Understanding persuasive attributes of sports betting advertisements: A conjoint analysis of selected elements

Background and aims Despite recent growth in sports betting advertising, minimal research has examined the influence of different advertising message attributes on betting attitudes and behaviors. This study aimed to identify which attributes of sports betting advertisements most engage attention, interest, desire and likelihood of betting among non-problem, low-risk, moderate-risk, and problem gamblers. Methods A novel approach utilizing an experimental design incorporating conjoint analysis examined the effects of: three message formats (commentary, on-screen display, and studio crossover); four appeals (neutral, jovial, ease of placing the bet, and sense of urgency); three types of presenters (match presenter, sports betting operator, and attractive non-expert female presenter); and four bet types (traditional, exotic key event, risk-free, and micro-bet). A professional film company using paid actors produced 20 mock television advertisements simulating typical gambling messages based on the conjoint approach. These were embedded into an online survey of 611 Australian adults. Results The most attention-grabbing attributes were type of presenter and type of bet. The attractive non-expert female presenter gained more attention from all gambler groups than other presenters. The type of bet was most persuasive in converting attention into likely betting among all gambler groups, with the risk-free bet being much more persuasive than other bet types. Problem gamblers were distinct by their greater attraction to in-play micro-bets. Discussion and conclusion Given the potential for incentivized bets offering financial inducements and for in-play micro-bets to undermine harm minimization and consumer protection, regulators and wagering operators should reconsider whether these bet types are consistent with their responsible gambling objectives

Sports Bettors’ Responses to Sports-Embedded Gambling Promotions: Comparisons Amongst PGSI Groups

Televised sporting events now contain a plethora of gambling and sports betting promotions, including logos, signage, advertising, sponsored segments and celebrity endorsement. This presentation focuses on how sports bettors respond to these promotions, drawing on research findings from Australia. A first study examined sports bettors’ responses to these promotions, and whether this varied with problem gambling severity. Surveys with 544 Queensland sports bettors indicated that problem gamblers had highest approval of, felt most encouragement to gamble, and had been influenced to gamble most from these promotions, compared to non-problem and at-risk gamblers. Problem gamblers were also more influenced to bet on sports by contextual factors, particularly certain bet types and promotional appeals. A second study used a conjoint design to measure responses to 20 simulated promotions amongst 611 regular sports bettors, non-regular sports bettors and non-sports bettors. Type of bet had more utility than type of commentator, type of message appeal and type of promotion. For type of bet, novelty risk-free bets were more enticing than micro-bets, exotic bets and traditional bets. After the risk-free bet, problem gamblers were distinguished from other PGSI groups by greater attraction to micro-bets. The research contributes to understanding how responses to sports-embedded gambling promotions vary with problem gambling severity. It can inform policy developments and future research on sports betting advertising, behaviour and associated gambling problems. Financial support for this study was provided by the Queensland Department of Justice and Attorney General

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

Background and aims: Marketing 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. Methods: Australian 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. Results: More 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 conclusions: Uptake 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

Testing the water: entrepreneurs\u27 use of local markets

Local markets are a source of much business activity in Australia with many regional centres relying on their local market for produce and to support their local economy and farmers. However markets provide a much greater service to local communities. For example, many markets develop a culture all of their own and become tourist attractions with people coming from afar to sample the exotic and cultural experiences. For home-based business operators and emerging entrepreneur\u27s local markets can provide a testing ground for products and services and many successful business operators have started, or once operated, market stalls. Yet little is known about the operations of stall holders at markets; the extent of their business operation, their sources of business information, level of business knowledge and the strategies they adopt in marketing their goods and services. This article reports on a study of local market stall holders in the Northern Rivers region of New South Wales, Australia. It investigates a range of issues facing stall holders who utilise local markets as an outlet for their products