Implications for higher risk gamblers
Those who qualify as moderate risk or problem gamblers on the PGSI tend to be more heavily influenced throughout the journey both in terms of the number of factors influencing them, and the extent of the impact they have.
Passive influences
Higher risk gamblers have greater exposure to passive influences and find them influential on their behaviour. Safer gambling messages are also more likely to be seen by higher risk gamblers at this stage.
External triggers
Higher risk gamblers experience a greater number of triggers, particularly around special offers, direct communications, sponsorship, and receiving tips from friends.
Internal impulses
Higher risk gamblers are more likely to be motivated by the desire to win large amounts of money, pass the time, or simply feel lucky.
Active search
For most of this phase there is little difference in what influences choices for all gambling consumers, regardless of PGSI score. When it comes to setting limits, higher risk gamblers are actually more likely to put limits in place but aren’t as successful at keeping to them.
Play experience
Higher risk gamblers experience far more touchpoints than other gamblers – information from operators, from other people, and special offers. Meanwhile they are less likely to see safer gambling information while gambling. All of which contributes to the session being more likely to end because they’ve over-spent.
Play outcome
Higher risk gamblers are more likely to feel bad about the amount they’ve spent, and take action following their play session (e.g. take a break, set limits, seek help for problem gambling).
Greatest differences in influences for moderate risk – problem gamblers vs non problem – low risk gamblers
Percentage of people who are influenced to gamble (more) because of each factor.
Passive influences
| Influencing factor | Non problem – low risk gamblers (percentage) | Moderate risk or Problem gambler (percentage) | Difference (percentage) |
|---|---|---|---|
| Receive emails, texts or app notifications from gambling companies | 10% | 41% | plus 30% |
| Regret how much you’ve spent in one go whilst gambling | 8% | 37% | plus 29% |
| Take part in any type of gambling activities | 12% | 40% | plus 28% |
| Win a significant amount of money gambling | 20% | 48% | plus 28% |
External triggers
| Influencing factor | Non problem – low risk gamblers (percentage) | Moderate risk or Problem gambler (percentage) | Difference (percentage) |
|---|---|---|---|
| I saw/heard an advert for a gambling company | 3% | 9% | plus 6% |
| I saw/heard about a special offer/free bet open to everyone (e.g. through an advert) | 4% | 8% | plus 4% |
| I saw a reminder about a special offer that was about to end | 3% | 7% | plus 4% |
Internal impulses
| Influencing factor | Non problem – low risk gamblers (percentage) | Moderate risk or Problem gambler (percentage) | Difference (percentage) |
|---|---|---|---|
| To win large amounts of money | 13% | 27% | plus 14% |
| To pass the time | 17% | 27% | plus 10% |
Active search
| Influencing factor | Non problem – low risk gamblers (percentage) | Moderate risk or Problem gambler (percentage) | Difference (percentage) |
|---|---|---|---|
| The operator offers a good chance of winning | 3% | 9% | plus 6% |
| I feel like I'm more likely to win with this operator | 3% | 7% | plus 4% |
Play experience
| Influencing factor | Non problem – low risk gamblers (percentage) | Moderate risk or Problem gambler (percentage) | Difference (percentage) |
|---|---|---|---|
| Winning a game/bet | 10% | 24% | plus 14% |
| I was having loads of fun | 8% | 15% | plus 8% |
The impact of different types of gambling activities Next page
The role and impact of operator marketing and communications
Last updated: 31 May 2022
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