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2pm Saturday 10th November Matthew Ovington

Snakes and Ladders: Trust and motivation in online gaming

Abstract: The building blocks of online trust are relatively well understood, especially with regard to eCommerce. Brand values, high street retail presence and customer-friendly policies all play a part in establishing trust in our online online gaming products. However, with online casino gaming, where the outcomes of games such as roulette or slots are governed by chance players are rightly sensitive to any real (or imagined!) house advantage. Establishing trust is only part of the solution. Trust must be nurtured in order to develop long and lasting relationships. The aim of this talk is to highlight findings with regard to what things engender feelings of trust and motivation in relation to online gaming.

This document and it’s content is Copyright ©2012 [Matthew Ovington and UCD UK Limited.

“The house always wins.”(over a statistically significant period of time)

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RTP% (Return to Player %)

•European Roulette has an RTP of 97.3%– 37 numbers (0-36) 18 red, 18 black, 1 green– 100/37 = 2.7%

• Inside bet (number) pays 35/1 (2.7%)• Outside bet (colour) pays evens (48.6%)• 2.7% is the “house edge” or “margin”• 97.3% is “returned” to players

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Volatility

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• Biggest Concerns – Canadian Users1. Poorer social atmosphere (no crowds, socially

isolating)

2. Too easy to spend money

3. Safety of deposits, Wins paidout promptly

4. Lack of face-to-face contact

5. Too convenient

Wood, R.T. & Williams, R.J. (2009) Internet Gambling: Prevalence, Patterns, Problems, and Policy Options. Final Report prepared for the Ontario Problem Gambling Research Centre, Guelph, Ontario, CANADA.

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• Biggest Concerns – International Users1. Assessing the fairness of games

2. Safety of deposits, wins paid out promptly

3. Lack of face-to-face contact

4. Illegality

5. Poorer social atmosphere (no crowds, socially isolating)

Source: Wood, R.T. & Williams, R.J. (2009) Internet Gambling: Prevalence, Patterns, Problems, and Policy Options. Final Report prepared for the Ontario Problem Gambling Research Centre, Guelph, Ontario, CANADA.

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Source: Egger, F.N. (2001). Affective Design of E-Commerce User Interfaces: How to Maximise Perceived Trustworthiness. In: Helander, M., Khalid, H.M. & Tham (Eds.), Proceedings of CAHD2001: Conference on Affective Human Factors Design, Singapore, June 27-29, 2001: 317-324.

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Source: Egger, F.N. (2001). Affective Design of E-Commerce User Interfaces: How to Maximise Perceived Trustworthiness. In: Helander, M., Khalid, H.M. & Tham (Eds.), Proceedings of CAHD2001: Conference on Affective Human Factors Design, Singapore, June 27-29, 2001: 317-324.

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• Is it legit?

• Rely on “perceptions” of Interface Properties• Credibility – “first impressions”

• Brand• Familiarity• Aesthetics

• Security and Safety

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14Familiarity

Aesthetics

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16Safety and security

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Source: Egger, F.N. (2001). Affective Design of E-Commerce User Interfaces: How to Maximise Perceived Trustworthiness. In: Helander, M., Khalid, H.M. & Tham (Eds.), Proceedings of CAHD2001: Conference on Affective Human Factors Design, Singapore, June 27-29, 2001: 317-324.

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• Is it fair?

• “Confirmation” of information• Winners• Social Proof• Game Recommendations• Game Information

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• Winners• Attainability

• Perception of the unattainability of massive jackpots

• Credibility• Avoid stock imagery• Curate real stories• Up to date, credible content

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25Social proof

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26Social proof

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• Social Proof• Weak positive effect of large numbers.• Minority of players view it as a negative.

Suggested games

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29Suggested games

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• Suggested Games• Players suspicion of “recommendations” or

“top games”.• “I wouldn’t take tips from a bookie.”

• Sensitive to “hustle”.

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• Game Information

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Source: Egger, F.N. (2001). Affective Design of E-Commerce User Interfaces: How to Maximise Perceived Trustworthiness. In: Helander, M., Khalid, H.M. & Tham (Eds.), Proceedings of CAHD2001: Conference on Affective Human Factors Design, Singapore, June 27-29, 2001: 317-324.

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• “Is my money safe?”• Low friction deposits, withdrawals & payouts.

• “Am I being treated fairly”• Bonuses• Customer service• Respecting wishes• Player protection measures• Regulation

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“Facts and Fair Dealing”

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This document and it’s content is Copyright ©2012 [Matthew Ovington and UCD UK Limited.

@matthewovington

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