DBYLOI is a product created 'for Players by Players with Lived-Experience’. This ‘Player-Led’ aspect is a ‘new’ approach and we have continued to use fresh innovation to deliver the ‘Initiative’s’ important message, in video, audio, and in text.
The product gives the online player parity, whereby he/she uses the same device for their ‘protection’ and ‘safety’ as they are using to play, or access money when gambling, available to them 24/7 and in their pocket. For those betting in betting shops, who do not have mobile phones or have no internet access, the product will need the cooperation of the Bookmakers to provide these customers with a selection of DBYLOI’s support materials.
DBYLOI is made up of two component parts: A Strapline and a Website.
Don’t bet YOUR LIFE on it… the strapline/slogan/logo is purely and simply a standalone warning and alert to anyone gambling.
The message to the player is straightforward and visually strong.
The colours, Red and Black (a nod to gambling products), White for purity and sanctity, Blue for calmness and tranquillity, are all sitting inside a wrap-around black box, framing it and making the central image pop. The lower case text is used to speak – not shout – at the viewer: the font is a simple one, and the meaning clear. 'Your Life’ larger, central and in white is to draw in the viewer and to show the importance being put on the quality of the player’s life. The 'three dots’ attached to the end of the statement are there to invite the player to pause and think …!
A fundamental objective of the product is to Raise Standards of Player Protection which is why it is included in the Strapline and reinforced within the messaging itself.
The full DBYLOI product is the website, strapline and signpost system.
The product has six main objectives:
Why is Ed (the messenger) a Motion Capture?
The simple answer is – to have a completely unique and flawless character.
It was considered whether or not we should use a ‘known’ face and it was decided that ‘known’ faces could be problematical, especially if that person ‘messed up’ in other areas of their life, or work, which could impact on the integrity of the product or the messaging. Celebrities, although popular with some, are equally unpopular with others, and it is a similar story with sports stars – they too are divisive. It was ruled out.
In truth, there was always a determination amongst us to use advanced technologies for this, to use them differently and for ‘social good’: to respond equally and opposite to the products and practices players are ‘used’ to seeing today when gambling, to have parity.
And so Ed was ‘born’.
Digitally created to look almost human. His ‘look’ is designed to be attractive to men and women and his colouring and features as culturally sensitive as possible. His heritage is indeterminate. His age is late twenties to give him kudos with young people and to give him the necessary gravitas with the mature gambler. We have encapsulated diversity within his form, facial features and colouring, and we are very proud of him. Visually, he is stunning. Importantly, as an Avatar, he has an obvious appeal for the young.
Ed (the product) is a mentor. His ‘right’ to be a mentor is because he is an amalgam of all the knowledge, expertise and experience of the work collected and collated from Lived-Experience prior to the development of his actual Avatar.
His knowledge is shared in a non-judgemental style, and his facial expressions respond accordingly. His voice is lip-synced using the latest software and his tone was recorded in a professional studio to achieve the same quality as the digital camera work on the face itself. Just like the face, his voice is Ed’s and unique to 'him'.
Our objective for ED is that his ‘character’ be developed further and used over and over again, to become the face of Safer Gambling and to deliver DBYLOI’s recurring themes of Awareness, Recognition, Realisation, and Understanding to create a ‘Common Language’, to act as a pathway to better communication and all the benefits that brings.