Tips from Tony #1

Focal Research Consultants has developed a highly effective algorithm that identifies customers who are likely to be spending beyond their affordable limits. When used in combination with observable red flag behaviours on the floor, staff can be more effective in identifying and assisting these over-spending customers.

Through our research we have analysed data from thousands of customers who play Slots, EGMs, Pokies and Electronic Roulette Machines including those who spend beyond their affordable limits. These over-spenders have distinctive characteristics when compared to other regular players that inform how they can be helped. 

For example, these players are most likely to:

• Have fewer resources with which to gamble, and perhaps in general.
• Be motivated to gamble to make money and to win the big pay out.
• Believe gambling is an easy way to make money when they need it.
• Have a big win when they first started to gamble so believe it will happen again.
• Believe they should keep gambling when they are winning to take advantage of a winning streak.
• Keep gambling when losing to recover losses.

In discussions with these players, staff should focus on discouraging erroneous beliefs, helping them to set and keep a budget, and setting a stopping strategy.

• There is no such thing as a winning streak. We have found that when a player understands the randomness of the machines, they often realize lucky streaks do not exist. 
• Gambling is an expense not a way to make money. Though they are constrained by a lack of resources and therefore may not play as frequently or as long as other regular players, they tend to bet at higher levels to get that big win as they are driven by the need for cash. 
• Even losing small amounts can be a problem. Their lack of resources also means their losses may not be as large as other at-risk gamblers and the length of their sessions are shorter, making it harder to identify them on the floor using these cues. 

These players are also likely to exhibit other emotional and behavioural cues that will help identify them and confirm their at-risk status.