Liquor and Gaming NSW > Gaming & Wagering

​The Role of Loyalty Programs in Gambling (2016)

About the study

The project carried out by the Market Solutions Social Research Group provided information on the prevalence and nature of electronic gaming machine (EGM) loyalty programs and their impact on problem gambling.

The researchers asked:

  • Do loyalty programs result in increased EGM gambling (money, time and/or number of visits)?
  • Do loyalty programs result in increased risk of problem gambling?
  • Do loyalty programs induce (give people a reason) the visit to an EGM venue?
  • Do loyalty programs affect gamblers' control?
  • Do loyalty programs reward 'loyalty' (i.e. faithfulness and devotion - they visit that venue rather than another venue) or create 'incentive' (i.e. encouragement to gamble more money/for longer)?

Which loyalty programs most encourage gambling activities/higher levels of spending/time spent gambling?

Is there a greater connection between these 'high success' programs and gambling risk level?

Findings suggest that loyalty program members spend more time and money playing EGMs than non-loyalty program members. This said, people who gamble more are more likely to be loyalty program members. Problem gamblers were more likely to say that their loyalty program membership influences how much time, money and frequency they spend playing EGMs.

The findings will compliment future investigations into the compliance of venue staff with responsible gambling.

This study was funded through Gambling Research Australia.

Read the report (PDF, 10.3MB).

How to cite this report

Market Solutions Social Research Group 2016, The role of loyalty programs in gambling: final report of findings from audit of electronic gaming machine gambling venues, literature review, online discussion boards and longitudinal telephone survey. Gambling Research Australia. Melbourne.​

Main list of gambling research reports here.​​