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Getting grounded in problematic play: using digital grounded theory to understand problem gambling and harm minimisation opportunities in remote gambling

Author: J. Parke & A. Parke Published: November 2017
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Summary

This research by PwC explores using behavioural analytics on remote gambling data to identify markers of harmful gambling and create harm minimisation approaches.

Topics covered

  • analysis of demographic and behavioural markers of problem gambling
  • customer segmentation and risk scoring approaches
  • development of daily triggers to detect harmful gambling patterns

Key findings

Problem gamblers can be identified through their online behaviour. A combination of demographic data, behavioural analytics and daily triggers allows detection at different stages of the customer lifecycle.
Tailored approaches for different customer segments improves accuracy. Further testing in live environments is needed to refine and validate the models.

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