{"id":4153,"date":"2023-12-29T08:50:32","date_gmt":"2023-12-29T08:50:32","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=4153"},"modified":"2023-12-29T08:50:32","modified_gmt":"2023-12-29T08:50:32","slug":"entains-peter-marcus-building-a-protective-arc","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2023\/12\/29\/entains-peter-marcus-building-a-protective-arc\/","title":{"rendered":"Entain\u2019s Peter Marcus: Building a Protective ARC"},"content":{"rendered":"\n

If state-of-the-art technology and marketing expertise can be used in combination as a highly-effective player acquisition tool, they can do exactly the same for player protection, Entain\u2019s<\/strong> Group Operations Director Peter Marcus<\/strong> told Issue 27 of SBC Leaders magazine.<\/p>\n\n\n\n

When a member of the Entain\u2019s management team says that, \u201cthe board are 100% supportive of it. I would say I get more questions each month from the board than anyone else on how\u2019s it going\u201d, you could be forgiven for thinking that the project he oversees is a new revenue-generating powerhouse.<\/p>\n\n\n\n

What Group Operations Director Peter Marcus is actually talking about is the company\u2019s safer gambling efforts and in particular its state-of-the-art Advanced Responsibility<\/strong> & Care<\/strong> (ARC)<\/strong> player protection programme.<\/p>\n\n\n\n

The importance that the board and C-Suite have attached to ARC is illustrated by the fact that it was Entain\u2019s second biggest project globally in 2022, with only the ongoing BetMGM rollout in the US attracting greater investment. <\/p>\n\n\n\n

\u201cThey are interested in it because they understand the longevity of the business depends on things like this. And the board looks at longevity of businesses in the end, that\u2019s their job,\u201d Marcus said.<\/p>\n\n\n\n

A grown-up conversation<\/strong><\/p>\n\n\n\n

The longer you talk to the man who oversees ARC about its capabilities, results and the mentality of ongoing improvement behind it, the easier it becomes to understand why Entain\u2019s leadership team is sold on the idea.<\/p>\n\n\n\n

ARC benefits from a somewhat unusual approach, in that it is not a compliance-led initiative. Instead, Marcus applies a marketer\u2019s brain to the task and the result is a system that effectively operates like a CRM for player protection.<\/p>\n\n\n\n

He explained: \u201cIt\u2019s about how we identify people at risk and, most importantly, how we interact and intervene with those people at risk. Because it is so easy to do it the wrong way.\u201d<\/p>\n\n\n\n

The road from the launch of ARC to the success story it is today has involved what Marcus described as \u201can awful lot of test-and-learn, with a few failures along the way\u201d. <\/p>\n\n\n\n

The lessons learned from those failures have been invaluable, as they have disproved some seemingly logical assumptions and demonstrated what really works. <\/p>\n\n\n\n

\u201cWe thought it was all going to be about subtle product changes that would change the behaviour of the customer, but they just noticed in about five seconds and asked where the feature had gone. So it didn\u2019t really work,\u201d he recalled.<\/p>\n\n\n\n

\u201cBut what has worked is being honest and upfront and open with the customer. And also not making the customer feel that they\u2019re anything abnormal.\u201d<\/p>\n\n\n\n

The methods of communication and language, which are such an important part of ARC\u2019s effectiveness, have been developed with input from the Cambridge Division on Addiction at Harvard Medical School, Professor Mark Griffiths at Nottingham Trent University, and Epic Risk Management.<\/p>\n\n\n\n

\u201cThey helped us to understand how to talk to customers who may be at the beginning of a journey that they shouldn\u2019t be getting into and don\u2019t want to get into, and we don\u2019t want them to get into,\u201d said Marcus.<\/p>\n\n\n\n

\u201cHow you talk to the customer, how you communicate with them, what you say, when you say it, and where you say it, is so important. That\u2019s what makes a fundamental difference, actually, for a customer.\u201d<\/p>\n\n\n\n

The answer to the \u2018when\u2019 part of that equation is more often than not \u2018right now\u2019, rather than \u2018once we\u2019ve had chance to analyse the data\u2019. Of course, immediate interventions require real-time monitoring. <\/p>\n\n\n\n

\u201cOne of the most successful parts of ARC is unusual deposits, because we\u2019ve gone real-time \u2013 we\u2019re the first company to ever go real-time,\u201d said Marcus.<\/p>\n\n\n\n

\u201cWhat we found was that if we use an algorithm which looks at a customer\u2019s regular deposit habits and it looks at their deposits now compared to normal, it identifies deviations from their usual behaviour.<\/p>\n\n\n\n

\u201cThen you can communicate with them in real-time as they make their next deposit and let them know \u2018you are depositing more than you usually do\u2019.<\/p>\n\n\n\n

\u201cThat has more impact than any other mark of protection, or interaction, or intervention, or a ban on marketing. Because it\u2019s treating people like adults \u2013 and that\u2019s how they want to be treated.\u201d<\/p>\n\n\n\n

Entain does not rely on that first intervention. If the behaviour continues, a player will be required to set a relevant gambling control and keep it in place for a specified period. After that, the next step is a 24-hour stop and the chance to consider their habits.<\/p>\n\n\n\n

\u201cWhat we found through all of our research and analysis is, not only does the customer stop, when they come back \u2013 and most do come back \u2013 the problem behaviour goes away and, in most cases, does not return,\u201d Marcus added.<\/p>\n\n\n\n

Markers of Protection<\/strong><\/p>\n\n\n\n

Central to Entain\u2019s player protection policy is early identification of potentially problematic behaviour.<\/p>\n\n\n\n

To achieve this, ARC has built on the original nine Markers of Harm idea developed by Senet Group and PwC \u2013 \u201cadvanced for its time, but far less valuable since the UK Gambling Commission removed credit cards and reverse withdrawals\u201d \u2013 and now uses 26 Markers of Protection.<\/p>\n\n\n\n

Each marker has a weighting, with behaviours that have proven to be the strongest indicators of a player being at risk of developing a gambling disorder setting off the system\u2019s loudest alarms. <\/p>\n\n\n\n

Three of the markers have emerged as key signs of intervention being necessary. Perhaps surprisingly, total spend is not one of them, as the ever-growing volume of player data suggests that this is a lagging indicator of a problem.<\/p>\n\n\n\n

Instead, Marcus picked out spend from norm (depositing or losing more than usual), time on site, and chaotic play as the three biggest warning signs that a customer may be developing an issue. <\/p>\n\n\n\n

\u201cWhat chaotic play means is you\u2019re staking up and down quite a lot,\u201d he explained. \u201cPeople call that chasing losses, but it\u2019s not always chasing losses \u2013 often it\u2019s chasing wins or playing a scheme you think works. In the end, you\u2019re constantly changing your bet amounts.<\/p>\n\n\n\n

\u201cThat actually is a very high marker. We find that again and again and again. It\u2019s a very high marker that you\u2019re chasing a dream rather than playing for entertainment.\u201d<\/p>\n\n\n\n

The model is constantly evolving. As more data is collected and compared against a target group of players who self-excluded for problem gambling purposes, machine learning technology changes the model.<\/p>\n\n\n\n

Entain also employs the Mindway AI model, which has a different target group based on a number of experts who are rating customers. <\/p>\n\n\n\n

While Entain\u2019s in-house model tends to find shorter-term problem behaviours, Mindway AI focuses on the potential of becoming a problem gambler and tends to identify longer-term patterns. <\/p>\n\n\n\n

There is only a 20% crossover between the players found by the two models, so together they provide a comprehensive approach to identifying where the operator needs to intervene.<\/p>\n\n\n\n

While this amounts to an industry-leading player protection strategy, Marcus wants to go further. \u201cWe have started working in AI to build additional even smarter models, and in time we\u2019ll add more of these models,\u201d he said.<\/p>\n\n\n\n

Helping players to help themselves<\/strong><\/p>\n\n\n\n

Entain also has a range of controls that players can set, and they go far beyond the staple focus of responsible gambling adverts \u2013 deposit limits. <\/p>\n\n\n\n

While deposit limits have a use, Marcus believes that the controls available to players should be broader, more tailorable to the individual\u2019s circumstances and more imaginative.<\/p>\n\n\n\n

His team has invented a selection of new controls, including \u2018curfew\u2019, which allows players to set times of the week when they cannot deposit any money, and \u2018play breaks\u2019, which gives the customer the ability to pre-programme a timeout into all their gaming sessions. <\/p>\n\n\n\n

This is backed by a player education programme. \u201cWe send a series of educational emails for the first four months after the customer first joins, with a number of videos explaining why and how to use our gambling controls as well as monthly reminder messages after that to help make better decisions about their play.\u201d<\/p>\n\n\n\n

And there are also educational real-time messages in certain circumstances. <\/p>\n\n\n\n

\u201cWe\u2019ve got a new product called \u2018Big Wins\u2019, where if you have a big win on a single bet, we immediately show you a message,\u201d Marcus said.<\/p>\n\n\n\n

\u201cIt effectively says \u2018we find that people who don\u2019t withdraw at least part of a big win, often lose the whole lot back. Think about how much you want to withdraw and do it now\u2019.<\/p>\n\n\n\n

\u201cPeople can\u2019t believe we do that, but the aim of the game is a recreational, sustainable long-term customer base for enjoyment and entertainment. If you have that mentality, actually that makes perfect sense to do that.\u201d<\/p>\n\n\n\n

Perhaps most pleasing of all for Marcus is that the project is not just delivering results in terms of protecting players, it is also being greeted positively by those it is designed to protect. <\/p>\n\n\n\n

\u201cMy biggest fear was that it would anger them,\u201d he admitted. \u201cBut it hasn\u2019t \u2013 affordability, by the way, absolutely angers people \u2013 but this doesn\u2019t and I think there are two reasons why. <\/p>\n\n\n\n

\u201cThe first is that we are so careful how we communicate with them and talk to them and explain to them why.  So they get it. They realise we\u2019re doing the right thing for them at the right time.<\/p>\n\n\n\n

\u201cAlso, we\u2019re putting short-term actions on the customer. We\u2019re not saying you\u2019re bound to six months, we\u2019re saying take a break. And we force them to set a gambling control, which they then can\u2019t take off for at least seven days after they come out of that high risk category. So we\u2019re actually helping them to help themselves.<\/p>\n\n\n\n

\u201cAll our research indicates that customers appreciate it and we\u2019re certainly not seeing lots of complaints. Most importantly, we\u2019re seeing them come back and then play more sustainably. <\/p>\n\n\n\n

\u201cFor me, that\u2019s the best evidence of all that it is working.\u201d<\/p>\n\n\n\n

Don’t forget to subscribe to our Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

If state-of-the-art technology and marketing expertise can be used in combination as a highly-effective player acquisition tool, they can do exactly the same for player protection, Entain\u2019s Group Operations Director Peter Marcus told Issue 27 of SBC Leaders magazine. When a member of the Entain\u2019s management team says that, \u201cthe board are 100% supportive of […]<\/p>\n","protected":false},"author":6,"featured_media":4154,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[21,5,1,25],"tags":[410,6413,324,2106,254,6411,6412,518,6002,3822,998,1549],"class_list":["post-4153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-gambling","category-news","category-technologies","tag-arc","tag-care","tag-entain","tag-gambling-industry","tag-marketing","tag-peter-marcus","tag-player-acquisition","tag-player-protection","tag-responsibility","tag-safer-gambling","tag-sbc-leaders","tag-technology"],"yoast_head":"\nEntain\u2019s Peter Marcus: Building a Protective ARC - SBC EURASIA EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2023\/12\/29\/entains-peter-marcus-building-a-protective-arc\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entain\u2019s Peter Marcus: Building a Protective ARC - SBC EURASIA EN\" \/>\n<meta property=\"og:description\" content=\"If state-of-the-art technology and marketing expertise can be used in combination as a highly-effective player acquisition tool, they can do exactly the same for player protection, Entain\u2019s Group Operations Director Peter Marcus told Issue 27 of SBC Leaders magazine. 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