European online gambling group Mr Green & Co (Mr Green) has hired specialist gambling behaviour psychologist Dr Richard Wood to evaluate its ‘Green Gaming Tool’, a major corporate social responsibility initiative launched this September.
Seeking to bring full transparency to its player base with regards to ‘risk behaviours’, the Green Gaming Tool was launched allowing its customers to self-assess and gain personal insight on their playing habits.
Based in Montreal Canada Dr Wood’s research focuses on developing ‘effective responsible gaming strategies’, researching both the individual causes of problem gambling, combined with structural analysis of games which may influence the gambling behaviour of vulnerable players.
Aiding his research Dr Wood has set-up GamRes, an independent research and consultancy service that designs, implements and evaluates responsible gambling strategies.
”This evaluation will examine if the players get value from using this sort of high-tech tool. By combining player’s behavioural data and player feedback, we should be able to see the extent to which players agree with and act on the feedback, information and recommendations that they get,” commented Dr Wood on Mr Green’s initiative
Mr Green will utilise the findings and assessment of Dr Wood to refine and improve its Green Gaming Tool, which has incorporated a number of customer risk detections. Mr Green players who exhibit an increased risk behaviours may be asked to set different limits for their playing or to step back from playing for a period of time. Mr Green will also refrain from sending direct sales messages to customers who show a high risky behaviour.
”The best way to constantly develop and move forward is to test, evaluate and be transparent. This is how we and the gaming industry can learn what works based on our customers’ need to control their own risk behaviour”, said Jesper Kärrbrink, CEO of Mr Green Ltd, Malta.