System, method and computer program for retention and optimization of gaming revenue and amelioration of negative gaming behaviour

Abstract

A method of ameliorating negative gaming behaviour is provided. One or more gaming users are monitored, or monitoring data regarding their gaming behaviour is obtained. The gaming behaviour is analyzed to identify behaviour that may result in potentially harmful or addictive gaming behaviour (negative gaming behaviour). In the event of occurrence of such negative gaming behaviour, based on the specific negative behaviour one or more interactions are initiated between a system and the one or more users, such interactions being directed to ameliorating the negative gaming behaviour by preventative action. The gaming behaviour is analyzed based on a plurality of gaming behaviour risk indicators.

Description

[0001]This application claims the benefit of U.S. Patent Application No. 61 / 034,326, filed Mar. 6, 2008.FIELD OF THE INVENTION[0002]This invention relates to a system and computer program that monitors and analyses an individual's gaming behaviour to reduce the likelihood of, potentially harmful behaviour from becoming addictive behaviour, and to prevent or reduce the likelihood of burnouts and as a result, create safer long term participation that generates customer retention and revenue optimization for the gaming operator.BACKGROUND OF THE INVENTION[0003]Gambling is as old as human history. Yet, as we move into the third millennium there is a dramatic increase in legalized gambling worldwide, primarily because of governments' need to increase revenue without additional taxation. Other factors contributing to increased participation in gambling include the rise of new technologies, including internet gambling (e.g., online poker). This has naturally led to an increase in the numbe...

AI Technical Summary

Benefits of technology

[0018]In view of the foregoing, what is needed is a system and method that analyses and evaluates data extracted from transactions to identify excessive or potentially harmful behaviour, and provides for one or more mechanisms to alleviate the situation. There is a further need for a system and method that is operable to reduce potentially harmful behaviour of gaming players, thereby reducing the likelihood of gambling related harm or addiction. There is a further need for a system and method that reduces player burnouts and creates a safer long-term participation, increasing gamer retention and optimizing revenue for the gaming operator.

Problems solved by technology

This has naturally led to an increase in the number of people experiencing gambling problems as more people overall participate in gambling.

Additionally, according to cognitive-behaviour theories of addiction, all games of chance, indeed all things that are exciting or pleasant, or provide an escape, are potentially addictive.

However, the current state of the art generally indicates that the notion that gambling problems are always progressive and enduring is false.

The emergence of Internet gambling has been one of the most significant and controversial developments in the gambling and problem gambling fields over the past two decades.

For instance, Griffiths has identified the use of virtual cash, unlimited accessibility, and the solitary nature of gambling on the Internet as potential risk factors for problem gambling development (Griffiths, 1999).

Potentially harmful behaviour generally refers to participation in activities that are inherently risky in nature, where the user in not cognizant of potentially negative effects of the activity that can result in negative consequences for the individual, others in his or her social network, or for the community at large.

An example of area of activity that can result in potentially harmful behaviour and in some cases to addictive behaviour is poker playing or poker gaming on the Internet.

Potentially harmful behaviour generally refers to participation in activities that are inherently risky in nature, where the user in not cognizant of potentially negative effects of the activity that can result in negative consequences for the individual, others in his or her social network, or for the community at large.

Players gaming in these unmonitored environments can experience potentially harmful behaviour including, but not limited to; burnout, harmful play or problem chance gaming.

The online gaming environment therefore runs a dual risk for online gaming operators: one risk is the potential loss of revenue due to the premature burnout of online gaming site players, the second risk is the plausible legal exposure gaming operators could face where they knowingly continue to provide gaming products when it is clear or likely that the player is experiencing the potential for harm from problem gambling.

The products of ICU Intelligence do not take a pro behavioural modification approach and generally the organization of players into this small number of risk categories may oversimplify the nature of player risk.

This system is a static and non-data driven assessment product which does not provide ongoing safeguards or “curbing” and generally relies on player input to activate the “Safe Gaming Service”, which is fee based and has optional add-ons that allow limit-setting and private feedback on gaming results.

In accordance with other prior art solutions, iView System markets a product that relies on land-based player card activated VLT or Slots play to build data on an individual's behaviour and analyzes the behaviour data to identify markers for addiction risks and problems using the Canadian Problem Gambling Index (CPGI). iView's system does not generally provide comprehensive monitoring and relies on voluntary use of a card system for player tracking.

It does not allow for real-time communication or interacting with a player but relies on human interactions with suspected at risk or problem gamblers.

Also, the data that can be collected using prior art approaches to land-based casino players is very different from information that may collected online, and therefore the iView System provides little or no insight on how to collect online data and achieve behaviour modification goals using such data.

Several other player-focused prevention systems are available, however, online gaming operators often provide them and therefore there may be a concern about conflict of interest, and also they generally require players to track and monitor their own performance thereby resulting in conformity to the requirements of the prevention system as the potentially harmful behaviour becomes more acute.

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