Online gambling is easily accessible and a convenient way to gamble. Some online gambling operators offer limit setting as a way for patrons to practice responsible gambling. The aim of this study was to assess whether voluntarily setting limits affects patron loyalty to a gambling operator. The researchers were given behavioural tracking data of 175,818 people who gambled at Kindred during January 2016 and May 2017. They found that only 8.3% of people in the sample voluntarily set a limit.
Women were more likely to set limits than men. Younger people were more likely to set limits than older people. People who set limits in the first three months of 2016 were 2.96 times more likely to still be active in the first three months of 2017. This suggests that voluntary limit setting makes it more likely for people to continue gambling with the same operator.
