Sports betting marketing and advertising: a brief overview

Griffiths, M.D. ORCID: 0000-0001-8880-6524, Estévez, A., Guerrero-Solé, F. and Lopez-Gonzalez, H. ORCID: 0000-0003-1249-2623, 2018. Sports betting marketing and advertising: a brief overview. Casino and Gaming International, 33, pp. 51-55.

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Abstract

Marketing stratgies are essential in a market environment such as online sports betting wherein product differentiation is minimal and price inelasticity robust (Hing, 2014). Business insiders widely accept that product innovation is instantly replicated across competitors, which are permanently seeking to generate, so far unfruitfully, a disruptive competitive edge. In a context where the number of licensed bookmakers is constantly growing, advertising plays a big part in luring customers who cannot tell the difference between companies. Advertising and marketing spend on sports betting has greatly increased over the last five years in Europe (Lopez-Gonzalez, Estévez & Griffiths, 2017).

Item Type: Journal article
Publication Title: Casino and Gaming International
Creators: Griffiths, M.D., Estévez, A., Guerrero-Solé, F. and Lopez-Gonzalez, H.
Publisher: Casino and Gaming International
Date: May 2018
Volume: 33
Divisions: Schools > School of Social Sciences
Depositing User: Linda Sullivan
Date Added: 15 May 2018 12:57
Last Modified: 04 Sep 2018 08:53
URI: http://irep.ntu.ac.uk/id/eprint/33589

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