Despite having a “relatively low share of voice compared to gambling providers,” GambleAware claims that tracking study data has revealed a “consistently high level of awareness” of each step of its Bet Regret campaign.
The campaign’s overall goal, which began in February 2019, was to encourage younger male sports bettors limit their gambling behaviour. The overall target audience has given the effort a 60 percent approval rating, with the highest risk band giving it a 75 percent approval rating.
Furthermore, Ipsos Mori discovered that nearly half of the marketing audience (38 percent) claim they try to ‘tap out’ of their app before placing a wager.
This figure climbs to almost half (53 percent) among those with greater risk profiles who intend to reduce their wagering. 17 percent of the target audience says they’re actively using ‘tapping out’ to reduce their gaming.
Aware of gambling dangers
Furthermore, 76 percent believe they are aware of the dangers of gambling more than they can afford, with 70 percent feeling they would recognise early warning signals that someone is spending too much, and 76 percent saying they would know how to cut down if they wanted to.
However, 55 percent admitted to making rash wagers in the heat of the moment, with GambleAware stating that “the biggest challenge” is “translating awareness and intentions into actual behaviours.”
The effort was designed and funded with a two-year timeline in mind. It was presented by GambleAware on behalf of the independent Safer Gambling Board, with financial and media space donations from gambling operators, broadcasters, and digital media platforms, as well as support from the Department of Culture, Media, and Sport. Due to a stoppage of live sport as a result of the pandemic, the initial two-year timeframe was extended to April 2021.
Change attitudes and start dialogues
The goal of the first year of the campaign was to change attitudes and start dialogues about sports betting moderation among the target population.
For the second year, the goal was to raise the number of high-risk sports bettors who were employing specialised moderation strategies and assistance to reduce their gambling.
GambleAware will now take over and fund Bet Regret, with the goal of continuing to focus on behavioural ‘nudges’ to help younger sports bettors avoid gambling hazards. A separate campaign aimed at avoiding gambling-related harms among women is in the works.