Strategies to customize responsible gambling messages: a review and focus group study

Abstract

BackgroundResponsible gambling messages are widely used as a tool to enable informed choice and encourage appropriate gambling behavior. It is generally accepted that gamblers have different levels of risk of developing gambling problems and require various harm minimization tools and resources. Therefore, it is reasonable to expect that responsible gambling messages should be customized and target specific groups of gamblers. This project aimed to understand hypothesized differences between cohorts of gamblers and receive qualitative feedback on archetypal targeted messages used to increase use of responsible gambling tools.MethodsFocus groups were held to test messages for specific cohorts: young adults (18–24 years), seniors (60+ years), frequent gamblers (weekly), and gamblers of skill-based games (poker, sports betting).ResultsCohorts exhibited different preferences and responses to message archetypes. Seniors preferred messages about limit setting, whilst young adults and frequent gamblers responded to messages about their own play and expertise. Skill game gamblers were interested in the odds of winning and their own outcomes over time. However, all groups agreed that using positive, non-judgmental language in messaging is important.ConclusionsThis research makes an important contribution to the field by demonstrating that the wording of message content will likely influence the effectiveness of such messages differentially across various groups of gamblers for engaging gamblers in harm reduction tools. Guidance is provided on themes that can be used by public health marketers.Electronic supplementary materialThe online version of this article (10.1186/s12889-018-6281-0) contains supplementary material, which is available to authorized users.

A randomised control trial to evaluate messages that promote limit setting and the impact of limits on online gambling behaviour

“…Allaying any concerns that the efforts to encourage CPT use in this study or by gambling sites in the future may lead to high rates of irritation or site abandoning, research has found customers are not inconvenienced by the promotion of CPTs, including those at different risk levels for gambling problems (3). Future research in live gambling environments is required to determine the effectiveness of targeted messages sent in response to certain risk behaviours (14), as well as messages tailored to individuals and based on cohort preferences, both of which have shown preliminary value as customisation strategies (23,24).…”

Use of Consumer Protection Tools on Internet Gambling Sites: Customer Perceptions, Motivators, and Barriers to Use

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Self-Exclusion among Online Poker Gamblers: Effects on Expenditure in Time and Money as Compared to Matched Controls

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