In a recent survey of online gamblers conducted by Optimove, 75 percent of players believe operators that offer responsible gambling tools are trustworthy and deserving of loyalty. The Optimove 2023 Report of Players’ Preferences in iGaming Marketing, released at the Global Gaming Expo in Las Vegas, also indicated about 90 percent of players actively set betting limits and 97 percent indicated awareness of responsible gambling resources, with 56 percent actually using them.
The survey was designed to discover players’ attitudes toward how the iGaming industry addresses problem gambling. It was conducted in September and October 2023 among 396 U.S. online players aged 21-plus with household incomes of $75,000-plus.
The report stated the results “highlight the escalating significance of iGaming sites’ responsible gambling initiatives and suggests that responsible gambling initiatives not only benefit players, but also enhance the reputation and customer retention of operators.” It also noted, “Neglecting responsible gambling measures can lead to problem gambling, eroding trust and loyalty in operators. It’s essential for a healthy, sustainable player-operator relationship.”
In order to help iGaming operators design “a personalized, socially responsible marketing strategy,” Optimove 2023 suggested five key points:
- Promote responsible gambling by supporting responsible gambling resources and featuring them prominently on their website and in marketing materials to foster trust and loyalty.
- Encourage betting limits by implementing user-friendly features for adjusting limits.
- Provide continuous player education about responsible gambling, including potential risks and how to recognize signs of problem gambling.
- Monitor and support player behavior with timely help and intervention as needed to highlight operators’ commitment to player well-being.
- Use a Customer Data Platform for data analytics to identify and support at-risk players and enable early intervention.
