As safer gambling remains a key focus in the gaming industry, safer gambling solutions that leverage technology to support compliance and safeguard players are more crucial than ever. At Flows, we are committed to providing operators with tools that simplify these processes, enhance efficiency, and adapt seamlessly to regulatory changes. Ahead of Safer Gambling Week, we sat down with Malou Neguembor, our Director of Client Success, and Lisa Dallos, Operations Manager at Funnz, to discuss how technology empowers operators in their Safer gambling efforts.
Q: Malou, how does Flows’ ability to automate processes help operators maintain a balance between providing tools like self-exclusion and operational efficiency?
Flows excels in proactive engagement by automating personalised notifications and deposit alerts, encouraging players to set healthy limits. This early intervention, based on behavioural insights, allows operators to educate players about responsible gaming tools, helping maintain a balanced and enjoyable experience. By automating these features, operators can efficiently guide players towards safer play without overwhelming them, ensuring that gaming remains fun and sustainable, removing the need for features like self-exclusion, while still offering them.
Q: Lisa, how long have you been using Flows, and what have been the most significant improvements you’ve seen at Funnz since integrating with the automation platform?
I’ve been using Flows for approximately three years now, and it’s become an indispensable tool for our team. It has significantly enhanced our efficiency, particularly in the realm of Safer Gambling initiatives. Flows allows us to effortlessly establish rules based on specific player behaviours, providing timely alerts and valuable data to support our efforts.
Q: Malou, what role does real-time data play in enhancing Safer gaming efforts, and how does Flows enable operators to act quickly on this data to support player safety?
Real-time data helps operators identify early indicators of potentially harmful behaviour, such as increased play frequency, chasing losses or rising deposit amounts. Flows leverages this data to automate tailored messages, nudging players to consider setting limits or taking breaks. By acting on these insights proactively and in real-time, operators can support sustainable play, guiding players to manage their habits before issues arise. This approach keeps the gaming environment positive and prevents potential problems from escalating.
Q: Lisa, can you share a specific example of how real-time data from Flows has helped Funnz proactively support players by encouraging responsible play and preventing risky behaviour?
One Flow that has proven particularly effective for us was based on velocity deposits. We’ve sent players real-time, on-site messages informing them about relevant risks and the tools we offer. This approach has led to an increase in player retention and a decrease in their risk scores.
Q: Malou, there’s often confusion between Flows and a CRM. How does Flows differ when it comes to supporting Safer gaming, and what additional benefits does it offer beyond customer management?
Unlike a traditional CRM, which primarily focuses on customer data and communication, Flows goes further by providing an automation layer that integrates seamlessly with various systems, such as for example Slack for team alerts, Platform for tagging and profile notes, Google sheets for record keeping, Dashboards and payments systems. For safer gambling, this means operators can set up rules based on real-time data triggers, automate interactions with players based on specific behaviours, and even create dynamic RG (Responsible Gambling) scoring models with dashboards and real-time alerts. These features enable operators to monitor players’ behaviours continuously in real-time and intervene when certain risk markers appear. Additionally, because Flows is highly adaptable, it can easily be updated to reflect the latest regulatory requirements, ensuring compliance without the need for extensive manual adjustments.
Q: Lisa, in what ways has Flows enhanced your RG processes at Funnz, especially in terms of managing player interactions?
We’ve developed a comprehensive RG scoring tool using Flows to evaluate the risk associated with player accounts, considering factors such as transaction patterns, time spent playing, and usage of our play safe tools. This allows us to proactively review accounts and reach out to players based on their risk level.
Additionally, Flows enables us to automate communications with players based on specific triggers, ensuring efficient and timely interactions.
Q: Malou, with the recent Spelpaus integration, how does it simplify implementing self-exclusion checks for platforms and operators, and how does this help them support players more effectively?
The integration of Spelpaus with Flows streamlines compliance, making it effortless for gaming platforms and operators to align with Swedish regulations. By automating real-time checks during registration, login, deposit attempts and marketing communications, Flows ensures that platforms and operators instantly verify player status, preventing inadvertent interactions with self-excluded individuals. This automation not only speeds up compliance processes but also allows platforms and operators to adapt to regulatory changes without complex development, maintaining efficiency while upholding responsible gaming standards and protecting players.
Q: Lisa, looking back at your time using Flows, what have been the key results or improvements that you’ve seen/achieved?
With Flows, we are able to segment players based on potential harm indicators, such as excessive spending or unusual play patterns, and automate interactions to advocate safe play. We have seen some amazing results using Flows for automated customer messaging – such as 35% less Time Outs and 14% less closures compared to control groups. We have also seen an increase in retention rate for players who have received the automated message. I am seeing many opportunities with Flows to enhance Sustainable Play actions and experience.
Q: Malou, as the industry continues to focus on reducing revenue from harmful gambling and promoting responsible play, what trends or developments do you anticipate in the safer gaming space? How is Flows positioning itself to support these efforts and ensure sustainable, player-friendly experiences?
The industry is increasingly shifting towards reducing revenue from harmful gambling, emphasising the need for proactive engagement and personalised support to prevent risky behaviour before it escalates. Operators are recognising that sustainable play is essential for long-term success, and this trend is pushing them to adopt more automated solutions for early intervention.
At Flows, we offer sophisticated, real-time data-driven automations that not only track behavioural changes but also guide players toward sustainable habits. By integrating early warning systems and educational content into the player experience, we empower operators to foster safer gaming environments. This proactive approach not only mitigates potential risks but also aligns with the industry’s collective goal of ensuring that revenue generation does not come at the expense of player well-being
As operators focus on this holistic view of responsible gaming, Flows is dedicated to supporting them with tools that facilitate compliance and promote a culture of safe gambling. By combining automation with a commitment to player protection, we are preparing to meet the evolving challenges in the safer gaming space effectively.
Q: Lisa, what advice would you give to other operators considering using Flows for their Safer gaming needs, based on your own experience?
Based on my experience with Flows, I would highly recommend it to any operator looking to enhance their Safer Gaming initiatives. It’s a versatile and efficient tool that can automate many tasks, freeing up your team to focus on more strategic aspects of player safety.
Ready to simplify your safer gambling efforts? Find out how Flows can help you automate compliance and protect players—contact us to learn more.
