Webinar Outlines Importance of Right Mindset When Gambling

Consumers may still be confused about what responsible gambling is, argues Heart + Mind Strategies Senior Vice President Darren Bishop who spoke during a Tuesday webinar hosted with the help of the American Gaming Association and titled: “Advertising Trends and New RG Messaging Framework.”

Many Consumers Think Responsible Gambling Messaging Applies Only to Problem Gamblers

According to Bishop, at least one in three consumers is aware of responsible gambling practices, and this is a positive sign. However, the issue stems from the fact that among those who do not grasp the term, there is plenty of confusion.

Many people believe that responsible gambling only applies to people who are already showing symptoms of gambling-related harm, when, in reality, the term should apply to all consumers universally and help them understand what leading best practices in harm prevention are in the first place.

Gambling advertisement was also touched on, as was the focus of the panel, with overall sports betting ads peaking in 2021, and falling by 27% presently from those rates, according to AGA Vice President, Research, David Forman who also weighed in.

The important thing, however, remains clearly defined – connecting consumers with the responsible gambling messaging in the first place. Heartland + Strategies spoke with industry representatives, querying them about their impressions of the effectiveness of such undertakings, and similarly, requested consumer feedback.

This input from consumers specifically is hopefully going to allow the company to design and issue recommendations about stronger messaging that can drive the message home with consumers and appeal to both their emotions and rationality, demonstrating the reason why responsible play is the way is to go when engaging with gambling.

Don’t Be Reactive – Be Proactive in Responsible Gambling Messaging

There is a business incentive to pursue here, as well. People who believe they are playing “smartly” are more likely to report positivity about their gambling experience, and happy customers are spending & returning customers.

Making consumers see the link between responsible gambling and higher degrees of satisfaction means that they can enjoy a fully rewarding gameplay experience across the board. The term “smart, “ argues Bishop, is precisely what players want to hear and the terms in which they want to think about their gameplay.