The wicked problem
Gambling has been a systemic problem that our institution has made several intervention towards solving it. Its in the nature of any system where humans are involved or are a part of, that any solution towards solving it becomes a part of the problem (wicked nature).
India has over 370 million bettors during IPL, with transactions exceeding $100 billion in 60 days. Gambling has deep roots in Indian culture, from rooster fights to lotteries. Fantasy sports like Dream11 seized this market. However, the PROGA ban on real money gaming apps pushed users to unregulated offshore platforms, lacking consumer protection.
Framing the System
Evolution of Gambling through
changing practices, governance, and technology Practices Governance Technology
How power and knowledge shape roles within the system? To understand who and who’s , we mapped these stakeholders across axes of power and knowledge. runs the system the most vulnerable • are in the gambling ecosystem. Power and knowledge unevenly distributed • Those helping gamblers, our primary stakeholders, . lack the power to change the system’s structure • and financially motivated influencers. Operators are backed by behavioural design specialists, infrastructure providers • and expertise. Regulators hold the most authority
Financial
Loss Financial
Gain Credibility
Gain Credibility
Loss Psychological
Loss Psychological
Gain
Identifying who gains and who absorbs the losses Gamblers suffer through financial as well as psychological loss. Facilitators suffer loss of credibility at the cost of financial gain. Gambling Operators gain financially through money lost by gamblers. Mitigators & Regulators gain credibility through policies and counselling. Infra Providers do not have direct engagement with gambling are gaining financially
Comprehending the System
Understanding India’s Gambling Structure India’s evolving gambling landscape is sustained by interconnected actors and flows of visibility, money, and behaviour.
What it takes to gamblify an activity? Gamblification It is the imposition of gambling related elements into activities where they wouldn't naturally exist, to induce gambling behavior. Affective Designed to trigger emotional responses or normalising gambling response. Effective embedding gambling mechanics into products to boost engagement. Legitimized and culturally embedded as a skill and knowledge driven activity Maximum engagement during peak IPL season, mostly through fixed odds, exchange models and fixed caps High stimulation representation using graphics, sound to keep
users hooked Ethical safeguarding is close to none, URL blocking and other measures are redundant
Reality
Behavioral Journey of an Implicit Gambler This helped us understand that the where the illusion of control and delayed loss recognition drives more users and keeps them engaged, and the at these points of vulnerability highs are a result of a manufactured ecosystem absence of interventions lead to collapse, relapses, and deep financial losses
Gap Finding
Entry to Collapse- Finding gaps for intervention This was to understand points where there have been existing interventions, in order to find gaps where there is still scope for potential intervening.
Current Interventions in order to curb Gambling A national level regulatory framework to bring structure to the fragmented online gaming ecosystem while preventing harm from the harmful nature of real money games. Inferences it is and constantly evolving. It is much more effective to intervene before the habit forms, at the same time fighting the offshore platforms by URL blocking is redundant considering the mirrored websites they operate through.
Thus, rather than taking regulatory steps that can be bypassed through.
difficult to intervene in a system that is dynamic in nature we prioritized interventions which change the behavioral pattern itself
Intervene
Our Intervention Based on the analysis, an was found at the through a , which could be broadcasted during the peak sporting season such as the Indian Premier League (IPL). intervention point pre habit formation point government initiated awareness driven advertising campaign Objectives To make the general public aware about how the system works and what are the repercussions of gambling
UPI Payment Level Awareness Alerts The gaming category roughly saw around 350-400 million monthly transactions on the UPI platform. It is the closest and the fastest payment method users generally opt for depositing funds.
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Video Advertisements for Ad Slots during IPL Matches These Advertisements will be aired in between the Ad Slots of Cricket Matches on Sports Channels and Online Platforms. It is the closest and the fastest payment method users generally opt for depositing funds. Pre-IPL Hype Early Matches Mid Tournament Playoffs/Finals Post-Loss Loops Ad Storyboard #1 The person gets engaged in betting during IPL matches that he loses sight of everything around him. Slowly losing touch of reality, as he depletes his family relations, finances and things that made him happy. And painfully realises that everything around him is lost.
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Public Awareness Poster Design The idea behind the visuals is to appeal to different psychological and emotional aspects of people.
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