Client:

Stars Group

Background:

Since 2019 I’ve been part of a team focused on raising awareness for Safer Gambling week. My role as a Safer Gambling (SG) champion was to create an environment for my tribe and help generate ideas/solutions for future products and services.

The aim of the Power Hour week and our core focus for the future is to continue the conversation with our customers, staff and the wider public about gambling responsibly.

This particular case study was focused on our 2020 Power Hour initiative. As a working ‘SG’ group we identified existing problems from onsite customer feedback and our club house insights to generate ‘how might we’s’ for the week ahead. The workshops involved idea generation across the business — small working groups were then identified with a mixture of disciplines across the business to drive forward each campaign. Each idea was then submitted and pitched to leadership, which included Paul Buck (EPIC Risk Management) — the top 2 successful campaigns would be green lighted for build by the business.

Problem Statements:

 •  How might we help support younger customers who have large wins early in their betting journey?

•  How might we better use ‘the Bell’ for SG messaging on Bet?

•  How might we better consider what to do with customers regularly playing our Virtuals product?

•  How might we improve literacy rates for new Bet customers and MPP customers?

•  How might we improve SG messaging around key touch-points?

Responsibilities:

Research, lead facilitation of workshops, design, prototype