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Norsk Tipping is testing new ways of influencing player behaviour and promoting responsible gambling

Bjørn Helge Hoffmann, Chief Adviser Responsible Gambling at Norsk Tipping tells us about their recent project that you’ll be able to cite at your next responsible gambling event.


At Norsk Tipping, all customers must register, to participate in gambling activities. This enables us to offer our players a set of responsible gambling tools, such as self-exclusion, personal risk rating of gambling behaviour and an overview of overall expenditure.

However, the tools are useless if they are not used. And with some insight into the players’ preferences of play, behaviours and risk profile identified by Playscan, we created an online campaign for responsible gambling, specially targeting at-risk players.


But the result of the campaign was puzzling.


Promoting responsible gambling on the front page

The aim of the project was to influence players with risky gambling behaviours to become aware of how much time and money they are spending on gambling. We hypothesized that at-risk players would check their gaming balance if we reminded them with a banner promoting the information – we assumed that players would click the banner. In a split-test (comparing two versions of the webpage against each other to determine which one performs better) we compared the original version of the front page with a modified version promoting the consumption history view.

In the following image you’ll see the original version and the modified version. As by flipping a coin, half of the at-risk visitors, randomized selected, were displayed the original version, the other half was displayed the modified version. The test ran for two weeks.

Original version of Norsk Tipping front page


Modified version promoting the consumption history service


Did players click the banner?

They did not. Lesson number one when doing a split-test: you might not get the result you expect and we shouldn’t assume that we know what will catch someone’s attention. We had hoped that the information we presented would be relevant to this group of players, but it turned out that almost none of the players checked their gaming balance. There was no significant difference at all between the two versions.

We were on our way to archive the test, but then we found something interesting in the data. The at-risk players who had seen the banner promoting the consumption history decreased their spending by 30% per game session.

Let us repeat that: just by seeing the banner – players played significantly less.

A banner visible on the front page can make an impact

This brings us to lesson number two, by customizing the website and taking risk profile into consideration, we can influence player behaviour. By doing this, we can engage better with this vulnerable group of players promoting responsible play – without disturbing the large majority of recreational players.


We at Norsk Tipping are eager to explore personalisation of web content further.

Predictive marketing is on a constant rise for good and bad. With this experiment Norsk Tipping shows that the gambling risk prediction provided by Playscan can be leveraged to make powerful impact to safeguard players who are in the risk zone of playing more than they intended to. This is probably one of the first predictive marketing campaigns that actually met another business goal than to try and sell more of something.


Hello! Calling at-risk players produces positive impact on players and staff

During four weeks in November 2017, we contacted around 70 high-risk players by telephone, informing them about their gambling habits at Svenska Spel. We found that players have a poor understanding of how much money they spend – and they appreciate the information.

Why contacting players by telephone?

One responsibility for gambling companies is to minimise the risk for their players to develop gambling problems. We know a whole about the negative consequences that affect the individual and his/her closest near and dear, and the consequences are devastating. They affect all parts of the individual’s life, economically, socially, and psychologically.

We believe that transparency, showing how much gambling really costs, would lead to better-informed consumers. By contacting at-risk players, we wanted to investigate if conversations by phone was an appreciated service and if it could prevent and reduce any adverse consequences from gambling.

The idea of giving at-risk players feedback by telephone is not new to Svenska Spel. The Norwegian gambling company Norsk Tipping started as early as 2014 and has now a permanent organisation for this type of proactive calls.

The content of the conversations

The pilot had an exploratory design in which we concentrated on the players’ reaction to the call. In the first phase, the project group was trained by a physiologist in different conversational techniques and developed a conversation concept. The conversations aimed to make the player more aware of his or hers gambling consumption, inviting them to reflect upon their habits. If the player was interested, we offered information about possible action for increased control, guiding them to appropriate help and treatment options.

Which customers did we contact?

For this pilot we used information from the Playscan system and selected three target groups to contact:

  • Big losers: a high-risk profile in Playscan and lost (net loss) more than 800 euro the last month.
  • Young risk players: men, 18-25 years, a high-risk profile in Playscan and lost (net loss) more than 400 euro the previous month.
  • Problematic gambling profile: We call this group because they, through the self-test, have told us they have problems with their gambling.

How did they respond?

Prior our first call we were naturally a bit nervous. How would the player react? How do we handle if someone gets sad? Or angry? There were many questions before our first call, but very soon we were strengthened by the fact that several expressed their gratitude and we were convinced that we have a good reason to call these customers. Some conversations did not lead to any concrete actions, such as changing someone’s limits or even helping someone to take a break from gambling, but the conversation seemed to be appreciated. Some said that they can afford to play as they do, but that “it’s good that we are calling”.


Five weeks after the intervention, we see that contacted customers spend less money on gambling (both net and gross) compared to customers we tried to contact but didn’t answer. However, the result is not statistically significant. The average length of the conversation was 7 minutes, and the average age of the customer was 37 years old. Out of the 71 phone calls 11 people chose some type self-exclusion immediately at the time of the call. The most common conversation, however, concerned limit setting and information about the consumption history view. At the end of each call, the customer was asked if they appreciated the conversation. 98% was either positive or neutral towards the call.

The project had a positive impact internally at Svenska Spel. Staff, throughout the entire organisation,  were very supportive towards the project. And also, when communicating it externally, it created good PR for the company.

Next steps

The intervention is still being evaluated with follow up questionnaires to contacted customers. However, since the early results indicate a positive effect on player behaviour, we plan to continue the conversations – especially since the customers seem to appreciate the service.