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By evaluate, we mean to understand impact and effectiveness in two ways:

  • did an individual customer interaction have a positive outcome for the customer, and
  • does your overall approach to customer interaction work?

To help with the latter, the Advisory Board for Safer Gambling published an evaluation protocol in 2016 for the industry to use when designing evaluations.

Find out more about the National Strategy to Reduce Gambling Harms, including the evaluation protocol and further research on gambling-related harms.


We expect you to:

  • Understand the impact of individual interactions on a consumer’s behaviour and whether, or what, further action is needed.
  • Evaluate the effectiveness of your approach by trialling and measuring impact.
  • Embed lessons learned and best practice across the business and collaborate to share across the industry.
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Understanding the impact of individual interactions
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