Ontario Charitable Gaming Revitalization Initiative

Ontario
Charitable Gaming
Revitalization
Initiative
Charitable Gaming Conference
Canadian Gaming Summit
June 18, 2013
Charitable Gaming Initiative
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Background
Update on Progress
Products
Moving Forward
Background
• A decade ago, in Ontario, there were 6,000
charities raising funds through 230 bingo
halls
• Today there 2,800 charities raising funds
through 61 bingo halls
Background
• An important source of funding for Charities in Ontario
1999
2005
2007
2009
2011
Number of Commercial
Sites
229
100
80
75
74
Annual Bingo Revenues
$1.14 Billion
$973 Million
$805 Million
$651 Million
$552 Million
Number of Charities
Supported (est.)
6,200
4,500
3,000
2,800
2,800
Charity Revenues
$171 Million
$108 Million
$88 Million
$54 Million
$43 Million
Municipal Revenues
(est.)
$24 Million
$20 Million
$18 Million
$15 Million
$13 Million
Jobs sustained (est.)
8,000
3,500
2,800
2,600
2,550
Charities have few options that can replace the substantial loss of funding.
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Background
Alzheimer Society
Arthritis Society
Big Brothers / Big Sisters
Canadian Hard of Hearing Association
CNIB
Down Syndrome Association of Sudbury
Elizabeth Fry Society
John Howard Society
Multiple Sclerosis Society
St. John Ambulance
Sudbury Regional Hospital Cardiac
Rehabilitation
Sudbury Therapeutic Riding Program
VON of Canada
Banque D’Aliments Sudbury Food Bank
Childhood Enfance
Children’s Aid Society
House of Kin
Inner City Home Sudbury
Action Sudbury
Northern Lights Festival Boreal Sudbury
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Women and Children’s Shelter of Barrie
Sudbury Symphony Orchestra
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Crime Stoppers of Simcoe-DufferinConiston Minor Hockey Association Muskoka
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Sudbury Laurels Gymnastic club
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Grieving Children’s Centre
Kiwanis Club
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Ontario SPCA
Lions Club
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Barrie & District Girls Softball
Canadian Spinal Research
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Association
Windsor Competitive Dance
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Barrie Kempettes Gymnastic Club
YWCA
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Ontario Special Olympics
Royal Canadian Legion
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Health Association
Deaf Access Simcoe
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Epilepsy Simcoe County
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Kawartha Sexual Assault Centre
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Kinark Child and Family Services
Canadian Mental Health Association of
Barrie
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Canadian Diabetes Association
Habitat for Humanity
Independent Living Centre Kingston
Kidney Foundation of Canada
Providence Care
Bereaved Families of Ontario
Kingston
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Childbirth Kingston
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Kingston Arts Council
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Kingston Symphony Association
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Loyalist Youth Association
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Seniors Association Kingston
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Telephone Aid LineCanadian Cystic
Fibrosis
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Community Living Essex County
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Windsor Police Pipe Band
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Youth Connection Windsor
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Youth and Family Network Essex
County
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Scouts Canada Windsor
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B’Nai Brith Windsor
Schizophrenia Society
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Dougall Parents Association
Simcoe Community Services
Windsor
Stroke Recovery Association
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Harmony in Action Windsor
St. Leonard's Society
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Optimist Club of South Windsor
Artspace Peterborough
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Windsor Homes Coalition
Peterborough Humane Society
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Brentwood Foundation for the
Camp Northern Lights PeterboroughRecovery of Alcoholics
Kawartha Youth Gymnastics 
Great Beginnings Child Centered
Barrie Northern Collegiate
Co-Operative
Eastview Secondary School Barrie
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Hospice of Windsor and Essex
Canadian Hearing Society
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Windsor & Essex County Crime
Stoppers
Rotary Club of Barrie Huronia
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MS Society
Windsor Firefighters Benevolent
Association
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Ontario March of Dimes
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Peterborough Youth Services
Background
• How did revitalization begin?
Background
Partnership
The foundation of the initiative is partnership.
A strong relationship between the three
organizations have been forged over a decade
of working together collaboratively.
Background
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At the end of 2005, with the co-operation of the
Charities, the Operators, and the Municipalities, OLG
introduced electronic versions of existing paperbased bingo games to six halls in five communities.
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Those charitable gaming centres in Barrie,
Kingston, Peterborough, Sudbury and Windsor have
since raised $43 million in proceeds for local
charities. Of this, $14+million is added revenue for
charities above what the proceeds would have been
with only paper products.
Background
o In 2010, OLG was mandated to proceed
with phased rollout province-wide of
ebingo and electronic bingo-themed
games to charitable gaming centres
o The next stage for Ontario’s
Charitable Gaming Revitalization Initiative
Began
Background
Revitalization strategic goals:
1. Stabilize and grow the primary source of funding for
2800 charities and sustain the contribution they
make by doing “good work” in local communities.
2. Drive economic and social benefits back to
communities
3. Modernize the products to continue to support a
distinct customer entertainment experience of the
charitable gaming players.
Changing the Entertainment Experience
• By synchronizing efforts in delivering enhanced customer
service, a place where players want to spend time with a
variety of new products and technology, the entertainment
experience will change
• Once we start to change the entertainment experience, we
begin to revitalize the Industry
Customer
Service
Facility
New Products
& Services
Progress to Date
o 37 Service Providers and the Charities
expressed interest in proceeding.
o To date have over 20 of 34 Municipalities
have agreed to be part of the Initiative
with more in discussion.
o To move forward with implementation, all
three groups need to be aligned – Service
Providers, Charities, Municipalities
o Developed a standard model and
standard contracts for all groups
o The first products agreed to include:
• eBingo
• Play on Demand (POD) and POD
Progressive
• BOT Dispensers
• Electronic Shutterboard (ESB)
• Rapid Draw Bingo
• A more comprehensive approach to Responsible Gaming
builds on the RG foundation for the eBingo pilots.
• Designed to educate and inform players about the risks of
gambling; encourage safe play.
• Training for all gaming floor managers and staff
o Signs of risks for problem gambling
o Tips for safe play
o Information on obtaining a range of counseling
services in local communities
• Self-guided electronic information kiosks that engage
players to educate them on the realities the games
• On-site RG education campaigns
• 21 weeks to launch a centre with
ebingo/POD , the TapTix a month later.
ACTIVATION…FLOOR PLANS…BUILD…
TECHNOLOGY INSTALLS
BUSINESS PLANS…. BINGO PROGRAMS….CHANGE
MANAGEMENT…. MARKETING…CHARITY
TRAINING….MUNICIPALITY TRAINING….PERMITS…
TESTING….STAFF TRAINING….MOCK SESSIONS….GO
LIVE
eBingo / POD Launches
Product Launches
28/8
eBingo POD Valcaron
11/9
Community Spirit
8/10
Penetang
TAPTIX LAUNCHES
Sep 12
Oct 12
11/12
Pickering
Nov 12
Dec 12
9/2
Pembroke
Jan 13
Feb 13
7/5
Niagara Falls
Mar 13
Apr 13
May 13
18/6
Oakville
Jun 13
Aug
Jun
11/29
Boardwalk Sudbury
24/1
Boardwalk Val Caron
Boardwalk Barrie
12/6
Delta Peterborough
31/1
Boardwalk Penetang
12/12
TC Kingston
CS Kingston
2/28
Delta Pickering
4/25
Pembroke
9/5
Paradise Launch
16/5
Breakaway
Product Launches
• Six new electronic bingo centres, for a
total of twelve to date with OLG.
• Eleven centres have the new TapTix
product, along with eBingo and POD.
• Going forward one ebingo launch each
month followed by TapTix launch about 28
days later.
Operational Readiness
• As we roll out new centres and products, require
the right processes, tools to support.
• All part of the work being done.
• Examples:
o Regulatory alignment
o Marketing Toolbox
Operational Readiness
• Marketing Toolbox-A shared resource centre that
assists in providing marketing, promotions and
public relations support for Service Providers (SPs).
Operational Readiness
• Marketing Toolbox
Operational Readiness
• Marketing Toolbox
Traditional Games
New Method of Delivery
• Success of the Charitable Gaming Initiative rests on being able
to deliver innovation and products that will attract customers
and grow the business.
• Bingo players look for different experiences. The bingo centre
experience is seen as a way to spend time with friends and a
place to socialize at the bingo table.
• Designing products and games to respond to the interests of
bingo players differentiates from other gaming venues while
optimizing social benefits in local communities province-wide
GAMING
Excitement,
Higher Risk –
Maximize
Reward,
Control, Skill
CHARITABLE
BINGO &
GAMING
Social Interaction,
Long Play Value,
Minimal Risk –
Smaller Rewards,
Skill/Challenge
LOTTERY
Hope, Dream,
Low Risk,
Simple
Bingo
Where it all starts
Over recent years, a popular way to play session Bingo is
electronic Bingo (eBingo). With eBingo, you have the
option of playing Bingo on a computer screen instead
of on traditional paper cards. It’s super-fun, easy and
another way to play.
bingo foundational research
the game itself
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Bingo as a game has everything – low
threshold
for
entry
and
play,
anticipation and build-up of emotions,
climax, excitement, reward.
Creates
positive,
and
unique
experience being midway between
childhood entertainment and adult
gambling.
Seen more favourably than other
gambling options, notably slots: it lasts
longer, requires less investment, more
social and nostalgic in nature.
actionable implications:
overall impressions of and
attitudes towards bingo as
game very positive, which
suggests bingo is viable
entertainment option
rsg 4/12
bingo foundational research
Social connection
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Bingo is social experience.
Participants go with friends/family, rarely alone.
Bingo way to spend time with friends since
people arrive together and sit at same table
(unlike when playing slots at a casino) and talk
to each other during, or between games (unlike
at a movie).
Social interaction is key benefit of game: such
words/phrases as “laughing”, “having a good
time”, “girls’ night out” repeated over and over.
“We go and we laugh at each other and we
socialize”
However, drawbacks are:
o
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Limited interaction as players have to pay
attention to game;
Socializing limited to game itself, because halls do
not offer other entertainment or socializing options.
actionable implications:
create a night out
experience
Bingo ’ s appeal would be
significantly expanded if it
were positioned as social
event and by adding more
options for socializing (e.g.
team games).
rsg 4/12
Play On Demand (POD) Games
POD games are
personal Bingo games
where you play against
the computer.
Each time you play it’s
like playing a unique
game with different
price and prize levels.
It’s an easy and fun
game to play in
between sessions, at
intermission or even
during live bingo games.
Enhances the entertainment
experience.
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POD Performance
• Break Open Ticket
Dispenser branded
TapTix, automates the
play of BOT tickets.
• As the ticket is
dispensed, a bar code is
read which shows a
graphical representation
of the results on the
screen.
• A new experience
TapTix Performance
Products in Development
Electronic Shutterboard
Modernize the traditional
game. Similar in set-up, but
rather than playing on hard,
static cards, players can play
bingo cards on touch-screen
devices.
Rapid Draw Bingo
A quick or rapid draw bingo
game It will be a bingo game
where a player selects their
own set of numbers and then
a "winning" set is drawn.
Changing the Entertainment Experience
Revitalization of an Industry
Customer
Service
Facility
New Products
& Services
Moving Forward