incorrect, giving better data - and while operators might lose a few customers, I believe they will win more customers in the long-run by offering this option.”
Building trust in a business is something that slowly builds over time. Transparency at the cor- porate level is important in generating this trust, especially if you’re solely an Internet business. According to Mr. Tanner, companies should reveal who their executives are and provide real infor- mation and data about the company, making those details publicly available. “It’s fairly con- fusing with online gaming sites,” says Mr. Tanner. “When they’re keeping stored data about our per- sonal transactions and preferences, to find that we don’t know where they are holding these per- sonal details. It can be very hard to discern who is behind these entities. If you’re a customer going blind into a site that is asking for your financial details, knowing very little about the business is a big concern. Businesses in this sector need to share more with their customers. Even companies that have been around for decades can be accused of fixing games, rigging the numbers, even when that doesn’t reflect reality. It may have to do with the nature of gaming… but long-term transparen- cy via an honest, easy to use site - will help build real loyalty.”
Personalised marketing can provide the perfect opportunity to connect with customers, but in gathering personal information to tailor cam- paigns more precisely, when does the collection of this data become an intrusion? “Some practices are unappealing to consumers and counter-pro-
Businesses in this sector
need to share more with their customers. Even companies that have been around for
decades can be accused of fixing games, rigging the numbers, even when that
doesn’t reflect reality. Long- term transparency via an
honest, easy to use site will help build real loyalty.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78