Positive Play will enhance player engagement through safe and responsible gambling experiences. A proactive innovation project I embarked on with my team at Evoke (888 Holdings) has received remarkable responses from the business and is now ready for testing with real players. Current Issue: Low engagement with responsible gambling (RG) tools and ineffective communication. Solution: Positive Play Hub, which consolidates safer gambling services, leverages data analytics for predictive behavioural interventions, and gamifies responsible gambling through engaging and rewarding experiences.
We offer a central, secure, and always-on portal providing quick access to responsible gambling (RG) tools, alerts, educational content, and activity statistics, offering personalized, meaningful insights for safe play.
Low fidelity wireframes
Leveraging Data for Predictive Behavioural Interventions: Utilizes player data and AI/ML to monitor and predict player behaviour, proactively intervening to promote safer gambling habits. Early interventions help players maintain control and prevent escalation from recreational to medium-risk, promoting long-term well-being.
Raising Awareness and Educating Players: Educates players about responsible gambling practices to prevent gambling-related issues and enhance community welfare. Timely, continuous education and shared experiences help players understand responsible gambling, contributing to a safer gambling environment.
Gamifying Responsible Gambling: Encourages responsible gambling through engaging and interactive experiences while accomplishing milestones throughout the player lifecycle. Gamification also makes responsible gambling appealing and rewarding, leading to higher engagement and reinforcing positive behaviours among players.
Validation and scoping. watch this space for more
PR/FAQ: Positive Play Initiative – Transforming Online Gambling with Responsibility. May 25, 2024 – Evoke (Parent company of William Hill, 888, and Mr Green). Press release:-
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Evoke proudly announces the launch of Positive Play, a unique and powerful initiative designed to revolutionize player interactions on gambling platforms. This initiative uses AI, educational content, and gamification to promote responsible gambling and enhance customer experience (CX).
Positive Play Hub: A central, secure, and always-on portal providing quick access to responsible gambling (RG) tools, alerts, educational content, and activity statistics, offering personalized, meaningful insights for safe play. This initiative aligns with Evoke’s goal of efficient personalization, creating a Single Customer View model aimed at boosting player engagement, sustainable customer lifecycle management, brand loyalty, long-term retention, and increasing average deposit value over time.
Key Features of Positive Play:
1. Leveraging Data for Predictive Behavioural Interventions:
Utilizes player data and AI/ML to monitor and predict player behaviour, proactively intervening to promote safer gambling habits. Early interventions help players maintain control and prevent escalation from recreational to medium-risk, promoting long-term well-being.
2. Raising Awareness and Educating Players:
Educates players about responsible gambling practices to prevent gambling-related issues and enhance community welfare. Timely, continuous education and shared experiences help players understand responsible gambling, contributing to a safer gambling environment.
3. Gamifying Responsible Gambling:
Encourages responsible gambling through engaging and interactive experiences while accomplishing milestones throughout the player lifecycle. Gamification also makes responsible gambling appealing and rewarding, leading to higher engagement and reinforcing positive behaviours among players.
“The launch of the Positive Play feature was a no brainer”, says Per Widerstrom“ Positive Play not only exemplifies Evoke's unwavering commitment to providing an entertaining yet safe gambling experience for our customers, but it also positions Evoke as an innovative pioneer in the gaming industry.”
Evoke is dedicated to setting the industry standard in responsible gambling practices through the continuous evolution of Positive Play. This commitment goes beyond compliance, aiming to establish a sustainable platform where responsible gaming is the norm. Positive Play is poised to revolutionize online gambling by offering a secure, engaging, and educational platform that fosters responsible behaviour and prioritizes player well-being. This initiative will position Evoke as a leader in responsible gaming, driving industry-wide changes and setting new benchmarks for success.
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FAQs
1. What is Positive Play and how does it enhance the customer experience?
Positive Play is an innovative solution developed by Evoke that integrates educational content, and gamification to promote responsible gambling and enhance customer experience (CX). It offers a central, secure, and always-on portal providing quick access to responsible gambling (RG) tools, alerts, educational content, and activity statistics, offering personalized, meaningful insights for safe play. This initiative aims to enhance player engagement, ensure sustainable customer lifecycle management, build brand loyalty, and increase long-term retention and average deposit values.
2. What is the business impact of Positive Play and how will its success be measured?
Positive Play aims to significantly enhance the gambling experience by creating a safe and engaging environment. This initiative is designed to achieve multiple key business goals:
1. Increase Monthly Player Days: Boost monthly player days to over 15 million by fostering a responsible gambling environment that keeps players engaged.
2. Enhance Brand Trust: Build and enhance brand trust by prioritizing player safety and responsible gambling (RG), leading to long-term customer loyalty and increased value.
3. Sustainable Gambling Practices: Uphold industry standards for data privacy and regulatory compliance, ensuring sustainable gambling practices.
4. Unique Market Positioning: Position the Positive Play Hub as a unique offering that sets Evoke brands apart from competitors by emphasizing player safety and responsible gambling.
Measurement:
· Player Engagement Metrics: Track the frequency and duration of player engagements to assess the effectiveness of Positive Play in promoting responsible play.
· Positive Play Surveys: Conduct regular surveys to evaluate the community's perception of gambling practices and the impact of Positive Play on player behaviour. This feedback will help refine and improve the program continuously.
3. What are the Strategic Initiatives and Goals that Positive Play aligns with?
Positive Play aligns with three strategic initiatives and goals:
· Customer Lifecycle Management: Mapping out every stage of the customer lifecycle from awareness to loyalty using intelligent automation to provide a better experience to our customers.
· Promoting Positive Play: Focusing customers on positive gaming behaviours while fostering long-lasting player relationships.
· Increase Player Days > 15M: Increase Player Days captures how many people are playing with us, and how many times they come back.
4. How does Positive Play position Evoke as a leader in the gaming industry?
Positive Play positions Evoke as a leader in the gaming industry by setting new standards for responsible gambling practices. By continuously evolving and enhancing the Positive Play platform, Evoke demonstrates its commitment to providing a secure, engaging, and educational gambling experience. This initiative goes beyond compliance, aiming to establish responsible gaming as the norm.
5. How does gamification within Positive Play encourage responsible gambling?
Positive Play incorporates gamification elements to make responsible gambling engaging and rewarding. Throughout the player lifecycle, players accomplish different milestones, and the platform offers challenges and rewards to incentivize adherence to responsible gambling practices. Players can earn redeemable non-gambling rewards and badges for achieving these milestones. This approach makes responsible gambling appealing and reinforces positive behaviors, leading to higher engagement and a healthier gambling environment.