Methodological approach to improve health communication of gambling operators: study of JuegosONCE.es initiative
DOI:
https://doi.org/10.35669/rcys.2024.14.e338Keywords:
health communication, responsible gambling, juegosonce, messages, marketing, concept proofAbstract
Introduction: An effective Responsible Gaming strategy aims to directly provoke changes in player behaviors and beliefs, with improvements in the effectiveness of communicating these messages being crucial. Prevention messages are commonly used in public health to reduce the harms caused by pathological gambling. Methodology: This work focuses on analyzing, through two studies, the factors influencing the effectiveness of emails in health communication, using the case study of the JuegosOnce.es portal initiative and emails sent to users who recurrently exceed a spending limit (Study 1). Subsequently, an improvement in these emails is proposed and tested in a proof of concept (Study 2). Results and Discussions: The results of the first study reveal the factors that most impact the effectiveness of communications on Responsible Gaming. These findings serve as a basis for proposing an improvement in the emails. The second study shows the results of this proposed improvement and tests its efficacy in behavior modification. Discussing these results highlights the practical and theoretical implications of the findings, as well as possible methodological limitations that may have influenced the results. Conclusions: The results from both studies allow for the establishment of guidelines for creating messages that promote changes in consumer behavior and maximize the benefits of responsible gaming policies. These guidelines could be crucial in designing future campaigns, allowing for more optimized content and form based on scientific evidence.
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