How social casinos leverage Facebook user data to target vulnerable gamblers
2019-08-13 00:00:00


Every year, more people are playing gameson their phones.(1)
每年,越来越多的人在手机上玩游戏。

And one category, called social casinos, hasquickly become a multi-billion dollar industry.(2)
其中一类被称为社交赌场,很快就会成为一个价值数十亿美元的行业。

But new evidence shows game developers aretargeting vulnerable users, all with the help(3)
但是新的证据显示,游戏开发者正在针对易受攻

of Facebook and its massive trove of personaldata.(4)
Facebook及其庞大的个人数据库。

For the record, “PBS NewsHour” producessome content as part of a business relationship(5)
根据记录,“PBS NewsHour”会将一些内容作为业务关系的一部分

with Facebook.(6)
与Facebook。

From Reveal at the Center for InvestigativeReporting, Nate Halverson has the story.(7)
来自调查报道中心的Reveal,Nate Halverson讲述了这个故事。

(BEGIN VIDEOTAPE)
NATE HALVERSON, REVEAL FROM THE CENTER OFINVESTIGATIVE REPORTING: Suzie Kelly is a(8)
NAL HALVERSON,从调查报告中心揭晓:Suzie Kelly是一个

grandmother from suburban Dallas.(9)
来自达拉斯郊区的祖母。

Five years ago, she and her husband were thinkingabout retirement.(10)
五年前,她和她的丈夫正在考虑退休。

But, all that changed one afternoon, whenshe sat down to watch TV.(11)
但是,一天下午,当她坐下来看电视时,一切都改变了。

SUZIE KELLY: There was a commercial for BigFish Casino.(12)
SUZIE KELLY:Big Fish Casino有一个商业广告。

I thought it was a casino-casino at first,and then I realized it was a game.(13)
起初我以为它是赌场赌场,然后我意识到这是一场游戏。

UNIDENTIFIED FEMALE: Big Fish Casino.(14)
未知身份的女性:大鱼赌场。

Play for free.(15)
免费玩。

Play for fun.(16)
玩得开心。

NATE HALVERSON: The game she downloaded ispart of a rapidly- growing industry called(17)
NATE HALVERSON:她下载的游戏是一个快速发展的行业的一部分

“social casinos” that launched on Facebookabout 10 years ago.(18)
大约10年前在Facebook上推出的“社交赌场”。

These apps bundle together games like poker,roulette and slot machines.(19)
这些应用程序捆绑了扑克,轮盘赌和老虎机等游戏。

Kelly's slot machine game was free to play,at first.(20)
凯莉的老虎机游戏起初是免费的。

But, once her free chips ran out, she hadto buy more to keep playing.(21)
但是,一旦她的免费筹码用尽,她就不得不购买更多以继续玩。

SUZIE KELLY: I would say that my spendingincreased to hundreds of dollars and thousands(22)
SUZIE KELLY:我会说我的支出增加到数百美元和数千美元

of dollars within the first month.(23)
第一个月内的美元。

NATE HALVERSON: How much could you win playingBig Fish Casino?(24)
NATE HALVERSON:你能赢多少玩Big Fish Casino?

SUZIE KELLY: Real money?(25)
SUZIE KELLY:真钱?

Zero.(26)
零。

Nothing at all.(27)
什么都没有。

NATE HALVERSON: Why?(28)
NAL HALVERSON:为什么?

SUZIE KELLY: Because they don't pay real money.(29)
SUZIE KELLY:因为他们不付真钱。

They only take money, to give you virtualchips to continue to play on their app.(30)
他们只拿钱,给你虚拟筹码继续玩他们的应用程序。

NATE HALVERSON: Fully aware she could nevercash out her chips, that first month, Kelly(31)
NATE HALVERSON:第一个月,Kelly充分意识到她永远无法兑现她的筹码

still spent nearly $8,000.(32)
仍然花了近8000美元。

SUZIE KELLY: I just couldn't stop.(33)
SUZIE KELLY:我无法阻止。

You know, it's like, holy cow, what the hellhave I done again?(34)
你知道,这就像,圣牛,我到底又做了什么?

NATE HALVERSON: Nine months after downloadingthe free game, Kelly had spent more than $40,000.(35)
NATE HALVERSON:在下载免费游戏九个月后,Kelly花了超过40,000美元。

SUZIE KELLY: I have an addiction.(36)
SUZIE KELLY:我有一个上瘾。

I just -- I realize I had to get out of it.(37)
我只是 - 我意识到我必须摆脱它。

I needed out.(38)
我需要了。

NATE HALVERSON: She decided to quit, and emailedthe game company.(39)
NATE HALVERSON:她决定辞职,并通过电子邮件向游戏公司发送电子邮件。

Kelly showed me hundreds of messages betweenher and Big Fish Casino.(40)
凯莉向她展示了她与Big Fish Casino之间的数百条消息。

And you write to them, and the subject lineis, all caps, "cancel account."(41)
你写信给他们,主题是全部上限,“取消帐户”。

SUZIE KELLY: Right.(42)
SUZIE KELLY:对。

I wrote, I just can't do this anymore.(43)
我写道,我不能再这样做了。

I’ve maxed out my AmEx twice.(44)
我已经两次完成了AmEx。

NATE HALVERSON: Did they delete your account?(45)
NATE HALVERSON:他们是否删除了您的帐户?

SUZIE KELLY: No, sir.(46)
SUZIE KELLY:不,先生。

NATE HALVERSON: Kelly asked Big Fish Casinoto delete or permanently ban her from playing,(47)
NATE HALVERSON:Kelly要求Big Fish Casino删除或永久禁止她玩,

nearly a dozen times.(48)
近十几次。

The company never did.(49)
该公司从未这样做过。

She continued spending, hiding it from herhusband.(50)
她继续花钱,把它藏在丈夫身上。

In total, Kelly would lose more than $400,000.(51)
总的来说,凯利将损失超过40万美元。

SUZIE KELLY: You know, I had to come cleanwith my husband.(52)
SUZIE KELLY:你知道,我必须和我丈夫一起来。

I took a breath, I remember this, and I said,its like I said, I’m sorry, Chuck.(53)
我深吸一口气,我记得这一点,我说,就像我说的那样,对不起,查克。

I said, I think we might lose.(54)
我说,我想我们可能输了。

I don't want to lose everything.(55)
我不想失去一切。

KEITH WHYTE, EXECUTIVE DIRECTOR, NATIONALCOUNCIL ON PROBLEM GAMBLING: I mean, it's(56)
KEITH WHYTE,执行董事,国家问题赌博理事会:我的意思是,这是

absolutely predatory.(57)
绝对掠夺性的。

And it should be unacceptable.(58)
这应该是不可接受的。

NATE HALVERSON: Keith Whyte is the executivedirector of the National Council on Problem(59)
NATE HALVERSON:Keith Whyte是全国问题理事会的执行董事

Gambling.(60)
赌博。

He said real casinos would be required tocut her off, or face big fines.(61)
他说,真正的赌场将被要求切断她,或面临巨额罚款。

But there are no regulations on social casinogames.(62)
但社交赌场游戏没有规定。

KEITH WHYTE: Those people who, like Suzie,appear to have very severe gambling problems,(63)
KEITH WHYTE:那些和Suzie一样的人似乎有非常严重的赌博问题,

or gambling-like problems, they can't justwalk away.(64)
或赌博般的问题,他们不能只是走开。

NATE HALVERSON: Whyte said their helplineis increasingly filled with people addicted(65)
NATE HALVERSON:怀特说他们的求助热线越来越多地被人们吸引上瘾

to social casinos, and they've lost seriousmoney.(66)
到社交赌场,他们已经失去了很多钱。

He said social casino games appear to be fivetimes more addictive than traditional casinos.(67)
他说,社交赌场游戏的上瘾程度似乎是传统赌场的五倍。

KEITH WHYTE: In the U.S. alone, you're talkingwell over 100 million people who report playing(68)
KEITH WHYTE:仅在美国,你就有超过1亿人在报道比赛

somewhat regularly on social casino apps.(69)
有点经常在社交赌场应用程序。

And again, no one's tracking this, becauseit's not being regulated.(70)
再一次,没有人跟踪这一点,因为它没有受到监管。

NATE HALVERSON: Last year, social casino companiesearned more than $5 billion, nearly as much(71)
NATE HALVERSON:去年,社交赌场公司的收入超过50亿美元,几乎同样多

as all the casinos on the Las Vegas Strip.(72)
就像拉斯维加斯大道上的所有赌场一样。

But companies like Big Fish claim their gamesare just entertainment, and have avoided any(73)
但像Big Fish这样的公司声称他们的游戏只是娱乐,而且已经避免了

gambling regulations.(74)
赌博规定。

KEITH WHYTE: It's a very highly lucrativebut somewhat secretive industry that has exploded(75)
KEITH WHYTE:这是一个非常有利可图但却有点秘密的行业

across the United States in the past decade.(76)
在过去十年中横跨美国。

NATE HALVERSON: Big Fish declined our requestfor an interview, but sent a written statement(77)
NATE HALVERSON:Big Fish拒绝了我们的采访请求,但发了一份书面声明

saying the company is "dedicated to deliveringgreat entertainment(78)
说该公司“致力于提供卓越的娱乐

experiences," and that "we strive to ensurethat our social games comply with all applicable(79)
经验,“而且”我们努力确保我们的社交游戏符合所有适用范围

standards, rules and requirements."(80)
标准,规则和要求。“

I spoke to former employees of these socialcasinos.(81)
我和这些社交赌场的前雇员交谈过。

None wanted to go on camera, but describeda darker side, saying it was widely known(82)
没有人想要相机,但描述了一个更黑暗的一面,说它广为人知

some players were addicted, and their warningsto management went ignored.(83)
一些玩家上瘾,他们对管理层的警告被忽略了。

One player spent so much on the game, shecouldn't afford her prescription medicine,(84)
一名球员在比赛上花了这么多钱,她买不起处方药,

and they told me another's home was in foreclosure.(85)
他们告诉我另一个人的房屋被取消抵押品赎回权。

Suzie Kelly said the first time she triedto quit, Big Fish called her on the phone,(86)
Suzie Kelly说她第一次尝试戒烟时,Big Fish打电话给她,

not to cancel her account, but to assign hera personal VIP host, Byron Scott, who gave(87)
不要取消她的帐户,而是给她一个私人的VIP主持人,拜伦斯科特,谁给了

her free chips to keep her from leaving.(88)
她的免费筹码让她不能离开。

Where would this relationship with Byron Scottgo?(89)
这与拜伦斯科特的关系会在哪里?

What did it become?(90)
它变成了什么?

SUZIE KELLY: This was a daily thing, backand forth.(91)
SUZIE KELLY:这是日常生活中的来回。

It was like a friendship.(92)
这就像一场友谊。

And you know, my mother passed away in 2016.(93)
你知道,我的母亲在2016年去世了。

They sent me flowers.(94)
他们送我鲜花。

And they also sent, of course, chips to keepme playing.(95)
当然,他们还发送筹码让我继续比赛。

JOSE BROTONS, PRODUCT MADNESS/ARISTOCRAT SOCIALCASINO: Hi, guys.(96)
JOSE BROTONS,产品MADNESS / ARISTOCRAT社交赌场:大家好。

NATE HALVERSON: We tracked down footage froma 2013 tech conference of Jose Brotons, who(97)
NATE HALVERSON:我们追踪了2013年Jose Brotons技术会议的镜头

helped pioneer the VIP system for social casinos.(98)
帮助开创了社交赌场的VIP系统。

He is speaking on stage to a roomful of gamedevelopers.(99)
他正在为一屋子的游戏开发者讲台。

Brotons worked for Aristocrat, the same companythat owns Big Fish Casino.(100)
Brotons为Aristocrat工作,这家公司拥有Big Fish Casino。

He designed the VIP system to target the tinyfraction of players who will actually pay(101)
他设计的VIP系统针对实际支付的一小部分玩家

to play the games.(102)
玩游戏。

JOSE BROTONS: You've got to think that about3 percent of your users are going to be generating(103)
JOSE BROTONS:您必须认为大约3%的用户将会产生

80 percent to 90 percent of the value forthe company.(104)
公司价值的80%至90%。

NATE HALVERSON: We obtained leaked companydocuments that show how his VIP system tracks(105)
NATE HALVERSON:我们获得了泄露的公司文件,显示了他的VIP系统如何跟踪

players by their Facebook IDs, closely monitorstheir game play, and then prods people to(106)
玩家通过他们的Facebook ID,密切监视他们的游戏玩法,然后刺激人们

keep them spending.(107)
让他们花钱。

They refer to their VIPs as whales, a termtaken from the casino industry to describe(108)
他们将他们的贵宾称为鲸鱼,这一术语取自赌场行业的描述

big spenders.(109)
大手笔。

Social casinos now use behavioral analysissoftware to quickly identify people who are(110)
社交娱乐场现在使用行为分析软件来快速识别那些人

likely to become big spenders.(111)
可能成为高消费者。

Behaviors like increasing your bet, or playingfrequently, are signals to the companies,(112)
增加赌注或经常玩游戏等行为是公司的信号,

and they target these players with heavy marketing,and label them, proto-whales, as Brotons explained(113)
正如布罗顿所解释的那样,他们针对这些玩家进行大量营销,并将其标记为原始鲸鱼

to a roomful of game developers back in 2015.(114)
在2015年回到一屋子的游戏开发者。

JOSO BROTONS: We are now capable of predictingproto-whales within their first gaming session,(115)
JOSO BROTONS:我们现在能够在第一次游戏中预测原始鲸鱼,

so we can assign a very high likelihood thata person's going to be a proto-whale.(116)
所以我们可以指定一个人成为原始鲸鱼的可能性很高。

NATE HALVERSON: I show Kelly documents outliningthe creation of the VIP program,(117)
NATE HALVERSON:我展示了Kelly文件,概述了VIP计划的创建,

SUZIE KELLY: Yes, bingo.(118)
SUZIE KELLY:是的,宾果游戏。

For me, that's like, let's find the weakestperson and destroy their life.(119)
对我来说,就像是,让我们找到最虚弱的人并摧毁他们的生命。

NATE HALVERSON: Does it feel like they'retargeting your addiction?(120)
NATE HALVERSON:他们是否觉得他们的目标是你的成瘾?

SUZIE KELLY: Absolutely.(121)
SUZIE KELLY:绝对。

NATE HALVERSON: There is another company profitingfrom these games.(122)
NATE HALVERSON:还有另一家公司从这些游戏中获利。

Facebook makes hundreds of millions of dollarsselling virtual chips to players like Kelly.(123)
Facebook为像Kelly这样的玩家销售虚拟筹码赚了数亿美元。

Julien Codorniou, a Facebook executive, spokeat a game conference in 2014 about social(124)
Facebook执行官Julien Codorniou在2014年的一场游戏大会上发表了关于社交的演讲

casinos.(125)
赌场。

JULIEN CODORNIOU, FACEBOOK EXECUTIVE: It'sthe number one category on Facebook.(126)
JULIEN CODORNIOU,FACEBOOK执行官:这是Facebook上的头号类别。

It's a category that, you know, never stopsgrowing.(127)
这是一个类别,你知道,永远不会停止增长。

Every year, we see new companies out of nowherecoming up with amazing games, amazing IP,(128)
每年,我们都会看到无处不在的新公司想出惊人的游戏,令人惊叹的IP,

launching on Facebook, launching on mobile,making significant money.(129)
在Facebook推出,在移动设备上推出,赚取了大笔资金。

NATE HALVERSON: Facebook's website shows howit tracks people online, and can predict who(130)
NATE HALVERSON:Facebook的网站显示了它如何跟踪在线人员,并可以预测谁

is likely to spend big by analyzing user data.(131)
通过分析用户数据可能会花大钱。

Facebook helps social casinos find those potentialwhales.(132)
Facebook帮助社交赌场找到那些潜在的鲸鱼。

It charges a premium to nudge players to spendmore, to target people whose online behavior(133)
为了瞄准那些在线行为的人,它会花费更多的钱来推动玩家花更多钱

might be a sign of addiction.(134)
可能是成瘾的标志。

JULIEN CODORNIOU: It's very good for gamingcompanies because they can decide to target(135)
JULIEN CODORNIOU:这对游戏公司非常有利,因为他们可以决定定位

on Facebook, or on mobile, you know, specificusers, or just the whales.(136)
在Facebook上,或在移动设备上,您知道,特定用户,或仅仅是鲸鱼。

NATE HALVERSON: Facebook declined to speakon camera, but sent a written statement saying(137)
NATE HALVERSON:Facebook拒绝在相机上发言,但发了一份书面声明说

that while they don't build ad products specificto social casinos, they understand that certain(138)
虽然他们没有制作特定于社交娱乐场的广告产品,但他们理解这一点

games or products can impact some people differently,and they are working to understand the long(139)
游戏或产品可以以不同的方式影响某些人,他们正在努力理解这一点

term impact of certain kinds of content.(140)
某些内容的期限影响。

Sam Lessin is a former top executive at Facebook.(141)
Sam Lessin是Facebook的前高管。

He now runs his own venture capital firm.(142)
他现在经营着自己的风险投资公司。

But back in 2012, he wrote an email to histhen-boss and close friend, Mark Zuckerberg.(143)
但是在2012年,他给当时的老板兼密友马克扎克伯格写了一封电子邮件。

Lessin wrote that he wasn't proud of theirwork with slot machine companies.(144)
Lessin写道,他并不为自己与老虎机公司的合作感到自豪。

I’m fine with it, he wrote, just not proudof it.(145)
他写道,我对它很好,并不为此感到骄傲。

Lessin won't discuss his time at Facebook,but agreed to speak generally about how companies(146)
Lessin不会讨论他在Facebook上的时间,但同意一般性地谈论公司的情况

are targeting people like Suzie Kelly.(147)
正在针对像Suzie Kelly这样的人。

She ended up spending over $400,000 playinga slot machine game.(148)
她最终花了超过40万美元玩老虎机游戏。

SAM LESSIN, VENTURE CAPITALIST/ENTREPRENEUR:Yes.(149)
SAM LESSIN,VENTURE CAPITALIST / ENTREPRENEUR:是的。

I mean, it sounds disgusting, right?(150)
我的意思是,这听起来很恶心,对吧?

You know, we're going to have to live in aworld where both very, very good people, and(151)
你知道,我们将不得不生活在一个非常,非常好的人和世界的世界里

very, very bad people have better tools.(152)
非常非常坏的人有更好的工具。

NATE HALVERSON: Do we want hyper-targetedads from beer companies to alcoholics?(153)
NATE HALVERSON:我们是否希望啤酒公司的超定向广告能够吸引酗酒者?

Do we want hyper-targeted ads from casinosto gambling addicts?(154)
我们是否希望从赌场到赌博成瘾者的超定向广告?

SAM LESSIN: No, of course, we don't want thosethings, right?(155)
SAM LESSIN:不,当然,我们不想要那些东西,对吧?

Like, no thinking person is like, that's great.(156)
就像,没有思考的人那样,那太好了。

But then the question is, well, OK, like,let's be really clear, what rule do you want(157)
但问题是,好吧,好吧,让我们真的很清楚,你想要什么规则

to write?(158)
来写?

Right?(159)
对?

And how are you going to enforce that rule?(160)
你将如何执行该规则?

NATE HALVERSON: Suzie Kelly joined a lawsuitlast year in the state of Washington, where(161)
NATE HALVERSON:Suzie Kelly去年在华盛顿州参加了诉讼

Big Fish Casino is based, arguing that thegame constitutes illegal gambling, and she(162)
Big Fish Casino的基础是,该游戏构成非法赌博,而她

is asking for her money back.(163)
正在向她要钱。

She is now getting help for her gambling addiction,and says she no longer spends money on Big(164)
她现在正在为她的赌博成瘾获得帮助,并说她不再在Big上花钱

Fish.(165)
鱼。

But, she is still dealing with near financialruin from the game.(166)
但是,她仍在处理游戏中近乎财务上的破产。

If you could go back in time to that momentwhen you were about to download the app, what(167)
如果您可以回到那个时刻即将下载应用程序,那么

would you tell yourself?(168)
你会告诉自己吗?

SUZIE KELLY: Don't do it.(169)
SUZIE KELLY:不要这样做。

You don't know this until you play this game,but you've got a problem.(170)
你玩这个游戏之前你不知道这个,但是你遇到了问题。

If you have an addiction, you're screwed.(171)
如果你有上瘾,你就搞砸了。

NATE HALVERSON: And there is nothing stoppingcompanies from continuing to target people's(172)
NAL HALVERSON:没有什么可以阻止公司继续瞄准人们

addictions.(173)
瘾。

For “PBS NewsHour”, I’m Nate Halversonwith Reveal, in Plano, Texas.(174)
对于“PBS NewsHour”,我是德克萨斯州普莱诺的Nate Halverson和Reveal。

(END VIDEOTAPE)
AMNA NAWAZ: If you have spent hundreds orthousands of dollars playing a social casino(175)
AMNA NAWAZ:如果你花了数百或数千美元玩社交赌场

game on Facebook or a mobile device, Revealwants to hear from you.(176)
在Facebook或移动设备上玩游戏时,Reveal希望收到你的来信。

To share your story, go to revealnews.org/whale.(177)
要分享您的故事,请访问revealnews.org/whale。


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