Are direct messages (texts and emails) from wagering operators associated with betting intention and behavior? An ecological momentary assessment study

Abstract

Background and aimsDirect messaging via text messages (texts) and emails is a widely used method to advertise sports and race-betting offers. However, they have attracted little research, as this advertising is not in the public domain. This study aimed to determine whether betting expenditure is related to receiving direct wagering messages, and the specific inducements they promote. We hypothesized that receiving direct messages, particularly texts, would be related to betting expenditure within 24 hr.MethodsIn this ecological momentary assessment study, regular sports (n = 98) and race (n = 104) bettors from Australia completed short daily surveys over 1 week that captured exposure to direct messages, betting behavior in the previous 24 hr, and betting intention for the next 24 hr. Respondents were asked to forward any texts and emails received to the researchers, who coded them for inducement content.ResultsLongitudinal analyses found that receiving emails was positively associated with betting intention, whereas texts were positively associated with higher likelihood of betting and betting expenditure. These effects persisted when controlling for problem gambling status and signature betting events. Refund stake and bonus odds inducements were positively associated with likelihood of race betting (although not in multivariate models), as were bonus winnings inducements for sports betting.Discussion and conclusionsDirect messages, particularly texts, are powerful marketing tools, encouraging a nearly immediate, and arguably impulsive, betting response, which may increase gambling-related problems. Overseeing this private form of advertising presents challenges to regulators, and to public health efforts that aim to reduce gambling harm.

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

“…This combination of personal marketing strategies seriously disincentivize those who wish to stop gambling, and its legitimacy should be carefully reconsidered, at least among most frequent gamblers. However, direct and personal messages in the context of sports betting promotions have been found to be persuasive both for problem and non-problem gamblers (Russell, Hing, Browne, & Rawat, 2018).…”

Direct Marketing Experiences Among Individuals With Current and Lifetime Gambling Disorder

“…Gambling marketing, including promotions, can be communicated directly to the individual by employing direct communication channels such as phone calls, text messages, and emails, i.e., direct marketing. Russell et al (2018) examined direct marketing in an ecological momentary assessment study of self-reported gambling behavior and found that receiving emails was associated with increased betting intention, while receiving texts was associated with greater likelihood of betting and increased betting amounts (Russell et al, 2018). Combining promotional marketing with the use of direct communication channels is likely to be an especially potent form of influence.…”

“…People with GD spend and lose large amounts of money, and this can be assumed to make them attractive targets for such marketing and highlights the need to examine direct marketing experiences within this group (Orford et al, 2013). Studies specifically examining direct marketing are lacking, a likely reason for this is that direct marketing, by virtue of being available only to selected recipients, is harder to study (for an exception, see Russell et al, 2018).…”

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

“…To date, the majority of research investigating the impact of gambling advertising has been carried out in Australia (e.g., Hing et al 2013Hing et al , 2014aHing et al , b, 2018Lamont et al 2016;Russell et al 2018), while there is still only a limited understanding of this issue in the UK. While there is increasing research examining the content of such advertising, there is little research examining what gamblers themselves think about such advertising, particularly outside of Australia.…”