The Two-Tier System

One voice, two gears. Tier 1 is confident: “Here’s what the house edge means.” Tier 2 is warm: “I hear you. Let me help.” Same brand, different moment. This module teaches you when to shift — and the language traps that catch people who don’t.

Operator note: The stigma-free language swaps are drawn from the full Stigma-Free Language Guide. This module covers the top 10 swaps — enough for all-staff awareness. Frontline and Tier 2 Support programs cover the complete 35-term guide.

Program: All Employees | Duration: ~10 min | Prerequisites: Welcome to {{PROGRAM_NAME}}

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Quick-scan index

Section	What it covers	Time
Learning objectives	What you’ll know after this module	—
Section 1: Tier 1 and Tier 2	What each tier is, when to use it, how to tell them apart	~4 min
Section 2: Stigma-Free Language	The top 10 swaps every staff member should know	~4 min
Module test	8 graded questions, 80% to pass	~5 min
Key takeaways	Summary	—
References	Links to Playbook brand assets	—

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Learning objectives

After completing this module, you will be able to:

1. Distinguish between Tier 1 and Tier 2 content by identifying the player’s context
2. Apply the top 10 stigma-free language swaps in everyday communication
3. Use the four-question checklist to assign the correct tier to any situation

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Section 1: Tier 1 and Tier 2

Quick recall from Welcome to {{PROGRAM_NAME}}. The Engagement Gap is why nobody reads traditional RG content. The Knowledge Gap is what players actually need to learn — odds, mechanics, tools. The informed-choice model is the four premises that say most players are fine, gambling is entertainment, difficulty comes from missing info, responsibility is shared. The two pillars are Open (“no fine print”) and Social (“worth sharing”). This module adds the how — how to sound when you do that work.

Reading

{{PROGRAM_NAME}} has one voice but two modes:

Tier 1 (95% of content): Entertainment literacy. This is the default — everything from quiz results to odds explainers to social media posts. The tone is confident, informative, sometimes witty. It’s the friend who knows the game and wants to share what they know.

Tier 2 (5% of content): Support and crisis. This is for when players reach out for help — self-exclusion pages, helpline displays, check-in prompts for distressed players. The tone shifts to warm and direct. Humor drops entirely. Clarity and empathy take over.

The boundary between Tier 1 and Tier 2 is context, not topic. A helpline number in a website footer is Tier 1 (present, factual). The same helpline number on a self-exclusion page is Tier 2 (warm, prominent, direct). Same information, different emotional register.

The key dimensions:

	Tier 1	Tier 2
Energy	Confident, energetic, witty	Calm, steady, warm
Humor	Appropriate — cheeky, self-aware	Never — empathy only
Sentence length	15-20 words average	10-15 words (shorter under stress)
CTAs	”Take the quiz” / “See the odds"	"Call now” / “You’re not alone”
Helpline framing	”For any question about gambling"	"Free, confidential, 24/7”
Metaphors	Allowed (“Seatbelt for your bankroll”)	None — literal language only

The four-question checklist. Before writing or delivering any content, answer these:

1. What is the player doing right now? Browsing, playing, or searching for help?
2. What emotional state are they likely in? Curious and relaxed, or stressed and anxious?
3. What action do we want them to take? Learn something, use a tool, or contact support?
4. Would humor feel appropriate here? If “maybe not,” it’s Tier 2.

If the player is browsing or playing and the goal is education or tool adoption — Tier 1. If the player is seeking help or experiencing distress — Tier 2. When the answer is ambiguous, default to the warmer tone.

Narrator Script

Narrator: [transition slide] You learned that {{PROGRAM_NAME}} is a brand built to close the Knowledge Gap. Now let’s talk about how it sounds.

{{PROGRAM_NAME}} has one voice but two modes. [show Tier 1 card] Tier 1 is the default — 95% of everything we do. Confident, informative, sometimes witty. Think of a friend who knows the game.

[show Tier 2 card] Tier 2 is for support moments — 5% of the time. When a player reaches out for help, humor drops completely. The tone becomes warm, direct, and clear.

[show Tier 1/2 comparison] Here’s the key insight: the boundary isn’t about topic. It’s about context. A helpline number in a footer? Tier 1 — it’s just present. The same number on a self-exclusion page? Tier 2 — it needs to feel supportive.

[show four-question checklist] Before any communication, ask four questions. [read the four questions] If you’re unsure, go warmer. It’s always safe to be kind. It’s never safe to be glib.

[pause 2s] Six scenarios above. Work through them, see what feels Tier 1 and what feels Tier 2. The cases where you hesitate are the ones worth slowing down on. Hit play when you’re ready.

Exercise: Tier 1 or Tier 2?

Type: scenario

Instructions: For each situation, choose whether it calls for Tier 1 or Tier 2 tone.

Scenario	Correct Answer	Feedback (correct)	Feedback (incorrect)
“A player is reading an article about how slot machine RTP works”	Tier 1	Right — the player is browsing educational content. Tier 1: confident, informative.	This player is browsing, not in distress. Educational content is Tier 1 — confident and informative.
”A player clicks ‘I need help’ on the support page”	Tier 2	Correct — the player is reaching out. Drop humor, use warm and direct language.	When a player actively seeks help, that’s Tier 2. Warm, direct, no humor.
”A push notification reminding a player about a new odds quiz”	Tier 1	Yes — this is educational content promotion. Tier 1, possibly playful register.	This is promotional educational content. The player isn’t in distress — it’s Tier 1.
”A session reminder pops up after 2 hours of play”	Tier 1	Right — session reminders are Tier 1, factual and light. “You’ve been playing for 2 hours. Most sessions average about 45 minutes.”	Session reminders are Tier 1. The player is playing, not in crisis. Keep it factual and light.
”A player on the self-exclusion enrollment page”	Tier 2	Exactly — this player is taking a significant step to manage their play. Warm, clear, no metaphors.	Self-exclusion is a Tier 2 context. The player is seeking help — be warm and direct, not witty.
”A deposit limit confirmation screen after a player sets their limit”	Tier 1	Correct — the player just took a positive action. Tier 1, celebratory register: “Deposit limit set. That’s a power move.”	Setting a limit is a positive action, not a crisis. Tier 1, celebratory register.

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Section 2: Stigma-Free Language

Reading

The two-tier system determines how you sound. Stigma-free language determines which words you use. Together, they define the {{PROGRAM_NAME}} voice.

The words we choose determine whether players engage or tune out. {{PROGRAM_NAME}} uses stigma-free, person-first language — and it applies to every staff member, not just the copywriting team.

The principle: Put the person before the condition. Never define someone by a clinical label. Describe behaviors, not people.

These 10 swaps are drawn from a larger set of 35 terms organized into five categories: clinical/pathological, judgmental, paternalistic, industry jargon, and fear-based. The Frontline program covers all 35. For now, here are the 10 that matter most:

Here are the top 10 swaps every staff member should know:

#	Don’t use	Use instead	Why
1	Problem gambler	Player	”Problem gambler” defines someone by a clinical label
2	Responsible gambling	Set a budget / Know the odds / Check your session	Generic label — name the specific behavior instead
3	Gambler	Player	”Player” is neutral and inclusive
4	Gambling addiction	Difficulty with gambling	”Addiction” is a clinical diagnosis — Tier 2 only
5	Self-exclude (in Tier 1)	Take a break / Pause your account	”Exclude” sounds punitive; “break” sounds voluntary
6	Intervention	Feature / Tool	”Intervention” is something done to you; “feature” is for you
7	Reality check	Session reminder	”Reality check” implies the player has lost touch with reality
8	You should	You can	”Should” is prescriptive; “can” offers a choice
9	WARNING	Heads up	”Warning” triggers avoidance; “Heads up” triggers attention
10	Odds are against you	The house edge is [specific number]	Same fact, different framing — informative vs. threatening

Why this matters: Labels shut people down. A player who reads “problem gambler” and doesn’t self-identify dismisses the whole message as “not for me.” A player who does self-identify may feel shame — and shame drives avoidance, not engagement. Stigma-free language keeps the door open for everyone.

Operator integration point: Your organization may have its own language policies or codes of conduct that extend beyond these swaps. Link to your internal policies here: Internal Policies

Narrator Script

Narrator: [transition slide] The two-tier system is about how we sound. Now let’s talk about the words we use — and the words we don’t.

{{PROGRAM_NAME}} uses stigma-free, person-first language. That means we put the person before any condition. We describe behaviors, not people. And this applies to everyone — not just the copywriting team.

[show top-10 swaps table] Here are the ten swaps every staff member needs to know. [walk through swaps 1-3] Instead of “problem gambler,” we say “player.” Instead of “responsible gambling,” we name the specific behavior — “set a budget,” “know the odds.” Instead of “gambler,” we say “player.”

[highlight swap 8] Here’s one that catches people: instead of “you should,” say “you can.” “Should” is prescriptive. “Can” offers a choice. {{PROGRAM_NAME}} offers — it doesn’t instruct.

[pause 3s] Why does this matter? Because labels shut people down. The moment someone reads “problem gambler” and doesn’t identify with it, they dismiss everything that follows. Keep the language open, and you keep the door open.

[pause 2s] Two exercises above — a rewrite and a branching conversation — then the module test, eight questions, 80% to pass. The rewrite especially is worth thinking through; there’s no single right answer, only versions that land or don’t. When you’re ready for the test, hit play.

Exercise: Branching Conversation — Is This Tier 1 or Tier 2?

Type: branching-dialogue

Setup: A player contacts you via live chat: “Hey, I want to set up a deposit limit but I’m not sure which amount to choose. Also… I’ve been spending more than I planned lately and I’m a bit worried about it.”

Decision Point 1: This message contains both a tool question AND an emotional disclosure. What is your opening response?

• Option A (Tier 1 focus): “Sure! I can walk you through setting up a deposit limit. What amount were you thinking?” → The player responds: “I was thinking $200 a week. But honestly I’ve been going over $500 lately and I don’t really know how it got that high.” (The disclosure deepens — you missed the emotional signal.)
• Option B (Tier 2 acknowledgment first): “Thanks for reaching out — and for being honest about the spending. That takes courage. Let me help with the deposit limit, and I also want you to know there are some tools that can help with what you’re describing.” → The player responds: “Yeah, I think the limit would help. What else is available?”
• Option C (Jump to helpline): “It sounds like you might be struggling. I’d recommend calling our helpline at {{HELPLINE_NUMBER}} — they can really help.” → The player responds: “Whoa, I just asked about a deposit limit. I’m not that bad. Never mind.”

Principle: When a player discloses an emotion and a practical need in the same message, acknowledge the emotion first, then help with the practical need. You heard the whole person, not just the request.

Teaching feedback: Option B is strongest because it acknowledges BOTH parts of the message — the tool request AND the emotional disclosure. Option A ignores the emotional signal. Option C over-escalates a player who was just beginning to open up.

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Module Test

Narrator: [transition slide] Eight more questions. Remember — 80% to pass. That’s 7 out of 8.

Question 1

Assesses: Learning objective 1

Stem: A player on your platform clicks “Need support?” and lands on a page with helpline information. What tier is this?

Option	Text
A	Tier 1 — it’s still just information
B	Tier 2 — the player is actively seeking help
C	Neither — helpline pages are outside the tier system
D	It depends on whether the player actually calls the number

Correct: B

Explanation: When a player actively seeks help — clicking “Need support?”, visiting a self-exclusion page — that’s Tier 2. The tone should be warm, direct, and free of humor, regardless of what the player does next.

Source: Voice and Tone

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Question 2

Assesses: Learning objective 2

Stem: Which of the following is the {{PROGRAM_NAME}}-approved way to prompt a player to set a deposit limit?

Option	Text
A	”You should set a deposit limit to practice responsible gambling.”
B	”WARNING: Protect yourself by setting a deposit restriction.”
C	”Set your deposit limit. It takes 10 seconds.”
D	”To avoid becoming a problem gambler, we recommend setting a deposit limit.”

Correct: C

Explanation: Option C uses specific behavior (“set your deposit limit”), removes prescriptive language (“you should”), avoids generic labels (“responsible gambling”), and keeps it simple and direct. That’s {{PROGRAM_NAME}} voice.

Source: Stigma-Free Language Guide

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Question 3

Assesses: Learning objective 3

Stem: You’re writing a push notification about a new odds education article. You ask the four-question checklist. What are the answers?

Option	Text
A	Player is browsing, likely curious, goal is education, humor is fine → Tier 1
B	Player might be stressed, goal is support, humor might not land → Tier 2
C	Can’t determine without knowing the specific player → skip the notification
D	It’s about odds, which is serious, so default to Tier 2

Correct: A

Explanation: An educational push notification reaches a player who is browsing. They’re likely curious or relaxed. The goal is to get them to learn something. Humor would be appropriate. All four answers point to Tier 1.

Source: Voice and Tone

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Question 4

Assesses: Learning objective 2

Stem: A colleague in a meeting says: “We need to make sure our responsible gambling interventions reach at-risk gamblers.” What {{PROGRAM_NAME}} language issues are in this sentence?

Option	Text
A	One issue: “at-risk gamblers” should be “at-risk players”
B	Two issues: “responsible gambling” and “interventions”
C	Three issues: “responsible gambling,” “interventions,” and “at-risk gamblers”
D	No issues — this is standard industry language that everyone understands

Correct: C

Explanation: Three swaps needed: “responsible gambling” → name specific behaviors; “interventions” → “features” or “tools”; “at-risk gamblers” → describe the situation, don’t label people. Better version: “We need to make sure our player tools reach people who could benefit from them.”

Source: Stigma-Free Language Guide

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Question 5

Assesses: Learning objective 1

Stem: A session reminder pops up after 2 hours of play. A player sees: “You’ve been playing for 2 hours. Most sessions average about 45 minutes. Set a session reminder?” What tier is this?

Option	Text
A	Tier 2 — the player might be in trouble if they’ve played for 2 hours
B	Tier 1 — the player is playing, the reminder is factual and light
C	Tier 2 — any message about play duration is a support message
D	It starts as Tier 1 but should shift to Tier 2 if the player keeps playing

Correct: B

Explanation: Session reminders are Tier 1. The player is playing, not in crisis. The tone is factual and light — “You’ve been playing for 2 hours.” It’s information, not intervention. If the player then clicks through to support resources, that would be Tier 2.

Source: Voice and Tone

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Question 6

Assesses: Learning objective 1

Stem: A player browsing your app asks a live chat agent: “Hey, can you tell me how odds work on blackjack?” The agent begins answering in a warm, empathetic tone and says: “I understand that can feel overwhelming. Let me help you with that.” Midway through, the player says: “No, I’m just curious — I want to learn.” Which tier should the agent be using, and what went wrong?

Option	Text
A	The agent should be using Tier 2 because any question about odds could indicate distress
B	The agent should be using Tier 1 — the player is curious and browsing, not in distress. Starting with Tier 2 warmth for a casual question misreads the context and may feel patronizing.
C	The agent was correct to start with Tier 2 and should stay there for the rest of the conversation
D	The tier doesn’t matter — both tiers work equally well for odds questions

Correct: B

Explanation: The four-question checklist determines the tier. This player is browsing, likely curious, the goal is education, and humor would be appropriate — all four answers point to Tier 1. Starting with Tier 2 for a casual question misreads the context. The player explicitly corrected the agent: they’re curious, not overwhelmed. When in doubt, context determines the tier.

Source: Voice and Tone

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Question 7

Assesses: Learning objective 2

Stem: Which of the following sentences contains stigmatizing language that needs a {{PROGRAM_NAME}} swap?

Option	Text
A	”You can set a deposit limit in your account settings — daily, weekly, or monthly.”
B	”Free, confidential support is available 24/7 at {{HELPLINE_NUMBER}}.”
C	”Our responsible gambling interventions help at-risk gamblers manage their addiction.”
D	”Your activity dashboard shows sessions, time, and spending patterns.”

Correct: C

Explanation: Option C contains four stigmatizing terms: “responsible gambling” (swap #13 — use specific behaviors), “interventions” (swap #19 — use “tools” or “features”), “at-risk gamblers” (swap #30 and #7 — don’t label people), and “addiction” (swap #2 — use “difficulty with gambling” in Tier 2 only). The other three options all use correct {{PROGRAM_NAME}} language.

Source: Stigma-Free Language Guide

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Question 8

Assesses: Learning objective 3

Stem: You’re writing an email to players about a new feature that lets them view their session history. You run the four-question checklist: the player will be reading this in their inbox, they’re likely in a neutral state, you want them to explore the feature, and humor could work. But your first draft reads: “WARNING: You should review your gambling history regularly to avoid problems.” Apply the checklist — what tier is this, and what’s wrong with the draft?

Option	Text
A	It’s Tier 2 content, and the draft is correct for that tier
B	It’s Tier 1 content, but the draft uses Tier 2 language — “WARNING,” “you should,” and “avoid problems” are all wrong for a casual feature announcement
C	It’s Tier 1 content, and the draft is fine — “WARNING” is appropriate for any player communication
D	The checklist can’t determine the tier for emails

Correct: B

Explanation: The checklist places this squarely in Tier 1: browsing, neutral state, education goal, humor appropriate. But the draft uses fear language (“WARNING”), prescriptive framing (“you should”), and deficit framing (“avoid problems”). A {{PROGRAM_NAME}} version: “Your session history is now live in your account settings. See your play patterns at a glance — sessions, time, the works.”

Source: Voice and Tone

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Key Takeaways

Narrator: [transition slide] Here’s what to remember.

• Tier 1 (95%): Entertainment literacy — confident, informative, sometimes witty. The default for everything.
• Tier 2 (5%): Support and crisis — warm, direct, no humor. For when players reach out for help.
• The boundary is context, not topic. Same helpline number, different emotional register depending on where it appears.
• Use the four-question checklist to assign the right tier. When in doubt, go warmer.
• Top 10 language swaps: player not gambler, specific behaviors not “responsible gambling,” features not interventions, “you can” not “you should.”
• Labels shut people down. Stigma-free language keeps the door open for everyone.

Narrator: You’ve completed the All Employees program. You now have the foundation that every other program builds on. From here, your role has its own track that takes these ideas further — your team will set you up with it when you’re ready. Well done.

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Source basis

You don’t need to read these but they’re published research related to the language guidance — in case a colleague asks.

• Hing, N., Cherney, L., Blaszczynski, A., Gainsbury, S.M., & Lubman, D.I. (2014). Do advertising and promotions for online gambling increase gambling consumption? A systematic review. International Gambling Studies, 14(2), 394–409. Why it’s here: evidence that messaging tone changes player behavior — not just whether the message exists.
• Thomas, S.L., Lewis, S., McLeod, C., & Haycock, J. (2016). ‘They are working every angle’: A qualitative study of Australian adults’ attitudes towards, and interactions with, gambling industry marketing strategies. International Gambling Studies, 12(1), 111–127. Why it’s here: documents how stigmatizing labels stop players from engaging with support — the case for swap-list discipline.
• Delfabbro, P. & King, D.L. (2020). On the limits and challenges of public health approaches in addressing gambling-related problems. International Journal of Mental Health and Addiction, 18, 844–859. Why it’s here: the academic case for two-register communication (what we call Tier 1 / Tier 2) in gambling contexts.

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References

Resource	What to use it for
Voice and Tone	Full tier comparison, tone spectrum, sample rewrites
Stigma-Free Language Guide	All 35 term swaps, context-dependent terms, testing checklist
Tone Examples	Voice in action across different scenarios