Introduction

Massachusetts has long been a leader in the industry, particularly when it comes to sales and innovation, but we also take the social issues around responsible gambling very seriously. While we want the public to enjoy playing our games, we want people to play responsibly and within their means.

The State Lottery Commission (MSLC) has a long-standing relationship with the Massachusetts Council on Compulsive Gambling (MCCG), dating back to 1988 when the Council first secured legislation to provide funding from state Lottery revenues to address problem gambling. Since then, the MSLC has provided funding to support the Council’s outreach and programs for people who need assistance with gambling problems. These services include hotline, treatment centers, education and awareness programs and public service announcements.

The MSLC’s responsible gambling practices are guided by a team of management-level staff members, led by the Executive Director, who work together to achieve the following:  Ensure that playing the lottery remains a fun and safe form of entertainment by assisting players in making informed decisions about their gambling participation  Inform those who may be adversely affected by gambling that assistance is available and where they can go to seek this assistance  Discourage underage play  Educate employees and retailers about effective responsible gambling practices  Learn from industry research and practices and apply to our responsible gambling strategy  Continue to enhance responsible gambling practices as new technologies and resources are developed

The MSLC is honored to have been selected to participate in this program and we look forward to building upon our existing responsible gambling program and practices.

Background

The MSLC was created by the state legislature in 1971 as a means of generating revenues for the 351 cities and towns of the Commonwealth. To provide an operating structure for the MSLC, the legislature established a five-member commission that includes the State Treasurer as Chairperson, the Secretary of Public Safety, the State Comptroller, and two gubernatorial appointees.

The MSLC sold its first ticket in 1972. In 1974, the MSLC revolutionized the lottery industry when it introduced the first instant ticket game. The MSLC began offering KENO in 1993. The MSLC’s current product line consists of instant tickets, three in-state draw games – The Game, Mass Cash and Megabucks Doubler; three multi-state games – , Mega Millions and ; and two monitor games – KENO and . The MSLC also oversees Charitable Gaming in the state.

In its 45-plus years of existence, the MSLC has returned over $24.6 billion in net profit to the Commonwealth. These funds are the largest source of unrestricted local aid for the 351 cities and towns in Massachusetts.

The MSLC employs a staff of approximately 400 and has approximately 7,500 retail partners.

1. Research a. Does your lottery plan to conduct or collaborate on any research on RG topics in your jurisdiction, and if so, what will be examined? The Massachusetts State Lottery Commission’s (MSLC) Executive Director is an appointed member of the Massachusetts Public Health Trust Fund Executive Committee, a legislatively- mandated fund made up of assessments from the state’s expanded gaming licensees for the purpose of funding gaming research, responsible gaming programs, and problem gambling mitigation for the Commonwealth.

The University of Massachusetts Amherst School of Public Health & Health Sciences (SPHHS) has been engaged by the Massachusetts Gaming Commission (MGC) to carry out a comprehensive, multi-year research project, believed to be the first of its kind, on the social and economic impacts of introducing casino gambling in Massachusetts. The project was established per the requirements of the 2011 Expanded Gaming Act, which requires the MGC to establish “an annual research agenda” to assist in understanding the social and economic effects of the introduction of casino gambling in MA, and in making annual scientifically-based recommendations to the Legislature. The study focuses particularly on problem gambling, but also examines a wide array of social and economic effects of expanded gambling in Massachusetts.

The MSLC is an active participant in the ongoing study, providing extensive data on an annual basis (links to reports).

The MSLC supports research efforts through legislatively-mandated Lottery funding of the MCCG and the MSLC Executive Director’s appointment to the Massachusetts Public Health Trust Fund Executive Committee.

The MSLC will ask vendors that supply our terminals to be able to provide transactional information that could be used towards future responsible gambling projects.

The MSLC will include questions pertaining to responsible gambling in player focus groups beginning this calendar year. b. What steps will be taken to ensure key decision-makers in your lottery are made aware of innovations in RG research? Key MSLC decision-makers are made aware of such innovations through a number of channels, including their ongoing dialogue with the Executive Director of the Massachusetts Council on Compulsive Gambling (MCCG), attending MCCG conferences, participation in the New England Consortium on Problem Gambling and the Massachusetts Partnership for Responsible Gambling (MPRG), and the Executive Director’s membership in the Massachusetts Public Health Fund Executive Committee.

Key MSLC decision-makers subscribe to the Cambridge Health Alliance’s Division of Addiction BASIS (The Brief Addiction Science Information Source). c. Title(s) of staff member(s) responsible for this part of the program. Executive Director Director of Communications Director of Employee Assistance d. How will your objectives be achieved? Objectives will be achieved through: 1) The MSLC’s continued participation in State’s Public Health Trust Fund Executive Committee (established in 2014), and the UMass-Amherst SPHHS’s studies (begun in 2013), 2) The application of research findings, 3) The MSLC’s continued funding of the MCCG

The MSLC will establish an internal responsible gambling committee consisting of representatives from marketing, product development, sales, communications, legal, information technology, customer service, human resources and security. e. Timeline for implementation The MSLC has been participating in the aforementioned programs since their inceptions and will continue our involvement, while also continuing to fund the MCCG, as mandated by the state legislature.

The MSLC plans on establishing its responsible gambling committee by the end of the 2017 calendar year.

The MSLC will begin incorporating questions pertaining to responsible gambling in player focus groups in calendar year 2017. f. Plan for monitoring and evaluation The MSLC will track the UMass-Amherst SPHHS’s annual studies to identify trends that may provide insight into the effectiveness of our responsible gambling initiatives.

The MSLC will work to identify additional statistical data that could be shared with SPHHS researchers.

2. Employee Training a. What employee training policies and procedures will be in place for both new and existing employees? The MSLC currently works with the MCCG to schedule and conduct training sessions for new employees on a regular basis. The title of the training sessions, which are led by the Executive Director of the MCCG, is “Your Role in Keeping Gambling Fun: Addressing Responsible and Problem Gambling.” The sessions include definitions, an explanation of the cycle of addiction, data, signs and symptoms, case studies and tips on what employees can do to help promote responsible gambling. This presentation has been included in our submission in a Power Point file titled “MSLC employee training – June 2016.”

The MSLC will continue to require new employees to participate in a responsible gambling training session.

The MSLC will work with the MCCG to develop department-specific training that will address topics that are most applicable to the functions of respective departments. Examples include training for customer service representatives who have direct interaction with customers, training for field representatives that spend considerable time visiting retailers, and training for the marketing team that develops and promotes new and existing products.

The MSLC will include responsible gambling content in its employee newsletter. An example from a previous edition has been included in our submission in a JPEG file titled, “The Lottery Ledger – March 2016.” b. How will the NASPL RG video training series be utilized? The NASPL RG video training video will be included in the MCCG training sessions. c. What will be your objectives in this area, and how will they be measured? The MSLC’s objective in this area is to ensure that all employees understand the importance of responsible gambling and apply their understanding to their specific roles and responsibilities within the MSLC. The MSLC will monitor, evaluate and report on the number of staff that have received training and the type of training they have received on an annual basis. d. Title(s) of staff member(s) responsible for this part of the program. Director of Human Resources e. Timeline for implementation The MSLC will continue to conduct training sessions for new employees regularly. The MSLC will work to implement additional department-specific training by the end of the 2018 calendar year. The MSLC will begin to include responsible gambling content in its employee newsletter in 2017. f. Plan for monitoring and evaluation Training sessions will include surveys that evaluate the effectiveness of the training and provide feedback on how to enhance it.

3. Retailer Training a. What retailer training programs does your lottery hope to undertake on RG issues? The MSLC will incorporate responsible gambling content into its current training classes for new retailers.

The MSLC will include responsible gambling tips in its retailer newsletter. An example from a previous edition has been included in our submission in a PDF file titled, “Lottery Lines – May 2014.”

The MSLC will post the NASPL RG video on our online retailer portal and direct retailers to it through an email to the retailer database. b. What retailer training policies and procedures will be in place? The MSLC Manual for Sales Agents includes the following in a section on Public Policy: A. Agents will not sell Lottery products to minors. It is against the law to sell Lottery tickets to minors – individuals under the age of 18 years. 1. Post public notice of the law. An Agent must always prominently display at the point of sale or on Lottery equipment at least one Lottery-issued sticker that reminds all customers that minors may not purchase Lottery tickets. 2. Monitor the Lottery equipment and sales. Agents must use reasonable efforts to monitor all Lottery sales, including those made at Instant Ticket vending machines or player activated terminals, to ensure that minors do not purchase Lottery tickets. 3. Check identifications. If an Agent is unsure whether a Lottery customer is of age, the Agent should request identification to confirm the customer’s age. B. Agents will work to support customers with gambling problems. The Lottery is committed to responsible sales of Lottery products and the support of individuals who struggle with gambling problems and addictions. 1. Post public notice of state law An Agent must always conspicuously post a Lottery-issued sticker containing the name and numbers of the Council on Compulsive Gambling and a statement of its availability to offer assistance. These pages from this manual have been included in our submission in a PDF file titled, “MSLC – Manual for Sales Agents.”

Reinforcement of these messages is included in the MSLC’s Sales & Marketing Best Practices manual for retailers. A page from this manual has been included in our submission in a JPEG file titled, “MSLC – Best Practices RG page.” c. What will be your objectives in this area, and how will they be measured? The MSLC’s objective in this area is to ensure that retailers understand the importance of responsible gambling. The MSLC will monitor the number of views that the retailer training video receives on an annual basis. d. Title(s) of staff member(s) responsible for this part of the program. Director of Sales Director of Human Resources Director of Compliance Agent Outreach Directors e. Timeline for implementation The MSLC will implement the items described in part a. of this section before the conclusion of the 2017 calendar year. f. Plan for monitoring and evaluation Agent Account Representatives will continue to ensure compliance of the posting of required stickers in Lottery terminals (image included in submission). The MSLC Compliance department acts on complaints and randomly tests retailers to ensure adherence with our underage policy (refer to language in part b of this section).

4. Education and Awareness a. What awareness and education programs does your lottery hope to undertake? The MSLC has the following policies and procedures already in place:  Requiring all MSLC retailers to post the MCCG’s “800” hotline number on lottery terminals and self-service vending machines  Voluntarily printing the “800” hotline number on all Instant Tickets  Voluntarily printing the “800” hotline number on all bet slips  Posting the “800” hotline number on KENO monitors between each game  Displaying prominently a graphic promoting the MCCG on MSLC homepage  Displaying the “800” hotline number on our mobile applications  Including responsible gambling messaging in print, broadcast, digital and POS advertising. Messaging includes: o You must be 18 years or older to play the Lottery. o If you have a problem with gambling, help is available. Call 1-800-426-1234. o Please play responsibly.  Providing the MCCG with radio inventory as part of the MSLC’s annual holiday advertising campaign (audio file included in submission)  Participating in McGill University’s annual holiday campaign by conducting a holiday toy drive in conjunction with a POS and social media campaign discouraging the gifting of lottery tickets to those under the age of 18 (poster included in submission)  Participating in National Problem Gambling Awareness month and Responsible Gaming Education Week (PGAM poster included in submission). This includes on-site information tabling by the MCCG.  Generating original content and sharing relevant content on social media pertaining to responsible play  Including responsible gaming messaging in talking points for media appearances when there are large jackpots in popular multi-state games  Odds and payouts are accurately reflected in current advertising and promotional materials and on the MSLC website. Visual images have been included in our submission in Power Point files titled, “MSLC – Education and Awareness images” and “MSLC – Social Media posts.” b. What efforts will be made to work with appropriate state and national organizations that provide responsible gambling services? The MSLC will continue to work with the MCCG and Massachusetts state officials to ensure that responsible gambling services receive appropriate funding.

The MSLC will seek to participate in additional organizations at the national level. c. What education and awareness policies and procedures will be in place? Refer to part a. Additionally, the MSLC is exploring the possibility of utilizing the GameSense program. The GameSense brand is currently in use in the state’s first operating casino. This would include a significant online presence featuring engaging video content. d. What will be your objectives in this area, and how will they be measured? The objective in this area is to continue to educate and inform players about responsible play. Implementing GameSense would allow us to track analytics on visit to the site. e. How will resource referral be addressed? Refer to part a. regarding the multiple ways in which the “800” hotline is displayed. f. Title(s) of staff member(s) responsible for this part of the program. Director of Communications Director of Marketing Director of Social Media g. Timeline for implementation As described above, numerous player education programs are already in place. The MSLC will continue with these programs, while seeking new avenues.

The MSLC is exploring the possibility of utilizing the GameSense program within the next 1-2 years. The GameSense brand is currently in use in the state’s first operating casino. h. Plan for monitoring and evaluation The MSLC will review social media analytics on player education content and will gather data from the MCCG on its helpline and website statistics biannually.

5. Budget: a. What budgetary resources will be made available to support these initiatives? The MSLC funds the MCCG through the annual state budget. The amount of funding is determined by the legislature. Over the last decade, the amount has ranged from $1 million to $1.5 million. This funding supports the MCCG’s services that include hotline, treatment centers, education and awareness programs and public service announcements.

The MSLC is also a Gold Member ($25,000 annual fee) of the Massachusetts Partnership for Responsible Gambling (MPRG), which is an alliance of gambling industry leaders, regulators, and gambling disorder experts committed to responsible gambling practices.

The MSLC’s administrative expenses include the various personnel responsible for executing responsible gambling practices. Administrative and advertising dollars are utilized in the production and distribution of materials that include the promotion of responsible gambling. b. Is this is stand-alone budget item as required by the standard, or is it a subsection of another budget area? Refer to previous response. c. Title(s) of staff member(s) responsible for this part of the program. Executive Director Director or Communications Director of Marketing d. Plan for annual evaluation. The MSLC’s funding of the MCCG is determined by the legislature through the annual state budget process.

6. New/Existing Product Oversight: i. Traditional lottery products (draw game and instant tickets) a. What RG programs does your lottery hope to undertake for this product line issues? The MSLC includes responsible gambling messaging, including the MCCG hotline phone number, on all instant tickets, on draw game bet slips and on our Second Chance Drawing mobile app. Refer to visual images submitted in our response to Education and Awareness (4a.) in Power Point file titled, “MSLC – Education and Awareness images.”

As a best practice, the MSLC utilizes age verification readers on player-activated terminals at supermarket and other retail locations. These and other self-service vending terminals must be placed so that is in direct sight of a retailer employee, who has the ability to remotely deactivate the terminal.

The MSLC avoids the use of images that would be seen as appealing specifically to those under the age of 18.

The MSLC avoids the use of terms such as “everyone” and “all” in promotional copy as a means of indicating that there are groups for whom these products are not suitable. b. List any policies or procedures which support RG efforts in the particular product line. The MSLC Manual for Sales Agents includes the following:  An Agent must always prominently display at the point of sale or on Lottery equipment at least one Lottery-issued sticker that reminds all customers that minors may not purchase Lottery tickets.  An Agent must always conspicuously post a Lottery-issued sticker containing the name and numbers of the Council on Compulsive Gambling and a statement of its availability to offer assistance. c. What will be your objectives in this area, and how will they be measured? The MSLC will continue to strive to offer products that adhere to established product oversight procedures.

The MSLC is in the process of replacing retailer terminals and will work with the selected vendors to identify and implement mechanisms that support product oversight. d. Title(s) of staff member(s) responsible for this part of the program. Director of Sales Director of Information Technology Director of Communications Director of Social Media Director of Marketing Product Manager, Instant Tickets Product Manager, Draw and Monitor Games Agent Outreach Directors e. Timeline for implementation Most of the aforementioned has already been implemented. The MSLC will begin replacing retailer terminals in 2017. f. Plan for monitoring and evaluation The MSLC will continue to work with vendors to ensure that we are adhering to the most current industry practices.

The MSLC will share new product concepts and promotional materials with the MCCG to ensure continued compliance in this area. ii. Keno (non-Internet based) a. What RG programs does your lottery hope to undertake for this product line issues? The MSLC includes responsible gambling messaging, including the MCCG hotline phone number, on all Keno bet slips, all Keno monitors and on our mobile app. (include visual) Refer to visual images submitted in our response to Education and Awareness (4a.) in Power Point file titled, “MSLC – Education and Awareness images.” b. List any policies or procedures which support RG efforts in the particular product line. The MSLC Manual for Sales Agents includes the following:  An Agent must always prominently display at the point of sale or on Lottery equipment at least one Lottery-issued sticker that reminds all customers that minors may not purchase Lottery tickets.  An Agent must always conspicuously post a Lottery-issued sticker containing the name and numbers of the Council on Compulsive Gambling and a statement of its availability to offer assistance. c. What will be your objectives in this area, and how will they be measured? The MSLC is in the process of replacing retailer terminals and will work with the selected vendors to identify and implement mechanisms that support product oversight. d. Title(s) of staff member(s) responsible for this part of the program. Director of Sales Director of Information Technology Director of Communications Director of Social Media Director of Marketing Product Manager, Monitor Games Agent Outreach Directors e. Timeline for implementation Most of the aforementioned has already been implemented. The MSLC will begin replacing retailer terminals in 2017. f. Plan for monitoring and evaluation The MSLC will continue to work with vendors to ensure that we are adhering to the most current industry practices.

The MSLC will share new product concepts and promotional materials with the MCCG to ensure continued compliance in this area.

7. Advertising a. What advertising programs does your lottery hope to undertake as it relates to RG efforts and the NASPL advertising guidelines? MSLC will continue to make sure advertising is consistent with NASPL advertising guidelines. The primary themes of our advertising are fun and excitement. We refrain from using concepts that portray the lottery as a means of achieving financial stability or concepts that appeal specifically to vulnerable groups, especially underage players. b. What engagement and awareness policies and procedures will be in place? The MSLC has the following policies and procedures already in place in our advertising:  Including responsible gambling messaging in print, broadcast, digital and POS advertising. Messaging includes: o You must be 18 years or older to play the Lottery. o If you have a problem with gambling, help is available. Call 1-800-426-1234. o Please play responsibly.  Providing the MCCG with radio inventory as part of the MSLC’s annual holiday advertising campaign Examples of our advertising have been included in our submission. c. What will be your objectives in this area, and how will they be measured? The MSLC will continue to employ these practices on an ongoing basis and implement new ideas as they’re generated and as new digital formats are developed. d. Title(s) of staff member(s) responsible for this part of the program. Director of Marketing Director of Communications Director of Social Media Product Manager, Instant Tickets Product Manager, Draw and Monitor Games e. Timeline for implementation The MSLC will continue to incorporate responsible gambling messaging in its advertising. f. Plan for monitoring and evaluation The MSLC will share its advertising campaigns with the MCCG to ensure that it is consistent with responsible gambling initiatives.

The MSLC will monitor feedback through various channels, including customer service email and social media to identify any advertising that some individuals may have found to be contradictory to our responsible gambling mission.