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Responsible Gambling Content Matrix

Content planning framework to keep safer gambling messaging consistent across your site, CRM, and affiliates.

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Core Principles

  1. Transparency – State wagering requirements, eligibility rules, and support resources wherever promotions appear.
  2. Accessibility – Provide multi-language content, screen-reader friendly layouts, and distinct iconography for safer gambling actions.
  3. Consistency – Align messaging across website, email, in-product banners, paid media, and affiliate placements.
  4. Proactivity – Offer personalised limits, cool-off suggestions, and helpline access before risky behaviour escalates.

Matrix Overview

Journey Stage Owned Channels Message Focus Assets Owner
Acquisition Landing pages, blog, SEO snippets Licensing, age statement, bonus terms Copy blocks, schema, badges Marketing + Compliance
Onboarding Registration, KYC emails, tutorials Deposit limits, self-exclusion, support Email templates, walkthrough videos CRM
Active Play In-site banners, loyalty areas Session reminders, voluntary limits Modal copy, notification plans Product
Retention CRM campaigns, loyalty updates Safer play celebrations, limit adjustments Lifecycle emails, push content CRM + Responsible Gambling
Re-engagement Win-back emails, retargeting Support options, personalised limits Email journeys, ad scripts CRM + Paid Media
Affiliate Partner hubs, promo packs Mandatory disclaimers, monitoring cadence Affiliate guides, tracking QA Partnerships

Channel Checklist

Website & SEO

  • Include responsible gambling FAQ rich results on service and promo pages.
  • Add prominent links to support organisations in header, footer, and account dashboard.
  • Structure bonus landing pages with tables showing wagering, expiry, and jurisdiction restrictions.
  • Maintain archive of historical promotions for regulator review.

CRM & Lifecycle

  • Segment audiences by tenure and risk score to trigger tailored safer gambling nudges.
  • Automate follow-up emails whenever players change limits or request cooling-off periods.
  • Provide multilingual versions of responsible play guides.
  • Track open, click, and action rates to monitor engagement with safer gambling content.

Product & UX

  • Surface responsible gambling options (limits, pauses, self-exclusion) within two clicks from any page.
  • Integrate real-time session timers and spend indicators in casino, sportsbook, and poker views.
  • Run quarterly UX audits with compliance sign-off.

Affiliates & Partners

  • Share up-to-date content kits with pre-approved copy, banners, and disclosure placement guides.
  • Monitor affiliate pages for outdated bonuses or missing responsible gambling sections.
  • Document enforcement actions and remediation timelines.

Measurement Framework

  • Responsible gambling page sessions segmented by jurisdiction.
  • Limit-setting actions vs. active player counts.
  • Self-exclusion requests triggered via safer gambling messaging.
  • Affiliate compliance score (pass, warning, suspension) each month.

Implementation Tips

  • Create shared Kanban board tracking assets requiring compliance review.
  • Assign a cross-functional squad (marketing, compliance, CRM, product) responsible for quarterly updates.
  • Store approved messaging variants in your CMS or design system for easy reuse.