Casino Marketing And The
Compulsive Gambler
by Dennis
Conrad
A small percentage of people who participate
in gaming activities are problem gamblers. Their inability to
control their gambling adversely affects their lives and the lives
of their family and friends.
In this month's column, I have asked Carol O'Hare, a recovering
compulsive gambler and Executive Director of the Nevada Council on
Problem Gambling, to share some thoughts on how a progressive gaming
organization should approach the issue of Casino Marketing as it
relates to the problem gambler.
She knows a lot more about this than I do.
Casino Marketing and the Problem Gambler
by Carol O'Hare
As a guest to this column, I have decided to make my comments with
as much tact, courtesy, and diplomacy as the truth will allow. Even
so, what I am about to say may create as much comfort as an extended
(and unwanted) visit from the in-laws. There is rarely a column
written about problem gambling that causes the reader to feel good
all over. This one is not likely to be the exception to the rule.
Problem gamblers, for the purpose of this writing, are those
individuals who suffer some long term, negative consequence as a
result of their gambling activity. In its most extreme
manifestation, these individuals suffer from a psychological
disorder known as pathological, or compulsive gambling.
Admittedly, this group of gamblers is not the majority. Estimates
for prevalence of this disorder range from 1-6% of the adult
gambling population. Although small in number, don't underestimate
the size of their voice. Advocates for the concerns of the problem
gambler are appearing all over the country, through treatment
professionals, state agencies, private foundations and merely word
of mouth. Remember, each compulsive gambler has affected the lives
of up to 10 or more people during their illness. Each of those
people also have opinions about how gaming companies should respond
to this issue.
As a progressive company, you have probably already considered the
political and social ramifications of NOT being sensitive to the
issue. Perhaps that is why you are reading this article. I commend
you. So, assuming that everyone reading this article is already
sensitive to the issue, let's talk about action.
Marketing, as defined by Webster (a man I have learned a lot from),
is all business activity involved in the moving of goods from the
producer to the consumer, including selling, advertising, packaging,
etc.
When we talk about the problem gambler and casino marketing, aren't
we really then talking about the problem gambler and all business
activity that is designed to bring in customers to your casino? This
covers a lot of ground, yet, when asked about addressing problem
gambling, most companies still want to push it off into only one or
two areas of casino business, such as public relations, or community
service.
"Oh, yes, we understand that some people can't control their
gambling, and they are not the customer we want in our casino."
This is a great Public Relations response. Unfortunately, the
reality is that you are always going to have some problem gamblers
in your casino because you can't weed them out at the door. The very
things you use to encourage, excite and attract the recreational
gamblers (paycheck promotions, giveaways, frequent player bonus
points) will also attract those people who have a problem, or are
predisposed to developing a problem.
It is much like fishing for tuna. The tuna fishermen for years have
used the best methods they know to catch tuna. For decades, tuna
lovers everywhere enjoyed the benefit of their efforts with no other
concern than the enjoyment they felt when eating a delicious tuna
steak, or munching a tuna salad sandwich during a quick lunch break.
Unfortunately, unknown to most who were enjoying the fruit of the
fishermen's labors, there were an increasingly large number of
dolphins who were being caught in the tuna nets and dying as a
result. The tuna fishermen weren't intentionally trying to kill
dolphins, they were simply trying to do the best job they could of
catching the tuna. Their lack of intention, however, was no
consolation to the dead dolphins.
There are two distinct lessons to be learned from the experience of
the tuna fishermen. First, be prepared to deal with whatever the net
brings in. This has been the primary focus of most Responsible
Gaming efforts - placing signs in the casino with toll-free help
line phone numbers, distributing brochures, financially supporting
community resources who provide services to problem gamblers and
their families. The opportunity and ability to direct information
and assistance to these individuals is limited only by your
company's willingness to commit their time and resources to the
effort.
Second lesson of the tuna fishermen? If you really want to make a
difference, design a safer net. Some companies are already doing so.
Paycheck spins are not used by some companies who feel these
promotions might mistakenly encourage customers to spend beyond
their entertainment budgets. Some services provided for the sake of
'customer convenience' may actually increase the potential for
problem gamblers to do harm to themselves and their families.
Policies regarding extension of credit, check cashing, cash advance
services on credit cards, and even some frequent player promotions
are walking a fine line between improving customer convenience and
enabling addictive behavior.
So now you are probably saying to yourself, "Wait a minute, we still
have to compete with all those other guys out there who don't care
at all. How can we do what you're suggesting and not lose our
customers?"
Remember the tuna fishermen? Last time I shopped for tuna, I found
three cans that contained just the kind of tuna I wanted. I
purchased the one with the tiny little seal that read, "Dolphin
safe".
HOW TO CONTACT RAVING CONSULTING COMPANY
If you are interested in securing the services
of Raving Consulting Company or in implementing a Raving Promotion, please
contact:
Dennis Conrad, President and Chief Strategist
Raving Consulting Company
475 Hill Street, Suite G
Reno, Nevada 89501
Phone: (775) 329-7864
FAX: (775) 329-4947
email: dennis@ravingconsulting.com |
