It has been announced today that GambleAware, the independent charity that aims to prevent harms from gambling in parts of the UK, has published its recent safer gambling reports and Bet Regret Synthesis Report.
The Bet Regret Synthesis Report outlines how research was used to inform the development of the various stages of the campaign and ensure an evidence-based approach was applied throughout.
There are a total of four reports published today that show the use of safer gambling messaging by operators in gaming and betting industries.
Through the findings and principles, gambling operators have been able to apply and adopt the evidence based factors to provide safer gambling messaging.
From the reports, it is clear to see that there is a need for gambling operates to integrate a safer gambling approach in to all forms of activity, such as communication, design decisions and marketing.
Through implementation of the measures outlined in the reports, gambling messaging, when combined with the right tools and support can achieve gambling harm prevention in the industry.
The message from the reports is clear; in conjunction with organisational factors, key design principles should be adopted to ensure the successful delivery of safer gambling messaging.
Over the period of one year, a number of gambling operators were analysed and worked closely with Revealing Reality, a multi-award-winning insight and innovation agency, to identify the right tools and support needed to put in place so that significant steps can be taken towards safer gambling messaging.
One of the core principles found was that normalising safer gambling messaging across all stages of communication with bettors and players is necessary for success.
In addition, through adoption of such findings, gambling operators would be preventing gambling harms before they occur, rather than being reactive afterwards.
If such methods are adopted industry wide, safer gambling, through responsible communication will be the default way to gamble for all individuals regardless f whether they are betting on sports or wagering on casino games.
Damon De Ionno from Revealing Reality commented on the report findings:
For many operators, safer gambling is often viewed as an add on. But our report has shown that in order to be successful in communicating safer gambling to customers, operators need to build safer gambling messages into every aspect of business and customer interaction. It is time operators look to prevent gambling harms, rather than just react to them.
Furthermore, two additional reports revealed that gambling operators should be showing their commitment to consistently deliver safer gambling messages to customers and that training and educating employees of operators is key to successfully delivering safer gambling messaging.
Ultimately, a number of factors were taken in to consideration about how gambling operators can communicate safer gambling messaging to customers. The most effective method was found to be social media, whereby operators could use their social channels to raise awareness about the safer gambling tools that are available, such as deposit limits and session time reminders.
Head of Quantitative Research from the Behavioural Insights Team James Lawrence commented:
Our two reports establish key design principles for operators to use as a guide when producing and evaluating their own safer gambling messaging. Overall, we recommend that gambling operators adopt a whole system approach when it comes to safer gambling and that includes testing new ideas using scientific methods such as randomised controlled trials. This will enable operators to deliver effective safer gambling messages and intervention campaigns in the future.
Executive Director at the Gambling Commission Tim Miller added:
Safer Gambling is about protecting people from gambling harm and it is vital we have a clear focus on trying to prevent gambling harms from happening in the first place. Safer gambling messaging can play a key part in this preventative approach. This is why it is so important that the work from Revealing Reality and the Behavioural Insights Team has focused upon better understanding what works and what doesn’t when it comes to safer gambling messaging. We would encourage gambling operators to look at this research and consider how it can help shape their approaches around safer gambling messaging.
The Synthesis Report for the Bet Regret campaign can be read here.