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Casino Guru Reveals Findings from Unique Safer Gambling Week Campaign

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Safer Gambling Week is a yearly initiative originated in the United Kingdom that aims to raise awareness of safer and more responsible gambling. Casino Guru, staying true to their values and going further than expected in efforts to improve player safety, has created a unique campaign that promoted safer and responsible gambling messages across their English website over the course of the Safer Gambling Week 2021, from Nov 1 to Nov 7.

The team worked with the premise that responsible gambling messages need to be interesting and distinctive to capture the users’ attention and truly get the message across. That is why they crafted a unique campaign aiming to increase awareness of gambling addiction and responsible gambling and motivate players to take action if needed.

“Despite our efforts to create well-researched and truly helpful educational responsible gambling content, only a small percentage of our visitors searches for it and reads it. Unfortunately, players often start looking for this type of content only after noticing the first signs of problem gambling. The majority of players gamble responsibly, and it is crucial to reinforce their good habits and promote preventive steps that minimize the chance of becoming problem gamblers later on,” explains Šimon Vincze, Responsible Gambling Projects Lead at Casino Guru.

In line with this approach, Casino Guru’s creative team has designed and implemented three different responsible gambling messages“It’s Safer Gambling Week 2021”, “Thank you for caring”, and “Responsible players do not lose” – each designed with a different deliberate idea in mind, to allow the team to test and measure what kind of messaging works best. Each version linked to a different responsible gambling article that complemented and built upon the original message.

These messages appeared at prominent locations across the website to make them as visible as possible. The detailed version of the message was displayed as a widget in the website’s list of best casinos. It was designed to resemble the cards presenting information about individual casinos to minimize ‘banner blindness,’ as people are used to overlooking ads and other elements that look like ads. The simpler and shorter version of the message was displayed at the top of each page, in a bright orange widget to visually stand out and go in line with Safer Gambling Week’s colour scheme.

Overall, 2.31% of the users who saw one of the three messages clicked it to read more. This percentage was the highest for the ‘Responsible players do not lose’ message at 2.54%, followed by ‘Thank you for caring’ at 2.35% and ‘It’s Safer Gambling Week 2021’ at 2.05%. The team has not measured any significant differences in metrics measured in different genders and age groups.

Vincze comments on the findings: “In terms of the number of visitors who clicked the message, the ‘Responsible players do not lose’ version yielded the best results. However, it had the lowest percentage of users that spent at least 60 seconds browsing the linked article. This was in line with our expectations, as this version was a bit of a clickbait, although one with good intentions. On the other hand, the ‘It’s Safer Gambling Week 2021’ version, in which the messaging was most informative and least captivating, yielded the least clicks but the highest percentage of users who then spent at least 60 seconds on the article.”

The individual articles linked from the three messages contained links to other, more encyclopaedical responsible gambling content, such as a list of problem gambling help centres, articles about gambling addiction and overcoming it, safer and responsible gambling, and more. The list of problem gambling help centres garnered the most attention, although this was likely influenced by a link to it placed at the top of each of the three articles.

Vincze adds: “When it comes to helping players and making a positive impact, numbers and metrics are not the only things that matter. Even if our campaign helped only one player stay safer while gambling or look for help, we can call it a success, regardless of the overall statistics we measured.”

He continues by putting the campaign into a broader context: “In comparison to our normal educational articles about problem and responsible gambling, our Safer Gambling Week campaign has been seen by a relatively big number of visitors. To make sure we maximize our positive impact all year round, we plan to use our findings to create an effective long-term campaign, which will be part of our future efforts aimed at educating and informing players and the public about gambling and its dangers. There is much to look forward to!”

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7-Eleven selects Jackpot.com as their official lottery partner

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Online Lottery Courier Service Jackpot.com Announces Exclusive Collaboration with 7-Eleven, Inc.

Jackpot.com will serve as the official lottery courier service of 7-Eleven, Inc., initially launching in Ohio and Massachusetts  

Jackpot.com – the online lottery courier service that allows consumers to purchase official state lottery tickets on their phone, tablet, or computer – announced today an exclusive collaboration with 7-Eleven Inc., the largest convenience store chain in the world, to serve as their official lottery courier service.

As part of the collaboration, 7-Eleven customers in Ohio and Massachusetts will be able to sign up and play lottery games and scratchers on the Jackpot.com app or website. The program will initially be launched in over 600 7-Eleven and Speedway stores in Ohio and Massachusetts, with a special launch promotion that gives 7-Eleven customers a free lottery ticket on their first deposit by using promo code, “7Eleven”.

“We’re thrilled to work with 7-Eleven, the leading retailer of lottery tickets in the country,” said Akshay Khanna, CEO and co-founder of Jackpot.com. “Leveraging our technology and innovation, we can provide additional convenience for their customers, while adding an additional source of revenue. A true win-win relationship for all.”

By launching in Ohio and Massachusetts in 2023 and 2024, respectively, Jackpot.com aims at adding another avenue for player convenience with one of the most widely recognized brands in the convenience-retailing space. With a presence in Ohio, the nation’s seventh-largest lottery market, and Massachusetts, whose state lottery produced $1.2 billion in net profit for the Commonwealth during the 2024 fiscal year, Jackpot.com’s collaboration with 7-Eleven represents an added layer of accessibility for players.

Jackpot.com remains committed to responsible play and has significantly invested in protocols by allowing customers of legal age to set spend limits and limits on daily deposits, all while providing access to local and national responsible gambling resources, self-exclusion, self-suspension and automated notifications that offer help should problematic behavior be detected. Jackpot.com is also the only lottery courier service to launch with an iCap certification from the National Council on Problem Gambling.

To learn more, visit jackpot.com. First-time users can also download the official Jackpot.com Lottery App on the iOS or Android App Stores, where available.

 

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eSports

The World Esports Summit 2024 Is Here!

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The IESF World Esports Summit returns this December to Busan, South Korea. Hosted at the Busan Esports Arena (BRENA) from December 5-6, the Summit will bring together prominent figures from Esports, global brands, government officials, and sports executives for a deep dive into the current Esports trends, its rapid transformations, and future challenges.

This year’s theme, “Building Bridges, Not Barriers, Through the Power of Esports,” will highlight the role of Esports in uniting cultures, ideas, and industries. Under the slogan “We Empower Success,” the

Summit provides a great platform for Esports experts to engage in meaningful discussions and sessions, sharing their insights on trends and presenting forward-looking ideas for our industry.

The event, strategically timed at the close of the competitive season, presents a perfect environment for reflection on the year’s biggest events, industry shifts, and the next steps for Esports. Attendees can follow the expert’s perspectives on topics like:

  • (R)Evolution in Esports
  • East Meets West
  • Esports Integrity: The Role of Referees
  • The Rise of International Esports Competitions
  • (In Korean) Korea’s Secret Sauce etc.

Also, featured at this year’s event are the IESF World Esports Training Camp and the World Esports Referee Academy.

These are very important IESF programs that are aimed at advancing the skills and professional standards of the next generation of Esports leaders.

Join us in Busan for two days designed to inspire, connect, and empower the international Esports community.

Registration for the World Esports Summit is free and open to all interested attendees.

To register, please complete our online registration form: iesf.formstack.com/forms/wes2024_participation_registration

See you in Busan!

 

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eSports

Akhil Sarin CMO at Easygo named as key note at ICE Esports Conference

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Clarion Gaming has confirmed that Akhil Sarin CMO at Easygo, the technology powerhouse behind the success of global brands Stake and Kick will headline the Esports & Games Conference (EGC) taking place on 21 January as part of the ICE Barcelona experience.

As a key member of the executive team, Akhil Sarin has been instrumental in securing the high-profile partnerships that have accelerated Stake’s growth, including the Stake F1 team, UFC, Drake, and Premier League Everton FC.

Through these strategic alliances he has amplified Stake’s brand presence at the same time as creating unique, immersive player experiences, in the process setting new industry benchmarks.

Announcing the high profile speaker Will Harding, Head of Esports at Clarion Gaming said: “Securing Akhil Sarin as EGC  key note at ICE Barcelona represents a remarkable opportunity for our attendees to gain invaluable insight into cutting-edge strategies in digital and influencer marketing .

“Akhil’s expertise with Stake and Kick.com embodies the forward-thinking, innovative approach that defines the digital marketing landscapes. His participation underscores the calibre of knowledge-sharing that we are  committed to delivering at ICE and he is sure to both inspire our attendees and elevate their strategic perspective.” 

Looking ahead to ICE Barcelona, Akhil Sarin stated:  “Collaborating with Clarion Gaming at ICE Barcelona is an exciting opportunity to showcase Stake’s journey and continued focus on bold partnerships and creative marketing strategies that resonate with audiences.”

He added “The EGC is a vital platform for exchanging transformative ideas and shaping the future of gaming and entertainment. I look forward to discussing Stake’s vision and collaborating with industry leaders to inspire growth and innovation across the sector.”

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