Dec 24, 2020
4 min to read
The operators committed to using responsible gambling messages across their marketing, including TV and online ads.
The campaign started in 2015, so by 2020 it has already been valid for 5 years and some relevant statistical studies of its effectiveness. One of these was an experiment held by academics at the University of Warwick in 2019.
There were 506 Premier League soccer fans, who took part in the experiment. The participants were given a sequence of nine £0.10 bonuses, and were asked to gamble these.
Although the difference between the 2 figures isn’t statistically significant, it's obvious that the “when the FUN stops, stop” gambling warning label did not achieve the purpose of promoting more responsible gambling behavior.
People’s behavior is difficult to predict, and research methods can also be flawed. We decided to guess why the players might not have responded to the slogan - and share these possible reasons with you.
People often do not read information written in small print or when something more interesting grabs their attention. In the slogan, the word “FUN” stands out from the rest of the words.
So for someone who was wholly involved in making the bet, the meaning of the whole phrase could simply go unnoticed.
As mentioned above, only 506 players took part in the experiment. According to the 2018 UK Gambling Commission report, there were 36.6 million online (remote) gambling customer accounts.
Recent statistics shows that 47% of Brits have gambled in some way in the last 4 weeks. A half-thousand group may not be fully representative, accordingly.
The research didn’t take into account other popular gambling activities, such as the National Lottery with as many as 30% of Brits regularly taking part in it.
Perhaps, investigating a player’s behavior on some of these examples as well would have changed the result.
The more you bet, the more you risk and the more nervous you will be, right? Even more so if you bet your own earned money and not the money that you got for free.
Anyway, in advertising, you never know what will work and what will not. The more experiments are carried out, the topic will get the best results in the end.