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

Posted by Wright Flynn on January 24th, 2021

It remains unclear if gaming advertising and promotion increase demand for, and consumption of, gambling, or only impact market share distributions without raising overall consumption. Although this has been investigated in relation to land-based gambling, studies have not examined how such marketing affects behavioural patterns of Internet gamblers. The intention of this research, therefore, would be to research ways in which advertisements and promotion of Internet gambling may contribute to greater consumption of gambling. Qualitative interviews were conducted with 50 Web gamblers drawn from the general populace, and 31 treatment-seeking Internet gamblers. In-depth analysis of interview transcripts showed limited reported effectiveness of promotions and advertising in converting non-gamblers to Internet gamblers. But, general people gamblers reported occasionally gambling more than intended (increased consumption) in reaction to free wager and deposit supplies. A percentage of treatment-seekers reported improved gaming, particularly connected with bonus provides that required matched gambling and deposits prior to any winnings may be accumulated. Advertisements and promotions invoked urges to gamble among treatment-seeking gamblers, and seemed to some participants to be made to target individuals who had taken steps to limit or quit gaming. Surveys provide preliminary evidence of Internet gambling promotional actions increasing overall consumption amongst a subgroup of gamblers. Keywords: Promotion was defined as a compensated, mediated form of communication by an identifiable source, designed to persuade the receiver to take some action, now or in the future (Richards & Curran, 2002). Seminal models of advertising identify the processes of attracting attention, increasing interest in, developing a desire for, and prompting action to get a product's buy as integral elements of persuasive advertisements (Russell, 1921). Promotions represent a shorter-term approach than advertisements, designed to attract attention through the offer of immediate incentives -- for example, free samples, discounts or chances to win prizes. Both strategies aim to increase consumption by introducing new customers, retaining current clients or gaining a greater market segment share of customers. Although nearly all recreational gamblers include expenditure to affordable limits (Productivity Commission, 2010; Wardle et al., 2010; Williams, Volberg, & Stevens, 2012), concern is justified at a public health degree if it could be demonstrated that advertising and promotion result in greater intake and a consequent rise in the incidence and/or exacerbation of injuries experienced by problem gamblers. Concern is further justified if it's established that such advertising strategies undermine problem gamblers' efforts and/or motivations to keep behavioural control. At the moment, two opposing arguments are being advanced to describe the consequences of advertising and promotions on gambling consumption: that advertising increases demand and the overall consumption of gambling, or that advertising affects the supply of market share but not intake (Binde, 2007; Griffiths, 2005; Productivity Commission, 1999). However, to date there's a paucity of research describing the continuing effects of gambling advertisements on total market demand, consumption and share. Studies have included focus groups with young people (Korn, 2005a), self-reported impacts of advertising among problem gamblers (Binde, 2009; Boughton & Brewster, 2002; Grant & Kim, 2001) and measured self-reported attitudes within the overall populace (Thomas, Lewis, McLeod, & Haycock, 2012). Studies have examined the consequences of gaming venue promotional bonuses, such as free and discounted play coupons and free hotel lodging, on decal daily gambling volumes (Lucas, 2004; Lucas & Bowen, 2002; Lucas, Dunn, & Singh, 2005; Lucas & Santos, 2003; Suh, 2012; Tanford & Lucas, 2011), but with inconsistent findings across studies preventing business conclusions (Suh, 2012). Binde's (2007) review mentioned that studies have generally concluded that, although public concern about the nature and scope of gaming advertising exists, its effect on betting consumption appears small in comparison to other powerful variables. For players, the effect seems to be variable, ranging from minimal (Binde, 2007) to medium; for instance, in 1 study, roughly half (46%) the sample reported that advertisements had triggered gaming behaviors (Grant & Kim, 2001). However, taruhan judi bola has examined the effect of online advertising and promotions on gaming and problematic gambling behaviours in Internet bettors, despite significant use of both of these marketing approaches by Internet gambling operators (McMullan, 2011; McMullan & Kervin, 2012; Milner et al., 2013; Thomas, Lewis, McLeod et al., 2012; Weibe, 2008). The objective of this study, therefore, was to explore whether advertising and marketing of Internet gambling contributes to increased consumption of gambling through (1) bringing new gamers; (2) increasing gambling by present consumers; (3) triggering gambling by problem gamblers trying to curtail their gaming; (4) attracting lapsed users; and (5) causing longer gambling sessions.

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Wright Flynn

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Wright Flynn
Joined: January 21st, 2021
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