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Do advertising and promotions for online gambling increase gambling consumption? An exploratory study

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Listed:
  • Nerilee Hing
  • Lorraine Cherney
  • Alex Blaszczynski
  • Sally M. Gainsbury
  • Dan I. Lubman

Abstract

It remains unclear if gambling advertising and promotion increase demand for, and consumption of, gambling, or only affect market share distributions without increasing total consumption. Although this has been investigated in relation to land-based gambling, studies have not examined how such marketing influences behavioural patterns of Internet gamblers. The aim of this study, therefore, was to explore ways in which advertising and promotion of Internet gambling may contribute to increased consumption of gambling. Qualitative interviews were conducted with 50 Internet gamblers drawn from the general population, and 31 treatment-seeking Internet gamblers. In-depth analysis of interview transcripts revealed limited reported effectiveness of advertising and promotions in converting non-gamblers to Internet gamblers. However, general population gamblers reported occasionally gambling more than intended (increased consumption) in response to free bet and deposit offers. A proportion of treatment-seekers reported increased gambling, particularly associated with bonus offers that required matched deposits and gambling before any winnings could be collected. Advertisements and promotions invoked urges to gamble among treatment-seeking gamblers, and appeared to some participants to be designed to target individuals who had taken steps to limit or cease gambling. Findings provide preliminary evidence of Internet gambling promotional activities increasing overall consumption amongst a subgroup of gamblers.

Suggested Citation

  • Nerilee Hing & Lorraine Cherney & Alex Blaszczynski & Sally M. Gainsbury & Dan I. Lubman, 2014. "Do advertising and promotions for online gambling increase gambling consumption? An exploratory study," International Gambling Studies, Taylor & Francis Journals, vol. 14(3), pages 394-409, December.
    • Handle: RePEc:taf:intgms:v:14:y:2014:i:3:p:394-409
    DOI: 10.1080/14459795.2014.903989
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    References listed on IDEAS

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    1. Charles T. Clotfelter & Philip J. Cook, 1989. "Selling Hope: State Lotteries in America," NBER Books, National Bureau of Economic Research, Inc, number clot89-1.
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    Cited by:

    1. Lamont, Matthew & Hing, Nerilee & Vitartas, Peter, 2016. "Affective response to gambling promotions during televised sport: A qualitative analysis," Sport Management Review, Elsevier, vol. 19(3), pages 319-331.
    2. Day Yang Liu & Wen Chun Tsai & Pei Leen Liu & Chung Yi Fang, 2021. "Determinants of sales revenue in innovation diffusion effects of Taiwan sports lottery during the FIFA World Cup 2018," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(4), pages 43-58, June.
    3. Hing, Nerilee & Lamont, Matthew & Vitartas, Peter & Fink, Elian, 2015. "Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption," Journal of Business Research, Elsevier, vol. 68(10), pages 2057-2066.
    4. Álvaro Botella-Guijarro & Daniel Lloret-Irles & José Vicente Segura-Heras & Víctor Cabrera-Perona & Juan Antonio Moriano, 2020. "A Longitudinal Analysis of Gambling Predictors among Adolescents," IJERPH, MDPI, vol. 17(24), pages 1-18, December.
    5. Lucrezia Micangeli, 2016. "Gioco d?azzardo e pubblicit? ingannevole: il ruolo dell?Autorit? garante della concorrenza e del mercato," PRISMA Economia - Societ? - Lavoro, FrancoAngeli Editore, vol. 2016(3), pages 127-146.
    6. Barbu Mihai Constantin Razvan & Turcu Ioan & Sandu Isabela Elena & Diaconescu Dragos Laurentiu & Malaescu Ana Maria & Popescu Marius Catalin, 2020. "Betting Industry: Impact And Motivation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 126-135, October.
    7. Julia Henriksen & Malin Hornebrant & Adele Berndt, 2022. "Online casinos: advertising and avoidance among Generation Y consumers in Sweden," SN Business & Economics, Springer, vol. 2(1), pages 1-22, January.

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