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The ‘real feel’ deal and the psychology of online gambling experiences

Online gambling regulation is a hot topic and many online gaming operators are wondering what the effect of increased (and arguably stricter) legislative measures will have on the online gaming market. Based on the online gambling studies that our research unit has carried out, I would guess that overall it is good news for the industry as I believe this will lead to an increased uptake by those people who are somewhat sceptical or agnostic about online gambling. So why do I think this?

Despite the increase in online gambling research over the last ten years, there has been very little empirical research examining why people gamble online or – just as importantly – why they don’t gamble online. Because there is so little research in this area, Dr Abby McCormack and I published a study in the International Journal of Mental Health and Addiction with adult online and offline gamblers examining the motivating and inhibiting factors in online gambling.

Our findings on the inhibiting factors of online gambling identified one major overarching theme as to what people don’t like about gambling online. In a nutshell, gamblers said that the authenticity of gambling was reduced when gambling online. However, many online gaming operators have now introduced more ‘realistic’ live gaming experiences (e.g., via webcams) so this may diminish over time. However, we also identified other online gaming inhibitors (i.e., the asocial nature and characteristics of the internet, the reduced psychological value of gambling with virtual money, and concerns about the safety of online gambling websites and their trustworthiness). These factors all contributed to the reduced authenticity of the online gambling experience.

Issues around website security, safety and trust, were all major inhibitors that decreased the likelihood of punters gambling online. Predictably, we found that online gamblers were much more likely than the offline gamblers and non-gamblers to believe that the gambling websites were secure. However, there was a perception that some websites were considered more trustworthy than others, and consequently the gamblers generally played on well known sites (e.g., companies that were well established offline).

So what are the implications of these findings for stricter online gaming regulation? From a psychological perspective, research on how and why people access commercial websites indicates that one of the most important factors is trust. If people know and trust the name, they are more likely to use that service. Reliability of the service provider is also a related key factor. Stricter regulation is likely to increase consumer confidence if they feel more protected when they perceive the service to be unfair and/or goes wrong. It is likely to change sceptical gamblers’ perceptions about the reliability and trustworthiness of online gaming operators for the better (no pun intended!).

Even with increased protective legislation, research shows that some punters will always have concerns about Internet security and may never be happy about putting their personal details online. But this mistrust will diminish over the long-term as the ‘screenagers’ of today (the so-called ‘digital natives’) are the potential gamblers of tomorrow. Digital natives generally have more positive attitudes towards online commercial operations. Today’s children and younger adolescents have never known a world without the Internet, mobile phones and interactive television, and are therefore tech-savvy, have no techno-phobia, and are very trusting of these new technologies. For many ‘screenagers’, their first gambling experiences may come not in a traditional offline environment but via the Internet, mobile phone or interactive television. Stricter regulation may not even be an issue for tomorrow’s gamblers as they are already accessing a myriad of online services and are highly trusting of such services.

Despite the lack of trust by some players, the online gaming industry shouldn’t be too worried about stricter regulation. The prevalence of online gambling is steadily increasing and there are lots of reasons why some punters prefer online to offline gambling. Our research findings indicate that those who prefer online (to offline) gambling like the increased convenience, the greater value for money, the greater variety of games, and the anonymity.

Furthermore, online gambling has many advantages for punters as it saves time because they don’t have to travel anywhere, they are not restricted by opening hours, and they can gamble from the comfort of their own home. The removal of unnecessary time consumption (e.g., travelling to a gambling venue) through online gambling is another barrier to gambling participation that had been removed. Increased regulation is highly unlikely to change any of these important motivating factors for gambling online.

Finally, compared to offline gamblers, our research also indicates that online gamblers are more likely to be male, young adults, single, have good qualifications, and in professional and managerial employment. Given this particular demographic profile, this group appears to be highly educated, and are likely to make well informed decisions to gamble online based on due consideration of the facts at hand. Again, stricter regulation is something that is likely to strengthen the decision to gamble rather than inhibit it.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D., Wardle, J., Orford, J., Sproston, K. & Erens, B. (2009). Socio-demographic correlates of internet gambling: findings from the 2007 British Gambling Prevalence Survey. CyberPsychology and Behavior, 12, 199-202.

Griffiths, M.D., Wardle, J., Orford, J., Sproston, K. & Erens, B. (2011). Internet gambling, health. Smoking and alcohol use: Findings from the 2007 British Gambling Prevalence Survey. International Journal of Mental Health and Addiction, 9, 1-11.

McCormack. A. & Griffiths, M.D. (2012). Motivating and inhibiting factors in online gambling behaviour: A grounded theory study. International Journal of Mental Health and Addiction, 10, 39-53.

McCormack. A. & Griffiths, M.D. (2012). What differentiates professional poker players from recreational poker players? A qualitative interview study. International Journal of Mental Health and Addiction, 10, 243-257.

McCormack, A. & Griffiths, M.D. (2013). A scoping study of the structural and situational characteristics of internet gambling. International Journal of Cyber Behavior, Psychology and Learning, 3(1), 29-49.

McCormack, A., Shorter, G. & Griffiths, M.D. (2013). An examination of participation in online gambling activities and the relationship with problem gambling. Journal of Behavioral Addictions, 2(1), 31-41.

McCormack, A., Shorter, G. & Griffiths, M.D. (2013). Characteristics and predictors of problem gambling on the internet. International Journal of Mental Health and Addiction, 11, 634-657.

Parke, A. & Griffiths, M.D. (2011). Poker gambling virtual communities: The use of Computer-Mediated Communication to develop cognitive poker gambling skills. International Journal of Cyber Behavior, Psychology and Learning, 1(2), 31-44.

Parke, A. & Griffiths, M.D. (2011). Effects on gambling behaviour of developments in information technology: A grounded theoretical framework. International Journal of Cyber Behaviour, Psychology and Learning, 1(4), 36-48.

Parke, A. & Griffiths, M.D. (2012). Beyond illusion of control: An interpretative phenomenological analysis of gambling in the context of information technology. Addiction Research and Theory, 20, 250-260.

Wardle, H., Moody, A., Griffiths, M.D., Orford, J. & and Volberg, R. (2011). Defining the online gambler and patterns of behaviour integration: Evidence from the British Gambling Prevalence Survey 2010. International Gambling Studies, 11, 339-356.

Punter gatherer: What is the role of competitiveness in gambling and problem gambling?

Over the last decade, I have been asked by the mass media on countless occasions about the increasing popularity of online gambling. The two biggest successes appear to be the use of betting exchanges and online poker. Gamblers clearly feel these types of gambling provide value and an opportunity to exercise their skill. This is coupled with increasingly sophisticated gaming software, integrated e-cash systems, increased realism (in the shape of “real” gambling via webcams, or player and dealer avatars) are all inter-linked facilitating factors. However, another factor that I feel is really important in the rise of online gambling is the inter-gambler competition. Obviously there is an overlap between competitiveness and skill but they are certainly not the same. What’s more recent research has suggested that being highly competitive may not necessarily be good for the gambler.

I’m sure many people’s view of psychology is that it is little more than common sense (and to be honest, some of it is). For instance, psychologists claim that male gamblers are attracted to sports betting because they love competitiveness. There has also been North American research examining the high participation in US college basketball. The researchers found that above anything else, males were attracted to the competitiveness of betting on teams and games. Professor Howard Shaffer, a psychologist at Harvard University, claims that men are more likely to develop problematic gambling behaviour because of their conventionally high levels of aggression, impulsivity and competitiveness. Clearly, the idea of the competitiveness of the activity being one of the primary motivations to gamble is well supported.

Based on the fact that so little research has systematically examined the links between gambling and competitiveness, my own research unit published some research into this area in the journal Addiction Research and Theory. Dr. Adrian Parke and myself speculated that a gambler who is highly competitive would experience more arousal and stimulation, and be drawn to gambling as an outlet to release competitive instincts and drives. We also speculated that competitiveness may be linked to problem gambling. For instance, being highly competitive may help in explaining why in the face of negative and damaging consequences, problem gamblers persist in their potentially self-destructive habit. Psychological research in other areas has consistently shown that highly competitive individuals are more sensitive to social comparison with peers regarding their task performance. Applying this to a gambling situation, it is reasonable to suggest that competitive gamblers may be reluctant to stop gambling until they are in a positive state in relation to opposing gamblers, perhaps explaining why excessive gambling can sometimes occur.

Psychology is not the only discipline to suggest that competitiveness levels can be associated with problem gambling. Sociologists have speculated that factors of the human instinctual expressive needs, such as competition, can be temporarily satisfied when engaging in gambling activities. Evidence exists supporting gambling as an instrumental outlet for expressing competitive instinctual urges. The US sociologist Erving Goffman developed what he called the ‘deprivation-compensation’ theory to explain the relationship between gambling and competitiveness. He suggested that the stability of modern society no longer creates situations where competitive instincts are tested. Therefore, gambling is an artificial, self-imposed situation of instability that can be instrumental in creating an opportunity to test competitive capabilities.

In the published research study that we carried out, we hypothesised that problem gamblers would possess higher levels of competitiveness than non-problem gamblers. Using a competitiveness scale, gamblers were asked to rate statements about competitive reasons for gambling (such as ‘I like to gamble to show others how good I am at it’, ‘I like to gamble to beat the system’, ‘I like to gamble to see how good I am at it’) and general competitive tendencies (such as ‘I am competitive’, ‘I enjoy taking risks’, ‘I am abitious’). We found that problem gamblers scored significantly higher on the competitiveness scale. Put simply, we concluded that having a highly competitive streak may in fact be a potential risk factor for problem gambling.

It is not hard to see how a highly competitive person would be attracted to gambling by the competitive and challenging nature of the behaviour. However, why are competitive people at particular risk of developing pathological gambling behaviour? It could be the case that highly competitive gamblers are less inclined to ‘throw the towel in’ or accept a loss, and, as a result are more prone to chasing behaviour. Chasing behaviour – that is, increasing frequency and stake of bets in an attempt to recoup losses – is self-perpetuating. When gamblers chase losses it is highly probable they will lose more and the need to recoup losses increases as time passes. What’s more, chasing losses has been shown to be a major risk factor in the development of gambling problems. At the other end of spectrum, winning is potentially more rewarding for a competitive gambler as they are more inclined to perceive gambling as an internal and external challenge than a non-competitive gambler. In addition, winning will be much more rewarding after incurring losses. Put very simply, the competitive person feels greater triumph by defeating unlikely odds and emerging from what appeared a hopeless situation.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Goffman, I. (1972). Where the action is. In: Interaction Ritual (pp.149–270). Allen Lane, London.

Griffiths, M.D. (2010). Gambling addiction on the Internet. In K. Young & C. Nabuco de Abreu (Eds.), Internet Addiction: A Handbook for Evaluation and Treatment (pp. 91-111). New York: Wiley.

Kuss, D.J. & Griffiths, M.D. (2012).  Internet gambling behavior. In Z. Yan (Ed.), Encyclopedia of Cyber Behavior (pp.735-753). Pennsylvania: IGI Global.

McCormack. A. & Griffiths, M.D. (2012). What differentiates professional poker players from recreational poker players? A qualitative interview study. International Journal of Mental Health and Addiction, 10, 243-257.

Parke, A. & Griffiths, M.D. (2011). Poker gambling virtual communities: The use of Computer-Mediated Communication to develop cognitive poker gambling skills. International Journal of Cyber Behavior, Psychology and Learning, 1(2), 31-44.

Parke, A., Griffiths, M.D. & Irwing, P. (2004). Personality traits in pathological gambling: Sensation seeking, deferment of gratification and competitiveness as risk factors, Addiction Research and Theory, 12, 201-212.

Parke, A., Griffiths, M., & Parke, J. (2005) Can playing poker be good for you? Poker as a transferable skill. Journal of Gambling Issues, 14.

Recher, J. & Griffiths, M.D. (2012). An exploratory qualitative study of online poker professional players. Social Psychological Review, 14(2), 13-25.

Wood, R.T.A. & Griffiths. M.D. (2008).Why Swedish people play online poker and factors that can increase or decrease trust in poker websites: A qualitative investigation. Journal of Gambling Issues, 21, 80-97.

Bonus bawl: Are online gambling promotions socially responsible?

Many online gaming sites use a wide variety of promotions as a way of attracting new clientele and/or as a way of generating repeat patronage. Such promotions include welcome bonuses, initial deposit bonuses, retention bonuses, re-activation of account bonuses, and VIP bonuses. Here are a few I have come across online:

  • Players receive a 10% cash bonus on an initial deposit of $20 or more (however, the bonus and deposit combined must have a 15 times rollover. A ‘rollover’ refers to the amount of times an online gambler must wager a certain amount during a promotion)
  • Players receive a 100% match-up bonus on deposits (up to $225) (however, the bonus and deposit combined must have a 12 times rollover)
  • Players receive $100 free on initial deposit (however, the bonus and deposit combined must have a 20 times rollover)
  • Players receive 100% deposit bonus of up to $200 (however, the bonus and deposit combined must have a 40 times rollover)
  • Players receive 100% first deposit bonus up to £50 in free chips and players must deposit a minimum of £10 (however, bonus must have a 15 times rollover)

The issue here is to what extent the use of promotional ‘hooks’ to generate new custom or maintain repeat patronage can be regarded as a socially responsible strategy. Previous writings about advertising and marketing from a social responsibility perspective have noted that it is entirely appropriate for the gaming industry to advertise and market their products as long as it conforms to the relevant codes of compliance, is fact-based, does not oversell winning, and is not aimed at (or feature) minors.

Dr. Jonathan Parke and I have noted that in gambling there is a fine line between customer enhancement and customer exploitation particularly when it comes to facilitating new clientele and repeat patronage. Given the political sensitivities around the liberalization of gambling, the perception of what others think about a particular practice are sometimes given more weight than what it actually means in practice. However, irrespective of whether something is introduced in a socially responsible way and/or introduced into an environment with an embedded socially responsible infrastructure, there is always the possibility of a ‘PR own goal’ that may do more financial damage in the long run to the online gaming operator.

Given there is little empirical research on the effect of bonuses on vulnerable and susceptible gamblers, the implications relating to social responsibility are, at best, speculative. There are some academic writings on the use of bonus promotions in offline gambling environments but these are based on observational anecdotes rather than empirical research. For instance, Dr. Parke and I noted that the frequency of bonuses in offline gambling environments varies (depending the establishment) but can occur hourly, daily, weekly, or seasonally. We reported that such bonuses are often used to entice the consumer in several retail environments. What make them especially appealing in a gambling environment are the obvious similarities of the structural characteristics of such bonuses and gambling events in general (e.g., risk, uncertainty, interval-ratio reinforcement etc.). Furthermore, the appeal is strengthened since gamblers feel they are “getting something for nothing”.

We also distinguished between two fundamentally different forms of bonus – the ‘general bonus’ and the ‘proportional bonus’. These different types of bonus may have different implications in terms of social responsibility. General bonuses are those offers that are provided irrespective of the type of player (e.g., an occasional gambler is as equally entitled to the bonus as a ‘heavy’ gambler). Proportional bonuses are those offers that depend on how long and/or frequently the player gambles with a particular gaming establishment. This means that ‘heavy’ gamblers would receive disproportionately more bonuses than an irregular player. Given that a significant proportion of the ‘heaviest’ gamblers (sometimes referred to as ‘VIP gamblers’) may be problem gamblers, it raises questions whether rewarding people the more they spend is the most socially responsible strategy.

In relation to the use of promotional bonuses, there are two basic issues that arise. The first one is whether bonuses should be offered by online gaming companies if they are perceived by some to be ideologically incompatible with being socially responsible. The second is whether some types of bonus are less socially responsible than others. In the absence of empirical evidence, it could be argued that general bonuses that target potential adult online gamblers irrespective of play frequency and/or type, are acceptable within online gaming environments that have a good social responsibility infrastructure. However, bonuses that reward the biggest spenders could be argued to be much less socially responsible. Although this model is well accepted in most commercial environments (i.e., loyalty reward schemes), gambling is a commercial activity that can result in problems for the heaviest gamblers.

Applying these views to promotional bonuses in online gaming environments would mean that some bonuses appear generally acceptable from a social responsibility perspective (e.g., a $10 tokens, 100% welcome bonuses, and possibly re-activation offers) whereas others may be considered less socially responsible and potentially exploitative (e.g., retention offers, VIP offers). It may be the case that other socially responsible measures implemented by an online gaming company (such as the use of a behavioural tracking tool like mentor and PlayScan) may help mitigate the potential exploitation of problem gamblers, however, empirical research is needed to confirm such speculation.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D. (2001). Good practice in the gaming industry: Some thoughts and recommendations. Panorama (European State Lotteries and Toto Association), 7, 10-11.

Griffiths, M.D. (2005).  Does advertising of gambling increase gambling addiction? International Journal of Mental Health and Addiction, 3(2), 15-25.

Griffiths, M.D. (2008). ‘Foot in the door’: Player enhancement or player exploitation? World Online Gambling Law Report, 7 (7), 15-16.

Griffiths, M.D. (2012). Internet gambling, player protection and social responsibility. In R. Williams, R. Wood & J. Parke (Ed.), Routledge Handbook of Internet Gambling (pp.227-249). London: Routledge.

Griffiths, M.D. & Parke, J. (2002). The social impact of internet gambling. Social Science Computer Review, 20, 312-320.

Griffiths, M.D. & Parke, J. (2003). The environmental psychology of gambling. In G. Reith (Ed.), Gambling: Who wins? Who Loses? pp. 277-292. New York: Prometheus Books.

Griffiths, M.D., Wood, R.T.A. & Parke, J. (2009). Social responsibility tools in online gambling: A survey of attitudes and behaviour among Internet gamblers. CyberPsychology and Behavior, 12, 413-421.

Sell division: The use of technology in commercial marketing

Today’s blog is only loosely connected to the types of behaviour that I usually cover but relates to the issue of excessive technological use. However, rather than focusing on the individual, my article today focuses on corporate technological excess, and more specifically the seemingly excessive use of technological marketing. Technology continues to invade almost every area of our lives. Although the advantages of these technologies significantly outweigh the disadvantages, technology is increasingly being used in commercial settings that some citizen’s rights groups claim are exploitative, unethical, and border on the criminal.

Shopping loyalty cards are now an every day part of consumer behaviour. Most people probably don’t stop to think about the reasons behind their introduction but they have the potential to be exploitative. In short, loyalty cards track every purchase a consumer makes over a long period (often years) including the store shopped at, the date and time, and the price paid. The long tracking period allows for monitoring of trends in purchasing. Stores may also record the method of payment, whether the card was swiped or keyed into the till, and the checkout that was used. The supermarkets use these data to categorize customers. In addition to the data provided when the loyalty card was issued, commercial operators can draw conclusions from the address using sophisticated categorization systems. Many companies now use customer relationship marketing software to help make sense and synthesize the information gathered. Ever since they were introduced, underhand uses of loyalty cards have been mooted. As long ago as 1999, the UK Ministry of Agriculture suggested cross checking purchases of genetically modified food with health records, effectively making the cards part of a huge medical experiment. However, the supermarkets declined to take part.

It’s probably a fair assumption to make that the online population views the Internet as much a tool for information gathering and communication as for commercial transactions. The most powerful impacts are social rather than commercial. Just like the companies that run loyalty card schemes, Internet service providers can record when you logged on and off, how many seconds the connection lasted, and the Internet protocol address allocated during the session. They can also compile a detailed e-mail history. This can contain the header information from every e-mail received by the account in the period, the return address provided by the sender, the ISP from which the e-mail originated, the date and the time of the sending, an ID code, and the title of the e-mail. Most people have no idea how much potential there is for invasion of privacy.

There are some areas that are potentially more worrying than others. Take the case of online gambling (that I have covered in previous blogs relating to behavioural tracking). When it comes to gambling, there is a very fine line between providing what the customer wants and exploitation. The gaming industry now sells gambling in much the same way that any other business sells things. On joining Internet gambling sites, players supply lots of information including name, address, telephone number, date of birth, and gender. Internet gambling operators will know the player’s favourite game and the amounts they have wagered. Basically they can track the playing patterns of any gambler. They will know more about the gambler’s playing behaviour than the gamblers themselves. They will be able to send the gambler offers and redemption vouchers, complimentary accounts, etc. All of these things are introduced to supposedly enhance customer experience. Benefits and rewards to the customer include cash, food and beverages, entertainment and general retail. However, more unscrupulous operators are able to entice high spending gamblers (some of which will be problem gamblers) back onto their sites with tailored freebies (such as the inducement of ‘free’ bets and bonuses).

The Internet also appears to be a rapidly growing medium for child-oriented marketing with sites ranging from Pokemon and Barbie to Lego. These sites provide what appears to be a safe environment for children to play in online (and something my own children used to do). Today’s children are computer literate and the Internet empowers them to influence what they want for Christmas or their birthday. However, how ethical is it for businesses to use advertising to pitch to children – individuals who in most other spheres (e.g., voting, sex, legal documents) are treated as incapable of making decisions. Many claim the adverts carry a similar message (i.e., “If you haven’t got this product, you are abnormal”). The aim of most marketing is to sell goods, but adverts aimed at children are designed to get them to pressurize their peers and parents.

A number of years ago, the US Center for Media Education (CME) claimed that advertisers and marketeers exploit children by advertising products on the Internet in ways that manipulate children and violate their privacy. They urged the US Federal Trade Commission to develop safeguards for children and claimed that these advertisements would infringe American regulations that put safeguards on broadcast media like the television. They recommend that there should be no children’s content directly linked to advertising and that direct interaction between children, and that product spokescharacters (such as Kellogs ‘Tony the Tiger’) should not be allowed.

The CME claimed advertisers used a variety of online methods (such as ‘infomercials’) to collect detailed data and compile individual child profiles. This information they claimed, was used to establish direct and intimate relationships with children online. The CME claimed children’s privacy is routinely threatened to encourage children to disclose personal information about themselves and their families with some sites offering gifts and prizes. This technology makes it possible to monitor every interaction between the child and the advertisement allowing firms to create personalized marketing for a child. Again, questions need to be asked about how far advertisers can go and what protection vulnerable groups should have.

Other new technologies are also making an impact – often without the person’s knowledge. For instance, television set top boxes can monitor viewer activities. Those who operate set top boxes say they are doing it in order to develop personalized advertising. However, many claim that Internet video providers should not be able to track and sell information about what you viewers are watching in the privacy of your own home. Companies who use these systems claim they only keep anonymous viewing information. They also stress that their viewers can opt out of the data collection but the reality is that very few do. Perhaps the best way forward is to see the introduction of ‘opt-in’ rather than opt-out clauses.

Given the increasingly sophisticated technology on offer, companies have to do a lot of planning to get most out of their databases. There are two main sorts of database. The first type is a ‘flat file’ databases with information on them, set one after the other. The second type is a ‘relational database’ that can build relationships between different fields of information. For instance, if a company wanted to find a number of customers who had bought a particular product from them in the last month or sort their customers by their address, a flat file database could do those tasks individually whereas relational databases would do it simultaneously. The really creative part (and some might say potentially exploitative and unethical part) in database use starts when companies begin to look seriously at what the information can do for them. This is the stage when companies start to ask intelligent questions about the actual purpose of the information they have gathered.

Over the two decades, customer relationship management (CRM) has become integrated with database management. Companies offer insight into CRM processes that become available when information is managed electronically. Analytical CRM is geared towards understanding a series of interactions with customers over time in activity-based terms, with a view to understanding whether a given customer is profitable to the company and satisfied with the quality of that relationship. For this to work, the company needs in-depth detail on finance, human resources, distribution, and manufacturing so that they know exactly what a customer is costing them. Companies then know whether the customer is worth hanging on to. While the majority of companies may be using CRM for genuine customer enhancement, there are always those who are less scrupulous and may use such information to exploit.

Even a brief examination of how technology is being used in commercial situations demonstrates that the potential for exploitation of the customer is ever present and that such technologies should be monitored closely. Whether any of these practices will be seen as in some way criminal in the future remains to be seen.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Delfabbro, P.H., King, D.L & Griffiths, M.D. (2012). Behavioural profiling of problem gamblers: A critical review. International Gambling Studies, 12, 349-366.

Griffiths, M.D. (2003). Exploitation and fraud on the Internet: Some common practices, The Criminal Lawyer, 132, 5-7.

Griffiths, M.D. (2003). Dot cons: Exploitation and Fraud on the Internet (Part 2). The Criminal Lawyer, 134, 3-5.

Griffiths, M.D. (2005).  Exploitative, unethical, criminal? The use of technology in commercial marketing. Justice of the Peace, 169, 916-917.

Griffiths, M.D. (2008). Digital impact, crossover technologies and gambling practices. Casino and Gaming International, 4(3), 37-42.

Griffiths, M.D. (2009). Social responsibility in gambling: The implications of real-time behavioural tracking. Casino and Gaming International, 5(3), 99-104.

Griffiths, M.D. (2010). Social responsibility in marketing for online gaming affiliates. i-Gaming Business Affiliate, June/July, p.32.

Griffiths, M.D. (2011). Online behavioural tracking: Identifying problem gambling. World Online Gambling Law Report, 10(5), 10-11.

Griffiths, M.D. (2013). Responsible marketing and advertising of gambling. i-Gaming Business Affiliate, August/September, 50.

Griffiths, M.D. & Whitty, M.W. (2010). Online behavioural tracking in Internet gambling research: Ethical and methodological issues. International Journal of Internet Research Ethics, 3, 104-117.

Zangeneh, M., Griffiths, M.D. & Parke, J. (2008). The marketing of gambling. In Zangeneh, M., Blaszczynski, A., and Turner, N. (Eds.), In The Pursuit Of Winning (pp. 135-153). New York: Springer.

Time out: Are voluntary self-exclusion services about responsible gambling or problem gambling?

Responsible gambling practices have now become the norm within the gaming industry. One of the first types of responsible gambling practice introduced by gaming companies was the introduction of self-exclusion schemes for problem gamblers, particularly in offline casinos. More recently, online gaming companies have begun to introduce self-exclusion schemes. This blog briefly examines the question of whether such schemes should be underpinned by concerns around problem gambling or whether they should be about responsible gambling more generally. This is a particularly important issue for accreditation agencies who typically recommend to online gaming companies very specific periods that online gamblers should be excluded for.

Self-exclusion initiatives are now very common and although these contracts have some value in containing the harms to established problem gamblers, they could certainly be a lot more effective. There is little research demonstrating whether they stop gambling in either the short-term or long-term as exclusion from one or more venues still leaves opportunities to gamble elsewhere. However, a small proportion of problem gamblers appreciate the opportunity to self-exclude and this is clearly a valuable service for them.

In a 2007 report by Dr. Robert Williams and his Canadian colleagues, they noted that the effectiveness of offline self-exclusion programs can be measured in three ways. These are the: (i) utilization rate, (ii) percentage of self-excluders who successfully refrain from entering the gaming venue during the self-exclusion period, and (iii) impact self-exclusion has on overall gambling behaviour. Utilization rates are typically very low across most jurisdictions (0.5% to 7%) although countries with a proactive self-exclusion program (e.g., Holland) are typically much higher.

There has been only a limited amount of research examining how many self-excluders refrain from gambling at a venue where they have excluded themselves. According to researchers like Dr. Robert Ladouceur, typical rates suggest around 20-25% of self-excluders attempt to re-gain access to the gambling venue they excluded themselves from, although higher compliance rates have been reported in Holland. There have been very few empirical reports of whether self-excluders curtail their gambling behaviour. Some studies report that when gamblers have self-excluded from one venue, they simply go and gamble elsewhere.

The most positive evaluation was a 2007 Canadian study published in the Journal of Gambling Studies led by Dr. Ladouceur and colleagues who examined 161 self-excluders. A year later, researchers from the same university (including Dr. Ladouceur) also reported in the Journal of Gambling Studies some success with an ‘improved’ self-exclusion program but the number of self-excluders in the data set (n=39) was very small. After two-year follow-up, most had significant reductions in urge to gamble, the intensity of negative consequences, and pathological gambling scores using the criteria of the American psychiatric Association’s Diagnostic and Statistical Manual of Mental Disorders. Research examining offline self-exclusion has almost exclusively viewed self-exclusion schemes as being about protecting problem gamblers. However, this is not the necessarily the case with online gambling.

Compared to offline self-exclusion, there has been even less research on online self-exclusion schemes. Here, most of the research has examined what online gamblers actually think about self-exclusion schemes and/or their use of them. The Global Online Gambler Survey (led by Dr. Jonathan Parke and published by my International Gaming Research Unit, 2007) collected data from 10,865 online gamblers. The survey specifically asked about the use of online social responsibility tools. Although no single feature stood out as critically important, 58% stated that they considered self-exclusion as ‘quite useful’ (with 23% saying it was ‘very’ or ‘extremely’ useful).

In a 2009 survey of 2,348 online gamblers published in the journal CyberPsychology and Behavior that I and my colleagues carried out (all clientele of the Swedish gaming operator Svenska Spel) examining online social responsibility tools via the PlayScan behavioural tracking system, we reported that a quarter of our sample used PlayScan. Over one-third of respondents (42%) reported the self-exclusion features to be ‘quite useful’ or ‘very useful’. Just under one in five PlayScan users (17%) had actually used one of the self-exclusion features. In a 2010 study of online gamblers published in the International Journal of Mental Health and Addiction, Dr. Tobias Hayer and Gerhard Meyer carried out a follow-up survey one year after the initiation of self-exclusion with a small sub-sample (n=20). They reported that the restriction of access to a single online gambling site had favourable psychosocial effects.

Despite the limited empirical evidence showing whether self-exclusion schemes are effective, gamblers (particularly those online) appear to appreciate short-term self-exclusion facilities even if they do not have a problem with gambling. For instance, in the 2009 study we carried out, online gamblers reported that the most useful self-exclusion feature was the 7-day self-exclusion rated as ‘quite/very useful’ by just under half of respondents (46%). This was followed by 1-month self-exclusion (24%), 24-hour self-exclusion (24%), and permanent self-exclusion (16%). These types of self-exclusion are likely to be associated with non-problem gamblers who may want to restrict their gambling behaviour to a very specific instance.

Given the (presumed) unproblematic nature of internet gambling among respondents, it was unsurprising that only 16% thought permanent self-exclusion would be useful to them personally. If anything, this might appear to be a slightly higher figure than might have been predicted as it could be argued that non-problem gamblers would be unlikely to make use of a permanent self-exclusion.

As noted above, the seven-day exclusion period was the most useful with almost a half of participants endorsing this as their most favoured. This may have been especially useful for those who do not want to gamble for a particular period such as the week before a monthly ‘pay day’. One-month and one-day self-exclusion periods were most popular for around half the participants (approximately 25% each). These types of self-exclusion are more likely to be associated with non-problem gamblers who may want to restrict their gambling behaviour to a very specific instance such as preceding a night of heavy drinking (e.g., 24-hour self-exclusion) or a particular time of the year like the run up to Christmas (e.g., one-month self-exclusion).

Overall, these results suggest that self-exclusion is not a tool for problem gamblers but more generally a tool for responsible gambling This is particularly important point to bear in mind for those agencies that currently accredit online gaming companies in relation to socially responsible practices and procedures. For instance, GamCare will not accredit online gaming companies unless there is a minimum 6-month online exclusion facility. The empirical evidence outlined above clearly shows that short-term self-exclusion options of less than six months are beneficial to online gamblers. Therefore, accreditation agencies need to base their recommendations about self-exclusion on empirical evidence and what is most useful to online gamblers.

Any online gaming company should allow gamblers the opportunity to self-exclude themselves from their gambling site for any period whether it is one day, one week, one month or one year. Compared to offline schemes, online self-exclusion is relatively easy to introduce, and should run for the period requested by the gambler and not an arbitrary limit set by an accreditation agency.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D. (2012). Self-exclusion services for online gamblers: Are they about responsible gambling or problem gambling? World Online Gambling Law Report, 11(6), 9-10.

Griffiths, M.D., Wood, R.T.A. & Parke, J. (2009). Social responsibility tools in online gambling: A survey of attitudes and behaviour among Internet gamblers. CyberPsychology and Behavior, 12, 413-421.

Hayer, T. & Meyer, G. (2010). Internet self-exclusion: Characteristics of self-excluded gamblers and preliminary evidence for its effectiveness. International Journal of Mental Health and Addiction, 9, 296-307

International Gaming Research Unit (2007). The global online gambling report: An exploratory investigation into the attitudes and behaviours of internet casino and poker players. Report for eCOGRA (e-Commerce and Online Gaming Regulation and Assurance).

Ladouceur, R., Jacques, C., Girous, I., Ferland, F., & LeBlond, J. (2000). Analysis of a casino’s self-exclusion program. Journal of Gambling Studies, 16, 453-460.

Ladouceur, R., Sylvain, C., Gosselin, P. (2007). Self-exclusion program: A longitudinal evaluation study. Journal of Gambling Studies, 23, 85-94.

O’Neil, M., Whetton, S., Doman, B., Herbert, M., Giannopolous, V., OíNeil, D., & Wordley, J. (2003). Part A – Evaluation of self-exclusion programs in Victoria and Part B – Summary of self-exclusion programs in Australian States and Territories. Melbourne: Gambling Research Panel.

Steinberg, M., & Velardo, W. (2002). Preliminary evaluation of a casino self-exclusion program. Paper presented at the Responsible Gambling Council of Ontarioís Discovery 2002 Conference, April 2002, Niagara Falls, Canada.

Tremblay, N., Boutin C. & Ladouceur, R. (2008). Improved self-exclusion program: Preliminary results. Journal of Gambling Studies, 24, 505–518

Williams, R.J., Simpson, R.I. and West, B.L. (2007). Prevention of problem gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies. pp.399-435. New York: Elsevier.

Risky businesses: Why should employers have a ‘gambling at work’ policy?

Most of us work in organizations that have policies on behaviours such as drinking alcohol and cigarette smoking. However, very few companies have a ‘gambling at work’ policy. One problem gambler in a position of financial trust can bring down a whole organization – Nick Leeson being a case in point when he single-handedly brought down Barings Bank). Leeson’s (albeit somewhat extreme) antics demonstrate that organisations need to acknowledge that gambling with company money can be disastrous for the company if things go horribly wrong. While no company expects an employee gambling to bring about their collapse, Leeson’s case does at least highlight gambling as an issue that companies ought to think about in terms of risk assessment.

Gambling is a popular leisure activity and recent national surveys into gambling participation show that around two-thirds of adults gamble annually and that problem gambling affects just under 1% of the British population. There are a number of socio-demographic factors associated with problem gambling. These included being male, having a parent who was or who has been a problem gambler, being single, and having a low income. Other research shows that those who experience unemployment, poor health, housing, and low educational qualifications have significantly higher rates of problem gambling than the general population.

It is clear that the social and health costs of problem gambling can be large on both an individual and societal level. Personal costs can include irritability, extreme moodiness, problems with personal relationships (including divorce), absenteeism from work, family neglect, and bankruptcy. There can also be adverse health consequences for both the problem gambler and their partner including depression, insomnia, intestinal disorders, migraines, and other stress-related disorders.

For most people, gambling is not a serious problem and in some cases may even be of benefit in team building and/or creating a collegiate atmosphere in the workplace (e.g., National Lottery syndicates, office sweepstakes). However, for those whose gambling starts to become more of a problem, it can affect both the organisation and other work colleagues. Typically problem gambling at work can lead to many negative “warning signs” such as misuse of time, mysterious disappearances, long lunches, late to work, leaving early from work, unusual vacation patterns, unexplained sick leave, internet and telephone misuse, etc. However, new forms of gambling, such as gambling via the internet or mobile phones at work, means that many of these warning signs are unlikely to be picked up. However, just because problem gambling is difficult to spot does not mean that managers should not include it in risk assessments and/or planning procedures. Listed below are some practical steps that can be taken to help minimise the potential problem.

  • Take the issue of gambling seriously. Gambling (in all its many forms) has not been viewed as an occupational issue at any serious level. Managers, in conjunction with Human Resources Departments need to ensure they are aware of the issue and the potential risks it can bring to both their employees and the whole organisation. They also need to be aware that for employees who deal with finances, the consequences for the company should that person be a problem gambler can be very great.
  • Raise awareness of gambling issues at work. This can be done through e-mail circulation, leaflets, and posters on general notice boards. Most countries (including the UK) have national and /or local gambling agencies that can supply useful educational literature (including posters). Telephone numbers for these organisations can usually be found in most telephone directories.
  • Ask employees to be vigilant. Problem gambling at work can have serious repercussions not only for the individual but also for those employees who befriend a problem gambler, and the organisation itself. Fellow staff members need to know the signs and symptoms of problem gambling. Employee behaviours such as asking to borrow money all the time might be indicative of a gambling problem.
  • Give employees access to diagnostic gambling checklists. Make sure that any literature or poster within the workplace includes a self-diagnostic checklist so that employees can check themselves to see if they might have (or be developing) a gambling problem.
  • Check internet “bookmarks” of your staff. In some jurisdictions across the world, employers can legally access the e-mails and internet content of their employees. One of the easiest checks is to simply look at an employee’s list of “bookmarked” websites. If they are gambling on the internet regularly, internet gambling sites are almost certainly likely to be bookmarked.
  • Develop a “Gambling at Work” policy. As mentioned at the start of this blog, many organisations have policies for behaviours such as smoking or drinking alcohol in the workplace. Employers should develop their own gambling policies by liaison between Human Resource Services and local gambling agencies. A risk assessment policy in relation to gambling would also be helpful.
  • Give support to identified problem gamblers.  Most large organisations have counselling services and other forms of support for employees who find themselves in difficulties. Problem gambling needs to be treated sympathetically (like other more bona fide addictions such as alcoholism). Employee support services must also be educated about the potential problems of workplace gambling.

Problem gambling can clearly be a hidden activity and the growing availability of internet gambling and mobile phone gambling is making it easier to gamble from the workplace. Thankfully, it would appear that for most people, gambling is not a serious problem. For those whose gambling starts to become more of a problem, it can affect both the organisation and other work colleagues (and in extreme cases cause major problems for the company as a whole). Managers clearly need to have their awareness of this issue raised, and once this has happened, they need to raise awareness of the issue among the work force. Gambling is a social issue, a health issue and an occupational issue. Although not high on the list for most employers, the issues highlighted here suggest that it should at least be on the list somewhere.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D. (2002). Internet gambling in the workplace. In M. Anandarajan & C. Simmers (Eds.). Managing Web Usage in the Workplace: A Social, Ethical and Legal Perspective. pp. 148-167. Hershey, Pennsylvania: Idea Publishing.

Griffiths, M.D.  (2002).  Occupational health issues concerning Internet use in the workplace. Work and Stress, 16, 283-287.

Griffiths, M.D. (2004). Betting your life on it: Problem gambling has clear health related consequences. British Medical Journal, 329, 1055-1056.

Griffiths, M. D. (2006). Pathological gambling. In T. Plante (Ed.), Abnormal Psychology in the 21st Century (pp. 73-98). New York: Greenwood.

Griffiths, M.D. (2009). Internet gambling in the workplace. Journal of Workplace Learning, 21, 658-670.

Griffiths, M.D. (2010). Internet abuse and internet addiction in the workplace. Journal of Worplace Learning, 7, 463-472.

Griffiths, M.D. (2010). The hidden addiction: Gambling in the workplace. Counselling at Work, 70, 20-23.

Wardle, H., Moody. A., Spence, S., Orford, J., Volberg, R., Jotangia, D., Griffiths, M.D., Hussey, D. & Dobbie, F. (2011).  British Gambling Prevalence Survey 2010. London: The Stationery Office.

Loss leaders: What is the best way to measure ‘gambling intensity’?

The issue of how to measure ‘gambling intensity’ is an important one in the gambling studies field. Gambling intensity is one of those concepts that means different things to different researchers but basically refers to how absorbed gamblers are based on the time and money they spend gambling. Over the last few years, this issue has become much more to the fore as researchers in various jurisdictions have been given access to behavioural tracking data (i.e., actual data showing what online gamblers actually do online such as the games they are playing, the time they spend online, the amount of money that they spend, etc.). This has initiated a whole new line of gambling research that is already providing insights about gambling that we never had before.

Many of these studies have used proxy measures for gambling intensity including variables such ‘bet size’ and ‘number of games played’. Another major problem with these studies is that they have tended to present data by single game type (e.g., only data from online poker players or sports bettors are presented). However, as researchers such as myself have noted, online gamblers typically gamble on a variety of games.

There are various ways to conceptualize gambling intensity. Such ways could include parameters involving the time spent gambling, the number of gambles made, and/or the amount of money won or lost while gambling. In almost all of the studies carried out to date, monetary involvement has tended to be the main proxy used measure for gambling intensity. However, I and my colleague Michael Auer have proposed a different proxy measure for the money risked while gambling. We define gambling intensity as the amount of money that players are putting at risk when playing. This might be considered easy to do (e.g., by using ‘bet size’), but the element of chance is rarely accounted for, especially when a random win occurs. For instance, two gamblers putting the same amount of money at risk might end up with very different wins or losses at the end of similar length gambling sessions because of the chance factor. For this reason, we are now using a measure that is completely independent of random events and takes into account the true amount of money that players are prepared to risk. The interesting aspect of this is that most of the time, gamblers themselves are probably not aware of the amount of money they risked at the end of a playing session.

Our first published paper in this area was a simulation study published last year in the journal Gaming Law Review and Economics. In that paper, we demonstrated that the most robust and stable measure for ‘gambling intensity’ is what we call the ‘theoretical loss’. Our fiest paper on this topic showed that all previous studies using proxy measures for ‘gambling intensity’ had failed to take into account the house advantage. Outcomes in games of chance over the long-term will always be dependent upon the house advantage of each different type of game. Dr. S. Li showed in a 2003 paper published in the Journal of Risk Research that ‘at risk’ decision-making in the short-term is totally different from decision-making over longer periods of time. Decision making over the long-term can be explained by the expected value whereas short-term decision-making does not seem to be based on any expectation rule. However, studies investigating decision-making in situations where people have to make choices assume that players have a real choice in which they can truly influence the outcome and (thus) the expected return. However, this is not the case in pure chance games. Whatever the player chooses to do in pure chance situations, the house advantage will determine the expected return in the long-term.

As we pointed out in our 2012 paper, games with a high house advantage lead to higher player losses and games with a low house advantage lead to lower player losses. Theoretical loss is the same measure that the gaming industry describes as Gross Gaming Revenue (GGR), and is the difference between ‘Total Bet’ and ‘Total Win’. The ‘theoretical loss’ of any given game is represented by the product of the bet size and the house advantage. Over very long periods of time, the theoretical loss corresponds to the GGR with increasing accuracy. The more diverse the gambling behaviour, the more that bet size deviates from the theoretical loss.

By incorporating the theoretical loss, the amount risked can be measured at a very detailed level. For instance, French roulette has a house advantage of 2.7% and keno has a house advantage of 10%. This means that a player who repeatedly bets $100 on roulette will end up with a loss of $2.7, and a player who repeatedly bets $100 on keno will end up with a loss of $10. Therefore, the product of bet size and theoretical loss represents the amount of money that player will lose in the long run. Previous studies that have used bet size (as a proxy measure for gambling intensity) would assign the same gambling of $10 intensity to the two players in the aforementioned example (and which obviously is not the case). The bet size is the one risk parameter that players are most likely to be aware of during gambling. However, it is deceptive as it does not take into account the expected return/loss that is controlled by the gaming operator via their house advantage.

Our simulation study of 300,000 online gamblers showed that bet size explained only 56% of the variance of the theoretical loss, and the number of games played explained 32% of the variance of theoretical loss. This means that when using bet size alone, 44% of the gambling behaviour remains unexplained. When using the number of games played alone, 68% of the variance is left unexplained. As this study was a simulation, we recently replicated our first study using real online gambler behavioural tracking data. There are many advantages and disadvantages with using data collected via behavioural tracking. However, the main advantages are that behavioural tracking data (a) provide a totally objective record of an individual’s gambling behaviour on a particular online gambling website, (b) provide a record of events and can be revisited after the event itself has finished, and (c) usually comprise very large sample sizes.

Our latest study on theoretical loss in the Journal of Gambling Studies comprised 100,000 online gamblers who played casino, lottery or poker games during a one-month period on the Austrian win2day gambling website. All games played by these gamblers were recorded and subsequently analysed. The game types were categorized into eight distinct groups: (i) Lottery – Draw/Instant, (ii) Casino – Card, (iii) Casino – Slot, (iv) Casino – Videopoker, (v) Casino – Table, (vi) Casino Other, (vii) Bingo and (viii) Poker. For each of the game types and each player, the ‘bet size’ and the ‘theoretical loss’ were computed for the recorded time period. In terms of house advantage these game types are very different. In general, lottery games have a relatively high house advantages (typically 50%) whereas slot machines have house advantages in the range of 1 to 5% depending on the gaming platform and the specific game. Poker on the other hand does not have a house advantage as such. In poker, the gaming involvement can be measured via the rake. The rake is a fixed percentage of the stake (bet size) that goes to the casino. The overall theoretical loss is thus comprised of the theoretical loss across all game types plus the poker rake.

Although we found a high correlation between the ‘bet size’ and the overall ‘theoretical loss’ across the eight game types for the 100,000 players, we also found the bet size alone explained only 72% of the variance of the theoretical loss (not as large as we found in our simulation study but that was most likely because we had more games in the simulation study and the games in the simulation study were approximated house advantages whereas the follow-up study used actual house advantages.

This study broadly confirmed the findings from our previous simulation study. The results of our most recent study suggest that future research and particularly those that utilize behavioural tracking approaches should measure their participants’ gambling intensity by incorporating the game-specific theoretical loss instead of using proxy measures such the bet size and/or the amount of money staked. Another implication is that previously published research could be re-analysed using the more robust measure of gambling intensity presented here (i.e., theoretical loss) rather than the proxy measures that were used in the original published studies. This study demonstrates that bet size does not reliably indicate the amount of money that players are willing to risk as it does not take into account the house advantage of each individual game that gamblers engage in. The house advantage represents the percentage held back by the gaming operator and is essential for the amount lost in the long-term and will eventually be equal to the total losses that a player accumulates. In order to further generalize our results, further empirical research utilizing data from other online gaming platforms as well as land-based casino premises needs to be carried out.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Additional input: Michael Auer

Further reading

Auer, M. & Griffiths, M.D. (2013). An empirical investigation of theoretical loss and gambling intensity. Journal of Gambling Studies, in press.

Auer, M., Schneeberger, A., & Griffiths, M.D. (2012). Theoretical loss and gambling intensity: A simulation study. Gaming Law Review and Economics, 16, 269-273.

Broda, A., LaPlante, D. A., Nelson, S. E., LaBrie, R. A., Bosworth, L. B. & Shaffer, H. J. (2008). Virtual harm reduction efforts for Internet gambling: effects of deposit limits on actual Internet sports gambling behaviour. Harm Reduction Journal, 5, 27.

Colbert, G., Murray, D., Nieschwietz, R. (2009). The use of expected value in pricing judgements. Journal of Risk Research, 12, 199-208.

Griffiths, M.D. & Auer, M. (2011). Online versus offline gambling: Methodological considerations in empirical gambling research. Casino and Gaming International, 7(3), 45-48.

Griffiths, M.D. & Whitty, M.W. (2010). Online behavioural tracking in Internet gambling research: Ethical and methodological issues. International Journal of Internet Research Ethics, 3, 104-117.

LaBrie, R.A., Kaplan, S., LaPlante, D.A., Nelson, S.E., & Shaffer, H.J. (2008). Inside the virtual casino: A prospective longitudinal study of Internet casino gambling. European Journal of Public Health, 18, 410-416

LaPlante, D. A., Schumann, A., LaBrie, R. A., & Shaffer, H. J. (2008). Population trends in Internet sports gambling. Computers in Human Behavior, 24, 2399–2414.

Li, S. (2003). The role of Expected Value illustrated in decision-making under risk: Single-play vs multiple-play. Journal of Risk Research, 6, 113-124.

Wardle, H., Moody, A., Griffiths, M.D., Orford, J. & and Volberg, R. (2011). Defining the online gambler and patterns of behaviour integration: Evidence from the British Gambling Prevalence Survey 2010. International Gambling Studies, 11, 339-356.

Track to the future: Online behavioural tracking and problem gambling

Almost everyone reading this will be aware that problem gambling lies towards one end of a continuum that ranges from non-gambling at one end through to pathological gambling at the other. However, it should also be noted that there will always be some behaviours that are typically engaged in by problem gamblers that some non-problem gamblers may also engage in at least occasionally (e.g., chasing behaviour when gamblers try to recoup their losses).

Worldwide, there are many different screening instruments that can be used by clinicians and researchers to help identify problem gambling. One of most regularly used is the Diagnostic and Statistical Manual, Fourth Edition (of which the fifth edition has just been published) that includes criteria that can aid the diagnosis of problem and pathological gambling (but now called disordered gambling in its latest incarnation). The previous (DSM-IV) criteria were used in the most recent British Gambling Prevalence Survey published in 2011. If a person answered positively to at least five of the criteria, a diagnosis of pathological gambling would be made whereas endorsement of three or four of the criteria would indicate a diagnosis of problem gambling. Using the DSM-IV, the latest BGPS reported a problem gambling rate of 0.9% among British adults.

In contrast to offline gambling, the use of online behavioural tracking presents an opportunity for researchers to examine the actual and real-time behaviour engaged in by gamblers. Analysis of behavioural tracking data has been carried out by various groups of researchers. For instance, one group affiliated to Harvard University have published a series of papers examining a data set of online gamblers provided by the bwin gaming company. My own research unit has also been publishing data using behavioural tracking data provided by the win2day gaming company.

During my consultancy for various online gaming companies, I have been informed by industry insiders that problem gambling can be identified online by examining the patterns and behaviours of online gamblers. If this is true, it has implications for current problem gambling screens (including the new DSM-V). This is because most criteria found in these screens are associated with the consequences of problem gambling rather than the gambling behaviour itself. Take the DSM-IV. I have argued that only a few of the behaviours in the DSM criteria for pathological gambling can be reliably spotted online using online behavioural tracking (the most obvious being chasing losses, salience/preoccupation, and tolerance). The following list highlights each of the DSM-IV questions for pathological gambling and the component of pathological gambling that each criterion is assessing. This is followed by an assessment as to what extent each criterion can be identified online.

  • Salience/Preoccupation (Do you find that you are becoming preoccupied with past gambling successes or find yourself spending increasingly more time planning future gambling?) – An online problem gambler is likely to spend a lot of time gambling online although this behaviour in itself does not necessarily indicate a problem. Anything above four hours daily play over a protracted period could be considered excessive although some forms of online gambling (e.g., online poker) may take up a lot of time and be played relatively inexpensively.
  • Tolerance (Do you find that you need to increase the amount of money you gamble to achieve the same enjoyment and excitement?) – If experiencing tolerance to gambling, an online problem gambler is likely to have changed their gambling behaviour in one of two ways over time. The first example of tolerance is a gradual increase of daily play in terms of time. For instance, the gambler might start off playing 30-60 minutes a day but over the course of a few months starts to play increasing amounts of time. The second example of tolerance is the act of gambling using gradually bigger stakes over time. An online problem gambler is more likely to experience both of these combined (i.e., gambling for longer and longer periods of time with bigger and bigger amounts of money).
  • Relapse (Have you recently tried to stop gambling but were unsuccessful?) – Although this is difficult to detect with absolute certainty online, a typical pattern would be a gambler who gambles heavily, day-in day-out, for a period of time and then “disappears” for a period of time (which could be days, weeks, and sometimes even months), only to suddenly re-appear and gamble heavily again.
  • Withdrawal  (Do you become moody or impatient when you are cutting down how much you gamble?) This is again difficult to detect with absolute certainty online but is most likely to surface with the use of verbally aggressive comments in those games that have chat room facilities (such as online poker).
  • Escape from reality (Do you ever use gambling a way of ignoring stress in your in life or even pick you up when you feel down?) – This is almost impossible to detect online although those players who play for long hours every day are more likely to experience escape-like feeling.
  • Chasing losses (Do you ever try to win back the money you lost by increasing the size or frequency of your wagers?) – This is one of the key indicators of problem gambling and can be spotted online more easily than many other problem gambling criteria. Typical chasing patterns will include repeated ‘double or quit’ strategies in an effort to recoup losses. Although many gamblers use this strategy on occasion, the online problem gambler will do it repeatedly. This behaviour, above and beyond any other criteria, is most likely to signal problem gambling.
  • Conceal Involvement (Do you ever hide how much or how often you gamble from significant others?) – There is no way that an online gambling operator can spot this during online gambling unless such admissions are given to other players in online chat rooms.
  • Unsociable Behaviour (Have you ever committed fraud or theft to get money to gamble with?) – Again, there is no way that an online gambling operator can spot this during online gambling unless such admissions are given to other players in online chat rooms.
  • Ruin a Relationship/Opportunity (Has gambling ever ruined a personal relationship or an occupational or educational opportunity?) – As with the previous two criteria, there is no way that an online gambling operator can spot this during online gambling unless such admissions are given to other players in online chat rooms.
  • Bail-out  (Have you ever needed others to relieve a financial problem created by gambling?) – When an online gambler has exhausted all their own funds, they will often ‘beg, borrow and (eventually) steal’ money to continue gambling. A player whose account is constantly ‘topped up’ by people other than themselves may be a problem gambler.

This brief analysis of the extent to which each DSM criterion of problem gambling can be identified online shows that only a few behaviours can be reliably spotted via online behavioural tracking. The following list contains a number of behaviours that are engaged in by online problem gamblers. This was devised and based on my conversations with members of online gaming industry. These are additional to those identified above (i.e., chasing losses, spending high amounts of time and money, and increasing the amount of gambling over time). As a general ‘rule of thumb’, it is assumed that the more of these online behaviours that are engaged in by an individual, the more likely that person is to be a problem gambler.

  • Playing a variety of stakes – Playing a variety of different stakes (in games like online poker) indicates poor planning and may be a cue or precursor to chasing behaviour.
  • Playing a variety of games – Evidence from national prevalence surveys (e.g. Wardle et, al, 2011) demonstrates that the more types of gambling engaged in, the more likely the person is to be a problem gambler. Although this factor on its own is unlikely to indicate problem gambling, when combined with other indicators on this list may be indicative of problem gambling.
  • Player ‘reload’ within gambling session – Although any gambler can engage in such behaviour, players who deposit more money within session (‘reload’) are more likely to be problem gamblers. This indicates poor planning and is a cue to chasing behaviour.
  • Frequent payment method changes – The constant changing of deposit payment methods indicates poor planning and is may be a cue to chasing behaviour. This online behaviour usually indicates shortage of funds and need to extract monies from a variety of sources. Such behaviour can also indicate bank refusal.
  • Verbal aggression – Aggressive verbal interaction via relay chat is common among problem gamblers although any gambler losing money may cause such behaviour. Such behaviour may be evidence of gamblers going on ‘tilt’ (i.e., negative cognitive and emotional reaction to losing) or withdrawal effects if out of money to gamble.
  • Constant complaints to customer services – Constant complaints to the customer service department is common among problem gamblers although any gambler losing money may cause such behaviour. As with verbal aggression, such behaviour may be evidence of gamblers going on ‘tilt’ (i.e., negative cognitive and emotional reaction to losing).

Clearly, each of these behaviours needs to be examined in relation to at least three or four other indicative behaviours. Perhaps most importantly, and according to online gambling companies who use socially responsible behavioural tracking tools, it is a significant change in usual online behaviour that is most indicative of a problem gambler. Most statistical modelling of player behaviour predicts future problematic behaviour on the basis of behavioural change over time. The behaviours highlighted suggest that screening instruments in the future may be able to be developed that concentrate on the gambling behaviour itself, rather than the associated negative consequences.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Auer, M. & Griffiths, M.D. (2013). Limit setting and player choice in most intense online gamblers: An empirical study of online gambling behaviour. Journal of Gambling Studies, in press.

Auer, M. & Griffiths, M.D. (2013). An empirical investigation of theoretical loss and gambling intensity. Journal of Gambling Studies, in press.

Delfabbro, P.H., King, D.L & Griffiths, M.D. (2012). Behavioural profiling of problem gamblers: A critical review. International Gambling Studies, 12, 349-366.

Dragicevic, S., Tsogas, G., & Kudic, A. (2011). Analysis of casino online gambling data in relation to behavioural risk markers for high-risk gambling and player protection. International Gambling Studies, 11, 377–391.

Griffiths, M.D. (2009). Social responsibility in gambling: The implications of real-time behavioural tracking. Casino and Gaming International, 5(3), 99-104.

Griffiths, M.D. & Auer, M. (2011). Approaches to understanding online versus offline gaming impacts. Casino and Gaming International, 7(3), 45-48.

Griffiths, M.D. & Whitty, M.W. (2010). Online behavioural tracking in Internet gambling research: Ethical and methodological issues. International Journal of Internet Research Ethics, 3, 104-117.

LaBrie, R.A., Kaplan, S., LaPlante, D.A., Nelson, S.E., & Shaffer, H.J. (2008). Inside the virtual casino: A prospective longitudinal study of Internet casino gambling. European Journal of Public Health, DOI:10.1093/eurpub/ckn021.

LaPlante, D.A., Kleschinsky, J.H., LaBrie, R.A., Nelson, S.E. & Shaffer, H.J. (2009). Sitting at the virtual poker table: A prospective epidemiological study of actual Internet poker gambling behavior. Computers in Human Behavior 25, 711-717.

Wardle, H., Moody, A., Spence, S., Orford, J., Volberg, R., Jotangia, D., Griffiths, M., Hussey, D. & Dobbie, F. (2011). British Gambling Prevalence Survey 2010. London: The Stationery Office.

Scam-a-lot: A brief look at online gambling fraud

I’m sure many of you reading this have received bogus e-mails notifying them they have won a lottery. The majority of these scams are either the ‘Dutch Lottery’, ‘Spanish Lottery’ and ‘Canadian Lottery’ schemes (although there are many others). The theme is always the same and they appear to make a lot of money for those that instigate the scam. According to press reports a few years ago, the Canadian Lottery scam netted over $5 billion from US victims and was making around £500,000 a month in the UK. Typically, a person receives an e-mail saying that they have won a lottery and they need to reply to claim their winnings. If the person replies, they will then receive emails and/or phone calls that move the person on to the next phase of the fraud. The person will be told that they need to pay a fee – which can be variable – to cover transfer and administration costs (sometimes termed an ‘unlocking fee’). Sometimes the fraudsters ask for a person’s bank details so that they can deposit the winnings. When this happens, the fraudsters can also steal money directly from a person’s account. The obvious reason why such e-mails are fraudulent is that the person has not bought a lottery ticket. However, frausdsters have started to use slightly different tactics. Below is an extract from an e-mail that I received in my inbox:

“We are pleased to inform you of the result of the Lottery Winners International programs held on the 14th of January. You have therefore been approved a sum pay out of US $500,000. CONGRATULATIONS!!! Due to mix up of some numbers and names, we ask that you keep your winning information very confidential until your claim has been processed and your prize/money remitted to you. This is part of our security protocol to avoid double claiming and unwarranted abuse of this program by some participants. All participants were selected through a computer ballot system drawn from over 200,000,000 company and 300,000,000 individual email addresses and names from all over the world”

Here, the person appears to have had their e-mail address randomly selected into a prize draw (rather than having to have bought a ticket). To claim the prize, recipients of the e-mail are again asked to pay an administration fee. One of the more worrying aspects is that those people who have responded to these types of schemes and frauds before will find themselves named on “mooch” and “sucker” lists that are sold by specialist brokers to the fraudsters. If a person has been duped once, they will almost certainly be targeted again.

Frauds rely on gullibility of the victim and the credibility of the criminal engaging in the fraudulent activity. On the Internet, this might perhaps translate into having very state-of-the-art webpage forgeries on the Internet with credible and trustworthy sounding materials/products. One of the most common fraudulent practices is when unscrupulous individuals steal materials from legitimate online gambling sites. Whole website designs can be stolen including the graphics and general design. Others may just use accreditation logos from legitimate accreditation organizations such as GamCare or the Internet Gambling Commission. Such people rely on the fact that many gamblers have made the decision to gamble even before logging on. The urge and desire to gamble can help overcome a person’s ability to think rationally and/or their instinctive mistrust of the Internet. Fake sites have to look safe, reputable, and trustworthy. To avoid spending money on website design and development, the fraudsters simply steal existing designs. Some fake sites even go as far as making identical copies of winners’ pages and testimonial pages of legitimate sites. This reinforces the idea that the site has hundreds of happy and satisfied customers. Only those who are intimately familiar with the “host” or original site would notice such a fraud.

Many online gambling sites offer incentives to get the gambler to play on their site. These include legitimate schemes such as VIP membership, loyalty schemes, and various types of deposit bonuses (i.e., the gamblers get a cash bonus if they register with the site). One of the legal (but highly exploitative) ploys to get people to gamble, are those sites which require excessive play (or to have gambled a pre-set amount of money) before the cash bonus is awarded. However, there are some ‘bonus’ practices that go beyond exploitation and are clearly fraudulent. One of the simplest, and most effective of the bonus scams is targeted at players that have been banned from a casino. Since online casinos are always in need of known paying customers, this works by drawing in banned gamblers who have moved on to other sites. The gamblers receive an e-mail offering them a cash bonus if they deposit money into their existing account. However, after the gambler has deposited the money, they do not get their bonus. The online casinos tell the player they are not eligible to receive a bonus because they were banned. Gamblers then tend to play their deposit anyway – which is exactly what the operators were hoping for. Furthermore, some online casinos cite ‘bonus abuse’ as the reason for not paying winnings, knowing there is no governing body that can act against them.

Another unscrupulous tactic is where online gambling sites that have conned a gambler once, do it again (a “two-for-one” scam). If a gambler has signed up to a particular online casino that takes all their money and then disappears, there is little a gambler can do. Quite often, months after being ripped off, a gambler may start to get e-mails from a new gambling site set up by the fraudsters who conned the gambler in the first place (although the gambler is unlikely to know it is the same organisation). They know where to reach the gambler because of the registration form that the gambler initially filled out to join the now disbanded online casino. The fraudsters will e-mail compelling offers, rewards packages, and CD software (basically anything to get the gambler back). The fraudsters then do exactly the same again. Another variation of the ‘twofer’ scam is when gambling operators invite their former scammed customers (by using the information the gambler provided before at a previous site) under the ruse of ‘bonuses’ telling the gamblers how sympathetic they are about them being scammed, and offering a bonus if they play on their website instead.

There appears to be one major reason why gambling is such a growth area for fraud. This is the fact that many gamblers themselves want to get a huge reward from a small outlay (just as the fraudsters do). As long as there are people who are prepared to risk money on chance events, there will be those out there who will want to fraudulently take their money from them. To date, there is almost no empirical data on any of these criminal practices and it is hard to assess the extent to how widespread any of these fraudulent online gambling practices are. There is clearly a need to examine this area empirically and for research to be initiated in this emerging area of criminological concern.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D. (2003). Dot cons: Exploitation and Fraud on the Internet (Part 2). The Criminal Lawyer, 134, 3-5.

Griffiths, M.D. (2003). Exploitation and fraud on the Internet: Some common practices, The Criminal Lawyer, 132, 5-7.

Griffiths, M.D. (2004). Hi-tech gambling scams. The Criminal Lawyer, 140, 4-5.

Griffiths, M.D. (2008). Online trust and Internet gambling. World Online Gambling Law Report, 8(4), 14-16.

Griffiths, M.D. (2010). Crime and gambling: A brief overview of gambling fraud on the Internet. Internet Journal of Criminology. Located at: http://www.internetjournalofcriminology.com/Griffiths_%20Gambling_Fraud_Jan_2010.pdf

Griffiths, M.D. & Wood, R.T.A. (2008). Gambling loyalty schemes: Treading a fine line? Casino and Gaming International, 4(2), 105-108.

McMullan, J. & Rege, A. (2007). Cyberextortion at online gambling sites: Criminal organization and legal challenges. Gaming Law Review, 11, 648-665.

Whitty, M. & Joinson, A. (2009). Truth, Lies and Trust on The Internet. Hove: Routledge.