Embedded Gambling Promotion in Football: An Explorative Study of Cue-Exposure and Urge to Gamble

Roderique‐Davies, Gareth; Torrance, Jamie; Bhairon, Trisha; Cousins, Alecia L.; John, Bev

doi:10.1007/s10899-020-09949-y

Cited by 13 publications

(13 citation statements)

References 44 publications

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“…Gambling marketing and advertising have become a frequent presence in UK life since their widespread legalization in 2007 (Cassidy, 2020; Davies, 2022; Orford, 2019; Torrance, John, et al, 2021; Torrance, Roderique-Davies, et al, 2021). This increase in the visibility of gambling has been particularly pronounced around the national sport, soccer (McGee, 2020; Roderique-Davies et al, 2020; Sharman, 2020). Some research has documented the saturation of gambling logos on the shirts and pitchside billboards in the highest levels of domestic club men’s professional soccer, in the English Premier League and the Championship (Bunn et al, 2018; Cassidy & Ovenden, 2017; Purves et al, 2020; Sharman et al, 2019; 2022).…”

Section: Introductionmentioning

confidence: 99%

The frequency and content of televised UK gambling advertising during the men’s 2020 Euro soccer tournament

2022

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Gambling marketing is frequently visible in the United Kingdom, especially around the national sport, soccer. Previous research has documented the frequency with which gambling marketing logos can be seen in domestic club soccer, and also the frequency of television advertising around international tournaments. The present research investigates the frequency and content of television advertising during the men’s 2020 Euro soccer tournament, a high-profile tournament shown since the industry’s voluntary “whistle-to-whistle ban” on gambling advertising came into effect. Overall, 113 gambling adverts were recorded (4.5 adverts per relevant match). Financial inducements were the most frequently shown category (56.6%), followed by adverts raising awareness of a given operator’s brand (19.5%), adverts featuring the odds on specific complex bets (18.6%), and adverts promoting safer gambling (5.3%). Adverts featured a range of safer gambling messages, with the “when the fun stops, stop” message featuring in 56.6% of adverts. This research indicates that gambling advertising remains a frequent part of the experience of watching live televised soccer in the UK, and shows how the content of this advertising was comparable to what has been seen in the previous literature.

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Section: Introductionmentioning

confidence: 99%

The frequency and content of televised UK gambling advertising during the men’s 2020 Euro soccer tournament

2022

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“…Such a schedule would also minimize the chance for soccer bettors to chase their losses (Zhang & Clark, 2020), as any losing bets could only be potentially recovered in the following week's round of matches. However, match kick-off times are now staggered in time and across multiple days of the week, in order to maximize the number of games shown on TV, a change which also increases the exposure of sports fans to gambling marketing (Cassidy & Ovenden, 2017;Purves, Critchlow, Morgan, Stead, & Dobbie, 2020;Roderique-Davies, Torrance, Bhairon, Cousins, & John, 2020). This change in the structure of the sport can inadvertently help increase the potential betting frequency in soccer betting.…”

Section: Payout Interval and Potential Betting Frequencymentioning

confidence: 99%

Structural characteristics of fixed-odds sports betting products

Newall

Russell

Hing

2021

JBA

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Background and aimsA literature exists on the structural characteristics of electronic gambling machines (EGMs), which are design innovations that can promote spending excessive time and money on these games. Fixed-odds sports betting products, where bettors place sports bets against a bookmaker, have also seen significant innovations in recent years. Despite some differences between these gambling products, similar structural characteristics could also be relevant to sports betting. The aim was to review previous research on contemporary fixed-odds sports betting products, and to identify whether structural characteristics from the EGM literature are also relevant to sports betting.MethodsStructural characteristics uncovered by two influential reviews of EGMs were identified, and their relevance to fixed-odds sports betting products discussed via a narrative review.ResultsStructural characteristics of payout interval and potential betting frequency (in-play betting), multiplier potential (accumulators, complex bets, multis), win probability and payout ratio (all bets), bettor involvement (custom sports betting products, cash out), skill required (all bets), and near-misses (accumulators, complex bets, multis) were all identified in modern fixed-odds sports betting products.Discussion and conclusionsFixed-odds sports betting products have increasingly incorporated structural characteristics previously found in EGMs. Future research could further assess the extent to which these structural characteristics contribute to fixed-odds sports bettors spending excessive amounts of time and money while betting. These findings can help guide further sports betting research, contribute to an improved understanding of the potential universality of gambling product design, and inform policy.

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“…Despite the concerns over increased sports-embedded gambling promotion, there is a lack of research on how sports viewers react or respond to such promotion (David et al, 2020;Lamont et al, 2016;Roderique-Davies et al, 2020). The first studies in this field include the qualitat ive research by Lamont et al (2016), who identified positive, negative, and neutral responses.…”

Section: Problems Of Gambling Promotionmentioning

confidence: 99%

“…In a gambling context, purchase intention can be recontextualized as gambling intention. As discussed above, it is unclear whether viewers will respond to sports-embedded gambling promotion in a positive, negative, or neutral way (David et al, 2019;Lamont et al, 2016;Roderique-Davies et al, 2020). However, as indicated by Lamont et al (2016), many non-sports bettors report that embedding gambling in "healthy" sports activities can help portray it as harmless and engaging.…”

Section: Increased Perceived Enjoyment and Gambling Intentionmentioning

confidence: 99%

Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

González-Serrano

Porreca

et al. 2021

Journal of Business Research

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Embedded Gambling Promotion in Football: An Explorative Study of Cue-Exposure and Urge to Gamble

Cited by 13 publications

References 44 publications

The frequency and content of televised UK gambling advertising during the men’s 2020 Euro soccer tournament

The frequency and content of televised UK gambling advertising during the men’s 2020 Euro soccer tournament

Structural characteristics of fixed-odds sports betting products

Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games

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