Responsible gambling (RG) messaging which normalises the use of safer gambling tools is more likely to make customers take protective actions against gambling-related harm, according to new research.
Global consultancy the Behavioural Insights Team (BIT) conducted research using various types of safer gambling messaging to see which had the biggest effect on player habits.
BIT tested three different types of messages on 4,532 UK adults between 13 and 28 August 2025. Of the sample, 59% were men, while 65% were aged between 25 and 54.
The first message was adapted from a real operator’s website, which offered clear information on available safer gambling tools.
The message read: “Improve your experience. We care about our players. To help you stay in control, we have a set of tools for safer gambling. Use them to keep your gambling habits healthy and stay on top of your game.”
Another message used a rollercoaster analogy to normalise the use of safer gambling tools.
It read: “Would you ride a rollercoaster without your safety bar on? Limits, blocks and other tools are safety bars. They help you stay safe without you having to think about it. We also have other options to support and protect you.”
The third message used the same normalising language, while also containing an additional self-reflection prompt to make players think about their spending habits.
The prompt read: “PAUSE: Reflect on your play. What safety bars keep you on track when the game speeds up?”
For the study, players were shown a message at random, with a portion of the survey participants shown no message at all as a control.
After each message, participants were given the option to select one of three buttons: “maybe later”, “explore tools” or “other options”.
The results showed that players who were shown the normalising message with the extra self-reflection prompt were more likely to take protective action against their gambling habits than the other two types of messaging.
Of those surveyed, 25.3% were likely to take such action after seeing the prompt, compared to 21.1% who saw no message, and 23.4% who were only shown the informative message from the gambling operator.
Furthermore, 41.8% of players shown the full messaging were likely to set a deposit or spending limit on one or more of their gambling accounts compared to 40.2% of those shown the message mirroring existing industry standards.
Of those shown the normalisation and self-reflection prompt, 30.8% were likely to set a time limit on their accounts, and 25.5% said they may search online for information regarding safer gambling tools.
After interacting with the messaging, players were taken to a gambling platform where they could either choose a game and set a stake, or close the platform without choosing a game.
The research showed players were more likely to close the platform without choosing a game after seeing some form of responsible gambling messaging.
From the participants who saw no message, 8.3% chose to close without playing, compared to 17.1% who saw the industry message, 17% who saw the normalising message, and 14.5% who saw the normalising message with the prompt.
A BIT statement read: “Safer gambling messages designed to reduce gambling harm are a common feature across online platforms, venues and advertising.
“However, there is no clear agreement on what these messages should say, how they should be framed or where and when they should appear.
“Our research indicates that safer gambling messages may be most effective as a preventative or educational tool, encouraging protective behaviours in users.”
Last year, BIT conducted research on adverts for online slots games that found the inclusion of RG tools was more likely to trigger engagement.
The post Language normalising RG tools increases use among players, research finds first appeared on EGR Intel.
Trial conducted by Behavioural Insights Team suggested customers were more likely to use safer gambling tools when prompted to reflect on their spending habits
The post Language normalising RG tools increases use among players, research finds first appeared on EGR Intel.