This review summarizes the findings of studies that examined the impact of consumer loyalty programs on gambling behaviour. The findings suggest that people with gambling problems are more likely to be members of loyalty programs. They also tend to be members at the highest levels who receive more rewards due to the amount of money they spend gambling. There is a lack of studies regarding the benefits or harms of loyalty programs to gamblers. As people with gambling problems are often the ones enrolled in loyalty programs, more research is needed to understand the impact of these programs on gambling behaviour. Loyalty programs could be used to engage and reward players in the use of responsible gambling tools. However, cautions are made about rewards that provide further gambling opportunities.
