Lauren Leak-Smith
Senior Advisor
In this report, BIT’s Gambling Policy & Research Unit presents the findings from a study looking at the impact of slot game advert features on understanding, attitudes and gambling behaviour. We tested these features in adverts like those shown below, via an online randomised controlled trial (RCT) with 5,979 people in the UK.
The ‘business as usual’ advert (the experiment’s control arm) tested the most common features recorded in our content analysis, such as a free spins incentive.
The ‘low risk to potential reward’ advert, which repeats “NO WAGERING” and emphasises the potential to win, with piles of coins and stating “keep everything you win”.
We found that on average, varying slot game advert features did not change people’s understanding of the advertised game, or their gambling behaviour, compared to those who saw the ‘business as usual’ advert (shown above, left). There were a couple of exceptions, however:
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Research Advisor
Research Advisor
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