Operator Insight: Using Customers to Inform Safer Gambling Strategy

The paper will provide an overview of how we approach research at Sky Betting and Gaming. Whether it’s commercial research, or research surrounding Safer Gambling, it’s vitally important to us that we’re providing services that our customers want and will use. The presentation will focus on Sky Betting and Gaming’s launch of a new Safer Gambling visualisation tool (i.e. a tool designed to inform customers of their profit & loss), showing how we used research to inform the development of this tool and measure the impact it had on customer behaviour. We’ll walk you through the use of research at various stages of the tool launch: survey research prior to the launch, helping to inform the design of the tool; follow-up focus group research, designed to dig deeper into the specific wants and needs of consumers; post-launch survey sent to P&L tool users, designed to understand how useful customers find it, and to highlight any areas which might need improving; ‘always-on’ surveys, which tracked customer awareness and usage of all SG tools, including the new P&L. This overview provides an example of how we, a UK Gambling Operator, conduct and practically apply research to help inform our business decisions and Safer Gambling strategy. The presentation should provide insight into how operators are using customer data and feedback to help inform their Safer Gambling strategies. The nature of the research deployed here is not academic in style, yet it produces practical and accessible applications which are readily absorbed