Manitoba Public Education Campaign Debunks VLT and Slot Myths

So, you think I'm hot? Think you can push my buttons? Think you can twist my arm? These are some of the provocative questions that characterize the new responsible gaming public education campaign initiated by the Manitoba Gaming Control Commission (MGCC). The campaign, the first of its kind in Canada, counters several widely held myths concerning the operation of slot machines and video lottery terminals (VLTs).

The messaging of the campaign is based on the findings of an MGCC survey taken in 2003-2004. Findings revealed that 26 percent of Manitobans believe that having some sort of technique or system will improve the chances of winning a large payoff. MGCC research also showed that 25 percent of gamblers in Manitoba believe the chance of winning increases with length of time at a certain machine.

Although VLTs and slots are the most popular and profitable games in the province, MGCC officials said the survey revealed a clear disconnect between what Manitobans think about these machines and how they truly function. The pervasive misunderstanding inspired the development of four targeted responsible gaming messages that are at the center of the new public awareness campaign. The messages use informal, edgy language to, as Liz Stephenson, MGCC director of research and communications explains, "create a buzz and personalize the machines the way problem gamblers often do:"

The longer you play, the more you play.  
No machine is ever due for a win.
Your chance of winning is the same every time.  
Set limits and play for entertainment only.

These messages aim to reinforce the idea that players have the same chance of winning at the start of each turn, and there is no sequence of betting that will determine future outcomes. As Stephenson notes, all of the machines are specifically designed so that factors such as duration of play at the same machine and the amount of money spent do not affect the chances of winning. Payout frequency is set by the Manitoba Lottery Commission, and machines are lab-tested to ensure there is no pattern. The best way to win, as the campaign's tagline reads, is to "Set Limits and Be Informed."

Developed in response to a public interest mandate within the Gaming Control Act, the Manitoba campaign was launched in September and will continue through early next year. The ads are displayed in a variety of mediums, appearing on radio and in print, movie theatres, coffee houses, transit buses and even public restrooms, to resonate with Manitobans as they go about their daily lives. "This campaign will raise Manitoban's understanding of how gambling works by battling misconceptions to help players make better choices and ultimately prevent problem gambling," Stephenson said.

The effort of the MGCC reflects the changing nature of regulatory agencies in Canada. "The MGCC has evolved beyond traditional regulatory functions to matters related to public interest and consumer protection," Stephenson said.

Clips of the advertisements and further information on how to identify and avoid gambling problems, as well as links to problem gambling services in Manitoba, are available through the MGCC Web Site at http://www.mgcc.mb.ca.