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How bookies make your money

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  • Newall, Philip W. S.

Abstract

UK bookies (bookmakers) herd geographically in less-affluent areas. The present work shows that UK bookies also herd with the special bets that they advertise to consumers, both in their shop window advertising and on TV adverts as shown to millions of viewers. I report an observational study of betting adverts over the 2014 soccer World Cup. Bet types vary in complexity, with complex types having the highest expected losses. Bookies herded on a common strategy of advertising special bets on two levels: by almost exclusively advertising complex bet types with high expected losses, and by advertising representative events within a given complex bet type. This evidence is most consistent with bookies’ advertising targeting a representativeness heuristic amongst bettors. Bookies may know how to nudge bettors toward larger losses.

Suggested Citation

  • Newall, Philip W. S., 2015. "How bookies make your money," Judgment and Decision Making, Cambridge University Press, vol. 10(3), pages 225-231, May.
    • Handle: RePEc:cup:judgdm:v:10:y:2015:i:3:p:225-231_3
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    Cited by:

    1. Butler, David & Butler, Robert & Eakins, John, 2021. "Expert performance and crowd wisdom: Evidence from English Premier League predictions," European Journal of Operational Research, Elsevier, vol. 288(1), pages 170-182.
    2. Ó Ceallaigh, Diarmaid & Timmons, Shane & Robertson, Deirdre & Lunn, Pete, 2023. "Problem gambling: A narrative review of important policy-relevant issues," Research Series, Economic and Social Research Institute (ESRI), number SUSTAT119.
    3. Axén, Gustav & Cortis, Dominic, 2019. "Extending the price constraints of betting markets," Journal of Behavioral and Experimental Finance, Elsevier, vol. 23(C), pages 181-188.
    4. Buhagiar, Ranier & Cortis, Dominic & Newall, Philip W.S., 2018. "Why do some soccer bettors lose more money than others?," Journal of Behavioral and Experimental Finance, Elsevier, vol. 18(C), pages 85-93.

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