Industry Best Practices: Spotlight on Park Place's Approach ot Problem Gambling: It's in the Cards
Don't look now, but the newest weapon in the effort to address problem gambling may already be in your wallet.
As casino properties around the country expand their use of player cards to establish customer loyalty programs, some are taking advantage of the new technology to address problem gambling in their casinos. One example is Park Place Entertainment Corp. (PPE), which developed "We Care," an innovative technology-based program to assist individuals who recognize they have a gambling problem.
Traditionally, PPE's players' club cards have been used as a sort of casino frequent player card, allowing patrons to accrue points toward free meals, hotel stays and other rewards.
With several states now requiring self-exclusion programs for problem gamblers, PPE executives in Louisiana recognized the potential of the company's player card to help strengthen these programs.
"In the past, we've taken self-excluded individuals' names out of databases and used facial recognition and public notices in attempts to address problem gambling, but none of these tactics really prevent people from gambling," said Ramona Lockett, compliance manager for PPE's Bally's Casino New Orleans. "We wanted to take advantage of this new technology to really do something pro-active on the issue."
Lockett, a former Iowa gaming regulator, developed the "We Care" program in response to this call. The program, which was recently introduced at the New Orleans property, goes beyond standard awareness and education efforts by using the existing player card technology to electronically limit the privileges of self-excluded casino patrons.
Under the "We Care" system, PPE flags the card account of a player as soon as the company is notified of his or her self-exclusion status. If the player places his or her card in a machine or at a table game, the patron is flagged as self-barred. The player can no longer access or accrue points, obtain comps or receive cash advances with his or her player card. Any front money or cash on the card is returned to the player by mail. Credit and check-cashing privileges are also closed at that time. In addition, the patron's name is removed from PPE mailing lists so he or she no longer receives invitations to casino events and tournaments.
Although "We Care" does not prevent self-excluded patrons from using cash to play games in the casino, it does offer another tool in the industry's ongoing efforts to keep problem gamblers out of casinos.
"This program stops access to cash automatically," Lockett said. "So, unlike in the past, casino operators don't have to know or recognize a problem gambler to help them. This program is an easy way for properties to be pro-active and an effective way to, at least partially, protect players."
Although the "We Care" program has so far only been implemented at PPE's Louisiana property, company officials plan to roll out the program in the entire PPE system by this fall.
