A new study finds that responsible gambling resources are having an impact on combating problem gambling. According to an analysis released by Optimove at the Global Gaming Expo (G2E) in Las Vegas, 75% of players view responsible gambling tools as an important factor in bolstering trust and loyalty towards operators.
Promoting responsible gambling is a major factor in how operators gain approval from individual states to launch their betting apps. The same can be said for sports betting regulators in Ohio.
The Optimove 2023 iGaming Survey offers five recommendations to serve as a playbook for operators to create a personalized, responsible gambling marketing strategy. But how are Ohio online sportsbooks stacking up with these recommendations now?
Guidelines for responsible gambling measures at Ohio sportsbooks
Optimove has five key recommendations for sports betting sites to help address the problem gambling issue.
- Promote Responsible Gambling: Operators should actively promote responsible gambling resources, fostering trust and loyalty by featuring them prominently on their website and in marketing materials.
- Encourage Betting Limits: Operators should encourage players to set betting limits by implementing user-friendly features for limit adjustment.
- Continuous Education: Operators should educate players about responsible gambling, including potential risks and recognizing problem gambling signs.
- Monitor and Support: Operators should establish systems to monitor player behavior, offering timely support and intervention when needed, showcasing their commitment to player well-being.
- Use Data Analytics: Operators should leverage a Customer Data Platform (CDP) for data analytics to identify and support players at risk of gambling problems, enabling early intervention.
The company says these tactics will enhance the player experience and decrease the risk of players developing unhealthy habits and practices.
According to Optimove’s study, approximately 90% of players actively set betting limits and 97% demonstrate awareness of responsible gambling resources, with 56% actively using them.
This highlights the significance of responsible gambling initiatives by Ohio sportsbooks. It also suggests they not only benefit players but also help with an operator’s reputation and customer retention numbers.
How Ohio sports betting sites are applying responsible gambling recommendations
When you log onto an Ohio sports betting site, responsible gambling resources are not constantly flashed in front of your face. You rarely see popups notifying you about helplines or reminding you to set betting limits. The reality is that you often have to dig for that information.
DraftKings has a ton of responsible gambling information on multiple pages, including phone numbers Ohioans can call. One unique feature of the website is a responsible gambling link close to the “log in” button. That placement can catch someone’s eye whenever they log into their account.
However, it is not the same way on the DraftKings Sportsbook Ohio app. There, you don’t see responsible gambling resources on the home page. You must click your profile button before seeing a responsible gambling tab.
FanDuel Sportsbook Ohio doesn’t have that issue. Both the app and the website have a small, responsible gambling link near the very top of the homepage. However, the keyword is “small.” They are easy to miss. They also don’t stand out very well to the eye. This is similar across practically all of Ohio’s sportsbooks.
Ohio sportsbooks can improve responsible gambling offerings
Responsible gambling information is available on Ohio sportsbooks, and there is a lot of it. However, it can be hard to find if you aren’t looking for it.
When it comes to continuous education, monitoring and support and using data analytics, I think it’s fair to say that Ohio sports betting sites are doing a good job. However, when it comes to promoting responsible gambling and encouraging betting limits, there is room for improvement.
The closest thing to encouragement on betting limits comes when FanDuel gives you a popup telling you how long you’ve been logged on and how much money in bets you’ve made. All sites promote responsible gambling when you initially sign up. But how does that help years down the line?
The numbers show that responsible gambling resources can help. According to a study by the Ohio Department of Mental Health and Addiction Services, an estimated 919,162 Ohioans can be categorized as low-risk, moderate-risk or problem gamblers. That number makes up 10.3% of the general population. In other words, the more Ohio sports betting sites can do to help combat problem gambling, the better.