New app leverages data-driven design and international guidelines to support self-managed gambling harm reduction
GambleAware, the UK’s leading charity in gambling harm prevention, has unveiled the GambleAware Support Tool, a new mobile application aimed at helping individuals reduce or quit gambling through free, anonymous, and accessible support. The app is being released in response to rising concern over gambling harm, particularly among younger demographics.
A Targeted Response to Youth Gambling Vulnerability
Recent findings from GambleAware’s 2023 Audience Segmentation study and a nationally representative survey reveal a concerning trend: 29% of 18–24-year-old gamblers in Great Britain express a desire to cut down or stop gambling—nearly double the national average of 15%. The data indicates that this age group is particularly susceptible to risky gambling behaviors, yet they often prefer self-guided tools over formal treatment.
The GambleAware Support Tool is specifically designed with these users in mind. It offers functionality such as:
Habit tracking and behavior journaling
Goal-setting for gambling reduction
Personalised tips based on Lower Risk Gambling Guidelines (LRGG)
Access to audio content, podcasts, and educational material
Signposts to professional services when needed
Integrating the Lower Risk Gambling Guidelines
This is the only app in Great Britain currently built around the LRGG, which are evidence-based thresholds developed to help reduce the risk of harm. These guidelines recommend:
Spending no more than 1% of net income on gambling
Gambling on no more than four days a month
Avoiding more than two gambling types per month
By embedding these standards into its framework, the app offers users a quantifiable and actionable approach to evaluating and changing their gambling habits.
Addressing Demand for Non-Clinical Support
An estimated 4.5 million people in Great Britain are seeking to either quit or reduce gambling. Of these, a remarkable 93% prefer non-clinical, informal support. This highlights a gap in the gambling support ecosystem—one the app aims to bridge.
Alexia Clifford, GambleAware’s Chief Communications Officer, emphasized the importance of timely and accessible support:
“Whether individuals want to reduce, manage or stay gamble-free, the GambleAware Support Tool is here every step of the journey. Early intervention is key.”
Broader Push for Industry Accountability
The app’s launch is part of a wider effort by GambleAware to improve gambling harm support infrastructure across Britain. The organization has recently called on the National Lottery to enhance the visibility of help services. In the 2024 Annual Treatment and Support Survey, 74% of respondents agreed that the Lottery should more clearly highlight support options.
Additionally, GambleAware continues to raise awareness about heightened gambling risks for neurodivergent individuals, pushing regulators and operators to develop more consistent and inclusive responsible gambling standards across all formats.
Conclusion
The GambleAware Support Tool marks a significant evolution in gambling harm prevention, combining evidence-based guidelines with digital innovation and behavioral science. As the UK continues to modernize its gambling regulatory framework, tools like this may prove essential in offering early, user-led intervention to those at risk—especially younger and vulnerable populations.
