Report
Exploring consumer journeys using gambling promotional offers and incentives
The Gambling Commission’s report on consumer interactions with online promotional offers and incentives.
1 - Introduction
The Gambling Commission, in partnership with Yonder, commissioned a mixed-methodology research project to expand their understanding of the promotional offer universe within online gambling. The research was designed to explore three core areas:
- how often and in what way marketing and bonus offers are presented by operators to consumers
- how well consumers understand the offers that they engage with, and how this impacts their use of offers
- whether offers are facilitating the movement of consumers across different products and brands, or driving consumer engagement with ‘riskier’ products and exposing them to greater potential of gambling-related harm.
Our research focused exclusively on promotional offers received and engaged with online, through any brand of gambling operator consumers would naturally interact with.
This report outlines findings from both the quantitative and qualitative phases of the research.
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Methodology - Exploring consumer journeys using gambling promotional offers and incentives
Last updated: 24 November 2023
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