Marketing and advertising online sports betting: a problem gambling perspective

Lopez-Gonzalez, H, Estévez, A and Griffiths, MD ORCID: 0000-0001-8880-6524, 2017. Marketing and advertising online sports betting: a problem gambling perspective. Journal of Sport and Social Issues, 41 (3), pp. 256-272. ISSN 0193-7235

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In this article, online sports betting is explored with the objective of critically examining the potential impact on problem gambling of the emerging product features and advertising techniques used to market it. First, the extent of the issue is assessed by reviewing the sports betting prevalence rates and its association with gambling disorders, acknowledging the methodological difficulties of an unambiguous identification of what exactly constitutes sports-related gambling today. Second, the main changes in the marketization of online betting products are outlined, with specific focus on the new situational and structural characteristics that such products present along with the convergence of online betting with other adjacent products. Third, some of the most prevalent advertising master narratives employed by the betting industry are introduced, and the implications for problem gamblers and minors are discussed.

Item Type: Journal article
Publication Title: Journal of Sport and Social Issues
Creators: Lopez-Gonzalez, H., Estévez, A. and Griffiths, M.D.
Publisher: Sage
Date: 1 June 2017
Volume: 41
Number: 3
ISSN: 0193-7235
Divisions: Schools > School of Social Sciences
Depositing User: Jonathan Gallacher
Date Added: 25 Apr 2017 07:50
Last Modified: 28 Jun 2017 10:28

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