Hard Rock International has introduced PlayersEdge, a branded program designed 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 for or experiencing problems.

Starting with game facts and casino etiquette, PlayersEdge also helps players understand their own behavior, identify gambling associated risks, and develop positive play habits. For those whose gambling is straying into problematic territory, the program offers the assistance of voluntary self-exclusion and referrals to professional help and counseling services.

According to Hard Rock, while responsible gambling messages have become commonplace in the industry, casino guests often tune them out, on the assumption that it is not meant for them. PlayersEdge speaks differently to people, said the firm, by using the lively voices of casino gamblers to attract their attention.

The program – to be implemented across all Hard Rock and Seminole Gaming casino properties – piques intrigue, with a tone that for most messages is positive, fun and entertaining. For people seeking help, the tone is supportive and non-judgmental.

“We built PlayersEdge by listening to gamblers,” said Paul Pellizzari, Vice President of Global Social Responsibility. “We want to communicate the right information by appealing to how they actually think and behave in casinos. 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 will become a prominent feature of Hard Rock gaming environments. A mix of media, including print, digital, web, social and live activations, will provide a regular stream of fresh information.

“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.