Illustrative engagement. A representative scenario showing how we approach this kind of work in gaming & betting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping gaming & betting
Our work in gaming and betting supports regulators, operators and researchers with responsible-gaming, awareness and player-protection studies, under strict ethical rules.
- Regulation is evolving quickly
- Player-protection tools need evidence of use
- Public attitudes inform policy
Client background
A responsible gaming foundation, working in Australia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A responsible gaming foundation
- Sector
- Gaming & betting
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The foundation wanted messages that encouraged breaks without feeling preachy.
Research objectives
- Deliver on the brief: testing safer-gambling messages.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
Scope: 1,200 adult players.
Audiences we typically reach in gaming & betting
Adult playersThe general publicRegulatorsOperators' compliance teamsSupport organisations
Geographic coverage
Coverage: Australia. Market: Australia.
- Australia
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Message test
- 3Insight
We tested several message styles with adult players for clarity, credibility and intent to take a break.
Quantitative researchOnline surveys
Sampling strategy
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- adult players
- 1,200
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Comparison of concepts, messages or products against each other
Key findings
- Practical messages about time spent outperformed warnings.
Practical prompts beat warnings.
Recommendations
- Build on the core insight: practical prompts beat warnings.
- Focus effort where the evidence was strongest: practical messages about time spent outperformed warnings.
- Re-measure after the changes to confirm the effect.
Business impact
- The foundation adopted them in its campaigns.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what are public attitudes?