GAMING RESEARCH

& BEST PRACTICE

GAMING INDUSTRY,
SOCIAL RESPONSIBILITY
AND ACADEMIA

BY MARK GRIFFITHS, RICHARD WOOD,

JONATHON PARKE & ADRIAN PARKE

This article briefly looks at some of the REVENTION: THE DEVELOPMENT OF

ways that academics – and more specifically P GAM-RISC (CAMELOT)

the International Gaming Research Unit Dr Richard Wood led this IGRU project in conjunction with
(IGRU) – have been helping the gaming Camelot Group plc (the National Lottery operator) in order to
help them develop a more effective process for developing
industry and related stakeholders in terms socially responsible games. The new gaming risk assessment
of social responsibility. The IGRU is a team tool called GAM-RiSC (Gambling Assessment Measure – Risks
involving Structural Characteristics) is an innovative and
of experienced gaming researchers from groundbreaking assessment tool that will help gaming
across the UK, that work together to companies design games that have minimal risk for vulnerable
individuals. It can also prevent money being wasted on the
undertake high quality research and development of a game that might otherwise be potentially
consultancy aimed at developing effective problematic.
Structural characteristics, in particular, appear to be an
responsible gaming strategies. Rather than increasingly important factor in the maintenance of gambling
outline every single initiative that we have behaviour (Griffiths & Wood, 2001). By identifying and
understanding how games are structured (i.e., game design
been involved in, this article briefly
and associated features) we are really trying to unravel what
overviews one project in a number of makes some games problematic for vulnerable players, what
different areas including prevention, makes them playable or fun for social players and therefore,
what makes it engaging and commercially successful.
evaluation, education, research, and According to Parke and Griffiths (2007), the identification of
sharing best practice. These examples are these may have real and important implications for several
interested parties to do the following:
also chosen to indicate the types of social
responsibility activities that gaming ■ Educate and inform clinicians: To ensure that they
have the appropriate knowledge to help problem
companies can engage themselves in. gamblers through education and/or challenging cognitive
biases and irrational beliefs. Structural awareness of

>> games may also help identify information about a player’s

motivation by examining the type and form of gambling

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 GAMING RESEARCH
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preferred. In clinical sense, this may yield new

information regarding player motivation that could
inform any subsequent intervention.
■ Educate and inform players: Information may
empower players to gamble in a responsible way if we
can help them to understand, identify and even adjust to
such cues by either avoiding or exercising caution when
playing high-risk games. For example, players engaging
in games that have high event frequencies could aim to
be more cautious, if they know that they could spend
money faster or chase their losses easier.
■ Inform the gaming industry: Finally, information
about potentially risky features of games can help the
industry with their responsible gaming strategies. By
examining and reducing the risk of games during the
development stages, it is possible to design games that
will have the minimum negative impact. Such an
approach would help in reducing the numbers of
vulnerable players who go on to develop gambling
problems.

The importance of a structural characteristic approach to

gambling is the possibility to pinpoint more accurately where
an individual’s psychological constitution is influencing
gambling behaviour (Griffiths, 1999). Such an approach also
allows for psychologically context-specific explanations of
gambling behaviour rather than global explanations such as
‘addictive personality’ (Parke & Griffiths, 2006). It also allows
for the application of the extensive research that
demonstrates the structural and situational “triggers” that can
adversely influence the gambling behaviour of “vulnerable”
players (e.g., Wood & Griffiths, 2007a).
GAM-RiSC was developed through a combination of
examining the current state of research on structural and
situational characteristics worldwide, and by employing a
team of leading world experts, in terms of researching
responsible gambling issues and treating problem gamblers.
The advisory panel comprised of the IGRU team and other
world experts from the US (Dr Henry Lesieur), Canada (Dr
Robert Ladouceur, Dr Jeff Derevensky), Australia (Dr Alex
Blasczcynski), and Germany (Dr Gerhard Meyer). Final
testing of the measure compared the results to the known
risks associated with established games. Once the tool is fully
approved by Camelot, Nottingham Trent University will make
GAM-RiSC available under licence to the whole gambling
sector from 2008. It is also envisaged that those wishing to
use the instrument can be given training by the IGRU as part
of any company’s social responsibility and/or game design
staff development programmes.
GAM-RiSC can be used to identify the structural and
situational characteristics of games that present the greatest
risks for excessive play. GAM-RiSC provides each game
tested with a total score that gives a ‘traffic light’ rating (i.e.,
green = low risk for vulnerable players: amber = medium risk
for vulnerable players; red = high risk for vulnerable players).
GAM-RiSC identifies which elements of a game, if any, are
problematic so that they can be ‘adjusted’ to make the game
safer or can be combined with other external measures of
social responsibility in an effort to reduce overall harm. GAM-
RiSC has been designed so that it can be used to assess any
gambling type game by anyone with a basic knowledge of
the features of the game. For example, the measure can be
used by such people as game developers, responsible

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gaming personnel, and/or game regulators. Gaming

companies can either remove the most risky characteristics
out of the games before they are launched or put in other
social responsibility safeguards external to the game itself.

EVALUATION I: PLAYSCAN (SVENSKA SPEL)

For many years, the IGRU have been recommending to
gaming companies (especially online gaming companies and
those with loyalty cards), that they should start using their
large data sets to help identify problem gamblers rather than
exploit them (see Griffiths & Parke [2002], Griffiths [2003],
Smeaton & Griffiths [2004], Griffiths, Parke, Wood & Parke
[2006]).
Working with the Swedish Gaming Institute
(Spelinstitutet), Svenska Spel recently launched an innovative
new tool called Playscan that that prevents problems with
gaming in an active way. It uses behavioural science,
psychology, mathematics, and artificial intelligence. Playscan
detects players at risk of developing gaming problems and
offers them tools to change their behaviour. Playscan not only
detects if a player is having problems with gaming but can
also predict (with more than 90% accuracy), whether the
player is likely to develop gaming problems within the next
three months. Provided with the data in the Svenska Spel
customer database, the Swedish Gaming Institute, and the
data mining company ICU Intelligence have been engaged to
find a tool that actively helps the player. The tool has been
produced based on all available research in this area and is
built on the player’s real gaming behaviour.
Unlike the conventional purpose of customer databases
(i.e., to increase sales), the objective of Playscan is the
opposite. Playscan detects and helps those who would
benefit from playing less. Playscan has been compared to a
safety belt (i.e., something you use without intending to
actually make use of). It is founded on the player’s own
unique gaming data linked to Svenska Spel’s customer loyalty
card, Spelkortet. The tool measures increases and/or
decreases of players’ gaming behaviour and like GAM-RiSC
uses a ‘traffic light’ identification system. If a player’s gaming
is stable and with no risky gaming behaviour it gives a green
signal. A yellow signal indicates some risky gaming. Serious
problems with gaming are shown by a red signal. The really
innovative aspect of the tool is that it predicts future gaming
behaviour. The use of the system is voluntary, but Svenska
Spel strongly recommends its customers to use it.
Playscan uses the player’s behaviour from the preceding
year that is then matched against a model based on
behavioural characteristics for problem players. If it predicts
players’ behaviour as risky they get an advance warning
together with advice on how they can change their patterns
in order to avoid future unhealthy and/or risky gaming. There
are approximately 40 parameters used in predicting
behaviour although it is the small patterns of behaviours
indicating risky gaming that are more interesting.
Take the example of “chasing” where the player actively
tries to win back his losses. What indicates chasing behaviour
is that players raise their stakes significantly and/or widen
their product base. Chasing-behaviour includes parameters
like average stake and number of products played. As the
tool is based on artificial intelligence (i.e. the computer itself
learns to find complex patterns in large quantities of data), it
can identify behaviours showing tendencies of problem
gaming even though empirical research may not yet have

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discovered them. As the use of Playscan is increased the for such companies as Paddy Power, Atlantic Lottery
prediction rate will increase and higher levels of significance Corporation, and An Post (the Irish National Lottery). By
will be obtained. applying a suite of responsible gaming measures, we are able
This system is likely to have a significant impact on the to undertake an in-depth analysis of both the structural
national and international gaming markets. If a players’ characteristics of games and the gaming environments.
behaviour indicates gaming problems they will be deleted Underpinning these evaluations is a focus on four key
from the direct advertising address lists. Via Playscan they areas: (1) the level and quality of customer information that is
will offered to use Svenska Spel’s control tools (e.g., personal made available; (2) the structural features of the games
gaming budgets, self-diagnostic tests of gaming habits, and themselves (e.g., event frequency, near win opportunities,
the chance to self-exclude from gaming. The IGRU have etc.); (3) the extent to which games allow for behavioural
been commissioned to evaluate Playscan for Svenska Spel transparency (i.e., do players have opportunities to reflect
and will assess the extent to which the interventions used and understand their play); and (4) the level of customer
meet their aims and objectives. It will also assess the extent to service available for players who may experience problems.
which it is experienced as beneficial by those who have On the basis of this, we are usually able to propose advice,
received the intervention and by those who haven’t. suggestions and recommendations to be considered in
relation to the proposed games and/or for future
EVALUATION II – INTERNET GAMBLING developments of the gaming company’s responsible gaming
SERVICES (VARIOUS COMPANIES) measures.
The IGRU have also been working with many companies by The IGRU also evaluates other Internet gambling
auditing their online gaming sites and games and evaluating services including those that provide help for problem
these services in terms of the levels of social responsibility gamblers. The most recent example of this was an evaluation
that these products have. Led by Adrian Parke, the IGRU has of the online advice and guidance service GamAid (see
been instrumental in evaluating a wide range of online games Wood & Griffiths, 2007b). Our many years of expertise has

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also led the IGRU to producing materials that highlight the Gaming Regulation and Assurance) to carry out the Global
advantages and disadvantages of studying gambling both Online Gambler Survey and earlier this year it was published
online (e.g., Wood & Griffiths, 2007c) and offline (e.g., Parke (see Parke, Rigbye, Parke, et al, 2007). To date, this survey is
& Griffiths, 2002). the most complete attempt to understand player concerns,
and will help the industry formulate policy-making and
EDUCATION: ‘YOU BET!’ AND ‘JUST ANOTHER lobbying in the future. Data for the quantitative investigation
GAME?’ (RESPONSIBILITY IN GAMBLING was collected using Internet Mediated Research (IMR) via an
TRUST) Internet data collection tool.
Educating people about gambling is an important part of any Overall, 85 questions including closed and open-ended
social responsibility infrastructure. Since July 2006, Dr Mark questions were used to collect data on demographic
Griffiths has been leading this IGRU project in conjunction variables, information on behaviour and attitudes (basic play,
with the charity Tacade (who specialise in producing casino and poker play), player protection and satisfaction,
educational materials for young people) and have been responsible gambling, and positive and negative aspects of
funded by the Responsibility in Gambling Trust (RiGT) to Internet gambling. The content and wording of questions
produce gambling education resources to use in schools and were developed from discussions involving both the research
other youth education settings. This has involved both the team (based on emergent findings in past explanatory work)
production of new educational materials and over 60 and the client.
dissemination events nationwide including youth gambling This survey had two particular strengths: (i) the size of
education seminars in cities throughout the UK, and many the sample (n = 10,865) which was to our understanding the
more ‘twilight’ sessions in schools nationwide. largest sample ever employed in Internet gambling research
The two resources produced so far are: ‘You bet!’ by a substantial margin, and (ii) the variety of sources used
(Gambling education materials for young people aged 11–16 from which to recruit participants. Rather than recruiting from
years [Tacade/IGRU, 2007]), and ‘Just another game?’ sub-groups of players (e.g., problem gamblers, newsgroup
(Gambling education materials for young people aged 13–19 users, etc.) or from a restricted number of locations, this
years [Tacade/IGRU, 2007]). Both these resources will assist survey considered responses from 96 different countries,
in ensuring that young people are equipped to deal with such giving a good representation of ages, men and women and
situations and empower them to make informed choices. employment sectors.
John Greenway (Chairman of RIGT) said: “These new Of the almost 11,000 respondents who completed the
resources are an important part of our long-term strategy for survey, 58 percent were male and 42 percent female, with
minimising the harm that can come from gambling. Tacade the majority of respondents being between the ages of 18- to
and the IGRU have produced excellent materials that can be 65-years. The majority of online play took place at home (90
incorporated into both the school and youth work percent of respondents), with the most popular time of day
curriculum.” for play being in the evening (72 percent), followed by late
The materials we have produced are available for free by night (53.4 percent). Women (9.1 percent compared to 7.6
contacting Tacade at their website percent of men) were significantly more likely to play at work.
(http://www.tacade.com/) and provide practical, accessible Just under half of the players were influenced by the
and quality resources for professionals working with young software provider when selecting sites to play on (43
people and gambling. The issue of gambling has tended to percent). However, casino players (46 percent) were more
be overlooked in both the school and youth work setting. likely to be influenced when compared to poker players (34
These new resources significantly help to plug that gap. percent). Almost 40 percent of respondents stated they
This project has contributed to the gambling research visited message boards or forums.
agenda and highlighted gaps where research is urgently The top five message boards or forums for those that did
needed. It has also produced comprehensive teaching visit were: Two Plus Two; Casinomeister; Casino Crush;
materials that can be used both inside and outside of the GoneGambling.com and EZboard. The two main reasons for
youth curriculum. Some of the materials can also be used in visiting message boards and forums were to find out about
higher education settings and will be used in third year bonuses and promotional offers (65 percent), and/or to get
specialist modules across a number of different psychology- information about the best and worst sites at which to play
related degree programmes. (53 percent). Those who visited message boards or forums
Adolescent gambling is widespread in the UK – see the did so quite frequently, mostly one to three times per day (39
latest national adolescent gambling prevalence survey percent). This research represents an important milestone in
(MORI/IGRU, 2006) – and these new materials are an understanding Internet gambling behaviour, and we now
important step in recognizing that gambling as a social and have a useful framework to guide future research, corporate
health issue are taken more seriously by educators and the strategy, and policy and regulation.
health profession. We are delighted that our expertise in Some key findings from this study include:
youth gambling has been put to excellent use. The IGRU and ■ Gathering and sharing information among players (either
Tacade are now working on the next stage of the project that online or offline) is becoming an important part of
is to produce materials for 18- to 25-year old adults and Internet gambling experience.
students. ■ Fun and entertainment seem to rank above the profit
motive as reasons for play.
RESEARCH: THE GLOBAL ONLINE GAMBLER ■ That the gender gap is closing more generally, and that
SURVEY (eCOGRA) the typical Internet casino player is older and female.
Last year, Dr Jonathan Parke led an IGRU project ■ More women are also now playing Internet poker.
commissioned by eCOGRA (e-Commerce and Online ■ Consistent with past research, men are playing for

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excitement and women are playing more for relaxation organisations who undertake full evaluations of existing
and escape. responsible gaming initiatives.
■ Also consistent with previous research, chasing losses ■ To accredit members who meet IRGO standards in
and biased betting (i.e., over-reliance on luck or responsible gaming, and for their commitment to the
heuristics) leads to a poorer financial performance. goals of international responsible gaming through the
■ The most common problem experienced by players is exchange of best practise.
being disconnected. Non-payment is the least common ■ To hold international workshops on responsible gaming
concern among players. initiatives.
■ Over a third of survey respondents claim to have had a ■ To organise an annual international responsible gaming
dispute with an Internet casino or Internet poker website conference with speakers to include - industry
– the validity of disputes requires further investigation. responsible gaming staff, leading researchers, policy
■ Players on the whole do not know whether the industry makers, and clinicians.
is properly regulated. Hopefully this article has shown that the gaming industry
■ In spite of the uncertainty and concern among players, can work closely with academics in a number of areas of social
the level of customer service offered in the Internet responsibility and that the type of work that can be done in
gambling industry is rated on the whole as better than this area is both diverse and innovative. CGI
that of other industries.
REFERENCES:
BEST SHARED PRACTICE: INTERNATIONAL Griffiths, M.D. (1999). Gambling technologies: Prospects for problem gambling.
RESPONSIBLE GAMBLING ORGANISATION Journal of Gambling Studies, 15, 265-283.
Later this year sees the official launch of the International Griffiths, M.D. (2003). Internet gambling: Issues, concerns and
Responsible Gaming Organisation (IRGO) which was co- recommendations. CyberPsychology and Behavior, 6, 557-568.
founded by IGRU members Dr Richard Wood, Dr Mark Griffiths, M.D., Parke, A., Wood, R.T.A. & Parke, J. (2006). Internet
Griffiths, and Dr Jonathan Parke, and includes an advisory gambling: An overview of psychosocial impacts, Gaming Research and Review
board of other world leading researchers and clinicians. The Journal, 27(1), 27-39.
IRGO will provide up-to-date information in order to allow a Griffiths, M.D. & Parke, J. (2002). The social impact of internet gambling.
gaming operator to develop and maintain the most effective Social Science Computer Review, 20, 312-320.
responsible gaming strategies. Most importantly, IRGO will Griffiths, M.D. & Wood, R.T.A. (2001). The psychology of lottery
help bridge the gap between research and application, by gambling. International Gambling Studies, 1, 27-44.
providing a unique, independent, online resource detailing MORI/International Gaming Research Unit (2006). Under 16s and the
the latest worldwide responsible gaming research findings, National Lottery. London: National Lottery Commission.
and initiatives. Parke, J. & Griffiths, M.D. (2002). Slot machine gamblers – Why are they
The IRGO will provide a continuously updated summary so hard to study? Journal of Gambling Issues, 6.
of all relevant responsible gaming information, compiled with http://www.camh.net/egambling/issue6/opinion/index.html.
the help of an international panel of world leading experts in Parke, J. & Griffiths, M.D. (2006). The psychology of the fruit machine:
the field. IRGO membership will demonstrate a commitment The role of structural characteristics (revisited). International Journal of Mental
towards a global community based approach to responsible Health and Addiction, 4, 151-179.
gaming and corporate responsibility, and will greatly assist an Parke, J. & Griffiths, M.D. (2007). The role of structural characteristics in
operator to meet both their own national regulatory gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and
requirements, as well as the requirements of related Measurement Issues in Gambling Studies. pp.211-243. New York: Elsevier.
organisations that promote responsible gaming policies (e.g., Parke, J., Rigbye, J., Parke, A., Wood, R.T.A., Sjenitzer, J., & Vaughan
World Lottery Organisation, European Casino Organisation Williams, L. (2007). The global online gambling report: An exploratory
etc.). The specific aims of the IRGO will be: investigation into the attitudes and behaviours of internet casino and poker
■ To summarise the evidence on all the key areas of players. Commissioned by eCOGRA (e-Commerce and Online Gaming
responsible gaming so that gaming operators can quickly, Regulation and Assurance).
and efficiently, get the information that they need Smeaton, M. & Griffiths, M.D. (2004). Internet gambling and social
through the website (http://www.international- responsibility: An exploratory study, CyberPsychology and Behavior, 7, 49-57.
responsible-gaming.org/). Tacade/International Gaming Research Unit (2007). You Bet! Gambling
■ To disseminate the latest responsible gaming research Educational Materials For Young People Aged 11-16 Years. Tacade: Manchester
findings and strategies, archived to provide a (ISBN: 1-902-469-194)
comprehensive online resource. Tacade/International Gaming Research Unit (2007). Just Another Game?
■ To publish a weekly news bulletin on responsible gaming Gambling Educational Materials For Young People Aged 13-19 Years. Tacade:
issues. Manchester. (ISBN 1-902469-208)
■ To offer the opportunity for exchange of best practise in Wood, R.T.A. & Griffiths, M.D. (2007a). A qualitative investigation of
responsible gaming strategy from around the world, and problem gambling as an escape-based coping strategy, Psychology and
across different gaming sectors, both online and land- Psychotherapy: Theory, Research and Practise, 80, 1, 107-1025.
based. Wood, R.T.A. & Griffiths, M.D. (2007b). Online guidance, advice, and
■ To operate a secure, registered, members only online support for problem gamblers and concerned relatives and friends: An
community forum to report and discuss responsible evaluation of the Gam-Aid pilot service. British Journal of Guidance and
gaming issues. Counselling, in press.
■ To publicise upcoming responsible gaming events. Wood, R.T.A. & Griffiths, M.D. (2007c). Online data collection from
■ To provide relevant and comprehensive links for world- gamblers: Methodological issues. International Journal of Mental Health and
wide responsible gaming services. For example, Addiction, 5. 151-163.

102 ■ Casino & Gaming International

 MARK GRIFFITHS
Dr. Mark Griffiths is a Chartered Psychologist and
Europe’s only Professor of Gambling Studies
(Nottingham Trent University). He has published over
185 refereed research papers in journals, a number of
books, over 35 book chapters and has over 550 other Subscription Order Form
publications to his name. Mark has served as a member
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on a number of national and international committees
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and also does some freelance journalism with over 120
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articles published in The Guardian, The Independent,
The Sun, Sunday Post, Daily Mirror, etc. and as had £127 USA & Canada
regular columns in Arcade and Inside Edge. He has also £137 Rest of the World
appeared on over 1500 radio and television programmes
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been studying gaming behaviour for over 12 years, __________________
mostly at the International Gaming Research Unit (IGRU)
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and undertaken many responsible gaming consultations Surname: ______________________________________________
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research focuses on both the individual causes of Job Title: ______________________________________________
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characteristics of games that can influence the gambling Company Name: ________________________________________
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University where he has worked on a variety of research Country: ______________________________________________
projects focusing on Internet gambling, poker behaviour, Telephone: ____________________________________________
social responsibility and electronic gaming machines. His
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machines and how they influence slot machine
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gambling. Jonathan teaches classes on the psychology of
gambling at both Nottingham Trent University, and at Once completed, send to:
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ADRIAN PARKE
Adrian Parke is a Senior Lecturer in Psychology at the
University of Lincoln. He has been an active member of
the International Gaming Research Unit for the past 5
years. Adrian has performed gambling research in
several capacities such as academic journal articles and
responsible gambling evaluation consultancies. Adrian’s
primary research interest is the role of IT in changing
gambling behaviour ([email protected]).

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