Norwegian Study Links Early Calls to Safer Gambling Habits

A large-scale study from Norway has found that direct telephone outreach to customers showing early signs of gambling-related harm can significantly reduce betting activity, particularly when support is provided before risky behaviour becomes established.

The research analysed 4,752 customer accounts contacted by state-owned operator Norsk Tipping between 2022 and 2024 through its responsible gambling programme. Researchers compared each customer’s gambling activity during the 12 weeks before and after intervention attempts.

Lower Gambling Activity After Contact

The study found that customers generally recorded fewer gambling days, lower net losses, and reduced theoretical losses following the intervention. Participants also tended to make fewer deposits and place fewer bets, although the extent of these changes varied depending on the reason for the outreach.

Risk Monitoring Identified the Biggest Changes

The strongest improvements were seen among customers identified by Spillepuls, Norsk Tipping’s internal risk assessment system, as well as players whose gambling behaviour had recently moved into higher-risk categories.

Not every customer answered the calls. According to the study, 68.2% responded to at least one contact attempt, while 57.3% completed a full conversation with trained responsible gambling advisers.

Among those who participated, many also adopted additional responsible gambling measures. Around 44% lowered their personal loss limits, 12.6% chose to self-exclude and 0.7% activated a temporary gambling break. Players who reduced their loss limits later showed the largest decline in gambling activity.

Early Intervention Shows Greater Impact

Norsk Tipping has included personalised telephone interventions in its responsible gambling programme since 2015. Customers are selected when monitoring systems identify warning signs such as substantial losses, elevated risk scores through Playscan or significant spending shortly after opening an account. Staff can make up to three contact attempts, using motivational interviewing techniques during conversations.

The research concluded that interventions are most effective when they occur shortly after risky gambling behaviour begins. Customers contacted at an earlier stage were more likely to reduce their gambling than those with long-term gambling patterns. Younger players and individuals who had already sought support independently also demonstrated a greater willingness to change their behaviour.

Overall, the findings support responsible gambling strategies that focus on early identification and timely intervention rather than responding only after harmful gambling habits have become well established.