Customized Responsible Gambling Messaging as a Tool to Encourage Help-Seeking


Investigators Dr. Sally Gainsbury, GP Consulting
Dr. Brett Abarbanel, UCLA
Dr. Jeffrey Butler, UNLV
Research Priority Increase understanding about the responsible gambling and problem gambling information needs of different population segments and how best to reach them (e.g. by age cohort, gender, ethnic or cultural group, physical/ mental health status, socioeconomic status, etc.).
Funding Focused Research  ($104,214)
Project Status Completed

Project Summary

Institutions responsible for executing responsible gambling programs have recognized that a one-size-fits-all messaging program may not be the most effective approach to reach players. This research project aims to evaluate the potential to increase gambler’s motivation for change, through the improved use of responsible gambling resources. In particular, we propose to evaluate the effectiveness of customized responsible gambling messaging for different sub-groups of gamblers. We will also seek to increase understanding of the communication needs of different segments of the population and how to best reach them. This aspect of the study includes the evaluation of two different message delivery modalities, e-mail and on-site messaging.


Gainsbury, S., Abarbanel, B., Philander, K., & Butler, J. (2024). Strategies to
          customize responsible gambling messages: a review and focus group
          study. BioMed Central Public Health. doi:10.1186/s12889-018-6281-0

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