#Sponsored: A Systematic Literature Review and Theoretical Framework of Gambling Sponsorship Research

De Jans, Steffi; Hudders, Liselot; Constandt, Bram

doi:10.1080/00913367.2023.2288829

Cited by 7 publications

(4 citation statements)

References 86 publications

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“…Marketing-related results have signi cant implications, as previous evidence indicates that promotions (i.e., bonuses) [28] and sponsorships [27] are two of the marketing strategies that most impact gambling behavior, especially among young people and gamblers [28,69]. The gambling industry customizes its promotions to the characteristics of the gamblers (e.g., gambling frequency, sports they usually bet on) in a way that makes placing a bet more attractive.…”

Section: Discussionmentioning

confidence: 99%

“…There are several variables that might explain the impact of advertising on gambling behavior. Both quantitative and qualitative studies report that one of the marketing strategies that most impact gambling behavior is bonuses, which include personalized promotions (e.g., free bets) at a speci c time (e.g., in the next hour) [23,[25][26][27]. Furthermore, online gambling advertisements (e.g., websites, pop-ups, social media) have a greater impact on gambling behavior compared to traditional media (e.g., TV) [28], given its interactivity (e.g., directly access to the webpage) and how it adapts to the characteristics of the person (e.g., to their gambling behavior, age, gender) [29,30].…”

Section: Introductionmentioning

confidence: 99%

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Impact of Spanish gambling regulations on online gambling behavior and marketing strategies

Aonso-Diego,

García-Pérez,

Krotter

2024

Preprint

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Background. A large body of research has pointed out that advertising has an impact on gambling behavior. However, little is known about how gambling marketing regulations impact online gambling behavior and marketing expenditure. Recently, a Spanish law -the Royal Decree 958/2020- came into force, which, in general terms, limits the marketing of gambling products. The current study aimed to examine the effect of the Spanish Royal Decree 958/2020 on gambling behavior (i.e., new accounts, active accounts, deposits, and total money bet) and marketing expenditure (i.e., advertising, bonuses, affiliation, and sponsorship) based on data from the Directorate General for Regulation of Gambling. Methods. We used Seasonal Autoregressive Integrated Moving Average (SARIMA) models to examine the impact of the implementation of Royal Decree 958/2020 on both online gambling behavior and marketing expenditure. Results. The entry into force of the Spanish Royal Decree led to a permanent decrease in gambling behavior, in particular new accounts (-326k; p = .006) and total money bet (-€232M; p= .016). Additionally, regulatory measures had an impact on marketing strategies, specifically, reducing money earmarked for advertising (-€20M; p< .001), bonus (-€2.6M; p < .001) and sponsorship (-€5.3M; p< .001). Conclusion. These findings demonstrate that regulatory measures aimed at limiting gambling advertising, bonuses, and sponsorships have an impact on new accounts and total money gambled. This study can serve as a model for other countries where gambling advertisements have not yet been regulated.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of Spanish gambling regulations on online gambling behavior and marketing strategies

Aonso-Diego,

García-Pérez,

Krotter

2024

Preprint

View full text Add to dashboard Cite

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“…The regulation prohibits forms of gambling advertising that enjoy worldwide popularity such as TV, social media and radio advertising, as well as direct mail, email or text message marketing [9][10][11]. Gambling sports sponsorship is frequent in Belgium as it is elsewhere [2,12,13], and transitional arrangements are taken to ban most sport stadium sponsorship from 2025 and gambling shirt sponsorship only from 2028.…”

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confidence: 99%

Gambling advertising still exists in Belgium despite a widely reported ‘ban’

De Jans,

Hudders,

Newall

2024

Addiction

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“…Widespread gambling advertising, especially around live televised sport, is common in many jurisdictions that have liberalized gambling (Binde, 2014;De Jans et al, 2023;Houghton et al, 2023;McGrane et al, 2023;Newall et al, 2019;Torrance et al, 2021). International research has found that gambling advertising tends to include certain specific themes, such as the promotion of "free bets" and other financial inducements (Di Censo et al, 2023;Hing et al, 2018;Killick & Griffiths, 2022;Lopez-Gonzalez et al, 2018).…”

mentioning

confidence: 99%

Not always as advertised: Different effects from viewing safer gambling adverts on gambling urges

Newall,

Weiss-Cohen,

Torrance

et al. 2024

Preprint

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Public concern around gambling advertising in the UK has been met not by government action but by industry self-regulations, such as a forthcoming voluntary ban on front-of-shirt gambling sponsorship in Premier League soccer. “Safer gambling” adverts are one recent example, and are TV commercials which inform viewers about gambling-related harm. The present work is the first independent evaluation of safer gambling adverts by both gambling operators and an independent charity called GambleAware. We observed the change in participants’ (N=2,741) Gambling Urge Scale (GUS) scores after viewing either: a conventional financial inducement gambling advert, a gambling operator’s safer gambling advert, an advert from the GambleAware “bet regret” campaign, an advert from the GambleAware “stigma reduction” campaign, or a control advert that was not about gambling. Viewing a neutral control advert led to a significant baseline reduction in GUS scores. GUS scores increased after viewing a financial inducement advert, and also increased significantly compared to the control after viewing an operator’s safer gambling advert. Bet regret adverts had no additional effect on GUS scores in comparison to the control, and GUS scores decreased significantly after viewing a stigma reduction advert. An interaction effect model suggested that higher GUS decreases were at times reported by participants who were at higher risk of harm. Overall, this study introduces a novel paradigm for evaluating safer gambling adverts, uncovers a potential downside from gambling operators’ safer gambling adverts, and reveals variation in the potential effectiveness of independently-delivered safer gambling adverts.

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#Sponsored: A Systematic Literature Review and Theoretical Framework of Gambling Sponsorship Research

Cited by 7 publications

References 86 publications

Impact of Spanish gambling regulations on online gambling behavior and marketing strategies

Impact of Spanish gambling regulations on online gambling behavior and marketing strategies

Gambling advertising still exists in Belgium despite a widely reported ‘ban’

Not always as advertised: Different effects from viewing safer gambling adverts on gambling urges

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