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

Abstract

Background and aimsMarketing inducements for addictive products, such as wagering, can prompt impulse purchasing by triggering consumption reminders, urges, and cravings. Wagering inducements incentivize betting by providing bonus bets, money-back guarantees, deposits into betting accounts, and discounts. Their promotion during sporting events, push marketing efforts directed at consumers, and ease of uptake at the point-of-sale, may trigger betting on impulse. This study examined whether the uptake of wagering inducements predicted impulse betting on sport.MethodsAustralian sports bettors (N = 1,813) completed an online survey measuring their proportion of planned bets, impulse bets before match commencement, and impulse bets during play; frequency of using wagering inducements; and several psychological, behavioral, and demographic variables.ResultsMore frequent users of wagering inducements had a greater tendency to place impulse in-play bets, which were also predicted by problem gambling, higher buying impulsiveness, higher frequency of watching sports, younger age, and higher educational status. Sports bettors with a greater tendency to place impulse bets before match commencement also tended to have higher buying impulsiveness and to be younger, but they used inducements less frequently, and tended to be female, less-educated and non-problem, moderate risk, or problem gamblers.Discussion and conclusionsUptake of wagering inducements appeared to be particularly effective in stimulating impulse in-play betting among problem gamblers and frequent sports viewers. These results suggest that a more cautious approach to the regulation of both in-play bets and wagering inducements may be required to better protect young adults from gambling problems and harm.

A machine learning perspective on responsible gambling

“…It could be the case that warning labels and education campaigns are an insufficient intervention to debias consumers about the complex statistical information underlying modern soccer bets (Weiss-Cohen et al, 2018) and given the messages in gambling marketing prompting more frequent and riskier gambling (Hing et al, 2018(Hing et al, , 2019. This may particularly be the case in soccer betting, given evidence that sports fans are prone to wishful thinking (Babad, 1987) and are overconfident even when the financial stakes are high (Simmons & Massey, 2012).…”

A Literature Review and Gap Analysis of Emerging Technologies and New Trends in Gambling

“…Wagering inducements "incentivise both race and sports betting through offers including sign-up and referral bonuses, 'free' bets, matching deposits, cash refunds, bonus odds, happy hours and mobile betting bonuses" [63] (p.686). One study documented the features of inducements [63] and the other involved a survey with 1813 sports bettors to explore whether the uptake of wagering inducements predicted impulse betting, finding this was the case among problem gamblers and frequent sports viewers [64].…”

Gambling Marketing from 2014 to 2018: a Literature Review

“…A Norwegian study showed that problem gamblers were more likely to be aware of gambling marketing and to report that it increased their involvement in gambling [48]. Australian sports bettors, and in particular problem gamblers, who report taking advantage of advertised financial incentives appear to place more impulsive bets [49]. Problem gamblers in Norway also appear to be exposed to more gambling adverts than non-problem gamblers on social media [50].…”