Measuring effectiveness in safer gambling: the need for data-driven solutions

In safer gambling, success is not merely measured by well-intentioned strategies or the availability of support tools; rather, it is measured by the ability to prevent gambling-related harm. Central to this endeavour is the practice of measuring effectiveness; evaluating and refining the tools and interventions we implement to better protect players.

This approach, rooted in data and behavioural analysis, enables operators and regulators to assess the real-world impact of their safer gambling initiatives and adjust accordingly. By doing so, the industry can better anticipate risks, intervene effectively and ultimately foster a safer gambling environment.

Markers of harm: identifying risks

Markers of harm are the backbone of effective safer gambling measures. These indicators, designed to flag risky or potentially harmful behaviours, act as an early warning system, allowing operators to recognise when a player may be vulnerable to harm. Key markers include metrics like speed of play, duration of gambling sessions, frequency of deposits and engagement with safer gambling tools, among others. By continuously monitoring these markers, operators are equipped with the data needed to make informed, real-time interventions.

For example, if a player’s gambling behaviour suddenly intensifies, marked by an increase in session frequency or deposit amounts, this deviation may suggest a heightened risk. However, merely detecting these behaviours is not enough; the value lies in how operators respond. Effective response mechanisms, such as personalised feedback or tailored interventions, can prompt players to take a break or use safer gambling tools, ultimately helping them maintain a healthier approach to gambling.

Standardising markers for broader impact

One ongoing challenge within the safer gambling field is the lack of a universally accepted list of markers of harm. Without standardisation, operators and regulators risk inconsistency in their monitoring efforts, which may weaken the reliability and comparability of interventions across the industry. The European Committee for Standardisation (CEN) is currently leading efforts to address this gap by developing a common European standard for markers of harm. This initiative, supported by various stakeholders, including the European Gaming and Betting Association (EGBA), aims to unify definitions and practices across borders, making it easier to assess and compare responsible gambling efforts industry-wide.

Standardisation can ensure that markers of harm remain relevant and effective across diverse markets, and more importantly, it strengthens the industry’s overall approach to gambling safety by establishing a shared understanding of what constitutes risk.

Intervention effectiveness: beyond detection

The purpose of monitoring markers of harm is not simply to observe player behaviour but to take actionable steps that prevent harm. Following detection, an intervention strategy should aim to shift behaviours and support players in making healthier choices. Universal, selective and indicated interventions, targeting varying degrees of risk, are designed to engage players at different points in their gambling journey.

For instance, universal interventions like public awareness campaigns aim to educate all players about the risks of excessive gambling. Selective interventions focus on at-risk groups, perhaps through targeted messages or pre-commitment tools that enable players to set limits.

Indicated interventions, reserved for those exhibiting clear signs of gambling-related harm, may include direct contact from support teams or referrals to specialised support services. By deploying these layers of intervention, the industry can not only address gambling-related harm more comprehensively but also ensure that interventions are tailored to the specific needs of each player.

Evaluating success: key metrics for effectiveness

Measuring the effectiveness of interventions is essential for fine-tuning strategies and achieving meaningful outcomes. A few key metrics provide insights into the impact of these efforts:

1. Behavioural changes: A primary indicator of success is whether interventions lead to measurable behavioural changes, such as reductions in time or money spent gambling. Effective interventions should encourage players to moderate their behaviours, ideally before any significant harm occurs.
2. Adherence rates: Understanding how many players engage with recommended interventions (such as self-exclusion or deposit limits) sheds light on both the appeal and accessibility of these tools. High adherence rates indicate effective engagement, while low adherence may point to barriers that operators should address.
3. Longitudinal outcomes: Tracking players over time allows for a deeper analysis of how well interventions sustain positive behavioural changes. Longitudinal studies on interventions can reveal the longevity and stability of these effects, providing valuable insights for future programme development.

Overcoming challenges: a call for continuous evaluation

Despite progress in refining safer gambling interventions, challenges remain. The diversity of interventions complicates standardisation, as each approach; ranging from therapeutic support to public health campaigns, may yield different outcomes across different demographics. This variability underscores the need for a nuanced approach to measuring effectiveness.

Additionally, unintended consequences can arise from well-meaning interventions. For instance, broad, undifferentiated alerts may inadvertently stigmatise casual gamblers or deter them from using gambling platforms altogether. Addressing these potential downsides requires thoughtful design and careful evaluation, as overly restrictive or insensitive measures may hinder the effectiveness of responsible gambling efforts rather than enhance it.

The path to effective safer gambling lies in continuous evaluation, collaboration and refinement of intervention strategies. As we move toward a more standardised and data-driven approach, the industry has the potential to create a robust framework that not only identifies at-risk players but also supports them in making healthier gambling choices.

By measuring and adjusting based on data, the safer gambling sector can achieve a more proactive, adaptive and impactful stance; one that ultimately prioritises player safety above all.

Dr Maris Catania is a leading authority in safer gambling, with over fourteen years of dedicated experience in responsible gambling.

As a senior safer gambling consultant at SG:certified, she designs and delivers cutting-edge training programs and regulatory solutions to empower gambling regulators and operators in meeting their compliance, responsible gambling and sustainability goals.

With a strong academic background, including an MSc in Psychology, and a PhD in consumer protection and responsible gambling, Maris combines deep theoretical insight with hands-on expertise.