GambleAware launches Tap Out phase of Bet Regret campaign
New campaign strand encourages players to pause in new evidence-based preventative messaging
GambleAware has launched the latest phase of its Bet Regret campaign to encourage bettors to tap out of potentially harmful bets before placing them.
The messaging, which aims to target an estimated audience of 2.4 million men aged between 18-34, consists of two TV adverts alongside a radio and online campaign.
Drawing on the nostalgia and popularity of wrestling, the TV adverts dramatise the concept of ‘tapping-out for time out’ to encourage sports bettors to pause before placing an impulsive bet.
It aims to reduce incidents of impulsive betting and fewer ‘Bet Regret’ moments by adding friction to what would otherwise be a frictionless activity.
The first advert appeared on Saturday during the Premier League match between Fulham and Arsenal.
https://youtu.be/HUdfygE43Rk
The campaign message, ‘Tap Out to avoid Bet Regret’ draws on evidence-based research which shows that taking a short pause while gambling can improve decision making, reduce loss chasing and limit the amount of money spent.
https://youtu.be/UGR1i_lnb9w
Research by GambleAware suggested that closing a sports betting application altogether was preferred to other behaviours as it encouraged participants to place fewer risky bets and to think twice about whether to place a wager.
Overall, 93% of those participating in the research said they were likely to carry on using the technique.
This campaign runs in parallel to the promotion of the National Gambling Treatment Service for those who need support and treatment.
The first phase of the Bet Regret campaign aimed to provoke self-appraisal and self-reflection by reducing impulsive bets by punters.
GambleAware has said brand recognition for the Bet Regret message remains high among its target audience, driven in part by social media content featuring ex-England goalkeeper David James.