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Exploring online gambling spend

The following table provides a range of staking behaviour (measured by usual stake and session spend) among participants, though it was evident that spend levels escalated across the Problem Gambling Severity Index (PGSI) spectrum.

Typical stake and session spend spectrum by PGSI status

Typical stake and session spend spectrum by PGSI status.
Stake and session spend1 Low-risk (PGSI score 0-2) Moderate-risk (PGSI score 3-7) Problem gambler (PGSI score 8 plus)
Typical stake spectrum (pence and pounds) 20p to £15 plus 20p to £20 plus £1 to £30 plus
Session spend spectrum (pounds) £10 to £20 and/or £30 plus £10 to £20 and/or £40 plus £10 to £40 and/or £50 plus2

Participants reported a number of variables that encouraged them to stake more, including:

  • winning streaks
  • variable prices, such as cheap plays or low-priced casino games
  • receiving information or tips, such as club and/or player form
  • seeing other players and friends place high stakes.

“The key factor that determines the amount I stake is usually whether or not I’m winning. If I feel like I am on a winning streak or having a bit of luck I tend to stake a bit more for higher returns, especially with online games such as roulette. I might feel that black has been especially lucky for me in the game so far so will stake more on that. If I’m losing, I tend to call it quits, but I have often found myself in a vicious circle where I am chasing my losses and end up putting high stakes on and losing a substantial amount of money.” (Male, 26, PGSI 8+, Scotland).

After a big win, participants reported being likely to gamble more and chase the high; sometimes needing more, better wins to sustain it. For many, especially lower risk gamblers, losses could result in a period of post-session reflection and may result in reducing spend – but this wasn’t guaranteed. At the higher end of the risk spectrum, big losses could still prompt continued spend and raised stakes. For some, until their money runs out entirely their spending would continue.

“If I’m failing behind or my money is running low I will bet more to try and win more. It will last till the end of my session then I will start again next time I can afford it. That could be the next day or maybe the next week.” (Female, 34, PGSI 0-2, Midlands).

“If I lose big, I shut myself off from everything and suspend my accounts etc. in order to try and spread losses over the next few weeks. It’s a sickening feeling” (Male, 24, PGSI 8 plus, North England).

Participants also highlighted a range of external influences that also impact on their gambling spend:

  • overall financial situation was the biggest external influence on spend – proximity to pay day and the amount they have ‘banked’ across different accounts often played a role in determining spend levels day-to-day
  • peer influence also played a significant role – gambling is competitive and social. Sports betting was often done competitively with friends and online chat functions on bingo and/or casino games enabled peers to encourage continued and raised spending
  • advertising across channels could pull people into play – promotions (spend X and get X) often influenced stake amounts
  • alcohol and/or drugs – spending decisions were often riskier when under the influence, particularly with peer encouragement
  • emotional state also influenced spending behaviour – ‘mood’ sometimes drove people to spend more or less than normal.

Most moderate-risk gamblers and those who classified as problem gamblers on the PGSI said that they had increased their average stake over the last three years, whereas for low-risk gamblers, it had mostly stayed consistent. Increased spending on gambling was felt to be driven by a wide range of factors, with ease and convenience of online being key.

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