Events
IAGA SUMMIT New York 2017
we know from research that they can enhance the reputation of your brands without negatively affecting perceptions about your casinos as fun places to play. Caesars also developed an advertising and marketing code almost two decades ago that continues to inform and guide our business team. We implemented this code absent of pressure from the public or from regulators – we simply recognised it would be good for our business, and the right thing to do. In that respect, it’s no different than our pioneering programs on responsible gambling that we began implementing in the 1980s.
How visible should an operator be in promoting their responsible message to the public - is there such as thing as too much exposure, forcing a message too hard?
Caesars has taken some good-natured ribbing from the problem gambling services community over the years in the United States because of where and how we provide the national toll-free helpline number – it’s a feature of just about all of our points of customer contact, and it’s not that unusual for a customer to call the helpline and ask instead about our buffets or hotel reservations. But we don’t know when a customer might make that often tough decision to reach out for help. We want that number to be front and center whenever they decide to take that step.
It is true that responsible gambling programmes must strike a balance between promoting responsible behavior and not be so intrusive that they disrupt the enjoyment of the experience for the overwhelming majority of adults who gamble responsibly.
Customers want to be treated as responsible adults, and they want to make their own decisions about their gambling. So there is a danger of, as you say, forcing a message too hard. Tere’s also a danger of mixed messages – responsible gambling ad campaigns have to be responsible gambling ad campaigns, not subtle or unintended messages to “come gamble with us.”
How can operators influence in a positive way the perceptions of the public that gambling can be an entertaining and fun activity if done so responsibly?
Te global popularity of casino gambling among adults and its proliferation around the world is evidence that the public does indeed view a night out at a casino as a fun and entertaining activity. One of the best things operators can do to reinforce these perceptions is to promote their products and services in a responsible manner. Among other things, that means avoiding marketing to those too young to gamble, and depicting the gambling experience as one where entertainment and fun are central. It also means taking some of your marketing dollars and devoting them to messaging that encourages responsible gambling.
For example, in 2002, Caesars launched the industry’s first broadcast campaign solely devoted to promoting responsible gambling and continues to air this campaign today. Our experience with these ads has shown us that customers respect those messages, and
As an example, Caesars had to edit its responsible gambling TV ad prior to airing it because research indicated that the image of playing cards fanned out on the felt of a table distracted from the responsible gambling message. Tese dangers aren’t insurmountable, of course, if your responsible gambling program is derived from a clear, well- understood philosophy and position statement and is fully integrated across the business.
How do you communicate your message of social responsibility to a younger generation of players - the millennials - who aren’t subscribed to the traditional media channels?
Trough the use of social media channels and our blog we are connecting with younger millennial customers. Our Citizenship channels on Facebook and Twitter are updated on a regular basis and promote our corporate and social responsibility activities. We post on average two blogs each month that highlight our responsible business practices. For Earth Month, we ran a “Did you Know” campaign that included daily posts on our social media channels and
Caesars developed an
advertising and marketing code almost two decades
ago that continues to inform and guide our business
team. We implemented this code absent of pressure from the public or from regulators – we simply
recognised it would be good for our business, and the right thing to do. In that
respect, it’s no different than our pioneering programs on responsible gambling that
we began implementing in the 1980s.
Our Citizenship channels on Facebook and Twitter are
updated on a regular basis and promote our corporate and social responsibility activities. We post on average two blogs each
month that highlight our responsible business practices.
IAGA
The International Association of Gaming Advisors (IAGA) will hold its 36th annual International Gaming Summit May 30-June 1, 2017 at the JW Marriott Essex House, New York, US.
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