How do players react to volatility labels for online slots? Results from a product labelling trial

William Hill and Playtech introduced a volatility label on online slots and evaluated the impact through an A/B trial.

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Research Summary:

The research explores how players’ gambling behavior changes after taking a self-assessment test The research investigates how players respond to volatility information labels on online slot games, using a real-world A/B trial conducted by Playtech and William Hill in the UK. The study combined survey responses and behavioural data to assess whether volatility labels help players make more informed choices and improve their gambling experience. Key findings:

• 79% of players said volatility was important to their play, but 35% couldn’t easily distinguish between game types before the labels were introduced.
• After the trial, 68% of players who initially didn’t understand volatility reported improved understanding, and 51% said they could now tell the difference between high and low volatility games.
• 79% of players who noticed the labels found them useful for choosing games, and 63% said the labels improved their enjoyment.
• Players exposed to labels showed a small shift from medium to high volatility games (34% → 37%), but no significant change in bets or net spend.
• Around 8% of players clicked for more information when first seeing the labels, dropping to 5% later in the trial.

These insights suggest that volatility labels are a welcomed and effective tool for improving player awareness and enjoyment, especially among those who value volatility but lack understanding. For full details, please refer to the complete document.

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