An overview of responsible gambling research on bonus offers

The literature review, supported by Swiss Casinos, considers research on risks of gambling bonus offers and implications for industry and policy.

Categories

The research explores how bonus offers—used by gambling operators to attract and retain players—affect gambling behavior, perceptions of risk, and responsible gambling outcomes. Key findings:

• Bonus Types Are Diverse and Complex: One study identified 223 inducements across 15 categories (e.g. sign-up offers, free bets, cashback), often with complex terms and conditions that players misunderstand—58% underestimated play-through requirements.
• Bonuses Encourage More Play: While bonuses do increase engagement, most studies are qualitative and show only modest quantitative effects. Some evidence suggests bonuses may shift spending rather than increase it overall.
• Mixed Player Sentiment: Players are split—some enjoy bonuses, others feel overwhelmed or manipulated. Problem gamblers report more influence from bonuses and often receive more offers.
• Potential for Harm Exists: While exposure alone isn’t a major risk factor, certain bonus types or targeting strategies may increase harm, especially among vulnerable subgroups. No causal studies yet confirm this link definitively.
• Calls for Stronger Regulation: Researchers recommend clearer terms, reduced prevalence, and caution around cognitive bias exploitation. Transparency and fairness are key themes.
• Suggested Industry Actions:

• Use bonus requests as risk flags.
• Avoid pushing bonuses to at-risk players.
• Be cautious with volume-based or “risk-free” offers.
• Improve clarity and consistency of terms.
• Avoid in-game bonuses that may encourage risky behavior.
• Offer player control over bonus frequency and type.

These insights support a cautious, transparent approach to bonus marketing, balancing commercial goals with player protection. For full details, please refer to the complete document.