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Bet Regret: Summary of key learnings & insights from a four-year marketing strategy

Author: Ipsos UK Published: September 2024
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Summary

This report evaluates the four-year safer gambling campaign targeting harmful betting behaviours. The campaign focused on raising awareness and encouraging behaviour change, especially among young men, using strategies like humour, relatable messaging, and behaviour nudges such as "Tap Out."

Topics covered

  • Campaign strategy: development of audience-focused behavioural interventions like "Tap Out."
  • Evaluation Insights: metrics on awareness, behaviour change, and engagement with support services.
  • Challenges faced: competition with extensive gambling advertising and difficulties in measuring long-term impact.
  • Media approach: use of diverse channels including PR, digital, and partnerships to maximise reach.
  • Future recommendations: enhancing evaluation frameworks and refining audience targeting.

Key findings

  • The campaign increased public awareness of gambling harms, with significant audience engagement during key bursts like the FIFA World Cup.
  • Behavioural nudges like "Tap Out" proved effective in encouraging self-moderation of betting habits.
  • Emotional messaging resonated universally, but gambling stigma required sensitive handling to avoid alienation.
  • Campaign success was constrained by low share of voice compared to gambling operators’ high advertising spend.
  • Evaluation suggests future campaigns should improve targeted reach and leverage advanced analytics for more precise impact assessment.

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