The Dutch gambling regulator, Kansspelautoriteit (KSA), has cautioned operators to be mindful of the strategies they use to influence consumer behaviour, as this can swing both ways.

In a study commissioned by the authority, research firm Behavioural Insights provided an in-depth analysis of the behavioural influence tactics that Dutch iGaming platforms utilise.

The two main points considered were what kind of behavioural influence strategies operators have put in place, and in what way can these tactics positively or negatively affect the choices of players.

Methodology

Researchers tested a total of 21 online gaming platforms and 35 games shared between them, ensuring that their choices vary in game popularity, game variation, platform variation, as well as the “push factor” – meaning the prominence of incentives on offer to attract players.

The outcomes were segregated into two categories – ‘dark patterns’ and ‘bright patterns’. The former represents a conscious attempt to push a consumer’s behaviour against their own interest, “extracting as much data, money, and time as possible” from them.

Bright patterns on the other hand were described in the report as using the same influencing techniques to help consumers make well-informed choices, in addition to proactively safeguarding vulnerable groups.

To make the results easier for digestion, the research identified a total of six phases as part of the player lifecycle where such patterns can be identified.

These were the landing page, registration, homepage, the game setting itself, withdrawals, and account closing.

Dark patterns seen across the board

Dark patterns could be seen across each of the six stages. Unbalanced info, which fails to display important information about the product, was mostly observed in the game setting phase.

Friction, which the study says can unnecessarily obstruct the behaviour of players, was often present in the registration, game setting, withdrawal and account closing stages.

Although lesser in frequency, some operators also created a false sense of urgency across their landing and home pages, which the report says could lead to rushed customer decisions.

Most notable, however, was the ‘Habitual Behaviour’ dark pattern. According to the report, this is the category most likely to steer players towards problem gambling.

This pattern was frequently seen in the registration stage, home stage, and the game playing stage. It usually involves “conditioning” sound and visual effects to encourage gambling, as well as promotions incentivising large amounts of wagers.

Separately, bright patterns were also observed, with the most common types being self-exclusion options and safer gambling messaging. However, Behavioural Insights highlighted that the prominence and frequency of bright patterns were not correlated with those of the dark patterns.

Report to influence future policies

As a result of the study, the KSA will now launch its own proprietary investigation into the negative effects of the behavioural influence tactics described above. The regulator wants to establish any conflict with duty of care principles and potentially introduce tighter restrictions.

Michel Groothuizen, Chairman of the KSA, added: “At the KSA, we understand that online providers, like other commercial companies, look at what users do with their platforms and how they can steer that to their advantage. 

“Thanks to this research, we know better how they do this, and we can also give more direction in the field of negative management and things we no longer want to see.”