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1/ “I was nothing but a pawn, just money.”
On this week’s episode, we look at how social casinos are using big data to target individuals vulnerable to gambling addictions.
revealnews.org/episodes/harpo…
On this week’s episode, we look at how social casinos are using big data to target individuals vulnerable to gambling addictions.
revealnews.org/episodes/harpo…
2/ Suzie Kelly is a grandmother who lives in a quiet Dallas suburb with her husband and dogs.
She almost lost it all playing a “free” game on her phone.
She almost lost it all playing a “free” game on her phone.
3/ Suzie found out about Big Fish Casino during a Judge Judy commercial.
It’s a social casino– played on Facebook or through a phone app.
It’s a social casino– played on Facebook or through a phone app.
4/ When she first downloaded the game, Suzie got free chips, but they ran out within a day. She needed more to keep playing, so she bought a few more for $19.99.
After one month, she had spent $8,000 dollars playing Big Fish Casino on her phone.
After one month, she had spent $8,000 dollars playing Big Fish Casino on her phone.
5/ Players can’t win any money playing Big Fish Casino, so why play?
Many, like Suzie, play for the social aspect of the game–the ability to create a sense of community.
Many, like Suzie, play for the social aspect of the game–the ability to create a sense of community.
6/ Suzie was playing–and spending– daily to keep her friends close.
A year after first downloading the game, she had spent more than $40,000 playing a “free” game.
A year after first downloading the game, she had spent more than $40,000 playing a “free” game.
7/ When she tried deleting her account, Suzie got a call from someone named Byron Scott, who said he was her “VIP Representative” at Big Fish. He didn’t shut down her account after she asked, but would give her free chips and send her Christmas gifts.
8/ For games like Big Fish Casino, a small number of big spenders account for the majority of their revenue. Byron was part of a system that was collecting data on Suzie and targeting her to spend more money.
9/ These games use behavior analysis to target “VIP’s” like Suzie and make sure they keep spending. In total, Suzie Kelley spent more than 400k playing Big Fish Casino.
10/ Social casinos generate $5 billion a year– the industry is almost as big as the Las Vegas Strip.
Facebook is helping to drive that growth.
Facebook is helping to drive that growth.
11/ Facebook can analyze their database of personal information to identify those most likely to spend large amounts of money, or “whales”, and then charge the casinos a premium to target them in ad campaigns.
12/ Social casinos have an addiction rate five times higher than regular casinos.
In the U.S. alone, over 100 million people report playing casino apps, but the industry is unregulated, leaving people like Suzie vulnerable.
In the U.S. alone, over 100 million people report playing casino apps, but the industry is unregulated, leaving people like Suzie vulnerable.
