The Structural Features of Sports and Race Betting Inducements: Issues for Harm Minimisation and Consumer Protection

The role of mental health in online gambling decisions: A discrete choice experiment

People with mental health problems are more likely to experience problems due to gambling, an intersection of two sources of social disadvantage. However, the mechanisms by which this occurs remain unclear. Analysing if choices while gambling differ for people with mental health problems, and whether these differences involve characteristics linked with gambling harms, can improve this understanding. Evidence on this is limited because most studies rely on survey questions or aggregate data which are either self-reported, unlikely to allow for identification of separate features of gambling options, or do not observe the full set of options people are choosing between. Discrete Choice Experiments can circumvent these issues by observing the gambling environment and individual's gambling choices. This study uses a Discrete Choice Experiment to analyse people's choices while gambling, and if these differ for people with mental health problems. Participants were offered a series of 6 choice sets representing online gambling on horse racing; each presented two hypothetical horse races, both with eight horses, differing in the information they provided. Participants chose which race (if any) and horse they would bet on. The choices were modelled using mixed logit models. People with mental health problems had (i) a lower preference for betting on races with information about horses' recent form and (ii) preferred betting on horses with higher odds. (i) Could indicate that they put less thought into their bet, a sign of gambling as an escape. (ii) Could indicate that they are more risk seeking. These are two gambling characteristics linked with problems due to gambling and are plausible mechanisms by which people with mental health problems may be more likely to develop problems due to gambling.

Associations between playing free-to-play sports gambling predictor games and online sports betting frequency for men in the United Kingdom

Aim

This study aimed to describe associations between playing predictor games and online sports betting behaviours, and problem gambling.

Methods

An online survey using a convenience sample was completed by males aged 18 + years, living in the United Kingdom, and having participated in any gambling activity in the past year (n = 384). The survey asked questions about sociodemographics, gambling behaviours and predictor game playing behaviours. The Problem Gambling Severity Index (PGSI) tool was used to determine existence of at-risk and problem gambling. Bivariate analyses using X2, and multivariate analyses using binary logistic regressions were carried out.

Results

Predictor games were played by 45.8% of all participants. In bivariate analyses, there was an association between predictor game playing and age (p = 0.019), with predictor game playing most prevalent in the age group 18–24 years 51.8%. In bivariate analysis, there was a significant graded relationship between playing predictor games and PGSI group (p < 0.001), with predictor game playing most prevalent among those with problem gambling 76.9%. In multivariate analysis, after controlling for sociodemographics and PGSI group, those who played predictor games were 2.80 (1.65–4.74 p < 0.001) times more likely to engage in high frequency online sports gambling than those who did not play predictor games.

Conclusions

This study suggests there may be links between playing predictor games and gambling harms through increased frequency of online sports gambling, particularly amongst already vulnerable groups. Policy options placing restrictions on the most harmful inducements – one of which being predictor games – must be considered to protect against gambling harms.

‘Immediate access … everywhere you go’: a Grounded Theory Study of How Smartphone Betting Can Facilitate Harmful Sports Betting Behaviours Amongst Young Adults

This study explored how the use of smartphones can influence sports betting by young adults, compared to using computers and land-based betting facilities. Interviews with 33 Australians aged 18–29 years, who bet regularly on sports, esports, and/or fantasy sports, were analysed using adaptive grounded theory. Seven major themes related to platform functionality, sourcing betting information, physical accessibility, financial accessibility, social influences, privacy, and marketing. The grounded theory model depicts how features of smartphones, online gambling, and betting apps combine in smartphone betting to provide instantaneous access to betting, anywhere and at any time, to facilitate harmful betting behaviours. These behaviours included increased betting participation, frequency and expenditure, placing a wider variety of bets, impulsive and spontaneous betting, placing riskier bets with longer odds, chasing losses, and acting on social encouragement to bet. These findings can inform harm minimisation measures, regulation, and policy.

Sports betting around the world: A systematic review

Background and aims

This systematic review examines whether sports betting behaviors differ among and between sports bettors in different countries, evaluates psychosocial problems related to sports betting behaviors and how problems may vary by country, and lastly, summarizes the current regulatory guidelines for sports betting.

Methods

We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines and included peer-reviewed articles from PubMed, Web of Science, and PsycINFO. Studies on sports betting behavior were included if they were published in English or Chinese between January 1, 2010 and March 28th, 2022. We gathered regulatory information from peer-reviewed articles, legal acts, and relevant websites. Of 2,450 articles screened, 65 were included in the final review.

Results

Marketing and promotion of sports betting were more prominent for sports betting in Australia and the United Kingdom. Interviews with sports bettors demonstrated that sports betting is persuasive and normalized. Psychosocial problems do not appear to differ greatly by country, and sports betting appears to be associated with elevated levels of problem gambling. Responsible gambling approaches have helped address risky sports betting behaviors. China and South Korea have imposed more strict regulations and restrictions on sports betting access in comparison to countries such as Australia or the United States.

Discussion and conclusions

Currently, sports betting is easy to access, normalized, and contains many attractive features for sports bettors. Psychoeducation about potential risks of sports betting and encouragement of responsible gambling strategies could help lessen risky sports-betting behaviors, though cross-cultural adaptations should be explored.

Impact of wagering inducements on the gambling behaviors of on-line gamblers: A longitudinal study based on gambling tracking data

AIMS

To estimate whether the use of wagering inducements has a significant impact on the gambling behaviors of on-line gamblers and describe this temporal relation under naturalistic conditions.

DESIGN

This longitudinal observational study is part of the second stage of the Screening for Excessive Gambling Behaviors on the Internet (EDEIN) research program.

SETTING

Gambling tracking data from the French national on-line gambling authority (poker, horse race betting and sports betting) and from the French national lottery operator (lotteries and scratch games).

PARTICIPANTS

A total of 9306 gamblers who played poker, horse race or sports betting and 5682 gamblers who played lotteries and scratch games completed an on-line survey. The gender ratio was largely male (between 87.1% and 92.9% for poker, horse race betting and sports betting, and equal to 65.1% for lotteries). Median age ranged from 35 (sports betting) to 53 (horse race betting and lotteries).

MEASUREMENTS

The survey used the Problem Gambling Severity Index (PGSI) to determine the status of the gamblers (at-risk or not). Gambling tracking data included weekly gambling intensity (wagers, deposits), gambling frequency (number of gambling days), proxies of at-risk gambling behaviors (chasing and breadth of involvement) and use of wagering inducements.

FINDINGS

The use of wagering inducements was associated with an increase of gambling intensity [β between -0.06 (-0.08; -0.05) and 0.57 (0.54; 0.60)], gambling frequency [β between 0.12 (0.10; 0.18) and 0.29 (0.28; 0.31)] and at-risk gambling behaviors [odds ratio between 1.32 (1.16; 1.50) and 4.82 (4.61; 5.05)] at the same week of their use. This effect was stronger for at-risk gambling behaviors and at-risk gamblers.

CONCLUSIONS

Wagering inducements may represent a risk factor for developing or exacerbating gambling problems.

The Use of Social Media in Research on Gambling: a Systematic Review

Purpose of Review

Social media enables a range of possibilities in the way gamblers and gambling operators interact and content communicate with gambling. The purpose of this systematic review was to synthesise the extant literature to identify the ways in which social media has been investigated in the context of gambling.

Recent Findings

A systematic review of the literature identified 41 papers that collected primary data pertinent to gambling and social media from multiple disciplines. These papers broadly fell into three themes: communication, community and calculation (of sentiment). Papers on communication focused on the content of gambling advertising on social media and the impact on people exposed to it. Studies of gambling communities studied the activity and structures of discussion groups on social media concerning recreational or problematic gambling. Papers on calculation collated social media data to assess sentiment and compared it against betting odds.

Summary

There is an emerging multidisciplinary literature that has looked at the use of social media in relation to gambling. There is preliminary evidence that the content and the reach of gambling advertising on social media is a source of concern, particularly for younger people. The themes discussed on gambling support forums appear to be common across communities, focusing on negative emotions, recovery, addictive products and financial support. Using social media to assess sentiment appears to be particularly effective at identifying potential upsets in sporting matches. Future suggestions for research are explored.

What's the Message? A Content Analysis of Emails and Texts Received from Wagering Operators During Sports and Racing Events

Previous research has established direct messages (such as emails and text messages) are a widely seen form of advertising and are highly influential on sports betting and race betting behaviour. Nevertheless, few studies have examined the specific content of these messages, and whether their content is related to account-holders' betting behaviour. The current study used an ecological momentary assessment design to examine direct messages received from wagering operators during the week around major Australian sports and racing events. Respondents completed a baseline survey followed by short daily surveys over a period of 1 week during peak betting periods, and provided the research team with the emails and text messages they received from wagering operators during this time. A sample of 102 sports and 110 race bettors provided a total of 931 messages. These messages subsequently underwent a content analysis to extract key features that were promoted, including inducements, incentives, and bet type. The analysis found the messages were saturated with inducements to bet, however no relationships were identified between the content of messages and the gambling risk status or betting frequency of participants. The most common types of incentives offered included bonus bets, rewards points, better odds/winnings, and reduced risk. Frequently promoted inducements included bonus or better winnings, refund/stake back offers, and match your stake/deposit. Given the influences of inducements on increasing betting expenditure and impulsive betting identified through previous research, taken together with the findings of the current study, direct messages may contribute to experiencing gambling-related harm. These findings have important implications for consumer education and the regulation of direct messages.

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

BACKGROUND

Gambling advertising is well-funded and has become increasingly sophisticated in recent years. As the presence and pervasiveness of gambling advertising increases, there is a corresponding need for empirical understanding of the characteristics and trends associated with emergent gambling advertisements and marketing. However, there is limited data on this rapidly evolving phenomenon.

METHODS

A rapid review was undertaken of the empirical research (2015-2020) that focused upon the content, delivery and structural features incorporated within emerging gambling advertising.

RESULTS

Twenty-five studies were included in the review. The majority of these studies were conducted in either the UK or Australia; two jurisdictions that have unique and particularly liberal gambling environments. The literature suggests that emergent gambling advertising content is targeted, positively framed and in some instances, may overrepresent riskier bets. The sporting and social media spheres are densely populated with such advertisements that involve both direct and indirect marketing strategies. In relation to the online environment, there is evidence to suggest the emergence of more interactive advertisements that prompt user engagement. In addition, financial incentivisation has diversified and is often subject to strict and esoteric conditions. Despite these emergent trends, little provision is devoted to adequately displaying harm reductive or responsible gambling content within gambling advertising.

CONCLUSIONS

Overall, there is a paucity of research and lack of methodological diversity concerning the characteristics of advertising within the literature. The barriers to investigating emerging gambling advertising are discussed alongside future research priorities. It is important for this research area to expand in order to appropriately inform ethical industry marketing and effective harm-reduction strategies. [Pre-registered online via Prospero: CRD42020184349].

Structural characteristics of fixed-odds sports betting products

BACKGROUND AND AIMS

A literature exists on the structural characteristics of electronic gambling machines (EGMs), which are design innovations that can promote spending excessive time and money on these games. Fixed-odds sports betting products, where bettors place sports bets against a bookmaker, have also seen significant innovations in recent years. Despite some differences between these gambling products, similar structural characteristics could also be relevant to sports betting. The aim was to review previous research on contemporary fixed-odds sports betting products, and to identify whether structural characteristics from the EGM literature are also relevant to sports betting.

METHODS

Structural characteristics uncovered by two influential reviews of EGMs were identified, and their relevance to fixed-odds sports betting products discussed via a narrative review.

RESULTS

Structural characteristics of payout interval and potential betting frequency (in-play betting), multiplier potential (accumulators, complex bets, multis), win probability and payout ratio (all bets), bettor involvement (custom sports betting products, cash out), skill required (all bets), and near-misses (accumulators, complex bets, multis) were all identified in modern fixed-odds sports betting products.

DISCUSSION AND CONCLUSIONS

Fixed-odds sports betting products have increasingly incorporated structural characteristics previously found in EGMs. Future research could further assess the extent to which these structural characteristics contribute to fixed-odds sports bettors spending excessive amounts of time and money while betting. These findings can help guide further sports betting research, contribute to an improved understanding of the potential universality of gambling product design, and inform policy.

Comparing football bettors' response to social media marketing differing in bet complexity and account type - An experimental study

BACKGROUND AND AIMS

The current study aimed to assess how sports bettors respond to advertised bets on social media and whether this differs dependent upon bet complexity and social media account type.

METHODS

Employing a 3 × 2 repeated measures design, 145 regular football bettors were recruited to take part in an online study requiring them to rate bets advertised upon social media, providing indications of their likelihood to bet, confidence in the bet and how much they would stake on the bet. Advertised bets differed in terms of complexity (low, medium and high) and each bet was presented separately on both an operator account and an affiliate account.

RESULTS

Data analysis highlighted a significant interaction between bet complexity and account type, with bettors rating themselves as being more likely to bet and more confident in bets which were presented on an affiliate account for medium complexity bets but not for low or high complexity bets.

DISCUSSION AND CONCLUSIONS

This study provides initial evidence that affiliate marketing of sports betting increases bettor's confidence in certain types of bets. This heightens previously addressed concerns around affiliate marketing, given that affiliates are financially incentivised to attract custom toward gambling operators. Future research should explore risk factors for increased uptake of affiliate marketing, and the impact on gambling behaviour.

A Content Analysis of Gambling Operators' Twitter Accounts at the Start of the English Premier League Football Season

The use of social media is now an established strategy to engage and maintain customer loyalty. The purpose of the present study was to examine the Twitter accounts of ten of the largest online sports betting operators in the UK to determine what marketing strategies were employed. More specifically, this study analyzed 3375 tweets posted by the operators during the opening weekend of the 2018–2019 English Premier League football season using a content analysis methodology. The results demonstrated that multiple strategies, including hashtags, were used to link gambling operator tweets with major sporting events, and the use of numerous promotional campaigns. Notably, over 90% of the tweets contained no responsible gambling information. The quantity and content of social media posts underline the need for a review of the current advertising regulations in the UK. Further research should examine how exposure to sports betting social media marketing influences gambling behavior.

Direct Marketing Experiences Among Individuals With Current and Lifetime Gambling Disorder

Gambling providers use varied and complex marketing techniques, including marketing that targets the individual directly. Previous research indicates that individuals with gambling disorder are disproportionately influenced by gambling marketing, however, very few studies have examined gamblers' experiences with direct marketing. The current exploratory interview study examined experiences with direct gambling marketing among 12 individuals with either current (n = 5) or lifetime (n = 7) gambling disorder. A broad research question was employed encompassing experiences with different types of direct marketing and corresponding attitudes, influences, and interactions. The interview data were analyzed with thematic analysis using an inductive approach, and the participants reported extensive and varied experiences with direct marketing. Two overarching themes, with two and four subthemes, respectively, were identified. The overarching themes showed that marketing experiences were intimately connected with participants' gambling behaviors and their relationships to their own problems. Overall, direct marketing was experienced as an interactive form of marketing with individually tailored promotions such as free gambling credits, bonuses, and special gifts. Some promotions were experienced as personal, while others were experienced as mass produced. Direct marketing was in some cases experienced as predatory and was reported to hamper the participants' ability to cope with their gambling disorder. Participants' attitudes toward direct marketing varied as a function of the participants' engagement in gambling. During periods of active gambling, direct marketing was experienced as beneficial and positive as the participants took advantage of the offers or actively manipulated how the offers were made. In contrast, when attempting to reduce/abstain from gambling, the participants experienced direct marketing as aggressive, and they reported making considerable efforts to try to limit it. Direct marketing was experienced as a trigger for gambling urges and was reported to induce a conflict between gambling and abstinence. Directly marketed promotions are discussed in relation to ecological factors of access and availability that form a basis for the development of gambling disorder, and variations in experiences are related to stages of change in gambling disorder. Implications for treatment are discussed where the current findings suggest that coping with marketing should be addressed in treatment.

Visibility of age restriction warnings, harm reduction messages and terms and conditions: a content analysis of paid-for gambling advertising in the United Kingdom

OBJECTIVE

The inclusion and design of age restriction warnings, harm reduction messages and terms and conditions (T&Cs) in gambling advertising is self-regulated in the United Kingdom. Our study examines the visibility and nature of this information in a sample of paid-for gambling adverts.

STUDY DESIGN

A content analysis of a stratified random sample of gambling adverts (n = 300) in the United Kingdom from eight paid-for advertising channels (March 2018).

METHODS

For each advert, we assessed whether any age restriction warnings, harm reduction messages and T&Cs were present. If so, visibility was scored on a five-point scale ranging from very poor (≤10% of advert space) to very good (≥26% of advert), which had high inter-rater reliability. Descriptive information on position, design and tone of language was recorded.

RESULTS

One in seven adverts (14%) did not feature an age restriction warning or harm reduction message. In adverts that did, 84% of age restriction warnings and 54% of harm reduction messages had very poor visibility. At least one in ten adverts did not contain T&Cs. In adverts that did, 73% had very poor visibility. For age restriction warnings, harm reduction messages and T&Cs, most appeared in small fonts and outside the main advert frame. Most harm reduction messages did not actually reference gambling-related harms.

CONCLUSION

Age restriction warnings, harm reduction messages and T&Cs do not always appear in paid-for gambling advertising. When they do, visibility is often very poor and the messaging not clear. The findings do not support a self-regulatory approach to managing this information in gambling adverts.

A Literature Review and Gap Analysis of Emerging Technologies and New Trends in Gambling

There have been significant changes in the gambling landscape particularly relating to gambling in the digital age. As the gambling landscape changes, regulation of gambling also needs to change. In 2018, the Office of Responsible Gambling in New South Wales, Australia, commissioned a gap analysis to inform their research objectives and priority focus areas. This included an identification of gaps in our understanding of emerging technologies and new trends in gambling. A gap analysis of the peer-reviewed literature published since 2015 was undertaken, identifying 116 articles. The main area of focus was Internet gambling, followed by articles exploring the relationship between video gaming and gambling, the expansion of the sports betting market, Electronic Gambling Machines characteristics and articles exploring new technologies and trends in advertising and inducements. Key gaps related to the need for more research in general, as well as research focusing on subpopulations such as those using different gambling formats, those with varying levels of problem gambling, and vulnerable populations. From a methods perspective, researchers saw the need for longitudinal studies, more qualitative research and improved outcome measures. The development and testing of a public health approach to addressing the harms associated with gambling in these areas is needed.

Impact of Wagering Inducements on the Gambling Behaviors, Cognitions, and Emotions of Online Gamblers: A Randomized Controlled Study

Wagering inducements are part of loyalty/reward programs implemented by online gambling operators to retain or attract consumers. They constitute incentives to bet that are offered to gamblers provided that they perform certain betting-related activities. They are often considered risk factors for gambling problems, but studies exploring the actual impacts of such incentives are scarce. The objective of the present study was to assess the actual impact of wagering inducements on gambling behaviors, cognitions, and emotions of online gamblers. One hundred seventy-one adults (18-65 years old) who gamble on a regular basis on the Internet, including at-risk and recreational gamblers, were recruited through media announcements and in panels from survey institutes. Participants were randomly assigned to one of four experimental conditions, in which a defined amount of money was given to the gambler with a bank e-card system during an experimental gambling session to simulate a wagering inducement (€10, €50, €100, or €200), or the control condition, in which no incentive was given. The experimental gambling session was designed to be as natural as possible (participants gambled with their own gambling account and their own money). Participants completed a pretest interview, took part in the experimental gambling session, and then completed a post-test interview. The impact of wagering inducements was estimated on objective (money wagered and time spent gambling during the gambling session) and subjective (cognitive distortions, enjoyment of gambling, loss of control, and respect of usual gambling habits) gambling endpoints that were compared between conditions. Two-thirds of participants reported having already received wagering inducements at some point of their gambling course. Although no effect was demonstrated on time spent gambling, inducements increased money wagered, gambling-related expectancies and perceived loss of control. In particular, it seems that wagering inducements could lead to extreme expenses, especially for at-risk gamblers. This research suggests that regulating wagering inducements could be helpful for prevention and early intervention. Future research on the impacts of wagering inducements is still needed, especially more ecological studies based on behavioral tracking data and studies assessing the differential impacts of various incentive types. Clinical Trial Registration: NCT01789580 (ClinicalTrials.gov).

Interest in inducements: A psychophysiological study on sports betting advertising

Recent research has shown an association between the viewing of wagering advertising, which often presents inducements to gamble, and maladaptive sports-betting behaviours; however, the mechanism/s underlying the development of the intention to gamble remains relatively understudied. Eye-tracking and tonic electrodermal activity was recorded from 59 participants (including 49 regular gamblers and 10 non-gamblers), while they watched a series of advertisements. Following each advertisement, participants were asked to rate how likely they would be to take up the offer presented, therein. The number of fixations placed on each offer differed according to the type of inducement shown (p < .001), with reduced risk and cash back inducements being looked at more often than better odds and bonus bet inducements by all groups. Increased electrodermal activity while viewing the advertisements was associated with greater severity of gambling-related harm (p < .001), as well as greater ratings of desire for most advertisements. Rating of desire was, likewise, positively associated with gambling-related harm (p < .001). These results may suggest that, while the offers in gambling advertisements may be looked at by most viewers, unless there an attendant increase in arousal, it is quite unlikely that these inducements will elicit a desire to gamble. For individuals already at risk of gambling problems, exposure to these advertisements, especially those offering what is perceived to be safer betting options that minimise financial losses, may exacerbate existing harms. Such information may prove useful in guiding industry practice, government regulations, therapeutic interventions, and future research on this topic.

Are sports bettors looking at responsible gambling messages? An eye-tracking study on wagering advertisements

BACKGROUND AND AIMS

The broadcast of wagering advertisements during televised sports matches has been associated with various adverse outcomes. In order to counter these effects, legislative bodies require wagering operators to include responsible gambling messages in their advertisements; however, the effectiveness of these messages is unclear. This study sought to examine the extent to which responsible gambling messages are looked at, in the wider context of gambling advertisements.

METHODS

Forty-nine regular sports bettors and 10 non-gamblers viewed a series of sports betting advertisements, while an eye-tracker recorded the number of fixations placed on responsible gambling messages, as well as other text-based wagering content.

RESULTS

Responsible gambling messages were, generally, presented in a non-conspicuous manner. Eye-tracking data revealed that significantly fewer fixations were placed on responsible gambling messages, compared to wagering information (p < .001); however, this effect did not differ according to level of gambling risk (p = .169). The number of fixations placed on the different types of responsible gambling messages was found to vary, based on gambling risk (p = .006), as well as, what appears to be, the physical characteristics of these messages.

DISCUSSION

Very few fixations were placed on, or near, responsible gambling messages, compared to other wagering information, meaning that, in their current form, they are unlikely to be effective in protecting against gambling harm. Preliminary evidence shows that presenting messages on a high-contrast/block-color background increases the number of fixations on these.

CONCLUSION

Further research is needed to identify ways of increasing the effectiveness of responsible gambling initiatives in the sports betting context.

Self-Reported Negative Influence of Gambling Advertising in a Swedish Population-Based Sample

This study investigated the negative influence of gambling advertising, that is, gambling more often or for more money than intended. We analyzed data from wave four of the Swedish Longitudinal Gambling Study (Swelogs), in which the self-perceived negative influence of gambling advertising was measured by responses to three survey questions. Few gamblers reported having been negatively influenced by gambling advertising. Among those who reported such influence, problem gamblers were overrepresented. Those who had set limits for their gambling reported a negative influence from advertising more often than others, which likely was caused by a perception that advertising is detrimental to efforts to cut down on excessive gambling. A multivariate regression analysis showed that negative influence from gambling advertising was positively associated with problem gambling, gambling at least monthly, participation in online gambling, and being in the age group 30–49 years. We conclude that although few gamblers are negatively influenced by gambling advertising, the adverse effects on those that are should not be neglected. For a considerable number of people, gambling advertising substantially contributes to problem gambling.

Gambling disorder

Gambling disorder is characterized by a persistent, recurrent pattern of gambling that is associated with substantial distress or impairment. The prevalence of gambling disorder has been estimated at 0.5% of the adult population in the United States, with comparable or slightly higher estimates in other countries. The aetiology of gambling disorder is complex, with implicated genetic and environmental factors. Neurobiological studies have implicated cortico-striato-limbic structures and circuits in the pathophysiology of this disorder. Individuals with gambling disorder often go unrecognized and untreated, including within clinical settings. Gambling disorder frequently co-occurs with other conditions, particularly other psychiatric disorders. Behavioural interventions, particularly cognitive-behavioural therapy but also motivational interviewing and Gamblers Anonymous, are supported in the treatment of gambling disorder. No pharmacological therapy has a formal indication for the treatment of gambling disorder, although placebo-controlled trials suggest that some medications, such as opioid-receptor antagonists, may be helpful. Given the associations with poor quality of life and suicide, improved identification, prevention, policy and treatment efforts are needed to help people with gambling disorder.

Sports betting incentives encourage gamblers to select the long odds: An experimental investigation using monetary rewards

BACKGROUND AND AIMS

Incentives for wagering products can provide extra value to gamblers. However, there is no financial reason why this added value should lead people to take greater gambling risks. This study aimed to experimentally test if wagering incentives cause gamblers to choose higher-risk (long odds) bets than un-incentivized bets.

METHODS

An online experiment was conducted with wagering customers (N = 299, female = 12). Participants bet $4 on each of six video game simulations of a sport that they had wagered on in the past 12 months (Australian Football League, Cricket, or Soccer). Each game offered different common wagering incentives: Bonus bet, Better odds/winnings, Reduced risk, Cash rebate, Player's choice of inducement, or No-inducement. For each game, participants could bet on long, medium, or short odds, and subsequently viewed a highlight reel of the simulated game outcome and bet outcome.

RESULTS

Participants selected significantly longer odds (i.e., riskier) bets on games when an incentive was offered compared to the No-inducement condition. Better odds/winnings was the most attractive incentive, followed by Bonus bet, Cash rebate, Reduced risk, and No-incentive, respectively. No significant differences were observed based on demographics or problem gambling severity.

DISCUSSION AND CONCLUSIONS

The choice of long odds with incentivized bets increases the volatility of player returns. Increased volatility results in more gamblers in a losing position and fewer gamblers with larger wins. Moreover, if long odds bets are priced to provide poorer value to bettors compared to short odds, they would increase gamblers' losses and equivalently increase operators' profits.

The impact of exposure to wagering advertisements and inducements on intended and actual betting expenditure: An ecological momentary assessment study

BACKGROUND AND AIMS

Research suggests that a large proportion of regular sports and race bettors experience harm related to their gambling. In Australia, people who bet regularly are targeted by a proliferation of different forms of inducements and advertising - many of which are believed to encourage excessive betting and erroneous perceptions of risk. However, scant research has examined the impact of marketing messaging to this group, which is also limited to cross-sectional or qualitative designs. We aimed to determine whether exposure to wagering advertisements and inducements influenced intended betting expenditure, actual betting expenditure, and spending more than intended.

METHODS

We report on an ecological momentary assessment study, measuring regular exposure to 20 different forms of marketing, as well as wagering spend from 318 race bettors and 279 sports bettors. Up to 15 assessments per participant were conducted over 3 weeks (mean = 11.46, median = 14), yielding 6,843 observations for analysis.

RESULTS

Exposure to advertising and inducements was reliably linked to a greater likelihood of betting, higher intended and actual betting expenditure, and spending more than intended. "Push" messaging and inducements that convey the impression of reduced risk (stake-back inducements and multibet offers) were particularly influential, as well as brands promoted during events and advertisements on betting websites/apps.

DISCUSSION AND CONCLUSIONS

Given that a large proportion of regular sports and race bettors experience problems, restrictions on these forms of marketing are advisable. These findings suggest that this is particularly important for marketing that is "pushed" to gamblers or that suggests reduced risk.

Are direct messages (texts and emails) from wagering operators associated with betting intention and behavior? An ecological momentary assessment study

BACKGROUND AND AIMS

Direct messaging via text messages (texts) and emails is a widely used method to advertise sports and race-betting offers. However, they have attracted little research, as this advertising is not in the public domain. This study aimed to determine whether betting expenditure is related to receiving direct wagering messages, and the specific inducements they promote. We hypothesized that receiving direct messages, particularly texts, would be related to betting expenditure within 24 hr.

METHODS

In this ecological momentary assessment study, regular sports (n = 98) and race (n = 104) bettors from Australia completed short daily surveys over 1 week that captured exposure to direct messages, betting behavior in the previous 24 hr, and betting intention for the next 24 hr. Respondents were asked to forward any texts and emails received to the researchers, who coded them for inducement content.

RESULTS

Longitudinal analyses found that receiving emails was positively associated with betting intention, whereas texts were positively associated with higher likelihood of betting and betting expenditure. These effects persisted when controlling for problem gambling status and signature betting events. Refund stake and bonus odds inducements were positively associated with likelihood of race betting (although not in multivariate models), as were bonus winnings inducements for sports betting.

DISCUSSION AND CONCLUSIONS

Direct messages, particularly texts, are powerful marketing tools, encouraging a nearly immediate, and arguably impulsive, betting response, which may increase gambling-related problems. Overseeing this private form of advertising presents challenges to regulators, and to public health efforts that aim to reduce gambling harm.

Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising

The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components of OSB advertisements. The present study sought to address this issue by examining the metaphorical conceptualisation of OSB advertising. A sample of Spanish and British television OSB advertisements from 2014 to 2016 was analysed (N = 133). Following Lakoff and Johnson’s conceptual metaphor theory, four main structural metaphors that shaped how OSB advertising can be understood were identified: betting as (1) an act of love, (2) a market, (3) a sport, and (4) a natural environment. In general, these metaphors, which were found widely across 29 different betting brands, facilitated the perception of bettors as active players, with an executive role in the sport events bet upon, and greater control over bet outcomes.

On the Spur of the Moment: Intrinsic Predictors of Impulse Sports Betting

Betting on impulse, without thoughtful consideration, research or informed decision-making, may cause financial and other harms and lead to the development of gambling problems. Impulse betting undermines responsible consumption of gambling because it reflects self-regulatory failure, impaired control, unreflective decision-making and betting more than planned. In this paper we define impulse gambling and report on a study that aimed to understand more about the intrinsic characteristics of sports bettors who have a greater tendency to bet on impulse. Specifically, the study aimed to identify behavioural, psychological and socio-demographic predictors of impulse sports betting. A sample of 1816 Australian sports bettors completed an online survey that measured the proportion of their bets placed on impulse both before and during sporting events, as well as bets that were researched and planned in advance. Impulse betting was common, accounting for nearly one-half of all past-year sports bets by respondents. Over three-quarters of respondents had placed one or more impulse bets in the last year and one in seven respondents had made all of their sports bets on impulse. More impulsive sports bettors were characterised as having higher trait impulsiveness, higher problem gambling severity, more frequent sports betting and a shorter history of sports betting. They favoured betting on in-match contingencies instead of overall match outcomes. While health promotion strategies are needed to discourage impulse betting, research into contextual factors that arouse urges to bet would also provide direction for harm minimisation measures that help consumers to resist impulsive betting decisions.

Does the uptake of wagering inducements predict impulse betting on sport?

Background and aims Marketing inducements for addictive products, such as wagering, can prompt impulse purchasing by triggering consumption reminders, urges, and cravings. Wagering inducements incentivize betting by providing bonus bets, money-back guarantees, deposits into betting accounts, and discounts. Their promotion during sporting events, push marketing efforts directed at consumers, and ease of uptake at the point-of-sale, may trigger betting on impulse. This study examined whether the uptake of wagering inducements predicted impulse betting on sport. Methods Australian sports bettors (N = 1,813) completed an online survey measuring their proportion of planned bets, impulse bets before match commencement, and impulse bets during play; frequency of using wagering inducements; and several psychological, behavioral, and demographic variables. Results More frequent users of wagering inducements had a greater tendency to place impulse in-play bets, which were also predicted by problem gambling, higher buying impulsiveness, higher frequency of watching sports, younger age, and higher educational status. Sports bettors with a greater tendency to place impulse bets before match commencement also tended to have higher buying impulsiveness and to be younger, but they used inducements less frequently, and tended to be female, less-educated and non-problem, moderate risk, or problem gamblers. Discussion and conclusions Uptake of wagering inducements appeared to be particularly effective in stimulating impulse in-play betting among problem gamblers and frequent sports viewers. These results suggest that a more cautious approach to the regulation of both in-play bets and wagering inducements may be required to better protect young adults from gambling problems and harm.

Understanding persuasive attributes of sports betting advertisements: A conjoint analysis of selected elements

Background and aims Despite recent growth in sports betting advertising, minimal research has examined the influence of different advertising message attributes on betting attitudes and behaviors. This study aimed to identify which attributes of sports betting advertisements most engage attention, interest, desire and likelihood of betting among non-problem, low-risk, moderate-risk, and problem gamblers. Methods A novel approach utilizing an experimental design incorporating conjoint analysis examined the effects of: three message formats (commentary, on-screen display, and studio crossover); four appeals (neutral, jovial, ease of placing the bet, and sense of urgency); three types of presenters (match presenter, sports betting operator, and attractive non-expert female presenter); and four bet types (traditional, exotic key event, risk-free, and micro-bet). A professional film company using paid actors produced 20 mock television advertisements simulating typical gambling messages based on the conjoint approach. These were embedded into an online survey of 611 Australian adults. Results The most attention-grabbing attributes were type of presenter and type of bet. The attractive non-expert female presenter gained more attention from all gambler groups than other presenters. The type of bet was most persuasive in converting attention into likely betting among all gambler groups, with the risk-free bet being much more persuasive than other bet types. Problem gamblers were distinct by their greater attraction to in-play micro-bets. Discussion and conclusion Given the potential for incentivized bets offering financial inducements and for in-play micro-bets to undermine harm minimization and consumer protection, regulators and wagering operators should reconsider whether these bet types are consistent with their responsible gambling objectives.

Betting, Forex Trading, and Fantasy Gaming Sponsorships-a Responsible Marketing Inquiry into the 'Gamblification' of English Football

Environmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years. The purpose of the present paper is to tackle the extended definition of the gamblification of sport using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing its environmental impact. Using data about sponsorship deals from English Football Premier League, the paper builds on the evidence of English football's gamblification process to discuss the impact that the volume, penetration, and marketing strategies of sports betting might have on public health and well-being. Findings demonstrate that gambling marketing has become firmly embedded in the financial practices of many Premiership football clubs. It is argued that such associations are not trivial, and that the symbolic linkage of sport and newer gambling forms can become an issue of public health, especially affecting vulnerable groups such as minors and problem gamblers. The present study is the first to explore in-depth the relationship and potential consequences and psychosocial impacts of sports-related marketing, particularly in relation to football.

Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia

BACKGROUND

Since 2008, Australia has seen the rapid emergence of marketing for online and mobile sports wagering. Previous research from other areas of public health, such as tobacco and alcohol, has identified the range of appeal strategies these industries used to align their products with culturally valued symbols. However, there is very limited research that has investigated the tactics the sports wagering industry uses within marketing to influence the consumption of its products and services.

METHOD

This study consisted of a mixed method interpretive content analysis of 85 sports wagering advertisements from 11 Australian and multinational wagering companies. Advertisements were identified via internet searches and industry websites. A coding framework was applied to investigate the extent and nature of symbolic appeal strategies within advertisements.

RESULTS

Ten major appeal strategies emerged from this analysis. These included sports fan rituals and behaviours; mateship; gender stereotypes; winning; social status; adventure, thrill and risk; happiness; sexualised imagery; power and control; and patriotism. Symbols relating to sports fan rituals and behaviours, and mateship, were the most common strategies used within the advertisements.

DISCUSSION/CONCLUSIONS

This research suggests that the appeal strategies used by the sports wagering industry are similar to those strategies adopted by other unhealthy commodity industries. With respect to gambling, analysis revealed that strategies are clearly targeted to young male sports fans. Researchers and public health practitioners should seek to better understand the impact of marketing on the normalisation of sports wagering for this audience segment, and implement strategies to prevent gambling harm.