North Carolina Responsible Gambling Verification Program: Implementation

NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

RESEARCH

If resources exist, lotteries should either conduct or fund research on responsible gambling issues that is then published or at least shared with other NASPL members. At a minimum, the lottery should have in place a mechanism by which one staff member is responsible for disseminating responsible gambling research findings to senior management on a regular basis. Lotteries should also reach out to the treatment services providers in their jurisdiction on an ongoing basis to determine if they are observing any trends or issues concerning lottery products which bear further examinations. Research collaboration between a lottery and another organization (such as a university or NCPG state affiliate) is also encouraged. NASPL/NCPG Best Practice.

DESCRIBE ANY RESEARCH PROGRAM YOU MAY HAVE IN PLACE AS IT RELATES TO RG EFFORTS

The Oregon Lottery relies on research to inform all areas of our responsible gambling and problem gambling efforts. The Lottery places high value on ensuring the independence of investigators and their interpretation of the results of research activities; providing adequate funding to support high‐quality research efforts; and protecting the rights of human subjects.

The Lottery’s research program is comprised of three main areas. Key 2014/2015 initiatives in each area are detailed below:

• Funding of proprietary research studies. o The Lottery is the major funder for a 2015 Oregon Gambling Prevalence Study that was undertaken by the Oregon Council on Problem Gambling. The last Oregon study of this magnitude was conducted in 2006. Results are due to be published within the next month. o The Lottery conducted focus groups with front line retailer staff to inform the development of online retailer training. The resulting program begins user acceptance testing next month. • Inclusion of responsible gambling content in regularly fielded attitude, awareness studies. o Lottery conducts bi-annual attitude and awareness studies that address Oregon Lottery products and programs. As part of ongoing research, the ability to specify responsible gambling practices, awareness of problem gambling treatment advertising, awareness that free treatment is available, and awareness that Lottery funds problem gambling treatment, are all metrics that are tracked. o Lottery conducts an annual study that measures attitudes and awareness of community leaders including business and political leaders. The ability to identify problem gambling treatment as a recipient of Lottery funding and affiliation with organizations that support problem gambling treatment are measured as part of this survey. • Engagement with industry consultants to monitor, analyze and disseminate secondary research. o Lottery engage with leading researcher Rachel Volberg and Connie Jones in the development of the Code of Practice. o Lottery retains Connie Jones to compile and provide insight on published research studies, new programs and products, and content from thought leaders in the field. o Lottery engages with Janine Robinson, who is an internationally recognized expert in program development for responsible gambling training to gaming industry staff. Janine shares articles and insights related to best practices in the promotion of responsible gambling practices and the mitigation of harm associated with problem gambling. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

o Lottery subscribes to periodicals and online sources, such as NASPL’s Insights Magazine, LaFleur’s Magazine, and Gambling Compliance to keep abreast of the latest trends in the promotion of responsible gambling and problem gambling treatment in the gaming industry, from regulatory, political, and technology perspectives.

DESCRIBE HOW KEY DECISION-MAKERS IN YOUR LOTTERY ARE MADE AWARE OF INNOVATIONS IN RG RESEARCH.

Our cross-functional responsible gambling program team regularly shares information and developments with the agency’s executive leadership team and Lottery Commissioners. This is accomplished using a variety of channels, including:

• Presenting updates on research, among other topics, every month at the Lottery Commission meeting. On occasion research partners are also invited to speak. • Attending major responsible gambling and problem gambling workshops and conferences locally, nationally and in Canada, and sharing new information with the Lottery Commission, executive leadership team and other responsible gambling team members. • Meeting twice a month to review activity and develop plans for communicating to appropriate decision makers and stakeholders.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT RESEARCH EFFORTS.

Practice: Investment in Research

• Consult with public health, and other subject matter experts to review and analyze evidence-based best practices and identify applications for the Lottery. This will be done through consultant engagements as well as participation in industry events and conferences. • Work cross‐jurisdictionally to assess current responsible gambling programs and their applicability for the Oregon Lottery. • Work with gaming technology and equipment providers to review and analyze available and emerging technologies/equipment and opportunities and impact for responsible gambling practices. • Conduct focus group and other research to test messaging for marketing efforts. • Invest in research studies designed to gather data to inform responsible gambling programs and problem gambling resource awareness. This will include: o Prevalence survey(s) o Concept and message testing o Awareness tracking

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on research practices contained in the Code of Practice. The Lottery regularly evaluates, monitors and reports on the effectiveness of these practices. In addition to internal monitoring, the Lottery participates in a regular workgroup that includes the Oregon Health Authority treatment and prevention, Oregon Council on Problem Gambling, and advocacy groups. We jointly monitor progress on our objectives for the program.

NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Research efforts are led by Laura Sofro who is the Manager of Research & Analytics.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

In 2015 two major successes can be attributed to the investment in research, as follows:

• The Lottery’s funding and advocacy for the prevalence study encouraged participation and funding from other sources (i.e. Oregon Restaurant and Lodging Association and the Tribes of Grand Ronde). This enabled a larger sample and an increased use of web-based surveys. • An outcome of Lottery’s commitment to developing a shared agenda of activities with a wide range of stakeholder groups including the Oregon Council on Problem Gambling and the Oregon Health Authority is the development of a “Problem Gambling in Oregon Resource Guide”. The guide will be published by the Oregon Council, and be based on data gathered from the research program.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

In 2016 Lottery has budgeted over $100,000 for RG research. This will include ongoing engagements with industry consultants and proprietary studies. Our focus will be on research assessing the effectiveness of training programs, and developing effective RG messaging.

Lottery is also partnering with the Oregon Council on Problem Gambling to better leverage data currently available through Lottery and OCPG research.

Additionally, the Lottery will be launching a new survey in 2016 aimed at more comprehensively gauging attitudes and awareness related to Lottery’s efforts to promote responsible gambling and access to problem gambling treatment, as well as Lottery’s role as a significant source of funding for the State of Oregon. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

EMPLOYEE TRAINING

Employees need to be keenly aware of signs of a current or potential gambling problem and treatment referral programs available in their jurisdiction. Defined training programs that provide potential signs of problem gambling and how an employee should respond must be utilized for existing employees and new employees when hired. Tools such as the NASPL/NCPG training videos provide excellent content as part of a comprehensive training program. These programs should be presented on an annual or ongoing basis at minimum. NASPL/NCPG Best Practice

DESCRIBE YOUR EMPLOYEE TRAINING PROGRAM AS IT RELATES TO RG EFFORTS.

Ensuring that Oregon Lottery employees are engaged in the Responsible Gambling Program is critical to the success of the program. The Lottery’s values relating to employee engagement include educating employees about the importance of responsible gambling within Oregon Lottery culture, training employees in how to promote responsible gambling, and educating employees about problem gambling and available resources for assistance.

Lottery’s employee training falls into two main areas. Major 2014/2015 initiatives for each are listed below:

• Responsible Gambling Culture o A Lottery assistant director and the corporate communications manager trained every Lottery employee on the Oregon Lottery Responsible Gambling Code of Practice in 2015. This was accomplished through statewide meetings, departmental meetings, and online presentations. o The Code of Practice is part of new employee orientation and is an in-person presentation with new employees. o Every statewide meeting includes a responsible gambling program update. o Responsible gambling content is prominent on the Lottery Employee Intranet. o Responsible gambling fact sheets and talking points are provided for staff and available on the employee Intranet. • Responsible Gambling Training o The Lottery engaged with the responsible gambling training expert Janine Robinson, who has developed category defining training for retailers and employees in Canadian jurisdictions. Janine is retained on an ongoing basis to develop training and ensure continued focus and content refreshment for our training program. o The Lottery is launching an online all-employee training program in late spring 2016. The training is designed to provide responsible gambling information and techniques for directing players and their families to help. The Lottery will require employees to recertify annually.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT EMPLOYEE TRAINING EFFORTS.

The Oregon Lottery Code of Practice states:

Practice: Employee Engagement NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

The Lottery will engage employees on a formal and informal basis consistently throughout the year and:

• Include staff from a variety of functional areas in the development and annual review of the Code of Practice. • Include goals associated with responsible gambling initiatives in Lottery key performance measures. • Require yearly acknowledgment of the Code of Practice as part of the annual review process. • Communicate responsible gambling initiatives and results to the agency. • Include responsible gambling training in employee onboarding. • Include staff in the development of responsible gambling training. • Provide staff with training designed to ensure knowledge and confidence in directing people to problem gambling resources for assistance.

DESCRIBE HOW THE NASPL RG VIDEO TRAINING SERIES IS BEING UTILIZED.

While we have incorporated relevant components of NASPL’s responsible gambling video training series into our custom training, the Oregon Lottery has a unique business model that required a different approach.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

Lottery is responsible for ensuring and communicating adherence to and progress on employee engagement and training practices contained in the Code of Practice. The Lottery regularly evaluates, monitors and reports on the number of staff that have received training and the type of training they receive. Training content is shared with the workgroup to ensure relevance and effectiveness.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling employee training program is managed by a cross- functional team comprised of senior executives. Employee engagement efforts are led by Joanie Stevens- Schwenger, Public Affairs Manager. Training content and distribution is led by Brandon Bussemeier, Retail Training Manager and Beth Lloyd, Creative Supervisor.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

The Lottery conducted internal focus groups to inform the development of the new training modules. These groups included player and retailer-facing staff such as field sales, field service, and player services. Not only was employee input invaluable to developing the training, but also very appreciated by staff.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM? NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

The Lottery believes engagement goes beyond training and will continue to enculturate responsible gambling across the organization. This may manifest as increased exposure to industry experts for a broader employee groups and expansion of the responsible gambling working team. Specific to training, Lottery has an ongoing engagement with Janine Robinson to develop additional training modules. Modules will focus on increasing the skill set for player and retailer facing staff.

In 2016, Lottery will also examine the opportunity to gauge knowledge about responsible gambling and problem gambling resources among its staff through its yearly Employee Engagement Survey. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

RETAILER TRAINING

Retailer training programs which emphasize treatment referral should be put in place. New retailers should be given information about these programs during orientation, and existing retailers trained and reminded several times a year concerning treatment referral. Programs such as the retailer training component of the NASPL/NCPG initiative should be used where applicable. Age verification restrictions must be emphasized to this audience and revisited on at least an annual basis. NASPL/NCPG Best Practice

DESCRIBE YOUR RETAILER TRAINING PROGRAM AS IT RELATES TO RG EFFORTS.

Lottery products are sold at approximately 4,000 retailers statewide. Retailers operate a variety of business types, and the Lottery represents no more than 50 percent of a retailer’s sales – and in most cases far less. Retailers operate under contracts, which cannot be prescriptive relative to total business operations. All this considered, Lottery recognizes and promotes a shared responsibility with retailers for the promotion of responsible gambling practices and awareness of problem gambling resources.

Values informing retailer engagement include a commitment to ongoing education of retailers and their staff not only about responsible gambling practices but also about providing a physical environment conducive to responsible play.

Lottery’s retailer training falls into four main areas. Major 2014/2015 initiatives for each are listed below:

• Retailer Engagement o The Lottery has a 20-member Retailer Advisory Panel comprised of high volume chain and independent retailers. This group is used to research, validate and test retailer-facing training programs. In 2015, these retailers and their key staff participated in focus groups to help inform the development of new retailer training. • In-person Training o The Lottery has a provision in each retailer contract requiring that a key person receive responsible gambling training. Lottery staff delivers this training, which includes a video presentation. o Lottery retailer training staff conducts onsite training for staff that includes responsible gambling training. o In conjunction with training consultant Janine Robinson, the Lottery has developed a presentation targeted to owners, corporate executives and influencers. This presentation is customizable to specific audiences but always focuses on “why responsible gambling is good business.” • Online Training o In conjunction with training consultant Janine Robinson, the Lottery has developed a 30-minute interactive online module “Responsible Gambling and You.” This is the first of a planned series developed to reach front line retailer staff including bartenders, wait staff and clerks. A small group of front line staff from our retailer advisory panel will begin user acceptance testing next month. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

. The Lottery has worked with the state’s online training platform to identify and develop a distribution channel for this training. . Plans are in place to distribute this training as a component of server training required by the Oregon Liquor Control Commission. . Retention and understanding is assessed and measured at the conclusion of the training. . The Lottery provides a certificate to those completing the training. • Contractual Requirements o In addition to requiring key person training, retailers are required to post information, make helpline materials available for players and make odds and payout information available for players. Further requirements address interactions with players and the physical environment. See section 6 for more detail. o Beginning with the new 2015 retail contract, retailers are required to actively share responsibility for the promotion of responsible gambling with the Lottery.

The contract states:

Responsible Gambling: Lottery recognizes and promotes a shared responsibility with its retailers for the promotion of responsible gambling practices and awareness of problem gambling resources. Retailer agrees to prominently display Lottery-supplied problem gambling resource materials including posters, pamphlets, and stickers. Retailer agrees to provide customers with Lottery-supplied materials regarding the nature of games, game rules, odds, and return to players. Lottery will provide ongoing responsible gambling training for the Retailer’s staff who provide gambling products to customers. Lottery requires the Retailer’s key persons to receive training in responsible gambling.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT RETAILER TRAINING EFFORTS.

The Oregon Lottery Code of Practice states that the Lottery will:

Practice: Retailer Engagement, Training and Physical Environment

• Work with the Video Lottery Retailer Advisory panel to define the retailers’ role in promotion of responsible gambling practices and problem gambling resource awareness. • Supply and require retailers to prominently display problem gambling resource materials including posters, pamphlets and stickers. Lottery will audit for compliance. • Supply and require retailers to provide materials and access to information that may be requested by customers including nature of games, game rules, odds or return to players. • Develop mechanisms to ensure appropriate and ongoing responsible gambling training is provided for staff who provide gambling products to customers. Lottery acknowledges the challenge associated with training front line retail and service staff due to high turnover and low engagement and endeavors to improve outreach to this group. • Contractually require key persons to receive training in responsible gambling as part of retailer onboarding. • Encourage key persons to share training with line staff and provide resources and materials to assist with training. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

• Collaborate with Oregon Liquor Control Commission and the Oregon Restaurant and Lodging Association to identify opportunities to leverage their existing server training resources. • Engage with the National Association of State and Provincial Lotteries to integrate their newly developed training for traditional lottery products into Oregon Lottery training materials.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Oregon Lottery is responsible for ensuring and communicating adherence to and progress on retailer engagement and training practices contained in the Code of Practice. The Lottery regularly monitors and reports on the number of retailer staff that have been trained and the type of training they receive. The new training for front line staff will also allow the Lottery to measure the retention and understanding of the training.

Contractual compliance is audited regularly by retail contracts, security and less formally by field sales and service staff.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Retailer engagement efforts are led by Stacy Shaw Assistant Director of Sales, Marketing and Retail Services. Contractual programs are led by Farshad Allahdadi Manager of Retail Contracts. Training content and distribution is led by Brandon Bussemeier who is retail training manager and Beth Lloyd, Creative Supervisor.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

Typically training programs for retailers do not reach very far into an organization. Working with the state’s online learning platform and Oregon Liquor Control Commission will enable us to reach more retailer front line staff more effectively.

The Retail Advisory Panel, which is a very influential group, has committed to requiring staff to take training much the same way staff is required to have an Oregon Liquor Control Commission issued server’s permit. This represents a major cultural shift and is an indication that retailers have begun to see the value in promoting responsible gambling.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

The new training covers the fundamentals and is intended to be the first in a series. Lottery will endeavor to produce and distribute additional retailer training that will be designed to give retail staff the skills and confidence needed to effectively promote responsible gambling. Janine Robinson has been engaged to develop additional modules. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

PLAYER EDUCATION

Players must be made aware of telephone helplines or other forms of treatment referral available. They must also receive regular information via channels available to lotteries concerning problem and compulsive gambling warning signs, triggers and responsible gaming tips. Detailed information concerning game odds must always be made available so players can make informed choices, and age verification laws must be clearly communicated. NASPL/NCPG Best Practice

DESCRIBE YOUR PLAYER EDUCATION PROGRAM AS IT RELATES TO RG EFFORTS.

The Lottery is committed to providing players with the information they need to make informed choices about their lottery play and to supporting players in taking personal responsibility for their lottery play. This is best accomplished by integrating the responsible gambling messaging into a variety of communications and disseminating the information broadly.

Values informing player messaging include incorporation of empirical evidence of effective messaging and regular assessment of the impact of different messages on player behavior. As new gaming system technologies become available, the Lottery will evaluate opportunities to further support informed decision-making.

Lottery’s player education efforts use multiple channels, many of which (i.e. advertising) are discussed in detail elsewhere in this submission. To minimize duplication, this section will briefly discuss the following:

• Problem Gambling Resource Awareness o The helpline number is broadly communicated on Scratch-It tickets, draw game slips, Keno displays and VLTs. See section 5 for more detail. o Retailers are required to display helpline number and have referral materials available. See section 3 for more detail. Helpline and referral materials are included at all Lottery-sponsored promotional events. o The Lottery runs extensive advertising - both digital and broadcast – which provides referral information. More detail is provided in section 7. o The Lottery produces collateral material promoting available resources . In English and Spanish . Distributed to providers and advocacy groups . For gambler and significant others o The Lottery leverages partner channels to increase reach. This includes tactics like including referral information on the GamTalk website and distributing literature at tribal casinos. o The Lottery partnered with the Oregon Health Authority to develop, design and implement a full featured website that promotes referral: opgr.org. The site provides in depth information about referrals and utilizes testimonials as a powerful tool to drive referral. o The Oregon Lottery website has a link to the Oregon Problem Gambling Resources website on every page. o An extensive search engine marketing campaign was developed to drive referral traffic. See section 7 for more detail. • Communicating Odds and Payouts NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

o Odds and payouts are accurately reflected in advertising and promotional materials. o Video lottery terminal help screens detail odds. o Retailers are provided with odds and payout information for every Scratch-It game they receive, which can be made available to the public. o The Lottery’s website, Oregonlottery.org, has detailed information about odds and payouts. o The Lottery’s most recent responsible gambling television campaign includes a tag line focused on odds and payout “remember the machines always take in more than they payout.” • Providing Self-Assessment Information and responsible gambling tips. o See section “C”

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT PLAYER EDUCATION EFFORTS.

The Oregon Lottery Code of Practice states that the Lottery will:

Practice: Informed Player Messaging

• Develop robust web and video content, including risk assessments and “myth busters”. • Communicate responsible gambling practices broadly across all media channels. • Communicate odds and payouts in an easy‐to‐understand way. • Provide links to additional information including 1877mylimit.com on Lottery websites. • Participate in third party responsible gambling information programs such as the McGill Responsible Holiday Scratch‐It campaigns.

WHAT PLAYER EDUCATION PROGRAMS DOES YOUR LOTTERY OFFER ON HOW TO KEEP GAMBLING A RECREATIONAL ACTIVITY?

• The Lottery runs responsible gambling advertising campaigns focused on keeping gambling entertaining. Every product advertising campaign includes a responsible gambling version executed in the same campaign style. These responsible gambling messages run in rotation with the product advertising. • Lottery participates in the McGill holiday advertising campaign. • The Lottery’s website, www.oregonlottery.org was recently updated to include deeper responsible gambling content. Industry consultant Janine Robinson was engaged to enhance this critical section of the consumer site.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

Lottery is responsible for ensuring and communicating adherence to and progress on player education practices contained in the Code of Practice. The Lottery establishes and reports specific performance metrics, for example, clicks to the Oregon Problem Gambling Resources website, opgr.org site, for advertising campaigns.

The Lottery also measures awareness of the helpline, free treatment and responsible gambling practices in the bi- annual attitudes and awareness study and the annual business leader study. Lottery’s efforts to promote responsible gambling and awareness about available problem gambling treatment continue to be effective. Seven in ten (70%) Oregonians are aware that free problem gambling treatment is available. Nearly eight in ten Oregonians (77%) are able to specify at least one responsible gambling practice (e.g. set a spending limit, set a NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

time limit and/or gamble for entertainment and not investment purposes)[1].

[1] Source: May 2015 Bi-Annual Attitudes and Awareness Tracking Study

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Given that player education crosses multiple departments there is no one person responsible for this area. Major initiatives are led by senior team members in Marketing Communications, Digital Marketing, Research and Product Management.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

Lottery has expanded beyond the “set a time limit and stick to a budget” message for player education. Recent efforts have expanded the responsible gambling message to everyone and include more focus on using accurate information to inform play decisions.

As noted above, Lottery’s tracking research results indicate that Lottery’s efforts to promote awareness regarding RG practices and access to Problem Gambling treatment have been effective.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

The Lottery plans to further enhance the responsible gambling content on its website. This will include the addition of self-assessment tools and cost-to-play calculators.

The Lottery will also continue to expand outreach to maximize awareness for problem gambling resources to include multi-cultural partnerships, media partnerships and asset development.

As technology advances, more opportunities will exist to provide players with relevant, timely and accurate information to inform their play decisions. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

BUDGET

Lottery organizations must pledge to provide adequate financial support for responsible gambling programs. This would include funding for organizational memberships and conference/event sponsorships, as well as any other initiatives taken on by the organization. The budget shall be broken out into its own planning document and not rolled into an existing area with no delineation NASPL/NCPG Best Practice.

WHAT BUDGETARY RESOURCES WILL BE MADE AVAILABLE TO SUPPORT THESE INITIATIVES?

In addition to providing over $5 million annually for problem gambling treatmeent,Lottery designates close to $3 million annually to fund marketing, advertising, consulting, research, sponsorships and events.

IS THIS IS STAND-ALONE BUDGET ITEM AS REQUIRED BY THE STANDARD, OR IS IT A SUBSECTION OF ANOTHER BUDGET AREA?

Fully 90 percent of the total spend is allocated to a dedicated responsible gambling budget. Supplemental budgets are part of the research and travel budgets.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Budgetary oversight is led by Stacy Shaw Assistant Director of Sales Marketing and Retail Services and Mark Strickler,Senior Manager of Marketing Communications.

PLAN FOR ANNUAL EVALUATION.

2016 Annual budget information NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

NEW/EXISTING PRODUCT OVERSIGHT (KENO)

Each product line within a member lottery should contain messaging and awareness concerning treatment referral and other avenues available for help. Plans for each line addressed in the verification standards should be in place. NASPL/NCPG Best Practice.

DESCRIBE ANY PROGRAMS USED WITH THE KENO PRODUCT LINE AS THEY RELATE TO RG EFFORTS.

• The Lottery uses available tools and features on instant, draw and monitor games and equipment. For example, Keno monitors display responsible gambling messaging between games. • Lottery equipment must be placed so that retailer can have line-of-sight and exercise due diligence in prohibiting underage play. • Retailers are required to display helpline information and collateral • Problem gambling helpline information is prominently featured on Keno play ticket stock. • Advertising campaigns for Keno include a responsible gambling version executed in the style of product campaign.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT KENO OVERSIGHT

• Lottery equipment must be placed so that retailer can have line-of-sight and exercise due diligence in prohibiting underage play. • Retailers are required to display helpline information and collateral. • Lottery employees are required to ensure retailer compliance as appropriate.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on the game equipment and features practices contained in the Code of Practice.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Keno is considered a traditional product and management is led by Art Kiuttu Senior Manager Traditional Product.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

N/C

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

Responsible gambling training efforts have tended to focus on VLT and Scratch-It. Opportunities exist to include more Keno specific training into upcoming modules. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

NEW/EXISTING PRODUCT OVERSIGHT (VLT)

DESCRIBE ANY PROGRAMS USED WITH THE VLT PRODUCT LINE AS THEY RELATE TO RG EFFORTS.

• The Lottery uses available tools/features on current and new video lottery terminals. o Display visible clocks on video lottery terminal game screens. o Offer the ability to display credits as dollars. o Prohibit ticket in-ticket out functionality. • Every video lottery terminal has Helpline and opgr.org information prominently displayed. Additionally, the Lottery has added referral information on video lottery ticket stock. • The Lottery researches new and emerging video lottery game and system technology with a particular emphasis on identifying technologies that can provide players with information about their play. As new games and technologies become available, the Lottery will evaluate video lottery terminal performance in relation to responsible gambling values. • The Lottery requires retailers to o Use best practices relative to the retailer physical environment and player/retailer interaction. o Prohibit minors from designated gambling areas. o Follow Lottery line-of-sight guidelines. o Prohibit customers who are openly intoxicated to continue gambling. o Provide hospitality services and make players aware of the passage of time to encourage breaks in play. o Prohibit credit or lend money for the purposes of gambling. • As new video lottery terminal models are introduced to the Oregon market, the Lottery engages with treatment and prevention partners to familiarize them with the product and identify program impacts. • Advertising campaigns for video lottery include a responsible gambling version executed in the style of product campaign. Responsible gambling messaging is rotated with product messaging. Video lottery advertising channels are subject to rigorous age control.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT VLT OVERSIGHT

• Use best practices relative to the retailer physical environment and player/retailer interaction. • Prohibit minors from designated gambling areas. • Follow Lottery line-of-sight guidelines. • Prohibit customers who are openly intoxicated to continue gambling. • Provide hospitality services and make players aware of the passage of time to encourage breaks in play. • Prohibit credit or lend money for the purposes of gambling. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

• Lottery employees are required to ensure retailer compliance as appropriate.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on game equipment and features practices and retailer environment contained in the Code of Practice. Retailer requirements are routinely audited.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Video product management is led by Lyndsey Hambelton, Video Product Manager.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

In 2015, the Lottery developed and ran a video lottery-focused digital advertising campaign. This campaign and its proposed media was shared with public health stakeholders from concept to execution. This collaborative effort gave stakeholders confidence that the Lottery was responsibly marketing its most high profile product.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

The Lottery is currently in year three of a five-year plan to modernize its video lottery terminals, systems and equipment. As this project is completed and new technologies emerge, new responsible gambling programs will be explored, evaluated and implemented. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

NEW/EXISTING PRODUCT OVERSIGHT (TRAD.)

DESCRIBE ANY PROGRAMS USED WITH THE TRADITIONAL PRODUCT LINE AS THEY RELATE TO RG EFFORTS.

• The Lottery uses available tools and features on instant, draw and monitor games and equipment. For example, the Lottery to Go traditional product vending machine requires age verification. • Lottery equipment must be placed so that retailer can have line-of-sight and exercise due diligence in prohibiting underage play. • The Lottery requires traditional retailers to display helpline information and collateral as part of the merchandising program. • Lottery uses age-gating on its Second Chance website when registering. • Lottery prohibits use of cartoons and themes aimed at children on instant game tickets. • Problem gambling helpline information is prominently featured on instant, draw and monitor game tickets. • The Lottery participates in the McGill Holiday Scratch-It campaign annually.

Advertising campaigns for traditional games include a responsible gambling version executed in the style of product campaign.

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT TRADITIONAL GAMES OVERSIGHT

• Lottery equipment must be placed so that retailer can have line-of-sight and exercise due diligence in prohibiting underage play. • The Lottery requires traditional retailers to display helpline information and collateral as part of the merchandising program. • Lottery employees are required to ensure retailer compliance as appropriate.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on game equipment and features practices contained in the Code of Practice.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Traditional product management is led by Art Kiuttu, Senior Manager for Traditional Products.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

At a recent gambling addiction services provider meeting, one of the attendees told us that there was no line-of- sight on the Lottery-To-Go vending machine at her local Fred Meyer and asked why we allowed such a thing. We immediately contacted our sales rep and asked her to visit the retailer. It turned out that the retailer had moved the equipment to accommodate a remodel without notifying us. We immediately had the machine removed for the duration of the remodel – despite the revenue loss for Lottery and the store.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

Continue to broaden the reach of the Lottery’s responsible gambling marketing for traditional product to stay relevant and fresh. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

ADVERTISING

Advertising should comply with any internal policies, state mandates and the NASPL advertising guidelines. Responsible gambling messaging should have a consistent thread throughout all advertisements. NASPL/NCPG Best Practice.

DESCRIBE YOUR ADVERTISING PROGRAM AS IT RELATES TO RG EFFORTS AND THE NASPL ADVERTISING GUIDELINES.

The Lottery’s product advertising follows responsible advertising guidelines. These include avoiding marketing to vulnerable groups in the population, communications that appeal specifically to vulnerable groups (especially underage players) and accurately representing the odds of winning.

• The Lottery spends nearly $3 million annually for responsible and problem gambling advertising to: o Promote responsible gambling practices to all players all the time. The responsible gambling effort includes two to three campaigns yearly and utilizes broadcast, digital and print. o Promote awareness of resources to help problem gamblers and their families. The problem gambling awareness effort promotes both the helpline and other resources such as GamTalk. Two to three campaigns are developed annually. o Lottery spending on problem and responsible gambling is comparable to advertising spend for Lottery products.

LIST ANY ADVERTISING POLICIES OR PROCEDURES IN PLACE.

The Oregon Lottery Code of Practice states that the Lottery will:

Practice: Advertising and Promotion

• Seek subject matter expertise in the development of responsible and problem gambling advertising messages and concepts. Validate new creative concepts with responsible gambling community in development stages. • Dedicate sufficient budget to achieve reach and frequency necessary to achieve awareness goals for problem gambling resource awareness and responsible gambling advertising. • Use verification tools to minimize product and promotional advertising exposure to minors. • Outdoor Advertising Association of America Codes for placement of outdoor advertising. • COMSCORE, a media planning and analysis tool, to select and verify media with 70 percent or more of readership/viewership above 18. • Age verification on Lottery websites. • Continue to use “age‐gating” on the Lottery Second Chance website. • Test and refine responsible and problem gambling advertising to maintain highest level of efficiency and report results regularly and consistently. • Incorporate responsible gambling messages into product and promotional advertising whenever appropriate. • Create advertising to effectively reach multi‐cultural audiences culturally and linguistically. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

• Ensure that product advertising and promotional materials: • Accurately represent the probability of winning a prize. • Are not implicitly or explicitly directed at minors or disadvantaged groups

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on advertising and promotion practices contained in the Code of Practice. Since its inception in October 2012, our digital Trigger campaign has increased the number of visits to the Problem Gambling website from a baseline of close to 1,000 clicks per month (September 2012-1,138) to over 57,000 clicks per month (December 2015), in three years’ time. This represents incredible growth in visibility to this website.

This work started as a collaboration between the Oregon Lottery and one of our consultants, Dr. Jeff Marotta, to provide communication about the Problem Gambling Treatment services available in Oregon for users at risk, when they are going through critical life events and self-assessment moments in their lives that could lead them to seek help for their gambling addiction.

We served ads when users were accessing search engines to look for help related to gambling problems, financial problems and relationship problems. We have since optimized these search terms and have paired it down to close to 170 terms, varying from “quick loans” to “marriage and gambling”.

The search engine marketing has also evolved during the same time frame, and now Google is able to serve banner ads for users who are reading content with these key words embedded on it, making our communication efforts even more effective, because our ads are then able to reach users who may be at-risk, but are not yet ready to search for help.

Our marketing goals for both Google and Facebook are to deliver close to 76,000 clicks per month to the OPGR.org website, and we allocate a total digital budget of $794,237 against those efforts for FY16. This budget also encompasses our efforts to advertise GamTalk, an online community for people with gambling issues. Recent website results are also trending well.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM.

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Mark Strickler, Senior Manager Marketing Communications, Thais Rodick, Associate Manager Marketing Communications, and Shad Barnes, Digital Marketing Manager all play lead roles in this area.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

As aforementioned, our Trigger campaign has delivered positive results for over three years. Perhaps most notably, when we had to take a one year hiatus in our advertising efforts, due to external political pressures, our Problem Gambling Service providers noticed the effects of our lack of advertising. We stopped this program in NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

March of 2013, and the number of visits to the website dropped dramatically. When we were able to reinstate our marketing and advertising efforts in March 2014, the results came back almost overnight.

For instance, in April 2013, the website was experiencing 3,182 hits to the website. When we reinstated our efforts in March 2014, the number of hits to the website increased to 10,469, and went on to climb to 20,181 in April 2014.

As part of our overall marketing efforts, we also improved and redesigned the Oregon Problem Gambling Resource website, to convey a message of hope and recovery. This web site went on to win an award at NASPL for its excellence.

Included with the rebranding and redesigning of the website, was the creation of a Spanish language site, to provide help for players who may not speak English. This work was in close collaboration with the Problem Gambling Service Providers Latino Advisory Committee.

Additionally, we created online and radio advertisements in Spanish to drive users to the Spanish version of our website, increasing the overall number of hits to the website from 1,940 in September of 2015 to 6,770 in November 2015.

Furthermore, we developed a dedicated phone number in Spanish to the problem gambling helpline, 1-844-TU VALES, and produced radio spots in Spanish to advertise these services to the Hispanic community in Oregon. This spot was very well-received and has increased awareness in the Hispanic community that problem gambling services are available in Spanish.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

As we look into the future, we see the following opportunities to improve our marketing efforts:

• Communicate that help is available to significant others and friends and family members of problem gamblers. This is an area in which we will start to advertise heavily in the Spring of 2016; • Reach communities that are difficult to communicate to, i.e. more rural communities in Oregon, Russian- speaking immigrants and Asian and Pacific Islanders in Oregon; • Effectively communicate with Millennials, since they are a group that can be at-risk due to the similarities between social gaming and gambling. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

ENGAGEMENT AND AWARENESS

Member lotteries should look to engage with the entity or entities in their jurisdiction which provide services to problem or compulsive gamblers. Partnerships with NCPG, state affiliate councils or other appropriate organizations should also be a part of their overall program. Participation in awareness activities, such as National Problem Gambling Awareness Month and the Holiday Lottery Campaign, are encouraged. NASPL/NCPG Best Practice.

DESCRIBE ENGAGEMENT AND AWARENESS PROGRAMS AS THEY RELATE TO RG EFFORTS.

The importance of fully engaging the widest possible range of stakeholders in the responsible gambling and problem gambling community is fundamental to the success of the all responsible and problem gambling initiatives.

Values informing this engagement include identifying all likely stakeholders; opening channels of communication with them; fostering relationships, and providing regular opportunities for feedback from stakeholders in the development and fielding of Lottery products and outreach.

The Lottery’s engagement and awareness effort fall into four main areas. Recent initiatives for each are listed below:

• Participation in Problem Gambling and Industry Conferences and Events o At the 2015 NCPG annual conference, Lottery presented along with OHA, OCPG and two industry researchers. The program entitled “Cultivating Common Ground” focused on diverse stakeholder collaboration. o The Lottery presented at the 2015 Evergreen Conference in Seattle. o The Lottery attended Discovery 2015, New Horizons 2015, NASPL/NCPG 2015, AGRI 2015, G2E 2015 and Canadian Gaming Summit 2015 among others. • Participation at Oregon Stakeholder Conferences, Events o The Lottery participates and presents monthly during provider conference calls hosted by OHA. o The Lottery presents at Voices of Problem Gambling Recovery advocacy group meetings. o The Lottery presented at both OHA 2015 Provider Conferences. • Participation in Awareness Activities o The Lottery participates annually in the McGill Holiday Campaign. o The Lottery participates annually in Problem Gambling Awareness Month. We have: o Designed template materials for NCPG for the 2016 Problem Gambling Awareness Month. o Developed kits (posters, brochures) for providers to customize for use during Problem Gambling Awareness Month 2015. o Runs enhanced media schedule during Problem Gambling Awareness Month. • Participation with partner organizations o Stacy Shaw, Assistant Director and Joanie Stevens-Schwenger Public Affairs Manager are members of the National Council on Problem Gambling. Stacy Shaw is a member of the National Council on Problem Gambling’s Communications Committee. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

o Stacy Shaw is a board member of the Oregon Council on Problem Gambling. o Lottery staff participates in the Oregon Problem Gambling Services workgroup that plans communal activities and research to enhance efforts to link problem gamblers with free treatment services and provide accurate information on gambling and gambling addiction. o Thais Rodick Assistant Manager Marketing Communications participates in the Latino Advisory Group o Lyndsey Hambelton Video Product Manager is a member of the Canadian Cross-Jurisdictional Committee which address responsible gambling efforts

LIST ANY POLICIES OR PROCEDURES WHICH SUPPORT ENGAGEMENT AND AWARENESS.

The Oregon Lottery Code of Practice states that the Lottery will:

Practice: Interaction with Responsible Gambling/Problem Gambling Community

• Maintain a visible presence with responsible gambling/problem gambling entities, to enable collaboration on goals and strategies relative to responsible gambling/problem gambling initiatives, including board membership on Oregon Council on Problem Gambling and work group membership with Oregon Health Authority, among others. • Include responsible gambling and problem gambling updates at monthly commission meetings. • Provide staff expertise and funding to Oregon Health Authority to enable the development, execution and distribution of tools designed to provide information and access to problem gambling treatment resources. • Leverage membership in the Oregon Council on Problem Gambling to spearhead the development of a shared agenda of activities and projects aimed at promoting responsible gambling practices.3

WHAT EFFORTS ARE MADE TO WORK WITH APPROPRIATE STATE AND NATIONAL ORGANIZATIONS THAT PROVIDE RESPONSIBLE GAMBLING SERVICES?

In addition to the program elements detailed in section A, an eight-member cross-functional team of senior Lottery staff meets bi-monthly with a partner work group including prevention, treatment, advocacy, and OHA partners. The group develop its communal agenda, including a Problem Gambling Resource Guide, and works to ensure progress, share results and create continuous improvement for the responsible gambling program.

WHAT ARE YOUR OBJECTIVES IN THIS AREA, AND HOW ARE THEY MEASURED?

The Lottery is responsible for ensuring and communicating adherence to and progress on practices. Interaction with Responsible Gambling/Problem Gambling Community contained in the Code of Practice.

TITLE(S) OF STAFF MEMBER(S) RESPONSIBLE FOR THIS PART OF THE PROGRAM. NORTH CAROLINA RESPONSIBLE GAMBLING VERIFICATION PROGRAM: IMPLEMENTATION

The implementation of the Lottery’s responsible gambling program is managed by a cross-functional team comprised of senior executives. Since engagement and awareness crosses multiple departments there is no one person responsible for this area. Stacy Shaw, assistant director leads the cross-functional group.

DESCRIBE ANY SUCCESSES OF THIS PART OF YOUR PROGRAM.

• The Lottery has found that partnerships with the local council and related organizations have been rewarding. Our collaboration has helped enhanced our responsible gambling program, advertising campaigns and outreach efforts. Following are a few examples: o Together with our partners, we presented at the NCPG’s 2015 national conference. The title, “Cultivating Common Ground,” explored the opportunities that opened to all partners when they focused on the values they shared. o The partner group reviews proposed problem gambling advertising and provides helpful input to the Lottery. o The Oregon Council, of which the Lottery is a member, has agreed to provide consistent information about problem gambling in Oregon to decision-makers and the public and is currently working together on a Problem Gambling Resource Guide. o The Lottery is consistently included in partner meetings and conferences as presenters, providing the opportunity to share new research, advertising and statistics on the Oregon Problem Gambling Resources website.

WHAT OPPORTUNITIES EXIST TO IMPROVE OR ENHANCE THIS PROGRAM?

The Lottery intends to continue these partnerships and work on our communal agenda to mitigate the harm to people and their families by problem gambling, link problem gamblers to free treatment and develop a positive outreach campaign that encourages people to gamble responsibly.