Rank will introduce a real-time safer gambling monitoring desk, with a focus on high-velocity players who might not be picked up by existing safer gambling controls.
The Rank Group has developed an innovative real-time safer gambling monitoring desk as part of its continued roll-out of safer gambling measures.
The company which owns Grosvenor Casino and Mecca Bingo, has invested significantly in its customer support hub in order to more swiftly identify customer online behaviour which may require interventions. The new process builds on realtime player monitoring that has been underway for a number of years.
The initiative places particular focus on high-velocity players who show player behaviour changes, often suddenly, and who might not be picked up by existing safer gambling controls and thresholds.
“We’ve made significant strides using artificial intelligence to power our propensity model which looks to identify potential gambling-related harm, and we’ve also refined our digital affordability framework to assess customers at every stage of their time with us, from registration, through to deposit and withdrawal,” said Liam Smith, director of customer services at Rank. “We’re well aware that this work will never be complete, but we’ve upped the pace of our innovation and deployment in terms of safer gambling and that can only be good for players in terms of delivering the optimal levels of protection.”
Smith noted that high velocity play has been a key “area of concern” for the company. “That’s why we stepped up our focus on addressing this issue over the course of the last year,” he continued. “We are determined to give customers the safest possible experience with us when they play across our digital brands and the Hawkeye system adds another layer of protection to our full suite of safer gambling measures across the business.
“The inspiration comes from trading desks which are able to monitor incoming transactions as they happen. We wanted to better identify changes in behaviour, as close to real-time as is possible, in order to ensure we can support those customers, where appropriate. We’ve been building the desk over a considerable period of time and it will continue to be refined as we improve our understanding of player behavioural change,” Smith explained.
In recent years, Rank has initiated a suite of safer gambling enhancements, based in its customer support hub, including around-the-clock customer monitoring since the start of the COVID-19 pandemic, and a significant increase in the number of colleagues dedicated to delivering player protection across the group’s venues and digital brands.