Responsible Gambling Messaging: Switching From Limits to Growth

Responsible Gaming Strategy

Jan 30, 2023

The core messaging of responsible gambling campaigns should not focus on setting limits and restrictions on play. This approach has been used for far too long and the results aren’t there.

For safer gambling campaigns to have maximum impact, we need to ditch the focus on safety.

Players Are Running From Shelter

For many young gamblers—you know, the ones everyone is worried about—gambling is an attractive activity for the risks it provides. So many of these Lost Boys (you really need to check out this article) are racing as fast as they can away from the protective homes they grew up in.

In many cases, they resent this shelter and the limits it has placed on their lives.

So why should we believe offering them MORE protection is what will catch their attention?

We shouldn’t! It’s a terrible strategy.

So, what do we do?

Catering to Their Wants and Desires

We need to shift towards a focus on what the target audience wants and needs. This group often sees themselves as inferior to their peers or parents and is searching for ways to prove their worth.

And they freaking love growth hacking.

The target audience is already seeking out ways to boost their deadlifts, make more money, and attract future mates.

When it comes to gambling content, they will eat up anything that tells them it might help them gain an edge.

They want to become better gamblers, so we should lead with big, bold messaging promising to deliver just that!

By leading with what they want, more of them are likely to stick around for the tips and strategies we provide. Over time, they will come to realize that becoming a better gambler doesn’t mean they will make more money…or any money!

But they have to come through the door first and this switch to a more compelling offer is something we need to try out.

Jamie combined his professional background as a brand strategist with his experience as a former problem gambler to create dyve. He is also host of The After Gambling Podcast.

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Ditch the Fun. Ditch the Entertainment.

Ditch the Fun. Ditch the Entertainment.

As I move forward with my personal projects and consulting aimed at reducing gambling harm, I'll be eliminating (or suggesting the elimination of) two core concepts that are frequently used in responsible gaming messaging: fun and entertainment. To this point, they...

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