Responsible Marketing The Singapore Pools` Way

Transcription

Responsible Marketing
The Singapore Pools’ Way
BK Tay
Head Community Engagement
& Responsible Gaming
Area: 718.3 km²
Population (2015)- 5.54 mil
GDP(nominal) Per Capita – USD55,980 (2014- Ranked 9th)
To combat illegal
gambling activities by
providing a legal
avenue for betting
To channel surplus
earnings
towards charitable and
community causes
since 23 May 1968
Community Partner for
47
yrs
Donation of
Surplus
Earnings to
Community
since
1988
since
since
1842
1968
• Horse Racing
• Agent of Pools
• Lottery & Numbers Games
• Sports Betting (Football & F1)
• Agent of STC
© Singapore Pools (Pte) Ltd
RESTRICTED | 4
Products
1968
1986
Football 1999
Motor Racing 2008
1969
Agent - Horse Racing 2004
Annual Turnover ~ USD 4.5 billion (FY2013/14)
RESTRICTED | 5
RG Philosophy
Embedded in Corporate Strategy, Culture & Values.
Education of players to make informed decisions is the
cornerstone of RG
RG is everyone’s responsibility
RG Standards are influenced by cultural & value differences
RG practices & measures must be sustainable, & continue to
evolve in response to changing local & global perceptions of &
developments in the gaming & other socially-sensitive industries.
RESTRICTED | 6
Marketing?
To give customers a reason to
buy the company’s product(s)
or corporate message.
RESTRICTED | 7
Responsible
Marketing?
To give customers a reason to
buy the company’s product(s)
or corporate narrative.
Do not promote inappropriate
or excessive consumption
behaviour.
RESTRICTED | 8
The Demand is There….
•
•
Customers want to buy our product(s)
because they want to win prize $$$
Not desirable to stoke more demand
than what is latent in the society.
RESTRICTED | 9
Marketing Style
Simple & Conservative
• Convey Facts
• Balanced with “Play Responsibly”
messages
RESTRICTED | 10
Strict Governance & Regulatory Oversight
• Only two official channels of
information to public:
 Newspaper
 Website
• No advertising nor any aggressive
promotion
• No free-to-air TV & radio
advertising.
• Nature of information - confined
to factual information only, eg.
draw dates, jackpot size.
RESTRICTED | 11
Marketing Code of Conduct
04
22
We Shall
We Shall Not
RESTRICTED | 12
We Shall
1. be sensitive to the religious and cultural
diversities of our community when carrying out our marketing
sales and advertising communication activities
2. encourage responsible play behaviour in all marketing sales
and advertising communication materials
3. be transparent on material information and facts about our
games, in order to allow customers to make an informed choice
prior to purchase
4. make our code known to third parties involved in the
creation, development and/or execution of marketing sales and
advertising communication
13
RESTRICTED | 13
We Shall NOT:
1. target or direct our marketing sales or advertising communication at,
2.
3.
4.
5.
6.
or appeal to anyone under 18 years old
feature/include persons below 18 years old in marketing sales or
advertising communication
target or direct our marketing sales or advertising communication at
account-based customers who have activated the self-exclusion
option or persons who have chosen/ indicated not to receive any
marketing sales or advertising communication materials from us
advertise our gambling products or services on any free-to-air TV or
radio channels in compliance with the law
encourage excessive or irresponsible gambling behaviour or playing
beyond one’s means
state or imply that gambling is an alternative to work or employment
RESTRICTED | 14
We Shall NOT:
7.
state or imply that gambling is a means to financial success or to fulfill
dreams
8. state or imply that gambling can enhance personal qualities, improve selfimage, self-esteem, or social standing
9. state or imply that gambling can be a solution to financial or personal
difficulties
10.state or imply that gambling can provide an escape from personal
problems
11.state or imply urgency to purchase our products
12.portray gambling as indispensable or as taking priority in life over
personal, familial or professional commitments
13.portray gambling in a working or educational environment
14.portray gambling as a means to recover past gambling or other financial
losses
RESTRICTED | 15
We Shall NOT:
15. portray gambling in a repetitive, uncontrolled or preoccupied
manner
16. glamourise gambling
17. depict gambling as a lifestyle
18. depict gambling as a form of investment
19. imply that luck or skill can influence gambling outcomes
20. be misleading or deceptive
21. tell only half-truths
22. make false promises or mislead players into believing that all
participating players will win high prizes
RESTRICTED | 16
Sensitivity to Community Values

We impose means testing for
telebetting account customers –
minimum income criteria (S$30,000
per annum)

We set a minimum age of 21 years for
telebetting (instead of 18)

We do not broadcast lottery draws on
TV or radio
RESTRICTED | 17
Sensitivity towards Cultural &
Religious Diversity

We do not sell tickets with the
theme of religious festivals such as
Christmas, Easter, Hari Raya Puasa,
Vesak Day, etc.

We do not locate our betting
outlets within close proximity to
schools and places of worship,
example mosques, kindergartens

We do not market to certain
segments of society e.g., Malaylanguage website
RESTRICTED | 18
Not Exposing Youth to Gambling

We do not sell bets to persons
under 18

We only engage persons aged 18
years & above for gaming
operations
RESTRICTED | 19
Responsible
Marketing?
Easy - just follow rules?
RESTRICTED | 20
In the 80s….
1980
1982
1983
RESTRICTED | 21
In the 80s….
1984
1985
1988
RESTRICTED | 22
1970
RESTRICTED | 23
2015
Simple.Factual
RESTRICTED | 24
2015
Simple-Factual
RESTRICTED | 25
2015
Simple
Factual
RESTRICTED | 26
Simple-Factual
RESTRICTED | 27
Increasing astute and vocal citizens
28
RESTRICTED | 28
A more “crowded” gaming scene……
RESTRICTED | 29
Rising
sensitivity
towards
gambling
issues
RESTRICTED | 30
How do we remain sensitive to prevalent attitudes so
that marketing practices are within prevailing norms?
31
RESTRICTED | 31
Taking The Cue
Perception
Surveys
RESTRICTED | 32
2015
Responsible
Gaming
Outlet Survey
Kadence Presentation
June 2015
33
Taking The Cue
PERCEPTION TOWARDS VARIOUS
GAMBLING FORMS
Survey on Participation in
Gambling Activities among
Singapore Residents
2014
2011
2008
2005
11. Similar to the survey in 2011, the 2014
survey found that overall the majority of
respondents regarded the various forms of
gambling as gambling activities rather than
leisure activities. The perceptions of the
various
forms
of
gambling
as
gambling
activities
versus
leisure
activities
were
generally similar between the 2014 and 2011
surveys. Similar to the survey in 2011, the
2014 survey found that gamblers were more
likely than non-gamblers to regard the softer
forms of games (i.e., 4D, Toto, Singapore
Sweep, Social Gambling) as leisure activities.
In addition, the proportions of gamblers who
regard 4D, Toto and Singapore Sweep as leisure
activities have decreased by seven percentage
points from 2011 to 2014 (see Annex B, Table
B7).
34
Table B7 – Perception of Various Gambling Forms as
“Leisure” Activities
All respondents
Gamblers
Non-Gamblers
Types of Games
2011
(%)
2014
(%)
2011 (%)
2014 (%)
2011 (%)
2014 (%)
Online Gambling
10
10
11
11
9
10
Horse Betting
10
9
11
9
8
9
Table Games in
(local/cruises/outside Singapore)
10
8
12
8
8
8
Jackpot Machines in Casinos
(local/cruises/outside Singapore)
17
12
18
15
12
10
Jackpot Machines in Casinos
(Local Clubs)
18
17
22
22
15
14
4D
43
39
58
51
30
30
TOTO
45
40
59
52
31
31
Singapore Sweep
49
45
64
57
35
35
Sports Betting
15
16
17
20
14
13
Social Gambling
50
51
62
65
39
40
Source : NCPG (Singapore) Survey on Participation in Gambling Activities among Singapore Residents 2014
35
Working together to Hold
The Balance
RESTRICTED | 37
How did we “market”?
RESTRICTED | 38
Working together to Hold
The Balance
RESTRICTED | 39
ReliableTrustworthy
Operations
Responsible
Practices
Contribution
(Minimise
Potential
Negative Impact)
Back To
Society
RESTRICTED | 40
Responsible Marketing
Everyone’s Responsibility
Thank You

Responsible Marketing The Singapore Pools` Way

Transcription

Similar documents

FACT SHEET (November 2009) I

Property Life Media Kit 2013

NESCAFE SmoovLatte - Entry Form Watson

Sure-Win Dip

Dumex Code violations (Danone)

Combating cybercrime in Betting and Gaming

Japan Travel Fair 2014 at Takashimaya Square

Newsletter Surteco April 2015

Anyone can sell online

no anyone ho uses electricity for his her business