A branded program has been developed and introduced byHard Rock International called PlayersEdge. Designed to meetthe needs of all customers from occasional to experiencedplayers alike. 
What does is offer
PlayersEdge is to be implemented across all their casinoproperties, it will identify risks associated with gambling andhelp players to understand their own behaviour and actions.Players will be able to self-exclude and seek professional helpif they are having problems with gambling, using a tone thatis supportive and non-judgemental.Hard Rock insists responsible gambling messages are alwaysat the forefront, but customers seem to miss them or don’ttake notice, believing they are not relevant to them.PlayersEdge has a different approach, attracting theattention of gamblers by using lively casino gambler voices.PlayersEdge is to become a prominent feature within allHardrock and Seminole Casino properties. The program willoffer a stream of fresh, clear and updated information in theform of social and live activation’s that will include a mixtureof media, digital, web and print.Vice President of Global Social Responsibility Paul Pellizzarisaid,“We built PlayersEdge by listening to gamblers. We want tocommunicate the right information by appealing to how theyactually think and behave in casinos. By understanding therisk profiles and experience levels of different player types, wecan segment and target information more precisely, bringinga new focus on preventing problems before they start.”“We want players to become confident and to talk openlyabout gambling, with each other, their families and theirfriends. We want dialogue on what’s healthy and fun, andwhat’s risky. Our employees are critical to this change.”