This research project was conducted by Market Solutions for GRA.

The purpose was to identify the impact of loyalty programs on EGM gambling participation, problem gambling risk and various other outcomes, through an audit of loyalty programs, a literature review, online discussion groups and a three-wave longitudinal study.

The results from the longitudinal survey indicated that loyalty programs are associated with increased amount of money and time spent gambling, the frequency with which one gambles and PGSI (risk of problem gambling), after allowing for relevant demographic and other variables.