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Hard Rock Shakes Up The Casino Floor With New PlayersEdge Initiative
By Shane Addinall Dec 09, 2019 OpinionThe Hard Rock follows the online casino industry lead by creating a rich multi-media gambling education and mindset program, PlayersEdge. The program aims to inform and empower both guests and staff alike, is this the change the industry needs?One of the many advantages to online gambling, in addition to better odds and no need to travel, has been the amount of free information available to players about how casino games play, the RTP and variance of a game, even tips and tricks on getting the most out of bonuses and a lot more.
This level of transparency and education has never been available to casino fans who preferred gambling at a landed based venue. In fact, the feeling of brick and mortar casinos always seemed to promote a “learn as you lose” mentality with little to no information readily available to punters on how anything worked.
✓Hard Rock To The Rescue
Hard Rock International, however, has decided to launch a counter-cultural program, PlayersEdge, with an aim to change the status quo.
Paul Pellizzari, Vice President of Global Social Responsibility for Hard Rock International said:
"We built PlayersEdge by listening to gamblers. We want to communicate the right information by appealing to how they actually think and behave in casinos. By understanding the risk profiles and experience levels of different player types, we can segment and target information more precisely, bringing a new focus on preventing problems before they start."
The first program of its kind to hit American casinos the PlayersEdge program is positioned to influence the way in which gamblers think about the hobby, which will have a direct impact on how they manage their time and money when gambling.
✓How Will PlayersEdge Work?
According to Pellizzari PlayersEdge was built by listening to players which is why the program consists of a comprehensive assortment of media types “including print, digital, web, social and live activations”. This should appeal to various age and demographic groups offering them insights and education in a style and format that suits their daily content consumption habits.
Pellizzari went on to say:
“When players have the knowledge and confidence to make informed choices, to self-reflect, and to recognize and act upon growing risk concerns, then our casinos can build a healthy base of customers who gamble safely and return to our properties year after year.”
In addition to educating the hard Rocks guests the program also educates their staff. The groups more than 15000 customer-facing staff will all undergo the online "Frontline Fundamentals" program which will allow them to recognise and escalate potential problem gambling behaviours early.
Senior personnel will undergo further hands-on training as part of the "Supervisor Support" module which is created and shared by problem gambling experts and clinicians under the authority of the Florida Council for Compulsive Gambling.
This part of the program makes use of role-playing and scenario management to ensure the supervisors and managers are able to deescalate high-stress situations and effectively support the guest and those with them.
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