Report
Exploring consumer journeys using gambling promotional offers and incentives
The Gambling Commission’s report on consumer interactions with online promotional offers and incentives.
7 - Conclusion
There are some key overarching considerations surrounding regulatory changes to gambling-related marketing and bonus incentives.
Our consumers were strong advocates of promotional offers, believing them to be ‘on their side’, enhancing their enjoyment of gambling and perceiving them to enable safer gambling practices. These consumers reacted negatively to the concept of these offers being altered or taken away from them in any way and may push back on regulatory interference.
Consumers may not engage with content aimed at raising awareness of the risks involved with secondary types of gambling if they do not self-identify with these activities. This creates challenges in reaching this audience. Our qualitative consumers were regularly engaging with multiple forms of gambling (such as sports betting and online casinos), but only identified themselves with one type of gambling that they have engaged with for the longest amount of time.
Ultimately, consumers feel bonuses mitigate gambling risk. Offers are not spontaneously seen as nefarious tactics to get consumers to part with more of their money, but ways to facilitate safer gambling practices and to prolong a consumer’s ability to gamble for less. There is potential to trigger greater consideration of the impacts of promotional offers by encouraging gamblers to question whether they are actually spending more than they would if offers were not available.
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Last updated: 24 November 2023
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