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Research Proposal to the Interactive Gaming Council
Internet Gambling: Next Steps for Effective RG Strategies
May 2006
Jamie Wiebe, Ph.D.
Factz Research Inc.
Research Overview
Responsible gambling (RG) strategies are an essential component for both gaming operations and regulatory schemes. Assisting customers in maintaining control over their gambling, providing options for those who are having problems, and preventing underage access is not only the right thing to do, it is also good business. A superior treatment of RG not only benefits the industry by placing it in a better light in terms of social responsibility, but ultimately will win over consumers, and possibly legislators.
To date, however, there is no published work that provides enough information to design an adequate response to gambling-related problems associated with Internet gambling. It is impossible to design adequate responsible gaming measures without specific information on the experiences and behaviour of the Internet gambler. The proposed study seeks to obtain current data on the gambling patterns of Internet players, including frequency and duration of play, the nature and extent of gambling problems, the characteristics, behaviours, and consequences of uncontrolled gambling behaviour, and awareness and use of strategies to keep gambling safe. This information is critical to developing evidence-based targeted and effective strategies to assist players who are at-risk of problems related to their gambling. This study will also serve as an important baseline for monitoring future initiatives designed to reduce the negative impacts of gambling. The increased popularity and advertising of internet gaming, and the heightened media attention focusing on the harms of this form of gambling, particularly related to youth, make this a critical area of investigation.
This proposal requests the co-operation of an Internet gambling site or sites to participate in this study. Involvement would involve providing access to customers in order to learn about their gambling patterns, gambling-related concerns, awareness of RG/PG information and strategies and opinions on ways to increase the effectiveness of RG/PG options. The other critical source of information involves access to site statistics related to customers’ use of RG/PG options.
Background
Internet gaming is an industry of tremendous growth. Revenue has increased from $30 million in 1994 to $10 billion in 2005, and is estimated to reach 23 billion by 2009 (Centre for Policy Initiatives, Christiansen Capital Advisors, USA Today). Online gambling revenues represent approximately 4% of the total global gaming market (Christiansen Capital Advisors). The number of sites has increased from 30 in 1994 to 2,000 plus in 2005 (USA Today).
There are many concerns associated with the popularity and growth of Internet gaming, including underage access. In addition, Internet gambling is increasingly emerging as a high risk area from a problem gambling standpoint. It is a highly accessible activity, with high frequency of play that appeals to young adults, an age group known to have the highest rates of problem gambling.
While the technology that allows an individual to gamble 24 hours a day in the comfort of one’s home may increase the risk of problems, that same technology has the potential to provide safeguards at a level that would be difficult in traditional land based sites. Information regarding responsible and problem gambling can easily be communicated. Options for setting time and money limits, including exclusion, are fairly simple. Even advanced responsible gambling initiatives where patrons exhibiting problematic play patterns are approached and provided information, are possible. A recent review of 60 popular Internet poker, casino and sports-betting sites revealed wide variations in the extent and types of player protection strategies (Wiebe, 2006). Information ranged from as little as a statement of age limits or a link to a GA site to self-exclusion options, an on-site counsellor and opportunities for setting time, money and loss limits.
To date, the available research offers little insight into the extent and nature of problems associated with Internet gambling, and the effectiveness of player protection options in helping players control their gambling. Most information is based on general population prevalence studies. The limitation of this research is that few Internet gamblers are identified through random telephone surveys with the general population. As well, of the few identified, players constitute a mixture of poker, casino, sports-betting and bingo players, as well as those making speculative stock investments. As such, it is very difficult to obtain meaningful information for the purposes of developing effective strategies for preventing gambling-related problems.
Study Objectives
The following objectives will guide the study:
1. To determine gambling patterns and the extent of gambling-related problems
2. To describe and analyze the characteristics and behaviour of individuals experiencing gambling-related problems;
3. To determine attitudes, awareness and utilization of responsible gambling/problem gambling features;
4. To examine the use of RG/PG options through an examination of site data
5. To offer evidence-based recommendations that may assist organizations in targeting and designing prevention and education services that aid at-risk and problem gamblers.
Customer Sample
There are a number of options for obtaining the participants for this study. The ideal method would involve contacting a random sample of customers, most likely through email, and requesting their consent to participate in an online survey conducted by an independent research company. Another option is to include a link on the gaming site that asks customers to participate in a research study. Confidentiality and anonymity will be assured to respondents; no names will be attached to responses. As well, participants will be offered an incentive to participate.
Site Involvement
The researcher will work closely with the gaming site to:
Develop the survey questions to make sure that the study captures information of importance to the site
Identify a process for obtaining study participants
Identifying the site data that would complement the customer survey data.
Once commitment to this project is established, funding will be obtained by applying to a research funding body.
Communication of Results
The findings from this research will be delivered in the form of an overall report that incorporates the information obtained from players and site data. It is important to note that this study is not intended to evaluate a particular site, rather, the focus of the investigation will be collective results, areas for improvements, and effective practices.
The researcher has the right to publish a report of general findings. Prior to its release, the report will be shared in advance to participating organizations to confirm its accuracy although the researcher still retains final editorial considerations. All data collected will be held strictly confidential and not be identifiable to a respective site, with the exception of data contained in any sub-reports.
Summary
This project represents the largest review undertaken on Internet gambling. The information from this project will be valuable to increasing understanding of the many aspects of Internet gambling and ways to increase the effectiveness of responsible gambling initiatives. It will allow gaming providers to make decisions about responsible gambling/problem gambling strategies based on a significantly enhanced evidence base.
Principal Investigator
Jamie Wiebe, Ph.D., is President of Factz Research, a company that specializes in research in gambling and other addictions, and a research associate with the Canadian Centre on Substance Abuse. Prior to Factz she was the Director of Research with the Responsible Gambling Council (Ontario), where she was involved in the development of social marketing campaigns, evaluation of awareness and prevention programs, and original research to increase understanding of problem gambling prevention. She is the principal investigator of the 2005 Gambling Prevalence study in Ontario and co-investigator with Dr. Eric Single for the general population gambling study in 2001. She is currently a member of a team of investigators developing a new instrument to measure problem gambling among youth. Prior to working at the Responsible Gambling Council, she was the gambling researcher for the Addictions Foundation of Manitoba (AFM) where she conducted prevalence studies on seniors and youth gambling, as well as evaluations of treatment services for problem gamblers. Prior to the AFM, she was a senior researcher for the Alberta Alcohol and Drug Abuse Commission. She has published in peer-reviewed journals, presented at numerous gambling conferences, and is a peer-reviewer for a number of gambling journals.
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