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      The prevalence of loyalty program use and its association with higher risk gambling in Australia

      brief-report
      1 , * , , 2
      Journal of Behavioral Addictions
      Akadémiai Kiadó

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          Abstract

          Background and aims

          Loyalty programs are implemented widely by gambling operators to provide customers with additional prizes and benefits for consistent patronage. The aim of this paper was to examine whether loyalty programs were more commonly reported by higher risk gamblers in large population studies conducted in Australia.

          Method

          This paper examines the prevalence of loyalty program use and the association with problem gambling in Australia using data from seven out of 13 public gambling prevalence surveys conducted over the last decade.

          Results

          Evidence drawn from six of these seven studies showed consistent positive association between loyalty card use and higher risk gambling in venue-based gamblers. At least 40% of problem gamblers reported loyalty card use compared with only around 10% of gamblers in general.

          Discussion

          These observations suggest that there is a need to conduct more focused investigations on the utilisation of loyalty programs by higher risk gamblers.

          Conclusions

          It will be important to examine whether loyalty programs encourage or extend gambling sessions, but also how they can be used to facilitate responsible gambling initiatives and inform further behavioural research.

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          Most cited references28

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          Player account-based gambling: potentials for behaviour-based research methodologies

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            Linking service quality, customer satisfaction and loyalty in casinos, does membership matter?

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              The effect of loss-limit reminders on gambling behavior: A real-world study of Norwegian gamblers

              Over the past two decades, problem gambling has become a public health issue and research from many countries indicates that a small but significant minority of individuals are problem gamblers. In Norway, the prevalence of problem gambling among adults is estimated to be just less than 1%. To help minimize the harm from gambling, the Norwegian government’s gambling operator ( Norsk Tipping ) has introduced several responsible gambling initiatives to help protect players from developing gambling problems (e.g., limit-setting tools, voluntary self-exclusion, personalized feedback, etc.). The aim of this study was to determine whether the receiving of personalized feedback exceeding 80% of a personally set monetary personal limit had an effect on subsequent playing behavior compared to those gamblers who did not receive personalized feedback. Out of 54,002 players, a total of 7,884 players (14.5%) received at least one piece of feedback that they had exceeded 80% of their personal global monthly loss limit between January and March 2017. Using a matched-pairs design, results showed that those gamblers receiving personalized feedback in relation to limit-setting showed significant reductions in the amount of money gambled. The findings of this study will be of great value to many stakeholder groups including researchers in the gambling studies field, the gambling industry, regulators, and policymakers.
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                Author and article information

                Contributors
                Journal
                2006
                Journal of Behavioral Addictions
                JBA
                Akadémiai Kiadó (Budapest )
                2062-5871
                2063-5303
                15 January 2021
                04 November 2020
                : 9
                : 4
                : 1093-1097
                Affiliations
                [1 ] University of Adelaide, School of Biological Sciences , Adelaide, Australia
                [2 ] College of Education, Psychology, & Social Work, Flinders University , Australia
                Author notes
                [* ]Corresponding author. paul.delfabbro@ 123456adelaide.edu.au
                Author information
                https://orcid.org/0000-0002-0466-5611
                Article
                10.1556/2006.2020.00082
                8969721
                33156001
                b030f518-7938-4af2-b2eb-1c490e4181db
                © 2020 The Author(s)

                Open Access. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License ( https://creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited, a link to the CC License is provided, and changes – if any – are indicated.

                History
                : 28 May 2020
                : 09 August 2020
                : 29 August 2020
                : 12 October 2020
                Page count
                Tables: 3, Equations: 0, References: 31, Pages: 05
                Categories
                Brief Report

                Medicine,Psychology,Social & Behavioral Sciences,Clinical Psychology & Psychiatry

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