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Gambling typologies

People who participate in gambling activities will fall into one of 8 typologies.

Published: 31 January 2021

Last updated: 25 August 2021

This version was printed or saved on: 23 May 2024

Online version: https://www.gamblingcommission.gov.uk/about-us/guide/gambling-typologies

Overview: There are 8 different types of gambling typologies.

Image 1 - Eight coloured boxes showing the eight different typologies. Each box contains a cartoon image of someone acting out each typology.

Typology 1 – Social play

This occurs when friends go out together to gamble, it’s something that everyone in the group likes doing and the activity sets up a really enjoyable way to spend time together. The opportunity to win money adds to the fun, but the activity is the main focus. Players have some knowledge of the game and confidence. Playing together increases the chances, but they recognise that you win some, you lose some.

Typology 2 – Wise decision

Those that are motivated to gamble by this typology have a bit of a routine to their gambling. They know what they are doing and believe that their knowledge of the game gives them an advantage and the confidence in the win. The main aim is to win money and the enjoyment of the gamble is not as important. These gambles are part of a familiar routine and details are confirmed by looking at form, conditions, odds etc.

Typology 3 – Me time

This moment is about someone having a bit of ‘me time’, it allows someone to switch off and get some down time. It can feel like a treat or it can be to fill a boring bit of a day, but it is essentially done to pass the time. Winning is desired whilst passing the time, although it is not essential to its enjoyment.

Typology 4 – Just what I do

Those that fall into this typology don’t really think about gambling, it’s just part of their routine, something they do with very little thought. Ultimately players believe in the distant possibility of a big win but can be disillusioned with the smaller wins.

Typology 5 – Along for the ride

This typology is for someone who isn’t particularly interested in the gambling activity itself, they are more interested in the opportunity to meet up with friends or family and the gambling is just something they do while they are together. They understand they may lose money as a result of the gambling activity but they are OK with that.

Typology 6 – Money to burn

This typology is for those that have already won money, have spare change in their pocket or been given free goes/spins/credit. It comes from the desire to turn something small or free into something bigger. It will happen when an activity that is already in a persons’ repertoire is triggered by having spare change/spins/credit/winnings to play with.

Typology 7 – Feeling lucky

This is an opportunity to gamble which may come along where someone just feels ‘lucky’. It feels like the stars have aligned and they just want to take a chance. Play is driven by the belief in the win, more than the desire to take part, however the activity must still feel fun. Players are also highly influenced in the moment.

Typology 8 – For the money

This typology is all about the big win, players know that winning is a long shot and that the result is all down to chance but they are still willing to take part in case they do happen to win lots of money. Players aren’t particularly engaged with the gambling activity itself, they are focused on the chance of winning.