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Early contact delivered the biggest change
A large Norwegian study has found that direct phone calls to customers showing early signs of gambling harm can lead to a noticeable drop in betting activity, particularly when the intervention comes before risky habits become deeply established.
Researchers examined the accounts of 4,752 customers contacted by state-owned operator Norsk Tipping between 2022 and 2024 through its responsible gambling programme. They compared gambling behaviour over the 12 weeks before and after outreach attempts.
The clearest shifts appeared in fewer gambling days, lower net losses and reduced theoretical losses. Players also tended to make fewer deposits and place fewer wagers, although the size of those changes depended on what triggered the intervention.
Risk tools identified the strongest responders
The biggest reductions came from customers flagged by Spillepuls, Norsk Tipping’s internal risk assessment system, and from players whose behaviour had recently moved into higher-risk categories.
Not every contact resulted in a conversation. Around 68.2% of customers answered at least one call, while 57.3% completed a full discussion with trained staff.
Among those who engaged, many took additional steps to limit their gambling. Nearly 44% lowered their personal loss limits, 12.6% chose self-exclusion and a small group, 0.7%, activated a temporary gambling break. Those who reduced their limits later recorded the strongest declines in gambling activity.
Earlier action proved more effective
Norsk Tipping has used personalised intervention calls since 2015 as part of its wider responsible gambling strategy. Customers are selected after monitoring systems detect warning signs, including unusually large losses, high-risk behaviour identified through Playscan, or significant losses shortly after opening a new account. Staff can attempt to reach each customer up to three times using motivational interviewing techniques.
The research suggests timing matters as much as the conversation itself. Players contacted soon after risky behaviour emerged were more likely to change their habits than those with long-established gambling patterns. Younger customers and individuals who had already sought help on their own also showed a greater willingness to act.
The findings strengthen the case for responsible gambling strategies built around early detection rather than waiting until harmful behaviour becomes deeply entrenched.
Source: igamingexpress.com
