Hard Rock International has launched PlayersEdge, a new initiative designed to help customers learn about responsible gambling and how to better manage their gaming habits.
The program will be implemented across all Hard Rock and Seminole Gaming properties, with the aim of reaching all types of players at the casino sites. The initiative will comprise print, digital, web, social and live activations.
Features of PlayersEdge will include a voluntary self-exclusion that customers can opt into, as well as referrals to professional help and counseling services.
“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,” Hard Rock’s vice president of global social responsibly, Paul Pellizzari, said.
“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.”
As part of PlayersEdge, more than 15,000 of Hard Rock’s guest-facing employees will have access to ‘Frontline Fundamentals’, an online training program that explains how to identify problem gambling behaviour on the gaming floor.
Training will be expanded for supervisors and managers with the ‘Supervisor Support’ classroom module, whereby role-playing and real-life scenarios will be used to teach senior personnel how to interact with and support distressed gamblers.
In addition, each casino property will establish teams and leaders to help drive the responsible gambling message.
“We want players to become confident and to talk openly about gambling—with each other, their families and their friends,” Pellizzari said. “We want dialogue on what’s healthy and fun, and what’s risky. Our employees are critical to this change.”