Evaluating safer gambling initiatives
Guest article provided by IAGR partner, Greo Evidence Insights.
As gambling increasingly moves into the digital space, the need for credible evaluations of safer gambling initiatives has grown significantly. Measuring the effectiveness of tools and initiatives designed to mitigate gambling harm is essential for informing evidence-based regulation, policy and practice. Without adequate resources devoted to evaluation, it becomes challenging for regulators, operators and public health stakeholders to determine whether interventions are effective in reducing risks and supporting player well-being.
Building a culture of evaluation from the outset of designing strategies to prevent or mitigate harm helps clarify the intended outcomes of the intervention, the reasons for expecting those outcomes, and the indicators and data collection methods that can accurately measure them.
Potential outcomes may include reductions in high-risk gambling behaviours, increased uptake of protective tools like deposit limits or self-exclusion tools, and improvements in players’ sense of control and well-being. Combining behavioural data (e.g. frequency of play, expenditure) with self-reported indicators (e.g., financial stress, help-seeking behaviours) provides a more comprehensive understanding of gambling-related harm. Long-term monitoring of these outcomes can reveal trends over time, enabling continuous improvement and targeted responses.
Evaluations must also consider the broader social and environmental contexts of gambling, recognizing that harm affects not just individuals but also families and communities. Incorporating diverse perspectives, especially from those with lived experience, strengthens the relevance and usefulness of harm reduction outcomes and efforts.
For transparency it is important to share evaluation findings across sectors. Operators can share anonymized behavioural data; researchers can evaluate the effectiveness of specific tools or messages; and policymakers can use these insights to inform regulation and funding priorities.
Recently published gambling research
Below is a selection of resources that may help inform how regulators assess and evaluate safer gambling tools and initiatives. Please note that no formal quality assurance for these resources has been conducted, and inclusion does not imply endorsement.
- Evaluation of the effectiveness of the National Gambling Support Network – Scoping report
- Evaluation of the credit card ban for gambling in Great Britain – Summary
- Evaluation of an Australian responsible gambling campaign targeted at young people
- ‘Odds Are: They Win’ Campaign evaluation
- Impact evaluation of GamCare’s Gambling Related Financial Harm Project
- Ygam Health and Social Care Programme Evaluation 2024
- Māori specific preventing and minimizing gambling harm evaluation – Stage one: Review of procurement process
Evidence-informed action
Regulators can consider the following examples when developing measurable approaches to safer gambling initiatives.
Cyprus
The National Betting Authority’s Safer Gambling Strategy (2022-2025) includes a measurement framework to quantify, monitor, and evaluate the effectiveness of initiatives and strategic actions. The framework is evidence-based and incorporates best practices to ensure effectiveness of safer gambling measures.
Australia
South Australia’s Gambling Harm Support (GHS) program employs a structured framework to monitor and evaluate gambling harm prevention efforts. Key components include:
- Key Performance Indicators (KPIs): Assessing the reorientation of services towards prevention and early intervention and evaluating staff confidence and skills in these areas.
- Key Performance Measures (KPMs): Tracking detailed reports on prevention activities and measuring improvements in staff capabilities.
- Data Collection Methods: Utilizing surveys and service reporting to gather data on prevention and intervention activities.
