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ANÁLISIS METODOLÓGICO PARA LA MEJORA DE LA COMUNICACIÓN EN SALUD DE LOS OPERADORES DE JUEGOS: ESTUDIO DE LA INICIATIVA JUEGOSONCE.ES.

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Title: ANÁLISIS METODOLÓGICO PARA LA MEJORA DE LA COMUNICACIÓN EN SALUD DE LOS OPERADORES DE JUEGOS: ESTUDIO DE LA INICIATIVA JUEGOSONCE.ES.
Alternate Title: Methodological approach to improve health communication of gambling operators: study of JuegosONCE.es initiative.
Authors: Mejías Martínez, Guillermo1 gmejias@ucm.es, Cuesta Díaz, Victoria2 victoria.cuestad@cruzroja.es
Source: Revista de Comunicación y Salud. 2024, Vol. 14, p1-23. 23p.
Subjects: COMPULSIVE gambling, CONSUMER behavior, GAMBLING, MEDICAL communication, PROOF of concept
Abstract (English): An effective Responsible Gambling strategy ideally seeks to bring about direct changes in player behaviors/beliefs. Even small improvements in the effectiveness of communicating such messages can have large downstream impacts. In this sense, prevention messages are one of the most widely used public health strategies to reduce the harm caused by pathological gambling. Through two studies, this work aims to analyze from different fields the factors that most influence the effectiveness of e-mails in health communication in order to optimize their effectiveness. For this purpose, the case study of the JuegosOnce.es initiative portal will be used with the e-mails that this operator sends to users who exceed a spending limit on a recurring basis (Study 1). The results obtained allow us to obtain the factors that have the greatest impact on the effectiveness of Responsible Gambling communications and then to propose an improvement in these emails, which is tested in a proof of concept (Study 2). The results allow establishing guidelines based on consumer insight to produce messages that promote a change in consumer behavior and allow obtaining the maximum benefit from responsible gaming policies. These guidelines can be key in the design of future campaigns with a more optimized content and form according to scientific evidence. [ABSTRACT FROM AUTHOR]
Abstract (Spanish): Una estrategia efectiva de Juego Responsable idealmente busca provocar cambios directos en los comportamientos/creencias del jugador. Incluso las pequeñas mejoras en la eficacia de la comunicación de dichos mensajes pueden tener grandes impactos posteriores. En este sentido, los mensajes de prevención son una de las estrategias de salud pública más utilizadas para reducir los daños causados por el juego patológico. A través de dos estudios este trabajo tiene como objetivos analizar desde diferentes campos los factores que más influyen en la efectividad de los correos electrónicos en materia de comunicación en salud para optimizar su eficacia. Para ello se utilizará el caso de estudio de la iniciativa del portal JuegosOnce.es con los correos que dicho operador manda a los usuarios que sobrepasan un límite de gasto de forma recurrente (Estudio 1). Los resultados obtenidos permiten obtener los factores que tienen más impacto en la efectividad de las comunicaciones en materia de Juego Responsable para, a continuación, proponer una mejora en dichos correos que es testada en una prueba de concepto (Estudio 2). Los resultados permiten establecer unas directrices a raíz de conocer el insight del consumidor para producir mensajes que promuevan un cambio en la conducta del consumidor y permitan obtener el máximo beneficio de las políticas de juego responsable. Estas directrices pueden ser clave en el diseño de futuras campañas con un contenido y forma más optimizados según la evidencia científica. [ABSTRACT FROM AUTHOR]
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Database: MedicLatina
Description
Abstract:An effective Responsible Gambling strategy ideally seeks to bring about direct changes in player behaviors/beliefs. Even small improvements in the effectiveness of communicating such messages can have large downstream impacts. In this sense, prevention messages are one of the most widely used public health strategies to reduce the harm caused by pathological gambling. Through two studies, this work aims to analyze from different fields the factors that most influence the effectiveness of e-mails in health communication in order to optimize their effectiveness. For this purpose, the case study of the JuegosOnce.es initiative portal will be used with the e-mails that this operator sends to users who exceed a spending limit on a recurring basis (Study 1). The results obtained allow us to obtain the factors that have the greatest impact on the effectiveness of Responsible Gambling communications and then to propose an improvement in these emails, which is tested in a proof of concept (Study 2). The results allow establishing guidelines based on consumer insight to produce messages that promote a change in consumer behavior and allow obtaining the maximum benefit from responsible gaming policies. These guidelines can be key in the design of future campaigns with a more optimized content and form according to scientific evidence. [ABSTRACT FROM AUTHOR]
ISSN:21745323
DOI:10.35669/rcys.2024.14.e338