Audience, Journey & Measurement
The six segments (Module 03)
| Segment | One-liner |
|---|---|
| New / Novice | Learning the basics — teach how the game works |
| Recreational | Familiar with the product — keep content relevant; this is not a safety assessment |
| Enthusiast | High knowledge, high engagement — go deeper, not louder |
| At-Risk | Behavioral warning signs — tool visibility, not lectures |
| In-Crisis | Actively seeking help — immediate, frictionless support |
| Friends & Family | Asking about someone else — offer resources for concerned others |
Segments are relationship-based, product-contextual, and dynamic — the same player can be Recreational in casino and New/Novice in sports. Overlay the five verticals (Sports, Casino, Lottery, Poker, Bingo) independently. Adapt the lens, never the fact.
The five journey stages (Module 04)
- Awareness — not signed up yet; Playbook as companion brand, teaching how games work
- New Player — just signed up; myth-busting and game education
- Active Player — engaged; deeper game explanations, strategy, quizzes
- Regular — established; introduce self-management tools as feature upgrades
- Support Seeking — available at every stage, one tap away
Flexible use: People may use stages in any order. Tools and support remain available from the start; a content journey is not a prerequisite.
Scorecard: ship, diagnose, or revise? (Module 05)
Anchor metric: NPS — “How likely would you be to recommend this material to a friend who gambles?” Five semantic pairs: Forgettable–Memorable, Boring–Engaging, Preachy–Respectful, Confusing–Clear, Generic–Made for me.
| Result | Call |
|---|---|
| NPS 30+ and every measured pair 4.0+, with no other unresolved concern | Ship |
| NPS 0–29 or another measured pair below 4.0 | Diagnose — run the Full survey |
| NPS below 0 or Preachy–Respectful below 4.0 | Revise |
Brand DNA Alarm: Preachy–Respectful below 4.0 is an automatic hold, regardless of the other scores. Total effort: 3–4 hours per launch. Pulse every launch, Full for diagnostics, Recall at 7–14 days.
These are internal planning thresholds. Pulse only measures Memorable; the other pairs remain unknown. NPS measures recommendation intent, and Recall follow-through is self-reported. Neither proves behavior change or reduced harm.