This paper uses the Problem Gambling Severity Index (PGSI) to determine differences in UK internet player responses to their motives for gambling online. It also evaluates their views relating to responsible gambling practices and behavioural factors. A three stage analysis applying Structural Equation Modelling (SEM); multiple regression; and multinomial logistic regression is used. The main research instruments is an internet based questionnaire. Our findings for the motivation factors highlight that the most significant factors which players perceive are escape and relaxation; financial motivation; and social and competition. In terms of player views in relation to responsible gambling practices and behavioural factors both self-exclusion and self-help; and game design are identified as the key factors. Other factors such as proactive responsible gambling; transparent terms and conditions; and use of player information are not acknowledged as significant factors by players. This study also suggests that the financial motive to gamble should be divided into the following sub-motives: ‘to win money’ and to ‘earn income’. Our main policy recommendation includes the need for a more transparent system that places emphasis on tangible or auditable means of demonstrating ethical responsibilities, and to determine areas of improvement.