How we do this
Our dot on the horizon is making sure no one gets in trouble because of our games. To work towards this, our approach is three-tiered: prevention, detection and intervention.
Prevention: in concrete terms, this means we inform people at the front about possible risks of our products. Examples include our Responsible Gaming campaign with Nathan Rutjes. This marketing campaign has won us an award for Safer Gambling Campaign of the Year. We also make sure we don’t allow people under the age of 18. Young people between the ages of 18 and 24 are approached in a different way because research shows that they are a vulnerable group.
Many of our products are purchased online, and we collect a lot of data that way. Data that gives us insight into the gaming behaviour of players. How do you find patterns in those mountains of data that indicate people who are at risk? Our analysts connect psychology with data analysis, identifying patterns that indicate a loss of control.
Based on the analyses in the detection phase, we take measures designed to reduce the stimulation to play for certain people. This may mean, for instance, that we send out fewer promotional e-mails. Or our colleagues of the customer service centre call these people and talk to them.