Sille is a Danish Behavioural Design Expert, who has been working with multinational clients since 2008, defining challenges, developing nudges and changing human behaviour. Sille leads workshops in behavioural design, and gives lectures on the importance of designing behaviour at recognized institutes, such as CU Denver, Pratt Institute, and more. Sille holds an MA in Visual Communication Design from the Royal Design School. She is a former behavioural director at iNudgeYou, expert and host of Danish national TV’s “The Power of Habit” on DR1, and the founder of Krukow ApS, a Danish consultancy firm which helps a wide array of national and international clients, expand, diversify and improve their business. At Krukow, they create choice architecture and provide evidence-based insights, in order to implement strategic solutions, increasing productivity, customer experience and ultimately – revenue. Working from the ground up, they gather data, map behaviour and develop prototypes, in order to create the right solution for companies. The purpose of Paf Responsible Gaming Summit is to increase awareness about responsible gaming by inviting the gaming industry and its stakeholders. We wish to have an open dialogue with gambling operators, partners, academics and decision makers to learn from each other and share best practices https://www.paf.com/rgsummit2015

1. DESIGNING
RESPONSIBLE
GAMING BEHAVIOUR

2. TEAM KRUKOW

3. WHAT WE DO KRUKOW

4. MAKE LIFE EASY KRUKOW

5. CHANGE STARTS WITH AMBITION AMBITION

6. Responsible gaming AmbitionHAVING A GOOD TIME AMBITION

7. STAYING WITHIN BUDGET AMBITION

8. RESPONSIBLE GAMER AMBITION

9. THE HUMAN MODEL

10. RATIONAL AGENT MODEL
WELL-DEFINED
GOALS
MAXIMIZING
STATISTICALLY RISK
ASSESSMENT
RATIONAL

11. STATE OF MIND MODEL
COLD STATE OF MIND
( KNOWLEDGE DRIVEN )
JUST STOP

12. WHEN WE START LOSING COLD

13. BEFORE WE GET OUT OF CONTROL COLD

14. AND BEFORE WE LOSE EVERYTHING COLD

15. COLD, CALM AND COLLECTED COLD

16. THIS MEANS:
WIN WIN
COLD

17. CAUTION!! PROBLEM
COLD IS NOT THE ONLY STATE OF MIND!

18. THESE SITUATIONS WERE PROBLEM

19. CAUSED BY THIS STATE OF MIND PROBLEM

20. WHICH IS A… HOT
HOT STATE OF MIND!
( IMPULSE DRIVEN )

21. WHAT DOES THAT MEAN? HOT

22. REDEFINE THE HUMAN
MODEL

23. 80% OF THE TIME, WE MODEL
IRRATIONEL
HAVE CONFLICTING
GOALS
DO RISK
ASSESSMENT BASED
ON IMPRESSIONS

24. WHAT CAN WE DO? HOT

25. RESPONSIBLECHANGE STATE OF MINDS!

26. RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN

27. TOOLS ARE IN OUR SURROUNDINGS RESPONSIBLE

28. SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM

29. ACCESS CASE

30. ENSURING HEALTHY HABITS CASE

31. REMOVE BARRIERS / INCREASE ACCESS CASE

32. TEST CASE
84%

33. YOU USE THOSE TOOLS ALREADY ACCESS & DEFAULTS
BUYING CREDIT AT THE TABLES EASY TO FIND THE BET BUTTON

34. SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM

35. GIVE VISUAL DIRECTIONS CASE

36. LEFT

37. CASEREDUCING LITTER

38. 30%
CASEREDUCING LITTER

39. VISUAL DIRECTIONS
LEADING THE WAY TO TABELS & BETS
YOU USE THOSE TOOLS ALREADY

40. SOLUTION STRATEGIES RESPONSIBLE
ACCESS & DEFAULTS VISUAL DIRECTIONS SOCIAL NORM

41. IMPROVING HYGINE CASE

42. USING THE SOCIAL NORM CASE
52%

43. SOCIAL NORM
SOUNDS, LIGHTS AND DISPLAY OF WINNERS
YOU USE THOSE TOOLS ALREADY

44. WAIT A MINUTE!!! RESPONSIBLE

45. THIS IS WHAT IS CAUSING THE PROBLEM RESPONSIBLE

46. WE NEVER LEAVE THE HOT STATE! RESPONSIBLE

47. DESIGNING RESPONSIBLE
GAMING…

48. USING STRATEGIES DIFFERENTLY SOLUTION

49. GET OUT OF HOT STATE SOLUTION

50. RESPONSIBLEAT THE RIGHT TIME; BEFORE & WHEN

51. ADD BARRIERS / REDUCE ACCESS SOLUTIONS

52. GIVE FEEDBACK ON REACHED BUDGET SOLUTIONS

53. DISPLAY ANOTHER SOCIAL NORM SOLUTIONS
WE STAY
WITHIN
OUR
BUDGET!

54. LONGTERM LOYALTY & SATISFACTION SOLUTION

55. MAKE LIFE EASY SOLUTION

56. THANK YOU!www.krukow.net