This slide deck presents the findings from an online experiment to test the impact of features of advertisements on slot gambling behaviour. The experiment involved testing five versions of a slot game advertisement, each with a different set of features. A group of 5,975 participants were exposed to an advertisement embedded in a social media feed. Then participants were invited to gamble on a slot game. Different slot game advertisement features did not change people’s understanding of the gambling game, or their gambling behaviour. However, for people at high risk of gambling harm (short-form Problem Gambling Severity Index 4+), the advertisement features changed the total amount staked significantly. Therefore, different features in advertisements may have varying impacts on different groups.
