Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising

Abstract

The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components of OSB advertisements. The present study sought to address this issue by examining the metaphorical conceptualisation of OSB advertising. A sample of Spanish and British television OSB advertisements from 2014 to 2016 was analysed (N = 133). Following Lakoff and Johnson’s conceptual metaphor theory, four main structural metaphors that shaped how OSB advertising can be understood were identified: betting as (1) an act of love, (2) a market, (3) a sport, and (4) a natural environment. In general, these metaphors, which were found widely across 29 different betting brands, facilitated the perception of bettors as active players, with an executive role in the sport events bet upon, and greater control over bet outcomes.

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

“…One of the singularities of sports betting in contrast to other forms of gambling is that it builds on an existing socially valuable entity (i.e., sport), to draw upon its symbolism to sanitise gambling among sports fans. This symbolic overlap gets its strength from the supposedly shared values of competitiveness, fair game, analysis, preparation and training, and entertainment, to name but a few (Lopez-Gonzalez, Guerrero-Solé, Estévez, & Griffiths, 2018). Responsible gambling advocates have raised concerns about the use of celebrities in sports betting advert narratives, under the assumption that it might reduce the perceived risk of the advertised gambling product, increasing the likelihood of winning in the consumer's mind (Lamont, Hing, & Gainsbury, 2011).…”

Does the uptake of wagering inducements predict impulse betting on sport?

“…Sports betting is one of the most heavily promoted gambling forms in many countries. Research has examined several aspects of sports-betting advertising, including its overt and latent content ( Lopez-Gonzalez, Estévez, & Griffiths, 2017a , 2017b ; Lopez-Gonzalez, Guerrero-Solé, Estévez, & Griffiths, 2017 ; Lopez-Gonzalez, Guerrero-Solé, & Griffiths, 2017 ; Milner, Hing, Vitartas, & Lamont, 2013 ; Sproston, Hanley, Brook, Hing, & Gainsbury, 2015 ); the persuasive appeal of different message attributes ( Hing, Vitartas, & Lamont, 2017 ); impacts on problem gamblers and minors ( Hing, Russell, Vitartas, & Lamont, 2016 ; Hing, Vitartas, Lamont, & Fink, 2014 ; Lopez-Gonzalez et al., 2017a ; Lopez-Gonzalez & Griffiths, 2017b ; Sproston et al., 2015 ); and its role in normalizing the activity ( Lopez-Gonzalez et al., 2017a ; Lopez-Gonzalez, Guerrero-Solé, et al., 2017 ; Sproston et al., 2015 ).…”

“…A large Norwegian study ( N = 6,034) found that 57 problem gamblers in the sample were more likely to report that gambling advertising impacted on their gambling-related attitudes, interest, and behavior compared with recreational gamblers, independent of level of exposure to this advertising ( Hanss, Mentzoni, Griffiths, & Pallesen, 2015 ). Other research has noted the role of key narratives in sports-betting advertising in enhancing illusions of control and lowering the perceived risk of betting, which may foster problem gambling ( Lopez-Gonzalez et al., 2017a , 2017b ; Lopez-Gonzalez, Guerrero-Solé, Estévez, et al., 2017 ).…”

In-Play Sports Betting: a Scoping Study

“…Sports betting is one of the most commonly promoted forms of gambling in many countries, and access to this marketing activity has been associated with sports betting problems Lopez-Gonzalez et al 2017a). Advertisements often promote online sports betting as being easily accessible, anywhere at any time, using a mobile or other internet compatible device (Hing et al, 2017a, b;Lopez-Gonzalez et al 2017a).…”

“…Advertisements often promote online sports betting as being easily accessible, anywhere at any time, using a mobile or other internet compatible device (Hing et al, 2017a, b;Lopez-Gonzalez et al 2017a). There has also been a growth in inplay sports betting advertising.…”