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

Gambling-like Features in fan Tokens

Fan tokens are a form of cryptocurrency that allow owners to participate in various fan-related experiences such as voting on the music to be played during half-time breaks in sporting events. Since 2020, many elite sport teams have issued fan tokens, allegedly as a way to engage with fans and hear their voice. However, fan tokens also raise some concerns. They are largely gamified digital items that intend to keep fans within the providers' app. Also, they can be traded in exchange platforms, which arguably transform them into collectibles, whose value can vary over time. Here, we explore fan tokens through a case study from a football (soccer) club (i.e., an F.C. Barcelona fan token). Drawing on literature from situational and structural characteristics of gambling, we analyse the gambling-like features that fan tokens include in their product design. Such features are discussed from a public health perspective, comparing what they mean in gambling contexts and how potentially harmful they could be for fan token holders.

Framing Slogans for Responsible Gambling Campaigns: A Tale of Two Models

This study investigates the persuasive mechanism of slogans employed in responsible gambling campaigns. We analyse slogans from official posters in the U.S., Singapore, and Macau, focusing on two domains. First, the Theory of Planned Behaviour is applied to examine the intention to gamble expressed in the slogans to reveal how gambling is positioned in social contexts. Second, two framing devices-i.e., conceptual metaphors and the frame of gains/losses-are examined to understand how these framing devices reinforce the persuasive message while interacting with each other. Two models of persuasion emerge from our data-one encouraged 'grounded games' for enjoyment, while the other discouraged gambling due to its potentially 'harmful' consequences. We advocate for a gestalt view on the theoretical constructs that contribute to the overall effectiveness of persuasive messaging. These constructs should be integrated into an analytical framework, with particular attention given to the framing effect of conceptual metaphors and the gain/loss frame, and their interplay.

A Matching Study on the Influence of Advertised Information Expression and Product Type on Consumer Purchase Intention

Due to extensive product differentiation and the personalized aesthetic needs of consumers, modern enterprises need different expressions of information to attract consumers’ interest and improve their purchase intention. This study draws from the elaboration likelihood model, anchoring theory, and media richness theory to explore how the expression of advertised information can be effectively matched to the product type to enhance consumers’ purchase intention. The mediating effect of information-processing fluency and moderating effect of consumers’ personal involvement on this relationship is also explored. Data from experiments and questionnaires involving 1,292 participants were analyzed. The results show that direct expression of advertised information is more suitable for advertising search products, while metaphorical expressions of advertised information are more suitable for advertising experience products. These combinations of product type and expression of advertised information can effectively improve consumers’ purchase intention. Meanwhile, the main combined effect of the product type and expression of advertised information is mediated by consumers’ information-processing fluency, and moderated by consumers’ personal involvement positively.

Sports Betting Advertising: A Systematic Review of Content Analysis Studies

A systematic review of empirical studies that used quantitative, qualitative, or a mixed-methods approach to content analysis sports betting advertising was conducted. Study attributes were examined including the main findings, key themes, research design, focus of analysis, type of interpretation, use of theory, media type, inter-coder reliability measures, and recommendations for future studies. The findings showed that the studies (N=15) were all published relatively recently (since 2012), predominantly focused on the content of television advertisements, and there was a general lack of reporting on inter-coder reliability. The narratives most commonly identified within sports betting advertisements were friendship and humour. Advertisements were found to be embedded into professional sports games, and this type of advertising occurred more frequently when compared to commercial advertising during televised sporting events. In order to enhance the sports betting advertising literature, researchers need to ensure that they are meeting scientific standards, especially when it comes to reliability measures. Such studies can add to an understanding of how sports betting advertisements are presented to the public and infer what the potential impact of the availability and exposure of these advertisements may be.

Differences between Gamblers and Non-Gamblers on Sports Betting Websites

Online sports gambling is a popular recreational activity. Using the Theory of Planned Behaviour as the theoretical foundation, the aim of this study was to examine for differences between gamblers and non-gamblers in terms of their attitudes, subjective norms and perceived behavioral control towards online sports gambling. 173 male students from a tertiary educational institution were recruited for this study of which 56 respondents (32%) were gamblers. A series of regression analysis revealed differences between gamblers and non-gamblers. While subjective norms and perceived behavioural control were significant predictors of gambling intentions for the gamblers group, only attitude was a significant predictor for the non-gamblers group. Further analysis showed that subjective norms had a larger effect on the gamblers group in comparison to the non-gamblers group. Physiological data from an eye tracker provided further empirical evidence that there were differences between gamblers and non-gamblers. Gamblers, perhaps because they are more familiar with gambling websites, take less time to process information. The findings from this study suggests that there are differences between gamblers and non-gamblers. To prevent problem gambling, there is a need to develop different communication messages for gamblers and non-gamblers.

Skin in the game - Erroneous beliefs and emotional involvement as correlates of athletes' sports betting behavior and problems

BACKGROUND AND AIMS

The sports betting market has been growing rapidly over the last years, as have reports of problematic gambling behavior associated with betting. Due to the well-documented gambling problems of famous athletes and the betting supportive nature of many sports-related environments, athletes have been highlighted as a potential group at-risk for problematic sports betting. However, there currently remains a lack of research on individual-level athlete-specific risk-factors or mechanisms that might contribute to the development and perpetuation of betting-related problems. Here, we examine the influence of two potential risk-factors on sports betting behavior and problems: erroneous beliefs and athletes' emotional involvement.

METHODS

201 athletes with different levels of expertise completed a newly developed scale to assess both factors. Participants were sampled from the general German population, predominantly male (83.08%) and on average 29.52 (SD = 11.05) years old. We use principal components analysis to detect patterns of covariation, potentially due to the proposed underlying latent factors, and regression analyses to test associations of these factors with betting behavior and problems.

RESULTS

We find that athletes' emotional involvement was strongly associated with betting problems whereas erroneous beliefs were not. However, distorted cognitions/beliefs were associated with higher volumes and more frequent betting activities.

DISCUSSION AND CONCLUSIONS

This might contribute to betting problems in the long run. These results highlight athletes' emotional involvement and erroneous beliefs as potential targets for future intervention and prevention efforts.

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].

Exploring the public's perception of gambling addiction on Twitter during the COVID-19 pandemic: Topic modelling and sentiment analysis

The present study explored the topics and sentiment associated with gambling addiction during the COVID-19 pandemic, using topic modeling and sentiment analysis on tweets in English posted between 17-24^th April 2020. The study was exploratory in nature, with its main objective consisting of inductively identifying topics embedded in user-generated content. We found that a five-topic model was the best in representing the data corpus, including: (i) the public's perception of gambling addiction amid the COVID-19 outbreak, (ii) risks and support available for those who stay at home, (iii) the users' interpretation of gambling addiction, (iv) forms of gambling during the pandemic, and (v) gambling advertising and impact on families. Sentiment analysis showed a prevalence of underlying fear, trust, sadness, and anger, across the corpus. Users viewed the pandemic as a driver of problematic gambling behaviors, possibly exposing unprepared individuals and communities to forms of online gambling, with potential long-term consequences and a significant impact on health systems. Despite the limitations of the study, we hypothesize that enhancing the presence of mental health operators and practitioners treating problem gambling on social media might positively impact public mental health and help prevent health services from being overwhelmed, in times when healthcare resources are limited.

Gambling at Work: A Qualitative Study of Swedish Elite Athletes, Coaches, and Managers

Considering the financial connections between sport and the gambling industry, more should be learned about gambling and problem gambling in this setting. This study explores how male athletes, coaches, and sports managers experience gambling activities and problems in their sports. Interviews were conducted with 30 male elite athletes, coaches, and managers in four sports. The interviews were analysed using content analysis, and the results indicated two main themes: 1) desire for and concerns with money and 2) in the shadow of performance, and three categories. The first main theme emerged as a result of the respondents recurring reference to money as the reason to different actions: It is important to win money,’too little’ or ‘too much’ money is described as reason for gambling, athletes status is affected by money and sponsor money from the gambling companies are considered important. ‘In the shadow of the performance’ captures the reason to and value of performance: The thrill and money are rewards for the gambling performance, everyday sporting life emphasizes performance both in training and matches. Lack of successful performance is perceived as a threat and evokes a fear of being seen as weak and being ejected from the team. This study identifies gambling as normalized within male elite sport. Preventing gambling problems calls for action at all levels of the involved socio-ecological framework. Management, coaches, and athletes need more knowledge of gambling and how to create a sustainable framework to prevent gambling problems.

Gambling Marketing Strategies and the Internet: What Do We Know? A Systematic Review

Background: The gambling industry has developed many types of gambling on Internet in recent years. Gambling is a social activity for a majority of the world population, but problem gambling (PG) can emerge. The trajectories of gamblers from initiation to PG development are influenced by many variables, including individual and environmental variables and also variables linked to the gambling characteristics. Marketing has been reported to influence gamblers' perceptions and behaviors, but this is not as clear for digital marketing. Digital gambling marketing is broad, ranging from the marketing of gambling websites to communication and advertising on the social media and networks. The objective of this article was to fill this gap by conducting a systematic literature review in order to answer the following questions: (1) What are the strategies of digital gambling marketing? (2) What is the effect of this exposure on gambling representations, intentions and practices? Method: A systematic review was conducted following the PRISMA guidelines on Pubmed database (Medline) from February 2020 to March 2020 and Scopus. Existing papers published between January 2000 and February 2020 were identified by searching with this algorithm: ((("internet"[MeSH Major Topic] OR (communications[All Fields] AND media[All Fields])) OR ("social media"[MeSH Terms] OR ("social"[All Fields] AND "media"[All Fields]) OR "social media"[All Fields])) AND "gambling"[MeSH Major Topic]) AND ("marketing"[MeSH Terms] OR "marketing"[All Fields]), in title, keywords or abstract. Results: Ninety-one candidate studies were selected, 21 studies were selected for the systematic review. Sport appeared as a specific target of online gambling marketing. A growing range of platforms for online sport betting and the development of strategies on the social media were identified. Regarding content, a systematic association between sport and gambling was highlighted. Vulnerable populations, such as young people, appeared to be at high risk of exposure to gambling marketing. Conclusion: Little data is available on the strategies of digital gambling marketing or on exposure to it. Sport could be the first target for future research to understand how the industry is targeting specific populations, and what influence these strategies could have on PG development.

Why Some Sports Bettors Think Gambling Addiction Prevented Them from Becoming Winners? A Qualitative Approach to Understanding the Role of Knowledge in Sports Betting Products

Sports betting products rely upon a balance between their knowledge and chance based structural characteristics. The emphasis by bookmakers on mastering the knowledge-based elements to become winners poses significant challenges for those seeking help for gambling disorder. Bettors find difficulties in integrating their preconceptions about the role of knowledge and skills in winning, into the new cognitive restructuring fostered by cognitive-behavioural therapy. Using a grounded theory approach, this study collected data from 43 Spanish sports bettors undergoing treatment for gambling disorder. The results suggest sports bettors neutralize some gambling-related cognitive distortions during CBT but retain others. Sports bettors try to eliminate them but encounter external validation to retain them, as well as internal incongruences to integrate them into a coherent understanding of how gambling works. The results are discussed with the aim of providing practical guidance as to how skill versus chance related persistent cognitions can be addressed in CBT.

Prevalence and Characteristics of Sports Betting in a Population of Young Students in Madrid

The participation of young people in sports betting is causing social alarm as a result of both its invasive advertising and its possible involvement in the development of gaming problems. The objective of this study is to identify and characterise the situation in which young students in Madrid participate in sports betting. A Sports Betting Evaluation Questionnaire was given to a convenience sample of 735 young students from Madrid (aged 18-25), both live (face-to-face) and on-line. 42.6% of the sample admitted having placed sports bets at one time; 81% of those who had bet were men and 78% had bet live, versus 18% who had done so on-line and 5% using both systems. Men were found to bet more frequently and spend more money and more time doing so than women. Those who bet on-line do so more frequently and spend more money and more time than those who bet live. Young people bet mainly on football and the most frequent bets are the most obvious ones, i.e. on the winner. The frequency of participation in sports betting is high, but the time and money spent is moderate, albeit always higher in men than in women.

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.

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.