Rank completes Hawkeye customer care monitoring upgrade

Rank Group Plc has deployed its proprietary-built ‘Hawkeye’ real-time safer gambling monitoring system, observing customer engagements across its flagship online properties of Grosvenor Casino and Mecca Bingo.

Updating stakeholders, the LSE gambling group completes a key 2021 corporate directive, ‘investing significantly’ to revamp its customer care capacity, allowing its teams to better identify player risks and carry-out interventions were necessary. 

Hawkeye has been programmed to focus on monitoring ‘high-velocity players who show player behaviour changes, often suddenly, and who might not be picked up by existing safer gambling controls and thresholds’.   

 “We’re very aware that high-velocity play is an area of concern and that’s why we stepped up our focus on addressing this issue over the course of the last year,” said Liam Smith, Director of Customer Services at Rank, said. 

“We are determined to give customers the safest possible experience with us when they play across our digital brands and the Hawkeye system adds another layer of protection to our full suite of safer gambling measures across the business.”

Rank’s overhaul of its customer care units was undertaken as a corporate directive of the firm’s business transformation programme, in which the company aimed to establish best-in-class tools and protocols to protect its customers.

We’ve made significant strides using artificial intelligence to power our propensity model which looks to identify potential gambling-related harm, and we’ve also refined our digital affordability framework to assess customers at every stage of their time with us, from registration, through to deposit and withdrawal.” Smith added. 

“We’re well aware that this work will never be complete, but we’ve upped the pace of our innovation and deployment in terms of SG and that can only be good for players in terms of delivering the optimal levels of protection.”