gambling behaviour. Operators can offer this support through local customer service centres or online counselling services.


An example of how operators can use face-to- face interactions to appeal to specific demographics is a gambling operator that targets older adults who may be less comfortable with technology.


Tis operator could offer in-person support through dedicated customer service representatives who are available to meet with players in person. Tey could also develop educational materials and resources that are specifically tailored to the needs and preferences of older adults, such as brochures or in-person workshops on responsible gambling.


What makes this kind of content appealing to players? How will the experience evolve?


Tere are several factors that make face-to-face content appealing to players.


First of all, such interactions can be tailored to the specific needs and preferences of individual players, creating a more personalised experience. Communicating with a real person this way can create a sense of human connection and empathy that is difficult to replicate through other channels.


Very importantly, connecting with a gambling operator face-to-face can help to establish trust and credibility, which can be particularly important for players who may be hesitant to engage with online gambling.


Such face-to-face interactions can also offer players help with managing their gambling behaviour, which can be particularly appealing for players who may be struggling with addiction or other issues.


It's crucial for operators to prioritise responsible gambling practices in all their player interactions. This includes providing information and


resources to help players make informed decisions about their gambling behaviour, offering support to those who may be struggling with addiction, and taking steps to prevent


underage gambling and other forms of harm.


As technology continues to evolve, the face-to- face experience is likely to become even more interactive. For example, virtual and augmented reality technologies could be used to create more immersive face-to-face experiences, allowing players to interact with gambling operators in a virtual environment.


Artificial intelligence, which is rapidly being deployed in many parts of society around the world, could be used within the gambling industry to create more personalised and responsive interactions, allowing operators to tailor their messaging and support to the specific needs and preferences of individual players, around the clock.


Mobile technology could also be used to deliver more interactive and personalised experiences, allowing players to access support from gambling operators in real-time.


Te face-to-face experience is likely to continue to evolve as technology advances, becoming more personalised, immersive, and interactive. However, the fundamental appeal of face-to- face interactions – personalisation, human connection, trust, and support – is likely to remain unchanged.


What else should we know about the issues surrounding the face-to-face experience?


One important thing to keep in mind is that while face-to-face interactions can be a powerful tool for gambling operators, they are not a silver bullet solution.


It's important to use this form of personal connectivity as part of a larger strategy that includes other channels, such as online and mobile, to reach a wider audience and help players who may not be able to attend live events or meet with gambling operators in person.


Additionally, it's crucial for operators to prioritise responsible gambling practices in all their player interactions. Tis includes providing information and resources to help players make informed decisions about their gambling behaviour, offering support to those who may be struggling with addiction, and taking steps to prevent underage gambling and other forms of harm.


Te face-to-face experience is just one piece of kit in the larger toolbox available to gambling operators, but it’s undeniably a powerful way to connect with players and establish long-term relationships.


By using face-to-face interactions in a thoughtful and responsible way, operators can create a more engaging and supportive gambling environment for all players, all the time.


NEWSWIRE / INTERACTIVE / MARKET DATA P75


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