Betting is Loving and Bettors are Predators: A Conceptual Metaphor Approach to Online Sports Betting Advertising

The legalisation of online gambling in multiple territories has caused a growth in the exposure of consumers to online sports betting (OSB) advertising. While some efforts have been made to understand the visible structure of betting promotional messages, little is known about the latent components of OSB advertisements. The present study sought to address this issue by examining the metaphorical conceptualisation of OSB advertising. A sample of Spanish and British television OSB advertisements from 2014 to 2016 was analysed (N = 133). Following Lakoff and Johnson’s conceptual metaphor theory, four main structural metaphors that shaped how OSB advertising can be understood were identified: betting as (1) an act of love, (2) a market, (3) a sport, and (4) a natural environment. In general, these metaphors, which were found widely across 29 different betting brands, facilitated the perception of bettors as active players, with an executive role in the sport events bet upon, and greater control over bet outcomes.     

Demographic,Behavioural and Normative Risk Factors for Gambling Problems Amongst Sports Bettors

Sports betting is growing exponentially, is heavily marketed and successfully targets young adult males. Associated gambling problems are increasing. Therefore, understanding risk factors for problem gambling amongst sports bettors is an increasingly important area of research to inform the appropriate design and targeting of public health and treatment interventions. This study aimed to identify demographic, behavioural and normative risk factors for gambling problems amongst sports bettors. An online survey of 639 Australian sports bettors using online, telephone and retail betting channels was conducted. Results indicated that vulnerable sports bettors for higher risk gambling are those who are young, male, single, educated, and employed full-time or a full-time student. Risk of problem gambling was also found to increase with greater frequency and expenditure on sports betting, greater diversity of gambling involvement, and with more impulsive responses to betting opportunities, including in-play live action betting. Normative influences from media advertising and from significant others were also associated with greater problem gambling risk. The results of this study can inform a suite of intervention, protection and treatment initiatives targeted especially at young male adults and adolescents that can help to limit the harm from this gambling form.     

Bet Anywhere,Anytime: An Analysis of Internet Sports Bettors’ Responses to Gambling Promotions During Sports Broadcasts by Problem Gambling Severity

Promotions for online sports betting during televised sports broadcasts are regularly viewed by millions of Australians, raising concerns about their impacts on vulnerable groups including at-risk and problem gamblers. This study examined whether responses to these promotions varied with problem gambling severity amongst 455 Australian Internet sports bettors participating in an online survey. Results indicated that young male Internet sports bettors are especially vulnerable to gambling problems, particularly if they hold positive attitudes to gambling sponsors who embed promotions into sports broadcasts and to the promotional techniques they use and this heightens the risk that alluring messages contribute to excessive gambling. As problem gambling severity increased, so too did recognition that these promotions have impacted negatively on their sports betting behaviour. Because a plethora of sports betting brands and promotions are now heavily integrated into sports coverage, social marketing efforts are needed to offset their persuasive appeal and counter the positive attitudes towards them that appear linked to excessive gambling amongst Internet sports bettors.     

Assessing the Playing Field: A Prospective Longitudinal Study of Internet Sports Gambling Behavior

Internet gambling is growing rapidly, as is concern about its possible effect on the public’s health. This paper reports the results of the first prospective longitudinal study of actual Internet sports gambling behavior during eight study months. Data include recorded fixed-odds bets on the outcome of sporting contests and live-action bets on the outcome of events within contests for 40,499 Internet sports gambling service subscribers who enrolled during February 2005. We tracked the following primary gambling behaviors: daily totals of the number of bets made, money bet, and money won. We transformed these variables into measures of gambling involvement. We analyzed behavior for both fixed-odds and live-action bets. The median betting behavior of the 39,719 fixed-odds bettors was to place 2.5 bets of €4 (approximately $5.3 US) every fourth day during the median 4 months from first to last bet. This typical pattern incurred a loss of 29% of the amount wagered. The median betting behavior of the 24,794 live-action bettors was to place 2.8 wagers of €4 every fourth day during the median duration of 6 weeks at a loss of 18% of the amount wagered. We also examined the behavior of empirically determined groups of heavily involved bettors whose activity exceeded that of 99% of the sample.     

Explaining the performance of online sports bettors

This article reports the results of an online survey conducted among a sample of 161 online sports bettors in which their return-on-investment (ROI) performance as computed on the basis of their last 20 bets was used as the main dependent variable. A regression analysis showed that the online gamblers’ ROI performance is positively associated with their experience in sports betting, the degree of information search and analysis performed prior to betting, and their propensity to consider that events that happen in their life are the results of chance forces. These research results are discussed in the context of a general theoretical model where gambling performance is seen as depending on four types of determinants: the gambler's experience, personality, motivation and cognitive abilities.     

Adolescent exposure to gambling promotions during televised sport: an exploratory study of links with gambling intentions

Young people are exposed to gambling promotions while watching televised sports; however, little research has examined how this influences gambling attitudes and intentions. This paper developed and tested a research model underpinned by the Theory of Reasoned Action and specifically aimed to examine (1) adolescents' exposure and attitudes to, and recall and perceptions of, gambling promotions during televised sport; (2) associations between adolescents' exposure and attitude to these gambling promotions, and their intention to gamble on sports and other gambling activities once of legal gambling age. An online survey was conducted of 131 Australian adolescents. Greater intention to gamble both on sports and non-sports was associated with higher frequency of watching televised sports, and more positive attitudes to gambling operators, to gambling promotions during televised sport and to promotional techniques used. Regression analysis indicated that the strongest predictors of sports betting intention were male gender and a more positive attitude to gambling sponsors and their promotions during televised sport. Strongest predictors of gambling intention were male gender, subjective norms and a more positive attitude to promotion of gambling during televised sport. Findings can inform advertising restrictions for gambling during general television viewing times, and health promotion messages countering promotion of gambling to adolescents.     

The ethics of parimutuel systems

One strand of the moral case for the superiority of parimutuel systems of betting over bookmaking emphasises that, as the name implies, the bettors are betting amongst themselves and that there is no discrimination against any individual bettor or groups of bettors. This claim is undermined by three deviations from the pure parimutuel principle found in many systems. Given that there is a close inverse relationship between the income/wealth of bettors and the average odds of the bets they place, the three deviations—higher deductions from long odds (exotic) pools, higher deductions from pools when longer odds horses win and the paying of minimum dividends—each move a parimutuel system in the unethical direction ofregressive taxation.     

THE RELATIONSHIP BETWEEN BETTING AND LOTTERY PLAY

We apply a novel daily time series data set of daily turnover from one of Britain's leading bookmakers to analyze potential substitution between lottery play and bookmaker betting. We find some evidence that bettors do substitute away from horse race, soccer and numbers betting when the effective price of lottery tickets is unusually low, that is, when there is a rollover or other special draw. This substitution has a highly specific pattern of timing that varies by sector. Our results further suggest that bettors rationally engage in forward-looking substitution within their betting portfolios . ( JEL D12, L83)     

Consumption benefits and gambling: Evidence from the NCAA basketball betting market

The utility of gambling model posits that consumption benefits lead rational agents to gamble when faced with negative expected financial returns. We analyze the determinants of bet volume and dollars bet on NCAA basketball games from three on-line sports books to test the predictions of this model. Betting action depends on television coverage, team quality, and the expected closeness of the contest. Our results support the notion that consumption benefits, not financial gain, motivate gambling. Preferences of bettors appear similar to those of sports fans, suggesting that models of gamblers as wealth-maximizing investors may not explain observed betting behavior.     

Demographic,personality, cognitive and behavioral correlates of off-course betting involvement

A large (n=381) exploratory survey of off-course bettors was conducted as a step towards rectifying deficits in current gambling literature. Information collected by interviews and questionnaires from off-course betting agency customers showed the level of betting involvement to be largely unrelated to demographic and cognitive variables and sensation seeking, but related to a variety of betting behaviors. A factor analysis produced three independent factors accounting for 30% of the variance. Loadings on these suggested an independence of items involved in the process of betting and those related to the control of betting behaviors, implying that non-pathological gambling involvement may be a reasonable goal for treatment programs.     

An empirical study of the impact of complexity on participation in horserace betting

The aim of the research reported in this paper was to explore empirically whether levels of participation in horserace betting are affected by the complexity of the betting task. The study employed a systematic random sample of 1161 betting decisions made in UK offcourse betting offices during 1987. The research was conducted in a naturalistic setting where it was possible to grade complexity and to measure levels of participation. Complexity was defined in terms of both the number of alternatives in the decision-maker's choice set (number of horses in a race) and the complexity of the attributes set for each horserace (handicap vs. non-handicap races). Results indicated that bettors are not inhibited by alternative-based complexity, but may be inhibited to some extent by attribute-defined complexity.     

Overconfidence bias and conjunction fallacy in predicting outcomes of football matches

The aim of this study was to explore the occurrence of the overconfidence bias and the conjunction fallacy in betting behavior among frequent and sporadic bettors and to test whether it was influenced by the task format (probability vs. frequencies). Frequent bettors (N = 67) and sporadic bettors (N = 63) estimated whether the bets on football games presented to them via an on-line questionnaire would be successful. The bets consisted of singles (one match outcomes) and conjunctions (two matches outcomes), and were presented either in probability or frequency terms. Both frequent and sporadic bettors showed similar levels of the overconfidence bias. However, the frequent bettors made the conjunction fallacy more often than the sporadic bettors. The presentation of the task in the frequency terms significantly reduced the overconfidence bias in comparison to the evaluations in probability terms, but left the conjunction fallacy unaffected.     

MARKET ENFORCED INFORMATION ASYMMETRY: A STUDY OF CLAIMING RACES

This is a study of complementary markets. The race track polices the betting market with information revealed in a 'claiming horse' market. This policing reduces the adverse consequences of asymmetric information: experts in identifying horses and fraud are deterred from biasing betting odds against bettors at large. Consequently, bettors specialize in evaluating published race information. This 'monitoring' theory is compared to a competing theory of claim races as a self-assessed horse market. Parametric data is used to evaluate each theory. Institutional details also provide a test of each theory.     

SENTIMENT BIAS AND ASSET PRICES: EVIDENCE FROM SPORTS BETTING MARKETS AND SOCIAL MEDIA

Previous research using attendance‐based proxies for sentiment bias in sports betting markets confirmed the presence of investor sentiment in these markets. We use data from social media (Facebook “Likes”) to proxy for sentiment bias and analyze variation in bookmakers' prices investor sentiment. Based on betting data from seven professional sports leagues in Europe and North America, we find evidence that bookmakers increase prices for bets on teams with relatively more Facebook “Likes,” indicating the presence of price‐insensitive investors with sentiment bias. These price changes do not affect informational efficiency in this market. (JEL L81, G14)     

Unique crisis response strategies in sports public relations: Rugby league and the case for diversion

Sport is a unique ‘product’ in that most of its messages and images are conveyed through media coverage rather than through advertising or sales campaigns. While the coverage is usually positive, media interest becomes more problematic in high profile scandals which can be very damaging. In this paper, we propose that the culture of elite men's sport and its interdependence with mass media creates a situation in which sports public relations personnel have access to crisis communication strategies not previously specified in the existing literature. Based on textual analysis of media coverage of an Australasian men's rugby league salary cap scandal, we argue that, in certain situations, a sports organisation may draw upon a crisis response strategy that we term diversion in order to successfully limit the damage to the organisation's reputation. In particular, we suggest that the often intense ‘relationship’ that fans have with players may allow team sports to focus attention on players (and fans) as innocent victims with the result that negative publicity for the sport overall is reduced.     

Male and female betting behaviour: New perspectives

This paper uses an analysis of betting decisions made in offcourse betting offices in the UK to explore differences between the nature of male and female betting behaviour. Specifically gender differences in levels of performance, propensity for risk taking and levels of confidence in betting decisions are considered. The results provide some evidence for greater risk propensity amongst male bettors, lower levels of female bettor confidence in their choices and some degree of performance advantage for women bettors. The results are discussed in relation to previous research; some of the apparent discrepancies are explained in terms of differences in motivational focus and gender differences in definitions of risk-taking and successful performance. In this context areas for future research are highlighted.The research reported here was made possible by grants from Ladbroke Racing and the cooperation of Ladbrokes and Vetabet. Special thanks to Philip Cooper for his statistical advice and to the insightful comments of the anonymous referees on an earlier draft of this paper.     

Real Limits in the Virtual World: Self-Limiting Behavior of Internet Gamblers

The recent expansion of Internet gambling has stimulated debate, policy, and research on this relatively new phenomenon and its potential consequences. The current study focuses on bettors experiencing problems by sampling Internet gamblers who imposed limits on the amount they were allowed to deposit to a betting site. We analyzed the betting transactions over 18 months of all gamblers who subscribed to an online betting site in February, 2005 (N = 47,134), 567 of whom utilized the site’s self-limit feature. Self-limiting gamblers played a wider variety of games and placed more bets than others prior to imposing limits. After imposing limits, self-limiters reduced their activity, but did not reduce the amount they wagered per bet. Time spent gambling, not just money spent, appears to be an important indicator of gambling problems. Self-limit programs appear to be promising options for Internet gamblers at-risk for gambling problems.

‘I shared the joy’: sport-related social support and communality on Instagram

The popularity of sharing photographs on digital platforms has increased significantly due to the communicative affordances of mobile media and the emergence of photo-sharing applications, such as Instagram. In this paper, we examine how social support and communality can be built and reinforced through digital visual communication. We focus especially on photo sharing in the context of recreational climbing and trail running. In a qualitative study with Finnish climbers and runners, we asked what meanings sports practitioners ascribe to the practice of sharing and observed how they communicate these meanings through photographs. The results indicate that different types of visual content build and reinforce communality in distinct ways. Whereas inspirational photographs drive practitioners to explore, motivational photographs pull practitioners to keep going through goal setting and peer support. We conclude that visual communication on Instagram mediates a stream of momentary encounters between practitioners that merge into communally meaningful experiences. Thus, we assert that in the context of recreational sport subcultures, photo sharing not only facilitates social relationships but can be perceived as a meaningful social practice that is integral to reinforcing physical activity.     

Understanding the Relationship Between Sports-Relevant Gambling and Being At-Risk for a Gambling Problem Among American Adolescents

Fantasy sports is a growing industry with a reported 56.8 million individuals participating in the United States and Canada alone in 2015. Whereas this activity has attracted considerable public attention, little research has examined its impact on adolescents in spite of their high rates of gambling. The current study examined the relationship between regular participation (more than once a month) in sport-relevant gambling activities among adolescents and those identified as being at-risk for a gambling problem. Questionnaire responses were collected from high school students (N = 6818; 49 % male) in Wood County, Ohio, United States. Statistical analyses revealed that regular involvement in sports betting, fantasy sports betting, and daily fantasy sports betting among adolescents was associated with a higher risk of gambling problems. Further, although males participate more frequently in these activities, females who participate have a stronger likelihood of being at-risk. Students aged 16–19 years old are at a higher risk for developing a gambling problem compared to younger adolescents when regularly engaging in sports-related gambling. Moreover, regularly participating in daily fantasy sports is the strongest predictor of at-risk gambling behavior in 13–15 year old students. A hierarchical logistic regression supports that controlling for gender and age, all forms of sport-relevant gambling activities are significant predictors of at-risk gambling. This study contributes to a more comprehensive understanding of the impact of sports betting and fantasy sports on adolescents and establishes an initial step for future studies to further investigate these relationships.     

Trending Trousers: Debating Kastom,Clothing and Gender in the Vanuatu Mediascape

This paper presents an ethnography of contemporary media practices in Vanuatu, with a particular focus on media narratives and debates around gender equality and women's clothing, exploring how the discourses of kastom, Christianity and ‘modernity’ are being employed and communicated across various media platforms. The use of community media to promote awareness of gender equality through participatory and entertaining content, and the use of mainstream media to communicate a narrative that reinforces existing gendered power structures are each explored. In addition, social media platforms are identified as an emerging communication tool through which users can straddle the line between producers and consumers of media content and narratives, and engage in frank debate around the issue of gender equality.