What question did this study set out to answer?

To evaluate how different triggering criteria for care calls impact customer engagement and gambling behavior changes.

July 11, 2026Open Access

Exploring the impact of different triggering criteria for making care calls to at-risk customers of a gambling company.

JJJakob JönssonSwedish Defence University DHD R HodginsUniversity of Calgary IMIngrid MunckUniversity of Gothenburg

Key Points

To evaluate how different triggering criteria for care calls impact customer engagement and gambling behavior changes.
Logistic regression analysis was used to predict call completion rates.
Customer engagement metrics were compared pre- and post-care calls.
Criteria for triggering calls were systematically varied by customer risk profiles.
68.2% of customers answered the call, with 57.3% completing it successfully.
Gambling engagement showed a significant decrease from pre- to post-call, especially in frequency and net losses.
Larger reductions were noted in customers who voluntarily contacted services or had recent risk escalations.

Abstract

OBJECTIVE: Duty-of-care customer "care calls" are increasingly used by gambling operators, but it is unclear how triggering criteria affect engagement and impact in routine practice. We compared response, actions, and pre-post gambling changes across criteria. METHOD: ); logistic regression predicted call completion. RESULTS: A total of 68.2% answered and 57.3% completed a successful call. Completion rates varied systematically by selection criteria and customer characteristics. Across all criteria, gambling engagement decreased from pre- to postperiods. The largest reductions were observed for frequency of gambling and net losses. Customers who lowered loss limits during calls showed larger reductions than those who did not. Reductions were generally larger among customers identified through self-initiated contact or recent risk escalation and smaller among customers with persistent high-risk classification and older high-loss customers. CONCLUSIONS: Routine care calls were associated with reduced gambling and substantial responsible gambling uptake, supporting scalability beyond random controlled trials. Criteria-specific differences suggest that early-risk triggers may lead to stronger engagement and behavioral change, while individuals with more persistent high-risk patterns may require additional measures. (PsycInfo Database Record (c) 2026 APA, all rights reserved).

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