Call to Action joins forces with to assess player risk profiles

In an effort to guide players in the new Dutch gambling market, a joint effort by Call to Action Ltd. and implemented a self-analysing tool that assesses a player’s gambling risk profile. During the trial period, 1,576 players took the test on and received feedback on their gambling style and risk profile. “We’ve worked with Mindway since the beginning of 2022. In cooperation with Mindway we publish articles about responsible gambling because we are convinced that this is an area that active and potential players need to know about. It is difficult to identify risk profiles but with the right tools, especially in the area of Artificial Intelligence, it is not impossible. The system Mindway is using is proof that AI works,” says Chantal Lanooij, COO of Call to Action Ltd. Call to Action Ltd.

As a newly-regulated market, the Dutch iGaming market has implemented measures to meet Responsible Gaming standards, as Lanooij says “The national Dutch regulator (KSA) implemented the Cruks system in The Netherlands. The Centraal Register Uitsluiting Kansspelen (CRUKS) is a gambling self-exclusion system and database in the Netherlands. It is used to maintain a list of users which have decided to exclude themselves from gambling and is used to stop them from registering and playing with licensed gambling operators.” However, Lanooij highlights how more needs to be done “We think responsible gambling is the most important thing in the iGaming market and especially in a young market such as the Netherlands. Therefore, we partnered up with to allow players to test their own behaviour and to see what the average risk profile is in the Dutch market.”

As one of the Netherlands’ largest online casino information platforms, readers from formed the ideal audience for this trial. The first results were based on the feedback given to the 1,576 players who self-tested following an invitation on the website.

The test, Gamalyze, was developed by This Danish university spin-out uses neuroscience to improve responsible gambling solutions. In the test, players try to maximize a virtual budget by picking cards from four stacks. Their responses to outcomes on the cards reveal their gambling risk profile.

The test simulates a gambling environment by encouraging players to maximize a virtual budget. In the game, players pick cards which are assigned positive or negative values from four stacks. Each stack has its own volatility level. By analysing if, how and when players switch stacks to maximize their winnings, the test can provide insights in a players’ risk profile.

Results from the testing period were shared in October 2022, a year after the opening of the Dutch gambling market. This newly opened market focuses on providing a safe environment for players in new ways with new restrictions. While the test gives valuable insight into the different risk profiles of Dutch players, it was the players themselves that benefited most from this pilot. After finishing the three-minute test, the players were presented with detailed feedback on their individual risk profile and an indication of how likely they are to underestimate potential gambling problems. The results found that 22% of the respondents underestimated their risk profile.

Speaking about the results, Lanooij adds “We encourage everyone to take part in this test to check out their risk profile before playing. [As we increase] awareness [with this study] we hope to make a positive contribution towards responsible gambling.”

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