Player Loyalty Program – Clubs and Hotels Practices

Player LoyaltyKnowing about Gambling Player Loyalty Programs: Practices for Clubs and Hotels – are an important part of being a Customer Liaison Officer and providing a Responsible Service of Gaming.

Let’s look in particular: Practice 7. Player Loyalty Programmes (PLP) features or functions do not involve any irresponsible trading practices by the gambling provider. The Code of Practice defines irresponsible trading practices as: The offering of an inappropriate enticement to customers that is in conflict with the objective of maximising responsible gambling and minimising problem gambling.

Irresponsible trading practices of Gaming are defined as actions that are designed to persuade individuals to gamble in an excessive and irresponsible manner, possibly by promoting inappropriate benefits for regular gamblers. Such benefits may involve individuals who are persuaded to gamble who, in the absence of an inappropriate promotion, would not have otherwise considered excessive gambling. This may then result in individuals being persuaded to gamble for longer periods of time, and in a more excessive and irresponsible manner. Inappropriate promotional benefits, therefore, have the potential to impact on people who are at risk of, or have, gambling problems.

These unacceptable practices can be defined as: Implying to patrons that the participation in a loyalty scheme improves the chances of winning on a gambling product. This involves: Promoting a rewards system that encourages irresponsible play to receive a reward or entry into an additional prize draw.

For example – “The privileges of membership – Join today and win more often.”

Or, also having a PLP redemption list that prioritises cash vouchers.

For example – “Redeem your loyalty points for:

  • ClubDollars

  • Gift Certificates

  • Bottle Shop

  • BarService

  • Meals.”

There are, however, acceptable practices at venue’s gaming facilities that promote and provide support for Responsible Gaming habits. This is where the Player Loyalty Programme can be used in a highly beneficial way for both the venue and the patron: Good PLP features or functions that encourage the use of all or a range of the venue’s facilities and services.

For example – “Earn Bonus Points when you spend at our bars, bistro, gaming room, and bottle shop.”

Other positive benefits can be a PLP redemption list that prioritises non-cash vouchers.

For example – “Redeem your loyalty points for:

  • Meals

  • BarService

  • Bottle Shop

  • Gift Certificates

  • ClubDollars.”

Now, let’s have a look at Practice 8. Where appropriate and possible, positive responsible gambling messages are to be incorporated in PLP features and functions.

An example of an acceptable practice under this can be described as the following: Using a responsible message in PLP advertisements and promotions.

For example – “This venue is committed to your responsible enjoyment for gambling.”

And the unacceptable practices would include: Using an irresponsible message in a PLP advertisement or promotion.

For example – “Everyone is a winner” or “Brisbane’s most rewarding venue.”

Practice 9. PLPs must comply with Exclusions Framework. This comes under venue’s “Duty of Care” and Responsible Gaming house policy, to comply with providing access to help services and a safe environment for all patrons

These acceptable practices include: Any advertising, promotion, features and functions comply with the Exclusions Framework. Also, ensuring any PLP material is not directly sent to an excluded patron or a person who has requested such material not be sent.

For example – “We understand that if you have excluded yourself from our venue that you will not wish to receive our promotional material. All staff recognises the importance of making sure this will never happen.”

Whereas unacceptable practices of complying with the Exclusions Framework would be described as: Developing advertising or promotional material, features or functions that contradict the Exclusions Framework.

For example – NOT immediately removing excluded persons from mailing lists.

PLPs should always be advertised and promoted (like any other gambling product or service) in such a way as to encourage gambling as a form of leisure and entertainment which a person must be prepared to pay for, with money spent on gambling being an ‘entertainment cost’ – that is as fun and enjoyable; if engaged in responsibly, the patron can have an enjoyable visit utilising the venue’s facilities. PLPs should not in any way be promoted in such an instance so as to communicate the idea that it will encourage chances of winning or being successful whilst Gambling in the venue.  They should be treated responsibly to improve the environment of the venue, comply with all Responsible Gaming Services and Responsible Service of Alcohol.