About Evident H2020 and Our Research Mission

The Evident project began with a simple but powerful question from a Horizon 2020 energy grant: how can behavioural science shape better decisions, not just about energy, but in high-stakes environments like casinos?

Our Mission: From Energy to Behavioural Economics

Our journey is one of intellectual evolution. Initially funded by the EU’s flagship research programme, our focus was on applying behavioural insights to energy consumption. We quickly realised the core principles—understanding cognitive biases, heuristics, and risk perception—were universal. Our mission pivoted to exploring these powerful forces where the stakes are most visible: in gambling environments and decision-making at casino tables.

The Horizon 2020 Foundation

Our work is built on the rigorous, evidence-based methodology championed by Horizon 2020. This foundation ensures our analysis is grounded in solid science, not just anecdote, linking us to a network of leading academic institutions like the University of Cambridge.

A Pivot to Human Behaviour

We transitioned from kilowatts to cognitive psychology. The same biases that lead to leaving lights on can influence a blackjack player’s decision to hit or stand. We became a dedicated platform examining the architecture of choice.

Applying Economics to the Casino Floor

Behavioural economics provides the perfect lens to dissect the casino ecosystem. We apply its models to understand everything from the seductive appeal of a roulette wheel to the complex decision trees players navigate in real time.

Our Editorial Focus: Casino Tables, Decisions, and Harm

We drill down into the specific moments where theory meets reality. Our editorial focus is sharply defined: the in-play mechanics of gambling, the European research landscape around its harms, and the data that explains it all.

Inside the Player’s Mind

We analyse the micro-decisions at the table. Why does a player double down on a risky hand? How does the ‘near-miss’ effect on a slot machine or roulette table drive continued play? We break down the behavioural triggers designed into games themselves.

Problem Gambling Research in a European Context

We critically examine policies and studies across Europe, from the influential work of the UK’s Behavioural Insights Team to the regulations enforced by the UK Gambling Commission. We highlight initiatives like Responsible Gambling Week and assess their effectiveness through a behavioural lens, asking what truly works to mitigate harm.

The Data Behind the Decisions

Our content is driven by data, not just opinion. We delve into the latest EU research gambling studies, neuroeconomic findings, and large-scale prevalence surveys to inform our readers about the true state of problem gambling research in Europe.

Our Team’s Approach: Opinionated, Informed, and Conversational

We are not a dry news wire. Our editorial team consists of researchers and writers passionate about translating complex science into compelling, accessible insights.

Why We Use ‘We’

Using ‘we’ reflects our collaborative, team-based analysis. It signals that our perspectives are debated, informed, and represent a shared, expert viewpoint on Horizon 2020 behaviour research and its implications.

Knowledge, Not Just News

We go beyond reporting. We synthesise, critique, and connect dots. You’ll get informed, sometimes opinionated, analysis that explains why findings matter for casino decision making and policy.

Speaking to a UK Audience

While our research scope is European, we write with a keen eye on the UK context. We regularly reference UK regulators, charities, and market specifics to ensure our conversation is directly relevant to readers here.

We invite you to join our ongoing conversation, where rigorous EU-funded research meets real-world questions about risk, reward, and human behaviour at the tables and beyond.