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

Hing, Nerilee; Sproston, Kerry; Brook, Kate; Brading, Richard

doi:10.1007/s10899-016-9642-6

Cited by 56 publications

(70 citation statements)

References 39 publications

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“…Research should also investigate similar gambling advertising across other sports and in other countries (Hing, Sproston, Brook, & Brading, 2016).…”

Section: Discussionmentioning

confidence: 99%

Behavioral complexity of British gambling advertising

Newall

2017

Addiction Research & Theory

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Background: The scale and complexity of British gambling advertising has increased in recent years. "Live-odds" TV gambling adverts broadcast the odds on very specific, complex, gambles during sporting events (e.g., in soccer, "Wayne Rooney to score the first goal, 5-to-1," or, "Chelsea to win 2-1, 10-to-1"). These gambles were analyzed from a behavioral scientific perspective (the intersection of economics and psychology). Method: A mixed methods design combining observational and experimental data. A content analysis showed that live-odds adverts from two months of televised English Premier League matches were biased towards complex, rather than simple, gambles. Complex gambles were also associated with high bookmaker profit margins. A series of experiments then quantified the rationality of participants' forecasts across key gambles from the content analysis (Total N = 1,467 participants across 5 Experiments). Results: Soccer fans rarely formed rational probability judgments for the complex events dominating gambling advertising, but were much better at estimating simple events. Conclusions: British gambling advertising is concentrated on the complex products that mislead consumers the most.Behavioral scientific findings are relevant to the active public debate about gambling.

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“…Research should also investigate similar gambling advertising across other sports and in other countries (Hing, Sproston, Brook, & Brading, 2016).…”

Section: Discussionmentioning

confidence: 99%

Behavioral complexity of British gambling advertising

Newall

2017

Addiction Research & Theory

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“…Financial incentives to gamble frequently appear in advertising and can take many forms. A study from Australia found 15 distinct types, including sign-up bonuses, refer-a-friend bonuses, refunds and risk-free bets [22]. These incentives were accompanied by a lot of technical fine print and conditions.…”

Section: Gambling Marketing Content and Frequencymentioning

confidence: 99%

Gambling Marketing from 2014 to 2018: a Literature Review

et al. 2019

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Purpose of Review Legislation and technology have led to unprecedented changes in the frequency and content of gambling marketing in many countries. We build upon previous reviews by exploring research on gambling marketing from between 2014 and 2018. Recent Findings Most literature reviewed was from the UK or Australia, with three key findings identified. First, gambling marketing is highly targeted and ubiquitous around sport, with the most popular strategies being increasing brand awareness, advertising complex financial incentives for participation and advertising complex betting odds. Second, perceptions of gambling advertising, particularly among vulnerable groups (e.g. children, problem gamblers) appear to be influenced by this targeted content. Third, emerging research suggests that awareness of gambling marketing is associated with more frequent and riskier gambling behaviour. Summary The reviewed literature suggests that gambling marketing is targeted and influences how gambling is perceived, and that it may affect gambling-related behaviours.

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“…This minimal product differentiation has shifted the attention to price, prompting gambling advertising to focus on price-related characteristics. A comprehensive review of Australian sports betting inducements reported that 47% of marketing inducements included some kind of refund, welcome bonus, stake back, reduced odds, or in general, any inducement that represented the idea of the operator giving away money or offering risk-free betting opportunities (Hing, Sproston, Brook, & Brading, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

The perceived influence of sports betting marketing techniques on disordered gamblers in treatment

López-González

Griffiths

Jiménez‐Murcia

et al. 2019

European Sport Management Quarterly

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Research question: The proliferation of marketing stimuli to gamble on sports is a growing concern in many jurisdictions. However, little is known about the perceived influence of marketing among the most severe group of problem gamblers (i.e., those receiving treatment). This study aims to explore how problem sports bettors perceive gambling marketing is affecting them. Research methods: It examines the opinions of 43 sports bettors undergoing treatment for gambling disorder. Seven qualitative focus groups were carried out to understand their self-reported views on gambling marketing influence. Responses were analysed using a thematic analysis approach. Results and findings: The results showed three main marketing paths for impact: (i) mass-mediated marketing stimuli, (ii) personalised marketing, and (iii) stimuli inside betting shops. Price-related promotions (e.g., bonuses) were viewed as especially harmful. Also, the use of cognitive biases by bookmakers made it harder for sports bettors to stop gambling, and constantly facilitated their relapse. Implications: The paper provides evidence to substantiate regulatory action to restrict gambling promotions. In addition, it recommends gambling companies to develop responsible gambling measures to reduce the cognitive biases ingrained in their sports betting products.

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

Cited by 56 publications

References 39 publications

Behavioral complexity of British gambling advertising

Behavioral complexity of British gambling advertising

Gambling Marketing from 2014 to 2018: a Literature Review

The perceived influence of sports betting marketing techniques on disordered gamblers in treatment

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