Responsible gambling messaging in a multicultural Canada

Practicing responsible gambling is not only about getting the message out. It’s about ensuring that message lands in an impactful way and engages players by supplying them with the tools they need.

In a jurisdiction like Ontario that has a multi-cultural and multi-faceted player base, there’s no one-size-fits-all solution.

At this year’s Player Protection Symposium at the SBC Summit North America, several experts discussed the issue during a session entitled Conscious Commerce: The Interplay of Branding & RG. One of the speakers was Aaron GlynWilliams, Director of Policy, Research and Strategy at the Ontario Lottery and Gaming Corporation.

He noted that appealing to a varied audience like Ontario’s is a delicate act.

“How do we appeal to a very multicultural under-35 audience?” GlynWilliams asked during the panel session. “It’s important to first understand those elements in your player base.”

To that end, OLG conducts a quarterly survey of its users and has done so for the last f..