Operators already have the tools to identify problem gamblers, says GambleAware
New study of 10,000 UK customers reveals most important factors when assessing problem gambling risk
Operators can accurately identify problem gamblers using data they already hold, according to new research from GambleAware.
The responsible gambling group today revealed the results of a study of 10,000 UK customers and their behaviour as provided by four UK-facing operators.
According to the research, carried out by PwC, there are several indicators that, when considered collectively, are strong signs of potentially problematic gambling.
These include average number of bets per day, average value of bet placed, time of day and week of gambling, frequency of deposits and volatility in wins and losses.
Problem gamblers, for example, are more likely to bet between midnight and 4am, and make more frequent deposits even when considering their increased activity. The occurrence of a failed deposit was also a risk indicator.
In addition to play habits, certain demographics such as age, gender, employment status and marital status were identified as associated with problem gambling.
The report findings indicate scores could be assigned at account creation, for example flagging young, unmarried, men who are not employed but are currently looking for work, as being at risk.
More specific risk scores for a customer can be developed after as little as one week’s betting, with much greater accuracy between three to six months, providing more effective targeting of interventions.
“The cooperation of our members made this research possible and its findings will provide a benchmark for current and future analytics systems to be measured against,” said Clive Hawkswood, chief executive of the Remote Gambling Association.
“It demonstrates that we can spot those most at risk, based on the data we already have available to us and the challenge now is to disseminate best practice and have it implemented.”
This research is the second stage of a three-part project, with stage three starting live tests to determine the most effective ways of helping different groups of consumers.
There will be several workshops with operators to support the development of an industry-wide standard for identifying those at risk and taking action to protect them, with results reported in early 2018.
“Identifying risky play is pointless if we cannot remedy it and so we’re keen to continue with the third stage of the project as soon as possible to evaluate the most effective forms of interaction with customers once their gambling has been assessed as potentially causing harm,” Hawkswood added.