Bonuses in Gambling: Profit or Pure Loss?
The gambling industry is expanding rapidly, especially online, with an estimated 1% to 5.8% of players at risk of developing addiction, which can lead to severe consequences. To retain players, online gaming platforms use incentivizing marketing tactics, including bonuses. How do they work? What is their purpose? What risks are associated with them? We explain everything.
What Is a Bonus in Gambling?
A bonus in gambling is a promotional incentive offered by an operator, granting players a specific amount of money under certain conditions tied to gameplay (e.g., placing a specific bet or depositing funds) and/or in a form that encourages continued play (e.g., credits that must be wagered). Bonuses can target new or regular players and come in various forms:
- Welcome bonuses for registration;
- Loyalty rewards;
- Reload bonuses for topping up gaming accounts;
- No-deposit bonuses;
- Referral offers;
- Cashback on lost bets.
The Reality of Online Bonuses
Players rarely read bonus terms in detail before claiming them. Each platform has its own rules, and each bonus type has specific conditions. For example, online casinos (banned in France) often attach wagering requirements to bonuses. A “wager” is the number of times the bonus amount must be bet before it can be withdrawn as real money.
A 100% welcome bonus: If you deposit €100, your account gets an extra €100. With a x20 wager, you must bet €2,000 (€100 × 20) to withdraw any winnings generated from the bonus. Note that most online casinos enforce wagering requirements of x30.
Other games have different bonus conditions. For instance, many sites offer “first bet refunds” if the bet loses. The refund is typically issued as “freebets” (non-withdrawable credits) usable within a limited timeframe, pushing players to place new bets.
What Are the Risks of Bonuses?
Bonuses may seem attractive, but they often hide restrictive terms that encourage excessive play. Players react differently based on age, gender, and risk profile. Though initially rewarding, bonuses can amplify gambling habits.
Behavioral Impact:
- A qualitative study found bonuses affect both gaming habits (e.g., multi-platform registrations) and gameplay (increased frequency, higher bets, diversified gambling).
- Players often downplay bonuses’ influence, assuming it’s temporary. However, real-world data from French operators over 12 months revealed that bonus use significantly increases betting frequency and amounts, with long-lasting effects.
Psychological Risks:
- Experimental studies show bonuses boost gambling-related expectations and perceived loss of control.
- Real-world data indicates bonuses triple the risk of problematic gambling in non-addicted players and increase it fivefold in at-risk individuals.
Bonuses pose a serious risk of fueling or exacerbating gambling disorders, particularly for vulnerable players (e.g., luring back those who had quit).
How to Mitigate These Risks?
Bonuses are designed to incentivize spending, like all promotions. To stay safe:
1. Read Terms Carefully: Scrutinize wagering rules, expiry dates, and withdrawal limits.
2. Follow Regulatory Guidance: Operators must exclude high-risk players (identified via behavioral data) from financial incentive campaigns.
3. Use Protective Tools:
– Set deposit/loss limits.
– Activate self-exclusion if losing control.
Conclusion
Bonuses are a double-edged sword: they attract players but amplify addiction risks. Transparency, regulation, and personal accountability are vital to balancing rewards with safety. Always prioritize informed decisions over impulsive claims.
