Exploring the information needs of gambling

Transcript:Exploring the information needs of gambling:
Exploring the information needs of gambling consumers – 2019 research Prepared on behalf of the Gambling Commission - 2019 Background Information In 2019, the Gambling Commission commissioned 2CV to undertake a mixed methodology research project to understand the information provided to gambling consumers throughout their gambling experience. The fieldwork for this research was completed in 2019. Since then, there has been various policy changes across a variety of areas. For example, government introduced changes to Fixed Odds Betting Terminal (FOBT) stakes, which took effect from 1 April 2019. The Commission has made updates to the Licence Conditions and Codes of Practice (LCCP) which now prohibits excessive ID requirements for withdrawals or unclear wagering requirements in offers. We also introduced a ban on gambling with credit cards. To enrich the context of the slides where there are speech marks, these are opinions/quotes from participants as part of the qualitative research. The conclusions are those drawn from 2CV. Some of the slides refer to “hot/cold states”. This links into previous research we have published on our website titled “Understanding why people gamble and typologies”. The research also included some questions on credit card gambling. Outputs from that research have already been published, alongside the consultation response document, which is available on our website. Research conducted in 2019 Introduction Key Objective: Understand what information is currently provided for gambling consumers to inform their decision making at each stage of their gambling journey and identify areas where this could be improved. Exec Summary Understanding what information players have, how they interact with it and how this drives their views of gambling operators, can help operators ensure they are providing clear and relevant information that players want and need. Overall, the group that require the most enhanced or more targeted information when gambling is the Low Gambling Literacy (GLS) group Most gamblers felt that they could gamble without receiving further information. However, this group were focused upon the information necessary to start gambling, rather than gambling risks or concepts such as ‘return to player’ (RTP). Points for further consideration Trust is a key driver for players in operator choice, so opportunity exists for a brands to positively differentiate themselves through trust indicators. Gamblers want brands to be trustworthy but currently this is understood implicitly through the brand and its size rather than any specific indicators. The timing and placement of information/messaging is also important, as