Resources to support the gambling industry to do evaluation

Why evaluate?
Action to reduce gambling-related harms is essential, but action alone is not enough - evaluation tells us what’s working and what is not. It enables informed decisions about what interventions to put in place and how these can be improved.
One of the five top priorities of the National Responsible Gambling Strategy is: “To build a culture where new initiatives are routinely evaluated and findings put into practice”.

The Responsible Gambling Strategy Board, supported by the Gambling Commission and GambleAware, has put in place an evaluation protocol. This protocol provides the framework for industry to use when evaluating their interventions. It is based on four principles: robustness and credibility; proportionality; independence and transparency.

What are these resources?
The resources provided here have been put together to demystify evaluation, and what it can do for you, and provide practical guidance on using evaluation, and using it well.

Some of the more common questions you may ask yourself are set out as FAQs. These are organised against the four principles in the evaluation protocol and provide more information about these principles. These are backed up by some practical resources and tips which can take you further. If you want to go still further, we have also provided some links to additional sources. There are case studies to provide examples of the use of evaluation in practice.

We recommend that you access the resources by reading the FAQs on this website, which link to resources and case studies. A pdf of the resources can also be downloaded here.

Who are the resources for?
This guidance is for anyone setting up or trying to improve a responsible gambling or harm minimisation initiative, action or interventions. This could be an organisation in or supporting the industry, sector and trade bodies, operators, treatment and education providers, etc.

They are ‘starter’ resources. If you are going to do your own evaluation they provide pointers on planning, options and opportunities; if you are to commission an evaluation they will help you become an informed client better placed to specify, commission and steer what is to be done. They do not give specific ‘how to’ guidance on detailed methods but provide enough to get you started on asking yourself, and others, the right questions – and to answer them.

The resources are aimed at:

  • Executives in operators who want to get to grips with why and how evaluation is needed in shaping harm minimisation
  • Managers who are running trials or pilots and who need practical ways of providing trusted evaluation evidence to inform decisions on roll-out
  • Corporate Social Responsibility teams, and others, looking to understand how to interpret and use evaluation evidence in shaping policy and practice
  • Education and treatment services who need to use evaluation to improve the effectiveness of their support, and demonstrate what works and how.

Where next?
We realise that different people, in different parts or the sector, will have different needs. GambleAware is keen to have feedback on the usefulness of these resources, and any suggestions for further support, or next steps, which can be sent to