Social responsibility in gambling has become a major issue for the gaming industry. This has been coupled with the rise of behavioural tracking technologies that allow companies to track every behavioural decision and action made by gamblers on online gambling sites, slot machines and/or any type of gambling that utilises player cards. This chapter has a number of distinct but related aims including: 1) a brief overview of behavioural tracking technologies accompanied by a critique of both advantages and disadvantages of such technologies for both the gaming industry and researchers; and 2) results from a series of studies carried out using behavioural tracking data to evaluate the efficacy of online responsible gambling tools (particularly in relation to data concerning the use of social responsibility tools such as limit setting, pop-up messaging and personalised feedback to gamblers).