Hard Rock International has unveiled what it lauds as a “groundbreaking” new program, with PlayersEdge designed to “change casino culture”.

Through the new introduction the firm is debuting a gambling literacy and education program, designed by a US-based gaming company, for users to utilise across North American and international markets.

The new branded program is “the first in the US” to apply a comprehensive education strategy to meet the needs of all gamblers, from new and casual players to seasoned regulars, and anyone at-risk of, or experiencing, problems.

Starting with game facts and casino etiquette, PlayersEdge also helps players understand their own behaviour, identify risks of gambling, and develop positive play habits. Furthermore, it offers the assistance of voluntary self-exclusion and referrals to professional help and counselling services.

The program is to be implemented across all Hard Rock and Seminole Gaming casino properties, as the organisation strives to speak differently to people. 

“We built PlayersEdge by listening to gamblers. We want to communicate the right information by appealing to how they actually think and behave in casinos,” stated Paul Pellizzari, vice president of global social responsibility for Hard Rock International

“By understanding the risk profiles and experience levels of different player types, we can segment and target information more precisely, bringing a new focus on preventing problems before they start.”

Informed by independent research and expert perspectives, PlayersEdge intends to become a prominent feature of HRI gaming environments and will utilise a mix of media including print, digital, web, social and live activations.

The firm states it intends to increase gambling literacy while inspiring honest conversations about slot machines, table games and other gaming experiences.

“We want players to become confident and to talk openly about gambling—with each other, their families and their friends. We want dialogue on what’s healthy and fun, and what’s risky. Our employees are critical to this change,” Pellizzari added.

As part of the new introduction the Florida Council for Compulsive Gambling is to also deliver training to senior personnel how to effectively interact with and support distressed gamblers. 

To reinforce the foundations set by training, each casino property has also established teams and leaders to help drive the priority that responsible gambling is a key part of exceptional customer service.