Note: Descriptions are shown in the official language in which they were submitted.
CA 02718399 2010-09-03
WO 2009/109042 PCT/CA2009/000262
A SYSTEM, METHOD AND COMPUTER PROGRAM FOR RETENTION AND
OPTIMIZATION OF GAMING REVENUE AND AMELIORATION OF
NEGATIVE GAMING BEHAVIOUR
This application claims the benefit of U.S. Patent
Application No. 61/034,326, filed March 6, 2008.
Field of the Invention:
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:
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 number
of people experiencing gambling problems as more people overall participate in
gambling. Problem gambling is generally defined as gambling behaviour that
creates
negative consequences for the gambler, others in his or her social network, or
for the
community. There is also a definition for pathological gambling, the more
acute element
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 2 PCT/CA2009/000262
of the continuum of gambling-related problems, which is recognized as a mental
disorder
by the American Psychiatric Association. The main features of pathological
gambling
are: (1) a continuous or periodic loss of control over gambling; (2) a
progression, in
gambling frequency and amounts wagered, in the preoccupation with gambling and
in
obtaining monies with which to gamble; and (3) a continuation of gambling
involvement
despite adverse consequences (American Psychiatric Association). 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.
Gambling addiction treatment approaches have generally followed a disease
model
approach very similar to those in the substance abuse field where abstinence
is the
primary goal of treatment after the individual has been identified or
diagnosed as a
problem, compulsive, pathological or disordered gambler, which is widely
considered to
have a progressive course. However, the current state of the art generally
indicates that
the notion that gambling problems are always progressive and enduring is
false. There is
considerable movement in and out of more severe and less severe levels of
gambling
problems. The data show that the progression or worsening of gambling problems
in less
common than expected. Although individuals who do not gamble or gamble without
problems tend to remain problem-free, transition between levels of disordered
gambling
is common. Understanding the variety of biological, psychological, and social
factors that
influence gambling problem progression will serve as the foundation for
development of
effective and efficacious prevention efforts (LaPlante, D. 2008).
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 3 PCT/CA2009/000262
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. There is strong foundation to speculate on the heightened risks
associated
with Internet gambling that contribute to the development of problem gambling.
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). Additionally, an individual's risk for
developing a
problem is enhanced by a mix of cognitive, social, emotional, biological, and
genetic
predispositions (Turner, 2002), all of which can be identified by monitoring
for risk
indicators. Though Internet gambling may increase risk factors for gambling
addiction,
technology can also be used to directly and effectively mitigate these risks.
It has been argued that gambling is a multifaceted behaviour, strongly
influenced by
contextual factors that cannot be encompassed by any single theoretical
perspective. Such
contextual factors include variations in gambling involvement and motivation
across
different demographic groups, the structural characteristics of activities and
the
developmental or temporal nature of gambling behaviour. Therefore, clinical
interventions are best served by a biopsychosocial approach that incorporates
the best
strands of contemporary psychology, biology and sociology (Griffiths, 2004).
This
suggests the need for an eclectic approach for the prevention of gambling
problems. In
the context of Internet gambling, recent research findings into gambling
addiction risk
factors and indicators, coupled with the ability to monitor all gambling
behaviour, and the
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 4 PCT/CA2009/000262
capability to instantly communicate with the players, opens the door to apply
a range of
problem gambling prevention and behavioural management techniques.
Paralleling innovative new approaches in the substance abuse field, harm
minimization
techniques have proven successful in assisting gamblers where abstinence is
not their
primary goal (Horbay, R, Chen, P, 1997). Harm minimization means "reducing the
likelihood of harm associated with gambling," or, conversely, "increasing the
safety
related to continued gambling." Harm reduction or harm minimization approaches
do not
rely on psychometric testing to identify harm, but rather assumes certain
behaviours are
potentially harmful or addiction prone and strives to identify risk factors
that are
modifiable to reduce the likelihood of harm. This approach is applied when a
person is
gambling while attempting to modify their behaviors to reduce or stop any
negative
consequences or to modify risk factors to prevent harm. One aspect of the
invention is the
utilization of a harm minimization approach as a conceptual basis for
commutation and
interactions and communications with the user. This model recognized by
LaPlante that
gamblers movement in and out of more severe and less severe levels of gambling
problems and that through modifications in gambling behaviours, harm can be
minimized
and prevented, and gamblers can remain or return to safer or safe levels of
gambling.
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.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 5 PCT/CA2009/000262
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. Poker gaming over the
internet or
wireless networks, is now a rapidly growing $10 Billion marketplace. In online
gaming
environments players can generally gamble without traditional safeguards or
impediments to excessive play (such as human contact, separation of cash
access from
play or physical removal). 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 generally provides gaming operators with
significantly
more comprehensive and detailed gaming transaction data on each of their
individual
patrons. These factors elevate the operator's capacity for (and potential
legal
responsibility for) identifying risky or dangerous behaviours.
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.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 6 PCT/CA2009/000262
According to the prior art, some attempts have been made to provide methods or
systems
that alleviate the risks of these potentially harmful or addictive behaviours.
ICU
Intelligence Group AB's PLAYSCANTM and SPELKOLLTM are examples of such
products. ICU Intelligence Group Ab discloses a product generally focused on
the online
gaming environment. The product categorizes player activity into three
brackets of
acceptability (red/yellow/green). 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.
Simply
identifying risky or problematic play patterns and suggesting the player stop
playing runs
counter to gaming operators' interests and is a use of an outdated addictions
paradigm
that precludes effective prevention solutions offered by the present
invention. The
products of ICU Intelligence offers the users options to self-regulate their
behaviours and
does not attempt to be proactive in modifying risky or problem behaviours, but
rather
relies on voluntary adoption of tools presented to the user. Additionally, the
product is
embedded in the gaming operator's system, which may lack the objectivity and
credibility of the present invention.
U.S. Pat. No. 6,629,890 issued to Safe Gaming Systems, uses static online data
collection
and player self-assessment to codify a player for 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.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 7 PCT/CA2009/000262
The system acts as "the bank" for the player only allowing the player access
to
predetermined funds. This is contrary to the present invention that does not
force users to
predetermine limits, but rather encourages and rewards players for modifying
their limits
to safe and sustainable levels.
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. It
does not proactively attempt to present problems like the current invention.
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.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 8 PCT/CA2009/000262
There are several industry associations such as eCOGRA, who provide programs
which
purport to ensure player protection and responsible operator conduct through a
certification process.
Additionally, some Internet gambling operators, such as PartyPoker.com, do
track player
behaviours to identify patterns, such as identifying series of wins in "play
for free"
sessions and then alert the player that they have played well and won and then
suggest to
the user that they try playing for money. Although these systems appear to
have the same
functionality of the present invention, such as tracking the play behaviours
and use a
simple algorithm to invoke an interaction with the player, their intended
purpose is for
marketing and promotion, not harm minimization or reduction.
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.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 9 PCT/CA2009/000262
The following publications are prior art in the general area of negative
gaming behaviour
and possible ways to address or modify this behaviour: (a) Blaszczynski, A. &
Nower, L.,
"A pathways model of problem and pathological gambling" (2002) 97:5 Addiction
at
487-500; (b) Horbay, R. & Chen, P., "Evaluation of an Integrated Client-
Centered
Approach to Problem Gambling" a paper presented at The Eleventh Annul
Conference,
1997, on Problem Gambling Behaviors, New Orleans, Louisiana; (c) LaPlante, D.,
"Stability and Progression of Disordered Gambling: Lessons from Longitudinal
Studies"
(2008) 53:1 Can J Psychiatry at 52-60; (c) Marlatt, G.A., "Relapse prevention:
Theoretical rationale and overview of the model" in G.A. Marlatt & J.R. Gordon
(Eds.),
Relapse prevention: Maintenance strategies in the treatment of addictive
behaviours
(New York: Guilford, 1985) at 3-67; (d) M.D. Griffiths, "Gambling
technologies:
Prospects for problem gambling" (1999) 15 Journal of Gambling Studies at 265-
283; (e)
M.D. Griffiths & Delfabbro, P., "The Biopsychosocial Approach to Gambling:
Contextual Factors in Research and Clinical Interventions" (2001) 5 Electronic
Journal
Of Gambling Issues; (f) Prochaska, J. & DiClemente, C., "Toward a
comprehensive,
transtheoretical model of change: Stages of change and addictive behaviours"
In V.
Lopez (Ed.), Treating Addictive Behaviours, 2nd ed. (New York: Plenum Press
1998);
and (g) Turner, N.E., Littman-Sharp, N., Zengeneh, M., & Spence, W., Winners:
Why
do some develop gambling problems while others do not? (2002) Available:
<http://www.gamblingresearch.org>.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 10 PCT/CA2009/000262
Brief Description of the Drawings
Figure 1 is a system diagram of one implementation of the system of the
present
invention.
Figure 2 is a flowchart illustrating the operation of the risk management
utility of the
present invention, in one implementation thereof.
Figures 3A, 3B and 3C illustrate three levels of monitors (processes and
databases) used
to capture, analyze and react to data from the gaming play environment, in one
particular
aspect of the present invention.
In the drawings, one embodiment of the invention is illustrated by way of
example. It is
to be expressly understood that the description and drawings are only for the
purpose of
illustration and as an aid to understanding, and are not intended as a
definition of the
limits of the invention.
Detailed Description of the Invention
This invention relates to a system and computer program that monitors user
behaviours,
analyses behaviour, and communicates with individuals users, more
specifically, users
connected to any telecommunication devices or system, including, but not
limited to,
land-based devices, Internet and mobile devices and systems, and communicates
with the
user in various forms to facilitate modification of their behaviours to reduce
the
likelihood of potentially harmful and/or addictive user behaviour, and to
prevent, or
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 11 PCT/CA2009/000262
reduce the likelihood, of user "burnout" and attrition due to excessive use,
and/or
monetary losses, and other related unintended negative consequences.
Potentially harmful
behaviours generally refers to participation in activities that are inherently
risky in nature,
with an unawareness or disregard of potentially negative consequences involved
in the
activity that can result in negative consequences for the individual, others
in his or her
social network, or for the community. This invention relates more
particularly, but not
limited to, a system and computer program that monitors, analyses and
facilitates
modification of online poker behaviour by interacting and communicating with
individuals on and through the internet or other communication means (such as
a
communication device, communication network or communication system)
telecommunication device and system to reduce the likelihood of potentially
harmful
and/or addictive poker player behaviour, to prevent, or reduce the likelihood,
of player
burnout and attrition and/or other unintended collateral harms, and to
capitalize on player
retention ensuring greater revenue for the gaming operator.
The present invention implements in a computer system logic for identification
of risk,
analysis of risk indicators, and comprehensive interaction with a plurality of
users in
order to effectively modify player behaviours to reduce risk and potential
harm.
One aspect of the invention is the utilization of an eclectic approach to
problem and/or
addictive behaviour prevention. Rather than using one theory, approach or
technique, the
invention utilizes best practices within the addictions field with an
integrated model that
incorporates the most recent research on harm minimization, known risk factors
and a
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 12 PCT/CA2009/000262
pathway to addiction model, couple with proven behavioural modification,
motivational
and reward techniques, a Transtheoretical approach, and elements of
Transactional
Analysis theory. Additionally, this eclectic model may be updated and revised
as new
research evidence becomes available.
One aspect of the invention is the utilization of a risk factors and pathway
model as a
conceptual basis for interactions and communications with the user. The
invention, in one
implementation thereof, utilizes a general model of pathological gambling
called the
pathways model (Blaszczynski, 2002) that integrates various "causes" of
gambling
addiction into an overall framework. According to this model gamblers can be
grouped
into 3 basic types, differing in terms of their etiological history or
"pathways" leading to
excessive gambling: (1) otherwise "normal" (possesses misconceptions about the
game
and/or levels of personal skill), (2) emotionally vulnerable and (3)
impulsive. Each
pathway is then associated with risk indicators, which is then targeted with a
specific
commutation and interactions with the user in order to minimize the potential
for
escalation into gambling that has negative consequences. Through utilization
or risk
indicators that have been identified and scientifically validated using, among
other
assessment tools, Game Planit Interactive Corp's Risk-QuizTM, which is a risk
factor self-
identification tool, the invention is operable to monitor all gambling
behaviour and check
for and flag gambling behaviours associated with specific risk factors. This
allows for
targeted communications and interactions with the user that addresses specific
risk
indicators. These risk indicators include, but are not limited to, excessive
time, excessive
wagering, win/loss patterns, gambling behaviours that indicate game and/or
skill
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 13 PCT/CA2009/000262
misconceptions, impulsive gambling behaviours and behaviours that indicate
loss of
emotional control, such as "chasing", which is manifested in behaviours that
indicate an
urgency to win back losses.
Another aspect of the invention is the use of positive reinforcement behaviour
modification and motivational techniques, which encourages certain behaviors
through a
system of rewards. Upon identification of potential risk indicators, the
invention is
operable to identify exceptions to these risk indicators and employ a
behaviour
modification reward system, such as a points system that the user can redeem
for prizes,
to subtly encourage desired behaviours and discourage risk behaviours.
Communications with users, in accordance with another aspect of the invention,
follows a
well researched and effective Transtheoretical model or "Stages of Change"
approach
(Prochaska and DiClemente, 1998) as a conceptual framework that tailors the
timing,
mode and content of communications with the user depending on the user's
readiness to
receive the communication and act to adopt safe and healthy gambling behaviour
or stop
unhealthy or potentially problematic gambling behaviours. The Stages of Change
model
proposes that addictive behavioural change proceeds through a predictable
series of
stages. The user moves from being unaware, under-aware or unwilling to do
anything
about his or her problems (Pre-contemplation stage), to considering making
changes
(Contemplation stage). Thus, the initial two stages involve building
motivation.
Strengthening one's motivation to change characterizes the final two stages as
the user
then moves to prepare to make changes (Preparation stage), to taking action
and finally to
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 14 PCT/CA2009/000262
maintaining the behavioural change over time (Action stage: Stages of Change
Model).
The Stages of Change model represents parts of a dynamic process motivating
change
rather than a static framework. For example, users may cycle back and forth
often
through the various stages before finally modifying the potentially problem
behaviours
and initiating new healthy play behaviours. This parallels recent research by
LaPlante
that found gamblers move in and out of different severity levels of problems.
The
invention is operable to identify which stage each user may be in and to
"match" the
user's readiness to make changes with the use of appropriate communication and
interactions to assist them in modifying their behaviours. An example, an
application of
this model in the invention would be to present the user with information on
their
personal game history compared to other users when the system detects a
potentially
harmful pattern of play behaviour. The intent is to move the user from a state
of
precontemplation into a state of awareness that their play behaviours may pose
a problem
and thus they've moved into "contemplation". This may be followed by
presenting the
user with an incentive to motivate them to contemplate playing differently
that poses
lesser risks. A user's state of readiness is influenced by his or her
perception of the
importance of change and confidence to change. Thus, change must be
intentional and
rewarding so the user must appreciate the value of modifying their behaviours.
The
Transtheoretical model addresses willingness and readiness to modify play
behaviours,
therefore the timing and types of commutation and interactions with the player
may be
tailored dependent or their readiness to change that is tied to their self-
awareness of
potential risks and/or problems.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 15 PCT/CA2009/000262
Additionally, elements of Transactional Analysis theory may be applied to each
communication with the user to ensure the proper tone, content and timing,
from rewards
or emotion-based information to logic/rational feedback to critical or urgent
user self-
awareness raising interaction styles.
Another aspect of the invention is to monitor and evaluate this eclectic
approach to
behaviour modification and problem and/or addictive behaviour prevention and
modify
the interactions and communication with the users to optimize the most
effective
communications and interactions.
Overview
i. Purpose & Effects of Interactive Message Systems
As is well established in the art of addiction prevention and problem
behaviour
modification and management, addictive and problem behaviour can be better
alleviated
if approached in a preventative manner rather than treated as a disease or
disorder once
the addictive or problematic behaviour has fully manifested itself.
Preventative treatment
of addictive and potentially problematic behaviour involves identification of
risk factors
and behaviour patterns that are potentially harmful behaviours because they
involve an
increased likelihood of development of addictive behaviour patterns.
Preventative
treatment may involve identification of risk indicators early enough such that
behaviour
management and modification is relatively easy to implement. For example,
behaviour
modification may be achieved by targeted communication methods and media
depending
on the risk behaviour indicators exhibited by the individual.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 16 PCT/CA2009/000262
In one aspect thereof, the present invention is a system and method for
tracking and
preventing or modifying problem and/or addictive behaviours by means of
communication and interactions with the users to facilitate modification of
behaviours to
less risky levels. The system and method is applicable to a range of
potentially
problematic or addictive behaviour associated with engaging in potentially
risky activities
over time. The present invention may be used for tracking and preventing or
modifying
problem and/or addictive behaviours by means of communication and interactions
with
the users so long as behaviour data for at least one affected individual can
be measured
over time, recorded electronically and then analyzed as described herein.
This behaviour data is particularly readily measured in connection with online
gambling
which occurs through a web interface that enables various aspects of user
behaviour to be
readily measured. User behaviour can be monitored over time by requiring a
user to login
to the website using a profile that identifies the user and thereafter
tracking the web
interactions of the individual. Online poker play can result in gambling
addiction which
in turn results overall in loss of revenue for operators of online chance
gaming sites, and
also collateral harm and consequential social problems.
It should be understood that while much of this disclosure concentrates on
online poker
play as an example of implementation of the invention it should be understood
that other
applications are possible. The system can track, analyze and assess any
potentially
harmful or addictive behaviour and behaviour patterns. It then interacts with
the user to
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 17 PCT/CA2009/000262
appropriately modify and manage undesirable behaviours when applied to other
potentially risky or harmful activities such as various forms of gambling,
online game
playing, transacting in stock and other securities, compulsive over-spending
and so on.
Additionally, the present invention can detect money laundering and collusion
by players
through the addition of specialized algorithms designed to detect such
behaviours. The
present invention can also perform real-time monitoring of player win/losses
and
calculate percentage payback of various games, so as to provide real-time
auditing of
game performance for regulatory compliance.
In one aspect of the present invention, a method and system for preventing
problematic
chance gaming is provided in which a computer program monitors and analyses a
player's chance gaming behaviour to anticipate problems and prevent burnouts
by
enabling behaviour modification, including through an interactive messaging
utility. By
anticipating problem behaviour and preventing burnouts, gaming operators are
able to
retain more players over longer periods of time.
The system in one aspect thereof includes a server computer (4) linked to a
database (6).
The server computer is provided using known hardware and software, and is
preferably
linked to the internet. The server computer (4) is interoperable with remote
computers
(8) associated with operators of chance gaming websites so as to obtain the
raw data
mentioned below. The server computer (4) is responsible for providing the
behaviour
modification described in this disclosure. The server computer (4) includes or
is linked
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 18 PCT/CA2009/000262
to the utilities described in this invention. The system of the present
invention is best
understood by reference to Figure 1.
One particular aspect of the present invention consists of a system that
includes or is
linked to a data management utility (10). The data management utility collects
raw
gaming session data from individual players. Alternatively, other means for
collecting
behaviour data may also be used.
In one particular aspect of the present invention, an individual player's
behaviour data
that is collected or captured includes, but is not limited to, play trends and
risks the player
takes in each session of play including; access time and date information;
session wager
activity; win/loss history; deposit amounts; and table stake amounts. The
collected data
is then categorized and processed in the Data Management Utility to calculate
the
particular player's "Individual Player Values". The Individual Player Values
are next
forwarded to the "Risk Management Utility" which houses an evolving collection
of
gaming behaviour norms and group behaviour patterns. The Individual Player
Values for
the given player are compared and contrasted with those housed in the Risk
Management
Utility (12), and this assessment leads to the calculation of the player's
"Player Type
Values", a determinant of the player's gaming behaviour status.
In one aspect thereof, the risk management utility (12) is operable to enable
the definition
of a plurality of gaming behaviour norms and/or group behaviour patterns,
associated
with a particular potentially harmful behaviour. The data associated with the
behaviour
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 19 PCT/CA2009/000262
norms and/or behaviour patterns may be saved to a database. The categorization
of the
user may occur by application of such behaviour norms and/or behaviour
patterns. It
should be understood that such behaviour norms and/or behaviour patterns may
be
defined based on applicable scientific literature, and updated from time to
time based on
evolution in the understanding of applicable behaviour norms and/or behaviour
patterns.
Measuring individual player values enables creation of a numeric
categorization of that
player for all measured and calculated aspects relevant to problem detection
or pattern
measurement. This may include absolute extremes, pattern behaviour, or
individual
trends or shift changes in behaviour.
The operation of a particular implementation of the risk management utility
(12) is
illustrated in Figure 2.
The risk management utility (12) is operable to compare the Individual Player
Value to
the behaviour norms and/or behaviour patterns so as to calculate a "Player
Type Value"
Player Type Values would consist of grouped logical shared attributes that
best define
common ground across broad numbers of players, such as light/heavy play by
time or
dollar value, table value risk or base blind amounts, sex, age and geography
demographics and game type selections.
In another aspect of the risk management utility (12), the raw gaming session
data,
Individual Player Values and Player Type Values are processed in accordance
with a
player monitoring routine, which may be implemented as a player monitoring
utility.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 20 PCT/CA2009/000262
One particular example of a player monitoring routine is a "Condition Check
Calculation", which is further described below. The purpose of the Condition
Check
Calculation is to characterize when a player is exhibiting risky gaming
behaviour.
If the result of the Condition Check Calculation is in fact that the player is
exhibiting
relatively risky gaming behaviour, then the risk management utility (12) is
operable to
trigger one or more interactions depending on the parameters of the risky
behaviour.
Examples of the interactions are described below in greater detail. The
interactions relate
to means for initiating behaviour modification in connection with the
individual player.
In one particular aspect of the present invention, the interactions are
initiated by a "Player
Interaction Trigger" (also referred to as the "PIT") which is essentially a
software routine
which initiates the application of the interactions below in response to
parameters
defining risky behaviour.
The interactions are designed to keep the players from burnout or `tilting' by
alleviating
their risky behaviour, severity level and player type. The interactions may
consist of
target communications delivered by means of a messaging utility (14) that is
part of, or
linked to the system. An individual interaction launched by the PIT sends a
targeted
interaction message to a player at a prescribed time and by a prescribed
medium.
There are currently about 90 interactions utilized by the system, which are
stored to the
database (6). The interactions are each specifically designed to target a
particular risky
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 21 PCT/CA2009/000262
behaviour. The interactions are based on the latest literature regarding
behaviour
modification for the particular risk behaviour.
The final step of the process involves launching the applicable interaction
and updating
the player type value. This system continuously loops and recalculates the
various player
values to combat the potentially harmful behaviour and promote responsible
gaming.
A reporting utility (16) updates the operator of the gaming site, and
optionally the
technology operator (operator of the gaming technology and server computer),
of the
status of players.
In one aspect of this invention a method of ameliorating negative gaming
behaviour is
provided comprising the steps of. (a) monitoring the gaming behaviour of one
or more
users; (b) analyzing the gaming behaviour to identify behaviour that may
result in
potentially harmful or addictive gaming behaviour (negative gaming behaviour);
and (c)
in the event of occurrence of such negative gaming behaviour, initiating based
on the
specific negative behaviour one or more interactions between a system and the
one or
more users, such interactions being directed to ameliorating the negative
gaming
behaviour by preventative action.
In another aspect of this invention a system for ameliorating negative gaming
behaviour
is provided wherein the system comprises: (a) a server computer linked to one
or more
remote computers for obtaining gaming behaviour data for one or more users;
(b) the
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 22 PCT/CA2009/000262
server computer including or being linked to a risk management utility that
embodies a
plurality of risk indicators for identifying gaming behaviour that may result
in potentially
harmful or addictive gaming behaviour or negative gaming behaviour, wherein
the risk
management utility is operable to analyze the gaming behaviour data to
identify negative
gaming behaviour based on the risk indicators; and (c) the server computer
further
including or being linked to a communication utility that is operable to
initiate one or
more communications between the user and the server computer, such
communications
defining one or more interactions defined by the risk management utility for
ameliorating
the negative gaming behaviour by preventative action.
In a further aspect of this invention a method of ameliorating negative gaming
behaviour,
is provided comprising the steps of. (a) monitoring the gaming behaviour of
one or more
users; (b) analyzing the gaming behaviour to identify behaviour that may
result in
potentially harmful or addictive gaming behaviour (negative gaming behaviour);
(c) in
the event of occurrence of such negative gaming behaviour, initiating based on
the
specific negative behaviour one or more interactions between a system and the
one or
more users, such interactions being directed to ameliorating the negative
gaming
behaviour by preventative action; and (d) generating a report to a gaming
operator and/or
a government entity or government appointed entity detailing the potentially
harmful and
addictive gaming behaviour of one or more users of the gaming operator's
services.
In another aspect of this invention a system for ameliorating negative gaming
behaviour
is provided wherein the system comprises: (a) a server computer linked to one
or more
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 23 PCT/CA2009/000262
remote computers for obtaining gaming behaviour data for one or more users;
(b) the
server computer including or being linked to a risk management utility that
embodies a
plurality of risk indicators for identifying gaming behaviour that may result
in potentially
harmful or addictive gaming behaviour or negative gaming behaviour, wherein
the risk
management utility is operable to analyze the gaming behaviour data to
identify negative
gaming behaviour based on the risk indicators; (c) the server computer further
including
or being linked to a communication utility that is operable to initiate one or
more
communications between the user and the server computer, such communications
defining one or more interactions defined by the risk management utility for
ameliorating
the negative gaming behaviour by preventative action; and (d) the server
computer
further including or being linked to a reporting utility that generates
reports for a gaming
operator and/or a government entity or government appointed entity detailing
the
potentially harmful and addictive gaming behaviour of one or more users of the
gaming
operator's services.
Data Management Utility
This section provides additional detail concerning the data management utility
(10). In
one aspect of the invention, the data management utility (10) collects data
from a given
player from the conception of their gaming account and continuously through
time. In
one implementation of the invention, the player generally is required to first
consent to
the collection of the data, and agrees to participate. The information
collected may
include: (a) player background information; (b) third party information
checks; (c)
deposit information; (d) play session information; (e) session to session
individual
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 24 PCT/CA2009/000262
comparisons; (f) player behaviour versus group and population norms; (g)
research
evidence norms and; (h) problem pattern predictors. The system establishes
real time
collection and monitoring of all aspects of a particular player's online
chance gaming or
gaming behaviour.
Player background information may include profile data as entered at signup
(i.e. age,
sex, location (immediately correlated to HHI database to provide HHI estimate
(HHI =
Household income, a measure of earned dollars in the household by all
residents), player
choice controls (wager sessions limits, stop losses, deposit limits, win
targets), and games
played (poker, casino, sportsbook).
Third party database checks may refer to information available regarding the
player's
history and may include credit risk scores, VISA/MasterCard credit rating,
delinquency
data, and site linking co-mobility factors (player came from a gaming site,
just checked
bank account, came from an adult/alcohol/tobacco site).
The player's deposit information may include the initial deposit amount,
subsequent
deposit patterns and trends, and exceptional deposits.
Play session information may also be collected and may include data such as
start time,
wager frequency, average session wager, high session wager, cumulative session
wager,
games played, average time per game, win totals, high win, wager amount
following win,
total session time, time of day/week login, voluntary login information (risk
quiz
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 25 PCT/CA2009/000262
completion/ feeling well inquiry etc.), and/or game switching behaviour
(linked to
significant wager/outcome events).
Data regarding the session to session individual comparisons may include
average
session wager versus norm, initial deposit versus norm, wager frequency versus
norm,
time of day/week access versus norm, frequency of access versus norm, wager
variation
in session versus norm, session length versus norm, wager amount following win
versus
norm, and/or wager amount following series of losses.
The data management utility (10) also takes into consideration the player's
behaviour
versus group and population norms such as average individual wager/session
time/access
frequency versus subgroup (sex, age, HHI, credit standing, player style) and
versus site
player population.
Research evidence norms and problem pattern predictors are another aspect of
the data
management utility (10). They refer to chasing patterns, escalating frequency
of access
patterns, monthly wagering average as percentage of HHI, wager behaviour after
bonusing, and/or faulty cognition responses.
The server computer (4) is either linked to the gaming site operator's remote
computer
(8) software and resides on the player's computer alongside the gaming
software that has
been downloaded, or resides at a thin client server of either the site
operator or the
technology operator, continuously updating that player's activity.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 26 PCT/CA2009/000262
In a particular aspect of implementation of a present invention, a
synchronization utility
(not shown) may be used to synchronize player related data as between the
server
computer (4) and a remote server computer (8). It should be understood that
the present
invention is not merely limited to an online context, to the extent that the
above data can
be collected, the invention can then in fact be applied to other gaming
environments such
as slotting and non-electronic gaming.
Risk Management Utility
This section discusses further aspects of the risk management utility (12). In
a particular
implementation of the present invention a known Optical Character Recognition
program
is used to retrieve the collected data from the data management utility (10).
The data may
then be transferred to the risk management utility (12) where it may then be
processed
and characterized to identify a player's individual values. In order to sort
and
characterize the information into the four identified risk factor groups, a
Ten Condition
Check algorithm system may then be applied. This process identifies a player's
specific
behavioural patterns and assesses the player's potential for harmful gaming.
Violations of
the conditions create flags by player, the flags may be valued according to
severity and
accumulated within a given session and within a monthly period and assessed
versus
group behavioural norms. The system may use a severity risk measure defined as
the I",
2nd or 3rd occurrence of severity risk, it categorizes players based on their
behaviour risk
levels and how likely they are to engage in risky behaviour. The individual
player's
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 27 PCT/CA2009/000262
information may then be used to calculate player type values wherein average
values are
calculated for players with like habits.
i. Global Gaming Behaviour Monitor, GGBM
In a further aspect of the present invention the player's calculated values
(i.e. player type,
play trends, and severity) may be compared to the gaming behaviour norms and
group
behaviour patterns, as mentioned above. These behaviour norms and group
behaviour
patterns implemented to the database (6) is referred to as the Global Gaming
Behaviour
Monitor (GGBM). This aspect may be achieved through comparison of each
calculated
value with an ongoing update of extensively and scientifically researched
norms and
algorithms in the GGBM to identify specific risk factors of potential
problems. Based on
this comparison, the system then addresses the likelihood that a player may
drift between
stages of vulnerability, problem gaming and not. The database (6), which is
linked to the
risk management utility (12) may be populated through player monitoring over
an initial
start-up period of the software service creating norms of play behaviour that
may form
the basis of player type definitions and tolerance levels (levels within which
it is
considered normal or acceptable, versus extreme) within the condition check
algorithms.
As multiple gaming site operators join the technology operator's software
service, the
various data of the risk management utility (12) may be continuously fed to
the GGBM,
providing norms data across industry-wide types of online gaming (e.g. no
limit Texas
Hold'em poker, roulette, blackjack, slots, sports betting) and industry wide
player type
definitions. A particular implementation of the GGBM is illustrated in Figure
3A.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 28 PCT/CA2009/000262
Player Monitoring Utility
One aspect of the risk management utility (12) is monitoring players, which
may also be
referred to as a player monitoring utility (not specifically shown). As
described above
that happens in part through the application of the condition checks. A
particular
implementation of player monitoring is illustrated in Figure 3B and consists
of
monitoring of the gaming site; another is illustrated in Figure 3C and
consists of a player
monitor & manager.
In one particular implementation of the present invention, there are 10
condition checks.
L Condition Checks
In yet a further aspect of the present invention, the three data inputs, the
player's raw
gaming session data, updated calculated player values and player type values,
are
obtained and a variety of calculations are made for each player at the end of
each session.
The initial 10 Condition Checks utilize four groups of risk factors - extreme
time issues,
extreme wager behaviour, uncharacteristic behaviour within player type, and
risky play
type:
1. Absolute Time Excesses and Shifts
(i) Extreme time
(ii) Escalating Sessions
(iii) Access Times
2. Absolute Extreme Wagering
(iv) Chasing - Rush to Return
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 29 PCT/CA2009/000262
(v) Chasing - Extreme wagering
(vi) Extreme wagering amounts
3. Player Type Extremes
(vii) Escalating Player Type Profile
(viii) Extreme Play in Player Type
4. Risky Play Style
(ix) Extreme Table Activity
(x) Reckless Aggressiveness.
In addition, the Ten Condition Checks monitor a player for two types of
variance; one is
the shifts and escalations in an individual's behaviour, and the other is the
extreme
behaviour versus a player group norm. This set of condition checks emerges
through time
using learning on player responsiveness and relative severity of abnormal
behaviour or
patterns as tracked in the master database.
ii. Bonusine System
In a further aspect of the present invention, player bonusing, a framework for
rewarding
safer, smarter play is employed. This involves an overarching reward point
accumulator
that allows individuals to collect points based on their actions (such as
cashing out ahead
when recommended), positive behaviour (such as leaving the table before an all-
in loss)
or willingness to explore information fed to them (such as a review of their
play time
statistics compared with other groups). Accumulated points are redeemable for
items of
value and relevance (watches, cars, expert sessions with pro players, travel
etc.). The
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 30 PCT/CA2009/000262
reward redemption process is a distinctly separate management component of the
bonusing system and is not integral to the present invention.
The point system can be a standalone component of the invention or be
integrated with
points awarded by a site operator point system and reward program, but the
structure and
awarding of points as earned by harm reduction play styles are determined by
the GPI
invention and its PIT algorithms. Certain actions may be rewarded at higher or
lower
levels of points than others, depending on the condition severity and the
response
effectiveness.
The purpose of the reward system is to reward positive behaviour and change,
rather than
to solely interact with negative or `telling-style' communication. This is
important to the
success of the interactions in being productively received by the player and
in building a
positive outlook from the player on the interactions themselves and the
player's opinion
and loyalty for the site overall.
W. Player Intervention Trigger, PIT
The system uses the processed information in applying to calculate the Player
Interaction
Trigger (PIT) for the particular gambler. In one particular implementation of
the present
invention, the PIT is a self contained program that uses the binary data
stored on a
player's computer, it may perform a check and then signal the requirement for
an
`Interaction'. This type of software is usually referred to as an agent. The
PITs are active
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 31 PCT/CA2009/000262
agents individualized for each player, with intelligence built into them to
enable one or
more of:
1. checking that player's status for any algorithmic condition check,
including
whether they have `tripped' a condition and what severity risk level
(occurrences
of this condition incurred) they have progressed to;
2. authorizing a prescribed interaction for that player type, condition and
severity
risk level and create the command that may send the right Interaction at the
time,
place and method set in the Interaction's design (e.g. send email to this
player
with the following content immediately after session logoff, or launch popup
screen with the following content when the player next attempts to make an
account deposit, etc.);
3. updating itself from the GGBM on any changes to the condition check
algorithms;
and
4. updating the risk management utility (12) and the GGBM based on player data
resulting from application of the interactions.
The output of each calculation, or PIT, is a decision on launching a command
or
Interaction to the player at their next session. Each of the system's
specifically designed
algorithms for potentially risky play behaviour has its own PIT, in one
implementation of
the invention. The PIT objects may be controlled to utilize low periods of
activity on the
player computer for checks. This forms an important part of the resource
management
aspects of the invention. The player computer may trigger an interaction
through the
Internet connection with the remote computer operator computer and thereby
bypass any
block software. The actual format of the interaction is not limited by the
current design.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 32 PCT/CA2009/000262
The system continuously analyses norms and group behaviour patterns and
updates
software with revised norms and PITs.
In this way, each PIT may have access to a player's complete gaming data
profile on the
player's computer to perform its checks. Also, through the use of checksums
the data can
be synchronized with a minimal amount of data transfer.
For each site, there may be a data set of Individual Player Values (raw and
calculated) in
addition to a data set of Calculated Player Type Values. A third sector may
house all
possible Interactions in a three-dimensional library.
Messaging Utility
This section described in greater detail the messaging utility (14), as well
as its
cooperation with the risk management utility (12).
i. Interactions
In a further aspect of the present invention history and trends of a
particular player's style
are taken into account and the system then acts as a multi-dimensional safety
device. In
metaphorical terms, the system provides a rumble strip effect on a player's
online
highway gaming experience, effectively alerting and psychologically instilling
unconscious and conscious Interactions to revert the player to normal
activity. It also
provides related safety measures: seat belt warning lamps, road sign
information,
operating advice for situational hazards, and to some extent, air-bag
deployment
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 33 PCT/CA2009/000262
capability. While ultimate `shutdown' of players through suspension of play
accounts is
fully the responsibility of the gaming operator, the system dynamically
addresses known
problem behaviours of any gaming situation and customizes the Interactions
with players
according to those shifting dynamics, norms and emerging patterns.
Another aspect of the present invention provides a targeted progression of
player
Interactions. The Interactions may reside in a library of algorithms stored to
the database
(6) and maintained by the technology operator as previously described. The
algorithms
are essentially mathematical calculations that check for behaviour that can
contribute to
problematic play being formed or to risky play behaviour already occurring.
The
Interactions are player-specific media-based `engagements' - information or
actions to
respond to emerging risks as identified by the algorithms, based on therapy
models and
behavioural psychology approaches used in the fields of addiction and risky
behaviour.
They are designed by problem chance gaming treatment professionals and
behavioural
scientists and their objective is to keep the players from burnout or
`tilting'.
The algorithms generally focus on conditions that are the leading `risky
behaviour'
contributors, such as: (a) Extreme time involvement; (b) Extreme wagering
amounts; (c)
Forms of chasing wins or losses; or (d) Deviations from normal habits. As
such, the
algorithms check a cross-section of data on a player and compare it with group
norms.
The algorithms either deal with trend variations or with absolute extremes.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 34 PCT/CA2009/000262
Using classic field therapy treatment procedures, the Interactions generally
follow a goal-
oriented approach for each condition that successively makes a player aware of
his
actions, the risk of a problem arising from these actions, and the options to
current
actions.
Based on research that includes behavioural change models and communication
methods
most effective to achieve behaviour modification, the interactions are
specific to a
player's categorization by the data management utility's database based on
overall play
type grouping and are specific to the condition algorithm that has been
`tripped'. The
interactions are intended to be constructive and non-invasive from a privacy
standpoint,
maintaining the trust and involvement of a player. The goals include: (a) pre-
empting
player attrition otherwise arising from frustration or burnout; (b) increasing
sustainable
revenue flows for gaming operators; (c) attracting new players by reducing
intimidation
or potential extreme risks.
Interactions may take the form of recommendations and requirements a
particular at risk
player may have to overcome in order to proceed with the game. Such hurdles
may
include; (a) next session game recommendations (based on less addictive
properties); (b)
next session in-session responsible behaviour bonusing; (c) next session
forced quiz
responses; (d) next session cash-out recommendations; or (e) next session
introduction to
limit setting tools. Interactions may be measured for effectiveness and
modified
accordingly, and new interactions may be added for new algorithms.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 35 PCT/CA2009/000262
The initial set of interactions may be customizable for operator preferences
in design and
integration with their site.
Individual Interactions may be launched by the applicable PIT and the
messaging utility
(14) and deliver a targeted Interaction message to a player at a prescribed
time and by a
prescribed medium.
The system is operable to learn and adjust its algorithms to provide the most
beneficial
Interactions to each particular player. This automated learning system ensures
non-static
response to extremes and new populations of players. Algorithms may evolve,
including
the addition of new condition checks based on emerging data and modification
of
tolerances in existing algorithms based on breadth of players affected.
There may be an initial data population period during which data is stored to
the database
(6) which provides a store of data of effective operation of some or all of
the algorithms
described.
The algorithms themselves are either known algorithms or implemented in a
manner that
is known based on the description of interactions herein.
The interactions are generally based on several models of effectiveness to
overcome pre-
problem risk indicators (emotional involvement, early wins, misconceptions and
impulsiveness, as identified by the technology operator's algorithms). The
models
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 36 PCT/CA2009/000262
include a Transtheoretical Model of Change that addresses player moods and
receptiveness at different times through their experience. This allows more
effective
timing of the interaction to be properly received when players are either in a
contemplative state or considering their next actions. The Interactions may
also rely on
Transactional Analysis theory to ensure each communication uses the proper
tone and
content, from emotion-based information to logic/rational feedback to critical
or urgent
interaction styles. It should be understood that the present invention
contemplates
updating the interactions based on analyzing research publications in the area
form time
to time, or based on feedback from expert consultants.
Some categories of the Interactions may include:
A. Exit Interactions - In response to a condition where the trend to risky
play styles
has been increasing, as a player exits the site program software, a sub-screen
may
appear on their screen offering an opportunity to `win' a seat at an
expert/star
session on bad beats. This first level interaction may report on player follow-
up
and determine messaging at subsequent severity level if the behaviour
continues
to escalate.
B. Out of Session Interactions - To provide a cathartic outlet for frustration
that
initially makes a player aware of their state of mind, when all-in-loss
behaviour is
escalating and table deposits are also rising, by providing a `tantrum wall'
link to
a website-based interactive screen that allows a player to bang drums and
throw
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 37 PCT/CA2009/000262
paint bombs at a wall, with subsequent information links to community-based
support/advice forums.
C. Logon Interactions - In response to a condition where a trend to all-in
losses has
been escalating, at a new session logon, an overlay screen with forced closure
will
`advertise' the Hold'em Limit style games offered by the site and provide an
option to try them for the first time.
D. Email Interactions - In response to a chasing trend where a player
experiences
an early large win followed by a series of losses that are made in an attempt
and
belief of repeating the significant win, for example, an offer by email to
view
through a linking window their personal game history and overlay it with
expert
techniques and results. The encouragement to a more in-control style can be
integrated with the site's personalities or be delivered through the
technology
operator's expert persona character.
E. In-Play Interactions - As subtle reinforcements to positive behaviour
observed
following interactions that had highlighted risky play, interactions may
appear
while a player is at a poker table, for example. A player in a previous
interaction
may have been offered to activate a caution signal for a particular position
in their
play, such as opting to protect a win rather than continue to play to zero.
When
that player reaches a certain amount above their `stake' at a table, a
floating green
$ symbol may, for example, lap the poker screen one time, and would make a
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 38 PCT/CA2009/000262
second appearance in either green or yellow if the player plays another
winning or
losing hand respectively.
F. Post-Login Account Screen Interactions - Specific to control setting
options,
when a player is adding funds at an increasing rate to his account, a button
option
to additional play controls may appear in the account panel offering the
player the
option to pre-set session and deposit limits.
These are just examples of interactions. The current version of the system
includes 90
interactions, each implemented as algorithms. The present invention
contemplates that
these may expand in an interaction library (not shown) created on database
(6). There are
currently 90 Interaction algorithms utilized by the system, however this
number may
grow as the system library evolves over time.
The interactions, in one aspect thereof, correspond to 3 player type
definitions x 10
condition checks x 3 levels of escalating severity risk (i.e. 9 interactions
possible for any
condition). The risk management utility (12) is operable to determine which
interaction is
to be launched for a player, based on the current behaviour data for that
player, along
with its media, message and timing.
Each of the interactions is operable to act as a measure to alleviate the
potentially harmful
chance gaming behaviour of the player. The specific interaction launched for
the targeted
player is pre-designed to alleviate the player's risky behaviour, severity
level and player
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 39 PCT/CA2009/000262
type. One particular aspect of the invention is that the risk management
utility (12) is
operable to optimize customer revenue through extended player participation.
In another aspect of the invention, the interactions are divided into
plurality of escalation
levels whereby the interactions provide an escalation of warnings to players.
In an
implementation, the interactions define a five level escalation sequence from
gentle
warnings to more severe inhibitions on the player's gaming choices based on
the
particular player's current behaviour data:
1. Educate - general messages on problem behaviours and promotion of self-
control options;
2. Inform 4 targeted feedback related to play activity, overlaid during play
with no play interruptions;
3. Moderate - bonusing offers for completion of awareness assessments, sign-
on reminders for self-control options;
4. Intervene - stealth speed of play breaking, in-play targeted messaging on
wager flags, forced clearing interaction on support services; and
5. Exclude 4 pre-approved management-based (management of online
gaming site) suspension of play and forced contact with site for
clearance.
The interaction library may be modular, allowing for interactions to be
modified and
reinserted through time, as well as enabling more player type categorizations
and severity
levels to be added based on data learning. Equally, as stated earlier, the
algorithms may
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 40 PCT/CA2009/000262
be customizable and can be added or subtracted from the software as dictated
by the
market behaviour.
For each type of gaming or market product monitored by the technology
operator's
system, a new and independent set of algorithms and interactions may be
designed,
corresponding to the particular data set and behavioural nuances of that
product (e.g.
casino table games, slot machines, stock market trading behaviour, bingo
etc.).
The system targets its prescriptive Interactions based on two dimensions. It
assesses the
player type, and it escalates risk level of the current behaviour data based
on historical
behaviour data stored to the database (6) for the particular player. It should
be
understood that the system includes a database management utility (not shown)
that is
operable to manage the storage and retrieval of data for example to create a
profile for
each player associated with the system, in order to create files containing
historical
behaviour data, and so on. The database management utility may also enable
various
features that ensure privacy and security of data, for example, by
implementing field
level encryption in the database (6).
The risk management utility (12) by embodying the processes herein, enables
the
selection between the interactions in the interaction library of one or more
interactions
that have a high degree of relevance for providing effective behaviour
modification based
on the current behaviour data for the player, which determines the current
risk conditions
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 41 PCT/CA2009/000262
of the player at the relevant time. This enhances the ability of the system to
affect change
in the particular player's behaviour.
It should be understood that the risk management utility (12) acts in "stealth
mode" for
players registered with the system of the present invention until their
behaviour invokes
an interaction. The interactions are processes in a private and secure manner
ensuring
that player privacy is not compromised. The present invention contemplates use
of
various privacy and security technologies and processes to this end, including
encrypted
email, web content delivered via secure channels and the like.
In a further aspect of the invention, the interactions consist of prescriptive
measures to
control or curb potentially harmful behaviour with most players, with built in
escalation if
behaviour modification efforts do not have the desired result. As the system
monitors
activity on an ongoing basis, interactions for higher severity levels are
automatically
triggered if desired behaviour modification results are not achieved.
Specifically, the
interactions of between the risk management utility (12) and the various
players are
further refined by the player's evolving profile and history, including the
degree of risk or
recurrence of a condition. In essence, the risk management utility (12) is
operable to act
adaptively in its selection of interactions based on player type, severity of
risk and other
factors. In a particular implementation of this aspect, when a Condition Check
triggers
that an interaction should be sent to the player, it first rotates to the
indicate level of
progression of the interaction for that player (e.g. 1St, 2"d or 3rd
occurrence degree of risk)
and then pivots to select the nature of the Interaction based on the Player
Type (High
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 42 PCT/CA2009/000262
Roller, Medium to Heavy Play, Light Play/Beginner, weekender, chaser, system
player,
sampler, budgeter, streaker etc.). The result is an interaction designed for
the specific
player at the particular time.
The system of the present invention provides the chance gaming operator
friendly and
independent solutions to real-time monitoring of risk factors and potentially
harmful play
behaviour. The monitoring enables launching of specifically targeted
interactions with
individual players using the leading models of change and behavioural
management to
build, reinforce or otherwise improve responsible play. It has specific
application to all
forms of online gaming/chance gaming and delivery methods of Internet, mobile
and
linked terminal networks. It may be provided to interact in online, land-based
and
wireless applications of gaming. By ensuring targeted and specific
interactions directed at
individual player, the gaming operator can reduce burnout and retain revenue
generating
players
ii. Evolution of the Interactions
The system itself has a dynamic learning ability, shifting its involvement and
prescriptions for players based on evolving norms and identified gains in
effectiveness.
The evolution takes place as a result of changing norms and player responses;
it grows
based on conditions, player types and Interactions
The invention actively improves its accuracy and effectiveness over time by
gathering
data on a broad cross section of players and also gathering results-tracking
data on the
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 43 PCT/CA2009/000262
subset of players that receive an interaction, where changes to their play
styles are
recorded and compared to pre-interaction play styles.
This is the basis of the invention's learning system. The purpose of this is
to refine the
system's algorithms and to test and modify the library of interactions,
bonusing
structures, media interfaces and player type definitions.
In one aspect of the invention, it has static PIT definitions and
interactions. While these
are customizable and modifiable, the statistical basis for changes is based on
tolerance
levels for launching interactions (i.e. setting limits on how many customers
the invention
communicates with). As soon as interactions are launched however, the
invention begins
a new level of data collection that monitors each PIT's effectiveness and each
interaction's effectiveness within the GPI Global Gaming Database Monitor. The
GGBM
holds individual player and summary records of Pre-Post play styles on a given
set of
monitored play habits for each Interaction, and tests for achievement of
desired
moderation or curbing of potentially problematic play. Where PITs or
interactions are not
resulting in targets being met, the system is operable to flag that PIT or
interaction for its
ineffectiveness and initiate a GPI-managed modification.
In addition, the GGBM is operable to accumulate Player Type category data and
use
fuzzy logic or human-driven statistical analysis to identify new commonalities
or
suggested new groupings of players based on common traits and reactions to
interactions.
This learning system refinement enables possible modifications of initial
static player
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 44 PCT/CA2009/000262
types to suit the most prevalent common factors in tripping of PITs, such as
geography,
time of day access, sex, age, or other input factors. The learning system's
identification of
potential groups may lead to a circular and ongoing update of player types and
related
`best interaction practices' that improves overall effectiveness of the system
through
time.
Reporting Utility
This section describes additional functions of reporting utility (16). The
reporting utility
is operable to provide a plurality of reports, mainly to the operator of the
server computer
(4) but also to the remote computers (8) and thereby the operators of the
chance gaming
websites. It should be understood that the present invention contemplates
implementing
various reporting technologies as part of the reporting utility (16) such as
for example
reporting technology marketed by SAS and others.
In a particular implementation of the reporting utility (16), two levels of
reporting are
provided:
1. Customer Reports (geared to the operators of the chance gaming websites) -
with
basic standardized reports that may be interactive, with the possibility of
custom
reports as well. In a particular implementations the reports provide features
such
as drill downs etc.
2. Technology Operator Learning System Analysis Reports (geared to enabling
the
operator of the server computer (4) to improve performance of the system) -
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 45 PCT/CA2009/000262
designed to aid the technology operator in monitoring and adjusting the
effectiveness of PIT's and interactions, along with their associated settings.
The reports may include information such as: the percentage of problem play on
the site,
proportion of problem play through time, problem play by game type, index of
site
problem play versus comparative group, interaction activity, projected
lifetime of player
pre/post interaction and lifetime customer value analysis, and game
introduction
recommended mix by postal code and profile. These reports may be useful to the
gaming
operators to determine which at risk players may need to be targeted and how
to increase
player retention over time.
In addition, the present invention also contemplates the reporting utility
(16) generating
reports for individual, which they may view either during play, at logout, in
the lobby or
account screen, by e-mail, at the next login or other relevant communication
points.
Technology operator reports may be made available via email or a web
interface, or via
other means. Management reports on particular players are also forwarded to
the gaming
operator.
These reports are generated as a specific set type for the gaming operator,
with a different
set of reports generated for use by the owner of the harm prevention
technology
invention.
System Architecture
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 46 PCT/CA2009/000262
The system's architecture is operator friendly, integrating on a very
controlled and
limited basis with the primary gaming software and actively managing computer
resources and network bandwidth. The result is a seamless system of
transactional
analysis designed specifically to bring the most positive play involvement for
each
customer of a gaming operator's site. This drives an increased capacity for a
gaming
brand to retain a player through time and grow their overall profitability.
Data may be retrieved using a standard approach across all operator sites and
therefore all
data may appear in the same format. Encryption may be provided using various
third
party products, implemented to the server computer (4) or otherwise. Various
security
technologies may also be implemented as between the server computer (4) and
the
various remote computers (8).
In another aspect of the present invention a binary file may be used to create
the most
efficient format to be stored and transmitted between the computers of the
player,
operator, and the Global Gaming Behaviour Monitor system. It is expected that
the
system computer/server would process the binary data to create a `standard'
database for
analysis.
The system of the present invention, in one aspect of its implementation, is
provided such
that it is customizable to fit a given site operators unique needs. One aspect
of the risk
management utility (12) is that it enables definition of rules for capturing
behaviour data,
and deploying interactions, for players for specific sites. For example, the
operator of the
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 47 PCT/CA2009/000262
system of the present invention can determine the specific data to be
collected, the level
of risk to be addressed and the sequence of the interactions. Accordingly, the
site operator
and the system's operator may interact in an open manner to balance the
player's needs
and the site operator's objectives.
The Player Interaction Trigger design and modifications are part of the data
process and
player database with centralized condition checks in the system server.
The present invention contemplates deployment of the interactions in a way
that does not
materially affect the player's user experience by slowing down operation of
the chance
gaming site for the user, or otherwise. This can be achieved known techniques,
technologies, and by efficient allocation of relevant resources, in a manner
that is known.
Gamin Product Type
Specific prevention measures by gaming product type - sports betting, poker,
casino table
games (blackjack, roulette, craps, pai gow, variations on each), VLT's and
slots, bingo,
horse-racing, stock market/prognostication, bingo, lottery, mah-jong,
backgammon, and
emerging skill/social chance gaming games on indicated platforms of Internet,
mobile
and centrally monitored player systems.
Additional Applications of the Patent
The invention may be extended in a manner that is obvious to a person skilled
in the art
in a number of different applications including:
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 48 PCT/CA2009/000262
Real time monitoring for regulatory compliance - the invention can be
used to provide licensing or gaming authorities with real time data on
revenue, payouts, rake values, and wagering activity for automated
reporting and review of compliance with regulatory standards and levies.
In addition, the real-time monitoring of the invention can be used for
analysis of pattern issues related to gaming integrity concerns such as
money-laundering or presence of automated wagering logic 'bots' using
algorithms within the invention or from 3rd party providers.
Internet and mobile applications of casinos and sportswagering, where
player accounts and activities are tracked for potentially harmful patterns
specific to the game types involved. For example, internet casino tracking
may apply algorithms that are specific to individual game types such as
blackjack, craps, roulette and video slot machines, as well as algorithms
for cross-play of these games and global behaviour. Equally the system
may present different tracking algorithms for sports wagering behaviour
that are specific to the sporting industry, seasonality, geographical sports
preferences and event influences.
Internet gambling extensions into emerging and traditional gaming forms,
such as Mingo, iBackgammon, event wagering (non-sports) and pool-
related community online wagering. These variations may have specific
game-related checks that take into consideration the nuances of play style
for each.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 49 PCT/CA2009/000262
Land-based card-tracking gaming, such as Player Loyalty cards used at
casinos would offer an immediate extension of this product and its casino
versions, tracking individual play habits and extremes of all Loyalty
groups.
' Online gambling money-laundering pattern detection. Specific patterns of
behaviour may be tracked on wager and cashout amounts and volumes to
detect play that has an only intention of exchanging illicit funds for
gambling `wins'
Electronic trackable consumer and money purchase behaviour controls.
This includes applications for stock market traders, both industrial and
consumer, that use electronic trading registrable to their individual profile.
Our system extension would search for abnormal volumes or trends and
extremes that may indicate impending sizable personal or corporate losses
or dangerous exposure and offer both prescriptive interactions to the trader
and monitoring to the corporation.
Further application of trackable online and electronically traceable
consumer behaviour would also apply to extreme and dangerous purchase
habits on consumer sites such as eBay or Amazon as well as to transaction
providers such as VISA or MasterCard.
Example 1
The following sequential summary depicts a typical flow of screens and
decisions facing
a player as he launches his online poker game software, as one example of
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 50 PCT/CA2009/000262
implementation of the present invention. This description presumes that the
player is
already an active member of a poker site and therefore does not include
details about
account creation. The summary represents one possible implementation of the
present
invention.
1. Screen: Login
After a player selects the software from his desktop application icon, two
screens
are launched - the poker `lobby', and a superimposed `login' screen. The
latter is
the only `actionable' screen until login is completed successfully.
(a) Data Captured
(i) User Identification (player ID, not player table name)
(ii) Password
(iii) Login `Button' Activation
(b) Technology Operator's Software Link
(i) User Identification must be captured to establish the technology
operator's individual player file. Encryption of this ID may be
important in protecting anonymity/privacy rights for the player, but
the site operator may need to be able to match our encrypted ID
with their ID system.
(ii) In order to preserve the player's account security passwords are not
collected (they are suppressed from the technology operator's
files).
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 51 PCT/CA2009/000262
(iii) When player hits login, the technology operator's software may
record account access as an event, and login time/date. This is not
to be equated to Session Start, which may be launched when a
player selects to join a table AND put money on the table. The
software login may not be indicating a play session as a player has
different options at the poker lobby screen.
2. Screen: Poker Lobby
This screen presents a set of multiple possible paths for a player, and the
screen
remains accessible after a selection is made. In essence, parallel popup
screens are
possible from the lobby (e.g. the player can launch multiple tables and play
all of
them simultaneously; or the player can access their account and launch a table
for
play, etc.)
(a) Data Captured:
(i) Game Type/Ante Selection Group (displays a different set of
available tables in poker lobby screen)
(ii) Table Selection (launches a popup screen of the selected table)
(iii) `My Account' button (launches a popup screen enabling selection
of multiple transaction history options)
(iv) Logout/Exit
(b) Technology Operator's Software Link
(i) Game Type/Ante Selection Group - Condition 9 Check calculation
raw data value for table ante ring value; tracked escalation (player
needs to select a ring/ante value AND select a table in that ring
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 52 PCT/CA2009/000262
AND make a deposit at that table to be participating in that ante
value)
(ii) Table Selection - No direct influence until player seats and
deposits at a table. Prerequisite to gathering play session data.
(iii) `My Account' button - No direct influence until `make a deposit or
withdrawal' is selected.
(iv) Logout/Exit - Provides alternative to summation of Table Activity
as a method of calculating Session time, but not desirable
3. Screen: Selected Game Table
Several simultaneous game tables can be launched from the lobby menu under
one player account a popup overlay screen displays `live' game action and
participating players at a table. Session data may be captured from each game
table session data may to be captured.
(a) Data Captured
(i) `Seat Open' button
(ii) Table Deposit Amount and OK
(iii) Play Action - Auto Post Blind
(iv) Pre-Flop Play Action - Call/Raise/Check/Fold/All-In; Flop, Turn,
River same.
(v) Re-Buy Chips Option
(vi) Sit Out Button
(vii) I'm Back Button
(viii) Stand-Up/Leave Table (session end time; session end $ amount)
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 53 PCT/CA2009/000262
(b) Technology Operator's Software Link
(i) `Seat Open' button - Triggers session deposit option
(ii) Table Deposit Amount and OK - Critical data capture point for
Session Start Time and Money Wager raw data and for Table Ante
Value data. Conditions 1 to 6 inclusive and Player Type
Calculations affected, leading to Calculations 8 and 9.
(iii) Play Action - Not significant but may commit player to wager
when `Small Blind' or `Large Blind' rotates to his position
(iv) Pre-Flop Play Action - Accumulate data on activity for Condition
Check 10
(v) Re-Buy Chips Option - Add to Money Wager Raw data
(vi) Sit Out Button - Effectively a pause button for a table session; may
be used as a time marker for reducing overall session time
calculation
(vii) I'm Back Button - Session restart from sit-out
(viii) Stand-Up/Leave Table - Significant data trigger for play session
length calculation and for session win/loss calculation. Conditions
1,4,6 and 9 directly affected, and Player Type calculations that
affect Conditions 7 and 8.
4. Screen: My Account Page (optional for player to activate)
(a) Data Captured
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 54 PCT/CA2009/000262
(i) Deposit - Add Funds (launches separate transaction window and
financial exchange process; this is excluded from our tracking for
security and privacy principles)
(ii) My History (launches a sequential or separate window)
(iii) Problem Chance gaming Help Link
(iv) Settings/Options
(b) Technology Operator's Software Link
(i) Deposit - Player Type Definition (Deposit Frequency)
(ii) My History - No direct application to condition checks or player
type calculations, but may be useful as an originating database on
signup date, deposit frequency, table win/loss history, table type
ante value, session date history etc.
(iii) Problem Chance gaming Help Link - No direct application but
choice to access this link may be recorded for future aspects of the
Technology Operator's `Learning System'
(iv) Settings/Options - No direct application but choices made on this
link such as session time limits, deposit amount weekly limits, self-
exclusion option etc. need to be recorded for future aspects of the
Technology Operator's `Learning System'
Example 2
The specific concept reports for each of these two levels are outlined below.
Some
sample considerations are:
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 55 PCT/CA2009/000262
CUSTOMER REPORTS
a. Interaction Activity: This may show how a customer's base is performing on
overall PIT activation. It may have three components
= Interaction Status: Dashboard gauge - percent of customers
triggering interactions (e.g. blue 0-10, green 11-25, yellow 26-40,
red 41+)
= Interaction Trend: Historical timeline chart, shaded for escalations
and declines, possibly overlaid with customer data on signup
activity. Trend lines by player type.
= Comparison to Competitors: A second Dashboard gauge to give a
status on the customer's Interaction Activity Index versus the
category (e.g. all poker sites), such as blue zone for an index of 85
or less, green for an index 86-100, yellow 111-130, red for 130+
b. Value of Interactions to the Customer: This would show how a customer is
making money off the Operator's System through increased Rake value and
player activity.
= Hold levels and splits lmo/2-3mo/3+mo and comparison to industry
standard
= Hold trends by player type styles versus eCogra definitions (% of account
wagered, average time etc.)
= Player value definitions versus iGaming Business standards (at peak,
monthly average, average per hour.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 56 PCT/CA2009/000262
c. Harm Time Zones: Identifying the most problematic access times, to assist
operator in harm reduction support efforts. Using `normalized' time that
adjusts
for player time zone at access point.
= Danger Days bar chart - Mon-Sun triggered PIT's versus safe play
= Pie Chart PIT's triggered as % of total PIT's in the week.
= Harm Hours - Top 5 normalized hours as percent of total harm as
measured by PIT triggering play and as gross value for all PIT's
d. PIT Tendencies: The most significant mistakes by players in harmful
behaviour
= PIT Index versus same site types (Generalized categories i.e. excessive
behaviour, chasing, misconceptions).
TECHNOLOGY OPERATOR REPORTS
These are performance oriented for internal analysis. As such, they may be
less of an
issue for demonstration system purposes, but essential as one of the steps to
finalizing the
production system.
a. PIT Tendencies for All Players/Player Groups/Sites:
Much like the customer report (d) but in full detail across all reporting
sites. This
may serve to identify which PIT's are over-triggering and which sites and
player
types are out of an expected range.
= Bar chart snapshot of percent of players at each severity level of each
PIT, with drill-down on each PIT to show player type splits
= Customer-based summary of PIT activity stated as index to norm
= Player Type summary of index of PIT to share of play
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 57 PCT/CA2009/000262
= Historical master trend on PIT activation level through time, stated as %
of players triggering PIT on a weekly basis
b. Player Responsiveness to PIT: An effectiveness report summarizing the
movement of players to higher or lower severity levels after receiving an
Interaction.
= By PIT, pie charts or dashboard gauge showing percentage of players
staying at triggered severity level versus decreasing versus increasing,
using weekly average figures.
= By region, same as above, to identify regional relevance issues.
= Top 10 list of most effective and most ineffective Interactions from
library grid.
c. Player Clustering: A monitor report to help the technology operator
constantly
evaluate player type definitions, this report seeks top 3 common play type
factors
by each PIT.
= Bubble map/cluster map of top 3 play factors - 1 map per PIT
d. Cross-Play Super System: An advanced report for sites with players playing
multiple gaming products (poker, casino, sportsbook) that identifies overall
cross-
play problem behaviour such as switching, combined time etc.
= PIT commonalities by player game combinations (poker-sports; poker-
table games; poker-slots; sports-table games; sports-slots)
= Games Summary Report: A dashboard of total PIT activity frequency for
each game type, with trend line below.
3212030.1
CA 02718399 2010-09-03
WO 2009/109042 58 PCT/CA2009/000262
The disclosure discusses certain system components, software components, or
other
utilities, as means for illustrating the operation and implementation of the
present
invention. It should be understood that the present invention may not be
limited to
particular software, system, or network architectures or configurations, or to
specific
allocations of resources or functionality as between particular system
components,
software components, or other utilities. It should be understood that one or
more system
components, software components, or other utilities, could be provided as a
greater or
lesser number of system components, software components, or other utilities. A
number
of software components described (for example the subscriber application)
could be pre-
loaded on a personal communication device. The present invention is not
limited to any
particular software structure, including any modular structure. It would be
obvious to a
person skilled in the art that various additional features could be included
in the system
and computer program of the invention.
3212030.1
