Imperial Innovations' portfolio company Featurespace, the provider of adaptive behavioural analytics, and the National Lottery operator, Camelot, have announced the start of a project to enhance Camelot's existing processes for identifying and protecting online players at potential risk of harmful play.
Featurespace and Camelot have been carrying out in-depth research and analysis over the past two years to understand patterns of online player behaviour in historic datasets. Today marks the start of a sixth-month live trial of those analytics.
The aim is to offer players even greater protection by adaptively recognising patterns of potentially harmful play, and delivering targeted responsible play messaging to at-risk players. Camelot is the first lottery operator to engage Featurespace’s award winning predictive, machine learning analytics to support players online.
Camelot’s objective is to maximise returns to National Lottery Good Causes through selling tickets in a socially-responsible way. Its success in raising over £34 million each week for these projects is underpinned by its strategy of encouraging lots of people to play a little, while keeping their playing behaviour manageable and fun.
Camelot is already internationally recognised for its work in player protection. The UK National Lottery is ranked at just 51st in the world in terms of per capita spend, despite being the sixth largest lottery in the world in terms of sales – clear evidence of the effectiveness of Camelot’s approach to responsible play.
Alison Gardner, Head of Corporate Responsibility for Camelot, explained: “Although instances of harmful play on The National Lottery are extremely rare, we are wholeheartedly committed to continuously improving the help and protection we offer our players. We want to continue to ensure that they have fun, while helping them to stay in control of their playing habits. We’re very proud to be delivering this innovative project with Featurespace.”
David Excell, co-founder of Featurespace, added: “We really admire Camelot’s commitment to remaining at the forefront of player protection. We are also proud to announce our pioneering work conducted over the past two years which shows that technology exists to personalise decisions at an individual level.”