Player account-based gambling: potentials for behaviour-based research methodologies

The emergence of player account-based gambling is a result of escalating technological sophistication and the incorporation of these developments into gambling. This term refers to gambling from a centralized account that is linked to an identified individual. Player account-based gambling is increasingly being utilized for multiple forms of Internet, mobile and land-based gambling through player cards and user-names. Player accounts track and store a wealth of data on gambling behaviour and related activities. Gambling research has been justifiably criticized for its reliance on self-report rather than behavioural measures. Research analysing player account data may advance conceptual models, identify behavioural risk factors for problem gambling and evaluate and guide effective policy and responsible gambling programmes. Although research utilizing player account data has unique limitations, it offers considerable benefits for researchers, operators and regulators. Research methodology incorporating the use of player account data stands to make significant contributions to the gambling field.