A recent study who set limits as to how much they deposit have a lower net loss and average wager, with in-account messaging being one of the most effective means of encouraging a limit. The study, which involved 31989 betting participants, found that customers who received these messages wagers much less and also use less of their money in engaging in the activity.
Since the study, which was undertaken by Sally Gainsbury and Robert Heirene of the school of psychology’s Brain & Mind center at the University of Sidney and partially funded by the Responsible Wagering Australia, is still in the pre-print stage, it is yet to be peer-reviewed.
Additionally, the study established that these messages were much more effective when presented as in-app notifications as opposed to email. But, it also found no relationship between efficacy and theme of the message content.
In this study, a group of customers using three unique operators were contacted randomly via email or notification with information encouraging then to set deposit limits. If they did not respond within 5 days, a second message would be sent out. The researcher then looked at the gambling patterns of the subjects as well as that of a control who had no message sent to them.
Of those who received a message, and set up a limit, 0.71 percent did so in less than 5 days after the message had been sent out. Just 0.08 percent established a limit at that time.
As for those who go an email, 0.56 percent set up a limit, while 0.82 percent of those who go in-app notification. The content of the message was categorized based on theme into informative, social, or personal. The effectiveness of the three categories was the same. That said, the researchers were quite cautious about their findings and noted that the participants may spend more of their money betting elsewhere.
This study adds to the body of knowledge on gambling habits and adds to the data generated by a U.K study by the country’s Behavioral Insight Team that found an absence of correlation between messaging content and uptake of the initiative.