However, all groups agreed that using positive, non-judgmental language in messaging is important. Skill game gamblers were interested in the odds of winning and their own outcomes over time. Seniors preferred messages about limit setting, whilst young adults and frequent gamblers responded to messages about their own play and expertise. ResultsĬohorts exhibited different preferences and responses to message archetypes. Methodsįocus groups were held to test messages for specific cohorts: young adults (18–24 years), seniors (60+ years), frequent gamblers (weekly), and gamblers of skill-based games (poker, sports betting). This project aimed to understand hypothesized differences between cohorts of gamblers and receive qualitative feedback on archetypal targeted messages used to increase use of responsible gambling tools. Therefore, it is reasonable to expect that responsible gambling messages should be customized and target specific groups of gamblers. It is generally accepted that gamblers have different levels of risk of developing gambling problems and require various harm minimization tools and resources. Responsible gambling messages are widely used as a tool to enable informed choice and encourage appropriate gambling behavior.
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