Efforts to reduce gambling harm have typically focused on providing support for those individuals experiencing severe problems, such as self-exclusion and/or treatment. Gambling harm prevention has generally included public health messaging to increase awareness of gambling risks or the low odds of winning. Few initiatives have sought to understand consumer's perspectives and develop tools and resources that would be useful for those who want to continue to gamble, but in a way that does not lead to harm.Many gambling harm minimisation tools have been developed such as deposit limits and activity statements or personalised feedback. However, there is low voluntary uptake of these with research suggesting they are not considered relevant by most customers. This presentation will discuss how we can reconceptualise efforts to facilitate lower-risk gambling with consumer-centric methodologies.