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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.

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

Percentage of people who are influenced to gamble (more) because of 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

Percentage of people who are influenced to gamble (more) because of 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

Percentage of people who are influenced to gamble (more) because of 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

Percentage of people who are influenced to gamble (more) because of 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

Percentage of people who are influenced to gamble (more) because of 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%
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The impact of different types of gambling activities
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The role and impact of operator marketing and communications
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