is research focuses on developing effective responsible gaming strategies, and he investigates both the individual causes of problem gambling, as well as the structural characteristics of games that can influence the gambling behavior of vulnerable players.
Wood is the owner of GamRes, an independent research and consultancy service that designs, implements and evaluates responsible gambling strategies.
Mr Green recently launched the Green Gaming Predictive Tool, a next generation responsible gaming initiative for the gaming industry.
Wood and Mr Green intend to publish the findings for the benefit of the entire gaming industry and their customers.
With Green Gaming, Mr Green wants customers to understand and maintain control of their playing. Using a simple dashboard, customers can continually monitor their playing style using a kind of speedometer, where green indicates low risk and red alerts of higher risk playing behaviors.
“ This evaluation will examine if the players get value from using this sort of high-tech tool. By combining player's behavioral data and player feedback, we should be able to see the extent to which players agree with and act on the feedback, information and recommendations that they get," said Wood
The Green Gaming Predictive Tool analyzes the actual playing behavior of a customer and combines it with the customer's own perception of his or her playing behaviors. In this way, players can get personalized insights and analysis about their gaming and alerts if their plays start to become risky. Mr Green Casino, in turn, will adjusts its offerings and communications based on the individual customer's risk assessment. Players who exhibit increased risk behaviors may be asked to set different limits for their playing or to step back from playing for a period of time. Mr Green will also refrain from sending direct sales messages to customers who show high-risk behaviors.
The tool has been developed together with Sustainable Interaction and Sebastian Gassner. Sustainable Interaction is a company based in Lund, Sweden, and specializes in developing digital products and diagnostic tools in the fields of responsible gaming and psychosocial health. Sebastian Gassner is an expert in responsible gaming technical development, based in Austria.
"The best way to constantly develop and move forward is to test, evaluate and be transparent. This is how we and the gaming industry can learn what works based on our customers' need to control their own risk behavior," commented Jesper Kärrbrink, CEO of Mr Green Ltd, Malta.