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Sports Bettors’ Responses To Sports-Embedded Gambling Promotions: Comparisons Amongst Pgsi Groups, Nerilee Hing, Matthew Lamont, Peter Vitartas, Elian Fink
Sports Bettors’ Responses To Sports-Embedded Gambling Promotions: Comparisons Amongst Pgsi Groups, Nerilee Hing, Matthew Lamont, Peter Vitartas, Elian Fink
International Conference on Gambling & Risk Taking
Televised sporting events now contain a plethora of gambling and sports betting promotions, including logos, signage, advertising, sponsored segments and celebrity endorsement. This presentation focuses on how sports bettors respond to these promotions, drawing on research findings from Australia.
A first study examined sports bettors’ responses to these promotions, and whether this varied with problem gambling severity. Surveys with 544 Queensland sports bettors indicated that problem gamblers had highest approval of, felt most encouragement to gamble, and had been influenced to gamble most from these promotions, compared to non-problem and at-risk gamblers. Problem gamblers were also more influenced to bet …