Gambling Helplines Answer 91% of Calls, but Study Finds Gaps in Treatment Support

MEMPHIS, Tenn. – A new US study found that just 31% of gambling helpline calls met researchers’ combined criteria for successful support. The findings raise concerns about access to treatment referrals, even though most calls to problem gambling services were answered.

Published online on October 13, 2026, in the Journal of Gambling Studies, the research examined how effectively gambling helplines respond to people seeking treatment. The study was conducted by researchers affiliated with the Tennessee Institute for Gambling Education & Research (TIGER), East Tennessee State University and the University of Memphis.

Only 31% of Gambling Helpline Calls Meet Success Criteria

The peer-reviewed study, led by Natasha Bourgoin, used a secret-shopper approach to evaluate gambling helpline services across 48 US states where gambling is legal. Trained research assistants made two calls per state, presenting themselves as individuals seeking help connecting with gambling treatment services.

Of the 96 calls, 91% were answered. However, only 66% of answered calls resulted in a treatment referral, suggesting that reaching a helpline representative did not consistently lead to information about where callers could obtain professional support.

The researchers assessed overall success using three combined requirements: sufficient call length, a concrete treatment referral and a conversation rated as helpful. Only 31% of calls satisfied all three conditions. The figure reflects the study’s definition of success and does not mean that the remaining callers received no assistance.

The research team included Meredith Ginley of East Tennessee State University and James Whelan, a co-founder of TIGER. The institute has provided gambling treatment and conducted research in Tennessee for more than two decades, and the new study received funding from the Tennessee Department of Mental Health and Substance Abuse Services.

Callers Prefer Compassionate Support Over Automated Systems

A companion survey of 179 US adults who had gambled during the previous year examined what people expected when contacting a gambling helpline. Participants placed particular importance on compassionate, nonjudgmental assistance from knowledgeable representatives and expressed a preference for human interaction over automated systems.

Respondents also indicated they would be less inclined to contact the same service again following an unsatisfactory first interaction. Those responses represent stated intentions rather than documented follow-up behavior, but they reinforce the importance of providing clear information and meaningful support during an initial call.

The findings come as gambling treatment providers face changing patterns of demand. According to the National Council on Problem Gambling’s 2025 annual report, more than 31,000 people contacted the national helpline each month last year. Financial difficulties were cited by more than 73% of contacts, while online and app-based gambling accounted for 31% of reported gambling concerns, up from 23% in 2024.

Researchers Identify Barriers to Gambling Treatment Access

The study highlights the distinction between answering a call and connecting someone with appropriate treatment. Researchers identified treatment referrals and the quality of initial interactions as areas requiring attention, particularly for individuals who may already be experiencing gambling-related financial or emotional difficulties. Information on recognizing gambling problems and seeking help can also guide people toward available support.

Efforts to strengthen these connections are emerging at the state level. In August, Pennsylvania launched its first dedicated problem gambling case management program, allowing helpline callers to receive additional assistance with treatment access, housing, transportation and other practical needs.

The Tennessee study also has limitations. Its 96 test calls provide a snapshot of helpline performance rather than a comprehensive assessment of individual state systems. With only two calls per state, the results cannot establish which jurisdictions or helpline providers perform better, nor do they measure whether callers ultimately enter treatment.

The researchers describe gambling helplines as an important entry point for treatment while emphasizing the need to address barriers that prevent callers from receiving meaningful assistance. Their findings point toward improving referral procedures and ensuring that people seeking help receive informed, compassionate responses when they contact support services.

RELATED TOPICS: Responsible Gambling