Ms. Sheona Hurd
Senior Manager, Social Responsibility, OLG
Data Driven Responsible Gambling
Co–presented with Mr. Paul Pellizzari
Technology and data are increasing gaming operators’ ability to embed safe play habits into the gambling experience. Driven by data analysis, pre–commitment and player control tools, such as time and money limits, are emerging across jurisdictions in Canada in Video Lottery Terminals (VLTs), slot machines and Internet gaming environments.
To prepare for its recently announced gaming modernization plan, Ontario Lottery and Gaming Corporation (OLG) reviewed its role as a provincial operator and renewed its mandate to serve as market manager and steward of gambling in Ontario. This role includes the direction and control of customer data; a critical element of this is the ability to understand and manage aspects of responsible gambling data.
OLG’s work with responsible gambling data is just beginning. This presentation will explore potential directions for using data to support players.
Ms. Sheona Hurd, Senior Manager, Social Responsibility at Ontario Lottery and Gaming Corporation (OLG), works to help players build safe habits into their gambling experience. Ms. Hurd leads OLG’s responsible gambling strategy and is currently focused on the creation of a responsible gambling customer management program, which includes the development of data analytics and pre–commitment tools.
During her seven years working in responsible gambling, Ms. Hurd developed and implemented the award–winning player education programs Know Your Limit and It Pays To Know, as well as a globally recognized employee training program with the Centre of Addiction and Mental Health. She led OLG’s efforts to obtain third–party responsible gambling accreditation, including RG Check and the World Lottery Association’s highest level of certification.
Before joining OLG, Ms. Hurd was a communications professional with experience in the private and health care sectors.