BETTER CHANGE
How to enable positive change
Better Change’s Engagement Director, Rob Mabbett, shares some personal and practical insights into making a positive change to your habits.
I
nteracting with our customers is important to our business. It’s one of the most effective tools we have to enable customers to gamble safely, it forms part of our regulatory requirements, and above all, it is the right thing to do. But there is always a risk that interactions can lead to a customer going elsewhere. This could be because they feel ashamed that their gambling behaviour has been identified as potentially risky, or it could simply be that they do not want to be interacted with; they are in denial about their behaviour, and they want to carry on playing without disruption.
Last month, we discussed how putting your customers’ interests at the heart of what you do is an important motivation for safer gambling interactions and one that can be lost when focusing purely on staying compliant. This month, I would like to look at interactions from a consumer perspective and offer some practical advice to help make them meaningful and effective. To do this, I would like to talk to you about the cycle of change.
18 NOVEMBER 2025 CYCLE OF CHANGE
For those of you who are not familiar with the cycle of change, it has six sections. • Pre-contemplation – Unwilling to change or see no reason to change
• Contemplation – Thinking about a potential change, but unsure how to go about it, so behaviour remains unchanged
• Preparation – Looking at ways to make a change and making plans to start
• Action – Taking some action, the fi rst step of actual behavioural change
• Maintenance – Continuing to stick to the plan, creating new habits and being an advocate for your change
• Relapse is the point at which you allow old habits or ways back in. This can often be done by agreeing with yourself that you deserve a “reward” for your efforts. It doesn’t have to be a complete failure of what you are trying to achieve. It could be a lesson learnt in terms of how you maintain your change or a re- evaluation of your goals that could lead to more sustainable progress.
The cycle of change does not solely apply to
gambling, nor does it have to represent a journey of seismic change in someone’s life; these can be small adjustments that someone wishes to make, which in the context of promoting Positive Play could mean nudging someone who is fl irting with risky gambling back into safe, sustainable play by making them contemplate their own behaviour. It may be that many of you reading this have been through a cycle of change yourself, through a desire to make an adjustment in your life, such as losing some weight, stopping smoking, or drinking more water. Whatever it is, you will have
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