Planning a “Responsible Gaming” Campaign in Singapore

Topics: Problem gambling, Casino, Gaming law Pages: 6 (2073 words) Published: September 9, 2012
Planning a “Responsible Gaming” Campaign in Singapore Introduction This report focuses on the gambling activities and prevalence of problem gambling in Singapore, with emphasis on the entrance of our first two Integrated Resorts (IRs). IR is a euphemism used in Singapore for the casino-based vacation resort. There are currently two licensed casino operators at Marina Bay Sands (MBS) and Resorts World Sentosa (RWS), which began their operations since 2010. The other legalized gambling operator is Singapore Pools, a subsidiary of the Singapore Totalisator Board (Tote Board). Singapore Pools was set up by the government in 1968 to hold down the illegal gambling that was rifle in the 1960s by providing a legalized channel for betting (gambling). The government’s decision to welcome casino operation had sparked much criticisms and debates amongst the Parliament and Singaporeans. The negative social impact of casino gambling and undesirable activities associated with gambling, such as money laundering, increased organized crime and risk of gambling addiction, were the top concerns. Counselling centres in Singapore have been seeing more cases of problem gambling since the first casino opened, with approximately 10% increase of people seeking help. (Cheney, 2010). Callers to National Council on Problem Gambling (NCPG) helpline has doubled in two months since the IRs opened (Bet Asia, 2010). Problem gambling is widespread in many countries and has become an international problem that need attention in controlling its negative impact to the society. Studies suggested that there are certain demographic characteristics associated to individuals developing problem gambling, especially in Asian cultures towards the Chinese (Tian &


Narmrata, 2007). In view that Singapore population comprises almost 75% of Chinese, I have limited the research and targeting the Chinese for this campaign. The purpose of this “Responsible Gaming” campaign is to engage and educate the public of the underlying negative consequences of gambling. This campaign involves an attitudinal change process consisting of the following: 1) Defining problem gambling, which includes influence of cultures, perceptions and believes, and the value of money. 2) Planning using the information gathered to promote the campaign objectives, tasks, communications and goals. 3) Implementing the campaign into actions plan and schedule. 4) Concluding the effectiveness of campaign to evaluate the extensive of objectives.


Research Process Gambling is a lucrative business with an annual turnover of S$4 billion reported by Singapore Pools alone, which did not include the amount spend at the two IRs (Wong, Suresh, Lim & Lee, 2010). In the US, the gaming industry estimated revenue of US$75 billion and Asians are reported to account up to 80% of customers in some casinos (Glionna, 2006). Singapore Pools, has been organizing Responsible Gaming Week campaign annually since 2007 as part of their social efforts to reach out to customers to reinforce their campaign messages: ‘Have Fun. Always Play with Care’ in 2007, ‘Always do it right. Say NO to underage betting’ in 2008, ‘Play Light, Play Right. Play within your means’ in 2009, ‘Enjoy the World Cup. Know Your Limits’ in 2010 and ‘Be Responsible. Don’t Borrow to Bet’ in 2011. Gambling is seen as a common leisure with little negative consequence. However, gambling becomes a bad behaviour termed problem gambling when it disrupts any major area of your life in aspects of psychological, physical, social or vocational. Other similar definitions include gambling addiction, compulsive gambling or pathological gambling, which is a serious medical disorder. Problem gambling is characterized by the increasing preoccupation with gambling and the urge to continue gambling despite the serious negative consequences. The gambler would lose control...
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