Customization and Personalization of Sports Betting Products: Implications for Responsible Gambling

López-González, Hibai; Jimenez-MurciaSusana,; GriffithsMark, D

doi:10.1089/glr2.2019.2383

Cited by 9 publications

(6 citation statements)

References 15 publications

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“…The "request-a-bet" feature allows bettors to propose specific selections for their sports bet to a gambling operator. Because a request is initiated by the individual, it has been argued that this may result in the internalization of the locus of control (Lopez-Gonzalez et al 2019).…”

Section: Discussionmentioning

confidence: 99%

“…One of the new online sports betting functionalities that has changed the way in which sports bettors interact with betting products is a novel gambling feature called "custom sports bets" (CSBs), which offers bettors the facility to create their own unique bets. By offering the facility for sports bettors to customize their own bets, Lopez-Gonzalez et al (2019) argued that the engagement produced through this option, whereby the bettors engaged in the activity of producing the betting slip rather than just waiting for the sporting event to unfold, could facilitate the "illusion of control." However, recent research by Newall et al (2020) of online sport/race bettors (n = 789) did not find a significant correlation between the frequency of placement of these types of bets and an illusion-of-control scale.…”

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confidence: 99%

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A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

Killick

Griffiths

2020

Int J Ment Health Addiction

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In the UK and other countries in the world, the volume of gambling advertisements is increasing, as is the popularity of online sports betting. While there is increasing research examining the content of such advertising, there is little research examining what gamblers themselves think about such advertising. Consequently, the aim of the present study was to firstly, explore the attitudes and opinions of sports bettors in response to marketing techniques used by the gambling industry and secondly, explore the perceived impact advertising has on their sports betting behavior. Semi-structured interviews were conducted with a sample of 19 UK sports bettors aged between 21 and 32 years old. Thematic analysis (TA) was used to analyze the transcripts. The analysis identified three main themes: (i) “temptation to gamble,” (ii) “promotion characteristics of gambling,” and (iii) “regulating gambling advertising.” Each theme consisted of two or three subthemes that illustrated the underlying factors that were perceived to be important aspects that contributed to the opinions and attitudes towards the advertising. Findings indicate that specific inducements including enhanced odds and “request-a-bet” promotions were perceived to increase feelings of control and reduce feelings of risk, in some cases resulting in the placing of impulsive bets. According to the participants, social media marketing was found to be intrusive and the frequency of gambling advertising contributed to the normalization of betting. The present study highlights the need for further research into the efficacy of current advertising regulations in the UK, with the end goal of minimizing gambling-related harm.

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Section: Discussionmentioning

confidence: 99%

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confidence: 99%

A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

Killick

Griffiths

2020

Int J Ment Health Addiction

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“…[4] With the increasingly fierce homogeneous competition in the lottery market with the welfare lottery, the establishment of unique personalized products has become an inevitable choice for the sports and welfare lotteries to get rid of the existing difficulties. Through the establishment of personalized image, the sports lottery and welfare lottery can further explore the potential of the lottery market, [5] continuously expand the lottery market, achieve the purpose of better raising lottery public welfare funds, and thus create greater economic and social benefits, and make greater contributions to the development of China's sports and public welfare undertakings. The main purpose of this paper is to summarize the impact of the social environment on the lottery market, so as to make a comparative analysis of the business strategies of the welfare lottery and sports lottery, and at the same time to put forward suggestions and measures to better ensure the effective implementation of innovative marketing strategies in the lottery market.…”

Section: Market Volumementioning

confidence: 99%

Comparative Analysis of the Business Strategies of China Welfare Lottery and China Sports Lottery

Zhang

2024

HBEM

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There are two famous and major systems on the lottery market in our country which are China Sports Lottery and the China Welfare Lottery, The China Sports Lottery is a written voucher issued to raise funds for the development of sports, printed with numbers, graphics or words, for people to buy voluntarily and obtain the right to win in accordance with specific rules. The China Welfare Lottery aims to raise funds for social welfare, to develop welfare services for the disabled, the elderly and orphans, and to help people in need. In this essay, firstly this paper discusses the development course, the management system and the present situation and the present situation of the China Sports Lottery and the China Welfare Lottery, and then I analyze the market volume of China Sports Lottery and the China Welfare Lottery, respectively. After that, this paper elaborates on the secret of how Sports Lottery and Welfare Lottery to earn money. Thirdly, this paper illustrates the pros and cons of the China Sports Lottery and the China Welfare Lottery. Finally, this paper pointed out the target groups of two different types of lotteries and the guarantee of lottery marketing strategy put forward the corresponding measures.

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“…However, this belief is endorsed more than is truly warranted, making bettor involvement a relevant structural characteristic for sports betting. Perceived control has been promoted in sports betting advertising (Lopez-Gonzalez, Est evez, & Griffiths, 2018), but features most prominently as a structural characteristic of sports betting in a new range of "custom sports betting products" (Lopez-Gonzalez, Jimenez-Murcia, & Griffiths, 2019;Newall, Cassidy, Walasek, Ludvig, & Meyer, 2020).…”

Section: Bettor Involvementmentioning

confidence: 99%

Structural characteristics of fixed-odds sports betting products

Newall

Russell

Hing

2021

JBA

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

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Customization and Personalization of Sports Betting Products: Implications for Responsible Gambling

Cited by 9 publications

References 15 publications

A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

Comparative Analysis of the Business Strategies of China Welfare Lottery and China Sports Lottery

Structural characteristics of fixed-odds sports betting products

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