Selling Internet Gambling: Advertising, New Media and the Content of Poker Promotion

The rise of online sports betting, its fallout, and the onset of a new profile in gambling disorder: young people

HYPOTHESIS

Since 2015 the gambling trend may have changed among young people between 18 and 30 years old.

METHODOLOGY

Range of document review techniques obtained by therapeutic data regarding the personal development of each person in rehabilitation to analyze 13 different variables.

FINDINGS

Due to the new regulations legalizing online gambling in Spain, and the constant increase in its advertising, a shift could have taken place in the gamblers' profile: a preference for online sports betting and placing other bets using devices connected to the Internet, such as smartphones, laptops, tablets, and similar technologies. Gamblers who use online media to place their bets also incur debts over the Internet. We find a possible proliferation of online betting services, that could imply an increase of social, psychological, and family relationship problems affecting young gamblers, which may constitute a new profile of gambling disorder.

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.

Reconsidering the roots, structure, and implications of gambling motives: An integrative approach

Rationale and method

Accurately identifying motives to gamble is crucial in the functional analysis of gambling behavior. In this study, a data-driven approach was followed to clarify the factor structure underlying a pool of motives for gambling, selected from the Gambling Motives Questionnaire–Financial (GMQ-F), and the Reasons for Gambling Questionnaire (RGQ), in a sample of regular problem and non-problem gamblers. Additionally, the role of gambling motives in the relationship between root behavioral activation/inhibition systems (BIS/BAS) and gambling severity, frequency, and preferences was explored using structural equation modelling (SEM).

Results and conclusions

The present study identified Social, Financial, and Fun/thrill-related gambling motives factors, but also a fourth factor in which some positive and negative reinforcement-based motives were grouped into a single and broader Affect regulation factor. This Affect regulation factor shared variance both with BIS and BAS-related measures, and was the only direct predictor of disordered gambling symptoms. The Fun/thrill factor was directly related to frequency of participation in high-arousal, skill-based games, and all factors were related to participation in lower-arousal, chance games (with Social motives negatively predicting both participation in the latter and total severity). In the SEM model, measures of BIS/BAS sensitivity were connected to gambling behavior only through gambling motives. Based on measures of items’ specificity, a shortened Spanish scale (the brief Gambling Motives Inventory, bGMI) is proposed to assess gambling motives in accordance with the observed 4-factor structure.

Gambling and Sport: Implicit Association and Explicit Intention Among Underage Youth

This study examined whether an implicit association existed between gambling and sport among underage youth in Australia, and whether this implicit association could shape their explicit intention to gamble. A sample of 14-17 year old Australian participants completed two phases of tasks, including an implicit association test based online experiment, and a post-experiment online survey. The results supported the existence of an implicit association between gambling and sport among the participants. This implicit association became stronger when they saw sport-relevant (vs. sport-irrelevant) gambling logos, or gambling-relevant (vs. gambling-irrelevant) sport names. In addition, this implicit association was positively related to the amount of sport viewing, but only among those participants who had more favorable gambling attitudes. Lastly, gambling attitudes and advertising knowledge, rather than the implicit association, turned out to be significant predictors of the explicit intention to gamble.

Sense of Coherence and Gambling: Exploring the Relationship Between Sense of Coherence, Gambling Behaviour and Gambling-Related Harm

Understanding why some people experience problems with gambling whilst others are able to restrict gambling to recreational levels is still largely unexplained. One potential explanation is through salutogenesis, which is a health promotion approach of understanding factors which move people towards health rather than disease. An important aspect of salutogenesis is sense of coherence. Individuals with stronger sense of coherence perceive their environment as comprehensible, manageable and meaningful. The present study examined the relationship of individuals' sense of coherence on their gambling behaviour and experience of gambling related harm. This exploratory study utilised an archival dataset (n = 1236) from an online, cross sectional survey of people who had experienced negative consequences from gambling. In general, a stronger sense of coherence was related to lower problem gambling severity. When gambling behaviour was controlled for, sense of coherence was significantly related to the experience of individual gambling harms. A strong sense of coherence can be seen as a protective factor against problematic gambling behaviour, and subsequent gambling related harms. These findings support the value of both primary and tertiary prevention strategies that strengthen sense of coherence as a harm minimisation strategy. The present study demonstrates the potential value of, and provides clear direction for, considering sense of coherence in order to understand gambling-related issues.

An Exploratory Study of Gambling Operators' Use of Social Media and the Latent Messages Conveyed

Advertisements for gambling products have historically been restricted due to their potential to normalize gambling and contribute to excessive gambling behaviours among vulnerable populations. However, social media enables gambling operators to promote products and brands with fewer constraints than in traditional forms of media. This study investigated how social media is used by gambling operators to promote gambling activities including an analysis of the latent messages that are conveyed. A representative sample of major land-based and online gambling venues and operators, including casinos, clubs, hotels, lottery and wagering operators (n = 101), was obtained. Websites and social media profiles of gambling operators were audited to investigate the types of social media used, content of promotions, and prevalence of responsible gambling messaging. The results showed that Facebook and Twitter were the dominant platforms used, most commonly by casinos and online wagering operators. A key finding was that online gambling operators included gambling content in conjunction with related news and events, as well as unrelated content, as way of normalizing gambling within a broader social context. Unlike land-based gambling promotions, responsible gambling information tended not to feature in operators' posts and profiles. The key messages propagated in social media gambling promotions were positively framed, and tended to encourage gambling using a range of cross-promotional tactics to emphasize the winning aspect of gambling. The implications of freely accessible and pervasive gambling promotions via social media are discussed with respect to the general community as well as vulnerable populations.

The Online Bingo Boom in the UK: A Qualitative Examination of Its Appeal

Online bingo has seen significant growth in recent years. This study sought to increase understanding of this growth by exploring the appeal of online bingo. Our aim was to examine the content of ten online bingo websites in the UK and analyse a qualitative secondary dataset of 12 female bingo players to investigate the appeal of online bingo. Using two distinct data sources allowed us to assess how the key messages online websites are trying to convey compare with actual players’ motivation to play bingo. Our analysis of bingo websites found a common theme where websites were easy to navigate and structured to present a light-hearted, fun, reassuring, social image of gambling. In addition, the design decisions reflected in the bingo sites had the effect of positioning online bingo as a benign, child-like, homely, women-friendly, social activity. Comparison of the website content with our participants’ reasons to play bingo showed congruence between the strategies used by the bingo websites and the motivations of bingo players themselves and the benefits which they seek; suggesting that bingo websites strive to replicate and update the sociability of traditional bingo halls. Online bingo differs from traditional forms of bingo in its ability to be played anywhere and at any time, and its capacity to offer a deeply immersive experience. The potential for this type of online immersion in gambling to lead to harm is only just being investigated and further research is required to understand how the industry is regulated, as well as the effects of online bingo on individual gambling ‘careers.’

Raisons de jouer, _motions et perceptions relatives au hasard et à l'habilet_ de joueurs pratiquant le poker Texas Hold'em en ligne

Although the practice of online poker is associated with high rates of gambling problems, little is yet known about what distinguishes online poker players with different levels of gambling problems. Three groups of Texas Hold'em online poker players (low-risk (n = 7), at-risk (n = 7) and problematic (n = 3)), were compared in terms of their motivations to play, their emotions experienced during play and their perceptions about chance and skill. Thematic analysis from focus groups conducted reveals that the motivations to play and emotions reported in the groups are similar. The at-risk and problematic groups distinguish themselves from the low-risk group in their overestimation of their personal skill. The beliefs gathered through this study will contribute to the development or adaptation of erroneous beliefs' questionnaires used with online poker players.

Simuliertes Glücksspiel

Zusammenfassung. In internetbasierten sozialen Netzwerken, in Form von Demoversionen kommerzieller Spielangebote sowie Computer- und Videospielen erfreuen sich simulierte Glücksspiele, die aufgrund fehlender Geldeinsätze die formal-juristischen Kriterien für ein Glücksspiel nicht erfüllen und damit bspw. keinen Altersrestriktionen unterliegen, wachsender Beliebtheit. Ziel des Beitrages ist es, die mutmaßlichen gesundheitsrelevanten Gefährdungspotenziale dieser Spielformen durch eine Literaturrecherche aufzuzeigen, den aktuellen Kenntnisstand anhand der vorliegenden empirischen Befunde systematisch zusammenzufassen sowie mögliche Forschungslücken zu identifizieren. Die Datenbanken PubMed/MEDLINE, PsycInfo und Web of Science wurden anhand relevanter Schlagwörter nach peer-reviewten, empirischen Beiträgen durchsucht und um Dissertationen und Marktanalysen ergänzt. Insgesamt sind 56 Fundstellen in die Analyse eingeflossen. Querschnittbefragungen aus verschiedenen Ländern bestätigen die Attraktivität der Angebote, insbesondere für Kinder und Jugendliche. Während spielimmanente Faktoren wie gesteuerte Spielausgänge offenbar die Spiellust und kognitive Verzerrungsmuster fördern, bestätigt eine erste Längsschnittstudie den prädiktiven Wert von Mikrotransaktionen für den Umstieg von simuliertem zu klassischem Glücksspiel. Derartige Migrationsprozesse werden durch gezielte Werbung noch verstärkt. Ob von der Einbindung sozialer Komponenten risikoerhöhende Effekte ausgehen, muss zum gegenwärtigen Zeitpunkt offen bleiben. Weitere Befunde liegen zu Teilnahmemotiven, Konsummustern, Komorbiditäten und potentiellen Positiveffekten vor. Die Erhebung empirischer Daten zu psychosozialen Auswirkungen simulierter Glücksspiele stellt eine wichtige Aufgabe zukünftiger Forschung dar, um wissenschaftlich abgesicherte Forderungen zu notwendigen Präventions- und Regulierungsmaßnahmen dieser Angebote aufstellen zu können.

Delusions of expertise: the high standard of proof needed to demonstrate skills at horserace handicapping

Gamblers who participate in skill-oriented games (such as poker and sports-betting) are motivated to win over the long-term, and some monitor their betting outcomes to evaluate their performance and proficiency. In this study of Australian off-track horserace betting, we investigated which levels of sustained returns would be required to establish evidence of skill/expertise. We modelled a random strategy to simulate 'naïve' play, in which equal bets were placed on randomly selected horses using a representative sample of 211 weekend races. Results from a Monte Carlo simulation yielded a distribution of return-on-investments for varying number of bets (N), showing surprising volatility, even after a large number of repeated bets. After adjusting for the house advantage, a gambler would have to place over 10,000 bets in individual races with net returns exceeding 9 % to be reasonably considered an expert punter (α = .05). Moreover, a record of fewer bets would require even greater returns for demonstrating expertise. As such, validated expertise is likely to be rare among race bettors. We argue that the counter-intuitively high threshold for demonstrating expertise by tracking historical performance is likely to exacerbate known cognitive biases in self-evaluation of expertise.

Is poker a game of skill or chance? A quasi-experimental study

Due to intensive marketing and the rapid growth of online gambling, poker currently enjoys great popularity among large sections of the population. Although poker is legally a game of chance in most countries, some (particularly operators of private poker web sites) argue that it should be regarded as a game of skill or sport because the outcome of the game primarily depends on individual aptitude and skill. The available findings indicate that skill plays a meaningful role; however, serious methodological weaknesses and the absence of reliable information regarding the relative importance of chance and skill considerably limit the validity of extant research. Adopting a quasi-experimental approach, the present study examined the extent to which the influence of poker playing skill was more important than card distribution. Three average players and three experts sat down at a six-player table and played 60 computer-based hands of the poker variant "Texas Hold'em" for money. In each hand, one of the average players and one expert received (a) better-than-average cards (winner's box), (b) average cards (neutral box) and (c) worse-than-average cards (loser's box). The standardized manipulation of the card distribution controlled the factor of chance to determine differences in performance between the average and expert groups. Overall, 150 individuals participated in a "fixed-limit" game variant, and 150 individuals participated in a "no-limit" game variant. ANOVA results showed that experts did not outperform average players in terms of final cash balance. Rather, card distribution was the decisive factor for successful poker playing. However, expert players were better able to minimize losses when confronted with disadvantageous conditions (i.e., worse-than-average cards). No significant differences were observed between the game variants. Furthermore, supplementary analyses confirm differential game-related actions dependent on the card distribution, player status, and game variant. In conclusion, the study findings indicate that poker should be regarded as a game of chance, at least under certain basic conditions, and suggest new directions for further research.