Why Do Young Players Ignore Limits? NEWTON University Is Investigating What Really Changes Behaviour

Generation Z’s interest in online gambling is growing, yet young adults are less likely than other age groups to set financial limits. A NEWTON University research team led by Petr Zimčík is examining how people in their twenties perceive risk, self-control and preventive measures.

Generation Z is the first generation to have grown up in a fully digital environment. Its relationship with online gambling cannot therefore be assessed in the same way as that of previous generations. Although young people have access to extensive information about the risks, awareness alone does not necessarily change behaviour.

Supported by Allwyn, the NEWTON University study will combine a questionnaire with an experiment conducted in a simulated digital environment. This will allow researchers to compare how participants describe their behaviour with the decisions they make when faced with spending limits, warnings or time-limited offers. At least 250 members of Generation Z will take part.

Petr Zimčík’s team will also develop the Safe Gambling Assessment Tool, known as SGAT, and the international Player Protection Outcome Index, or PPOI, which will compare conditions across different countries. The findings will inform practical recommendations for gambling operators and help shape more effective preventive measures. The principal results are expected in summer 2027.

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