Responsible Gambling Research on Bonus Offers

This document is an industry research brief that examines the implications of bonus offers in the context of responsible gambling. It outlines the various types of bonuses that gambling operators use to attract and retain players, and discusses the potential risks associated with these offers. The research reviews 129 academic papers, identifying 30 that are particularly relevant to player reactions and risks related to bonuses. Key findings indicate that while bonuses may encourage additional play, the extent of their influence is often unclear. The document highlights that many players appreciate bonuses, but there are concerns regarding their impact on gambling behavior, especially among at-risk individuals. The brief also suggests that stronger regulations may be necessary to mitigate risks associated with bonus marketing. Recommendations for operators include reducing marketing efforts aimed at at-risk players and increasing transparency regarding the terms and conditions of bonuses. Overall, the research emphasizes the need for cautious use of bonuses in gambling marketing.