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

ABSTRACT

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 that gambling companies develop responsible gambling measures to reduce the cognitive biases ingrained in their sports betting products.

KEYWORDS:

• Gambling
• sports betting industry
• gambling marketing
• gambling disorder
• sports betting

Acknowledgements

This work was supported by the Government of the Basque Country, Spain, under grant reference (Eusko Jaurlaritza, POS_2015_1_0062). This work has been additionally funded by the Spanish Organization of the Blind (ONCE, III International Award). Also, with the support of the Beatriu de Pinos programme of the Secretariat for Universities and Research of the Department of Business and Knowledge of the Government of Catalonia (grant number 2017 BP 00035). We thank CERCA Programme / Generalitat de Catalunya for institutional support.

Ethics

The study obtained the ethical approval of the first author’s university research ethics committee in accordance with the Declaration of Helsinki.

Disclosure statement

Hibai Lopez-Gonzalez, Susana Jimenez-Murcia, and Ana Estévez declare that they have no competing interests. Mark D. Griffiths declares that he has received funding for a number of research projects in the area of gambling education for young people, social responsibility in gambling and gambling treatment from the Responsibility in Gambling Trust, a charitable body which funds its research programme based on donations from the gambling industry. He also undertakes consultancy for various gaming companies in the area of social responsibility in gambling.

Additional information

Funding

This work was supported by Spanish Organization of the Blind (III International Award); Beatriu de Pinos programme of the Secretariat for Universities and Research of the Department of Business and Knowledge of the Government of Catalonia [grant number 2017 BP 00035]; Ekonomiaren Garapen eta Lehiakortasun Saila, Eusko Jaurlaritza [grant number POS_2015_1_0062].