GambleAware triggers second phase of ‘Tap Out’ safer gambling campaign
Ipsos MORI research reveals 77% awareness among high risk groups as campaign develops
GambleAware has launched the second phase of publicity for its ‘Tap Out’ safer-gambling campaign, which encourages players to stop and think before making an impulsive bet.
The latest iteration of the campaign aims to build awareness and understanding of ‘Tap Out’ and will feature new content, including video testimonials.
These will showcase bettors talking about why they ‘Tap Out’ and the benefits of tapping out when bored, chasing losses, or deciding to bet on sports they would not normally engage with or follow.
The personal accounts share stories of people who elect to tap out of making impulsive bets, reflecting on their experiences of doing so.
In addition, GambleAware has said it will launch content featuring sports presenter, ex-Love Island contestant and influencer Josh Denzel, as well as Bet Regret ambassador and ex-England goalie David James.
The new campaign content will air on TV, radio and digital platforms, including social media.
Ipsos MORI research released by GambleAware showed a 63% campaign recognition rate among its target audience of younger male sports bettors, rising to 77% among those in the highest risk group.
Just over a third of the campaign audience surveyed (34%) said they try to close or tap out their betting app and pause before deciding whether to place a bet.
The Bet Regret campaign, which started in 2018, aims to promote safer-gambling behaviour among sports bettors.
During its first year, the aim was to provoke conversation around the moderation of sports betting. In its second year, the campaign sought to increase the number of bettors taking steps to cut down their gambling by using specific moderation techniques and aids.