The Role of Loyalty Programs in Gambling (2016)

This research project was designed to answer the following key research questions as posed in the research brief from GRA:

  1. Do loyalty programs result in increased EGM gambling (money and/or time and/or number of visits)?
  2. Do loyalty programs result in increased risk of problem gambling?
  3. Do loyalty programs induce (give people a reason) to visit an EGM venue?
  4. Do loyalty programs affect gamblers' control?
  5. Do loyalty programs reward "loyalty" (i.e. faithfulness and devotion; they visit that venue rather than another venue) or create "incentive" (i.e. encouragement to gamble more money/for longer)?
  6. Which loyalty programs most encourage gambling activities/higher levels of spending/time spent gambling?
  7. Is there a greater connection between these "high success" programs and gambling risk level?

 

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