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Safer Gambling Messaging (phase II) - An Impact Evaluation

Author: C. Jacob, C. Larkin & J. Lawrence Published: March 2021
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Summary

This report from the Behavioural Insights Team, commissioned by GambleAware, evaluates the impact of safer gambling messaging interventions developed by gambling operators as part of a GambleAware-commissioned project.

Topics covered

  • uptake of safer gambling tools
  • impact on play time and deposits
  • customer engagement with messaging

Key findings

The report found direct messaging like emails had little effect on uptake of safer gambling tools, but changes to sign-up processes and social media campaigns significantly increased use of deposit limits and reality checks.
However, increased tool uptake did not lead to detectable changes in play time or deposits.

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