Is ‘Gamble Responsibly’ Enough for Generation Z? NEWTON University Is Looking for Better Ways to Communicate Risk

Generation Z moves naturally through digital environments, but the boundaries between social media, video games and online gambling are becoming increasingly blurred. Researchers at NEWTON University will examine whether conventional warnings, spending limits and other preventive tools genuinely influence young adults’ behaviour.

The new research will look beyond whether young people are aware of gambling related risks. It will examine how they actually make decisions, how impulsivity and self-control affect their behaviour, and how they respond to different forms of preventive communication.

The project will develop the SGAT tool for assessing safer gambling and the international PPOI index, which will compare player protection conditions across countries. At least 250 members of Generation Z will take part in the survey, followed by an experiment conducted in a simulated digital environment.

The findings could provide a clearer answer to a central communication challenge: how should organisations talk to young adults about risky behaviour? Researchers will compare the effects of limits, warnings and reflection prompts to determine which mechanisms genuinely encourage safer decisions.

The NEWTON University project received a €100,000 grant from Allwyn’s global Player Protection Lab. Only two projects were selected from 41 international applications. The research will officially launch on 5 October 2026 with an expert roundtable bringing together academics, students and industry professionals.

Read more about the research in the article on MAM.cz.