A recent study from Norway has highlighted the effectiveness of proactive outreach in reducing gambling activity among at-risk players. Conducted by Norsk Tipping, Norway's state-operated gambling monopoly, the research analyzed player account data from 4,752 customers who received targeted duty-of-care calls between 2022 and 2024. These care calls have been a part of Norsk Tipping's initiatives since 2015.
The study focused on gambling behavior before and after the calls, revealing that approximately 68.2% of recipients answered at least one call attempt, and 57.3% completed a successful call. Post-call analysis showed significant decreases in various gambling metrics, including days gambled, total wagers, net losses, theoretical loss, and the number of deposits. Although the effect sizes varied from small to moderate, they were consistently present.
Notably, the most substantial reductions were observed in the number of days gambled, net losses, and theoretical loss. Players identified as high-risk by the operator's risk assessment tool, Spillepuls— which includes categories like young persistent losers, new customers with significant losses, and those with rapidly escalating risk— exhibited stronger reductions in gambling behavior.
The study also indicated that 43.7% of customers who received calls chose to lower their loss limits, while 12.6% opted for self-exclusion, and 0.7% decided to take a temporary break from gambling. Interestingly, loss limit reductions were more frequently chosen by self-referring customers (60.7%) and younger individuals. Those who adjusted their limits during the calls had notable declines in gambling activity compared to those who didn’t.
The research identified that early indicators of risk, such as flags from Spillepuls, recent high-risk behaviors, self-referrals, or large losses among new or young customers, correlated with higher engagement rates and greater reductions in gambling. In contrast, customers with ongoing high-risk gambling patterns were less likely to respond positively to a single call.
Methodologically, the calls were initiated when players either faced substantial losses within specific age groups or when significant losses were flagged among newly registered users. Additional indicators for calls included persistent high-risk statuses in accordance with Norsk Tipping’s Playscan tool, which reinforced assessments made by the real-time self-assessment tool, Spillepuls. The outreach was conducted using a motivational interviewing method, with trained staff attempting contact up to three times for each customer.
