This rapid evidence assessment report examines the influence of gambling loyalty programs on gambling behaviour, and their potential to be used as part of responsible gambling programs. It includes a literature review of existing research on loyalty programs in the gambling industry, and a survey of gamblers that assessed their attitudes and behaviours regarding loyalty programs. Survey participants included both loyalty program members and non-members, and represented all four categories of the Problem Gambling Severity Index (non-problem, low-risk, moderate-risk, and disordered gambling). The report provides information on how loyalty programs work, what types of people tend to enroll in the programs, and the risks and potential advantages for using these programs to reward adherence to responsible gambling programs.
