Betting operators send sports and race bettors many incentives to bet through text messages and emails

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Author(s): Rawat, Vijay ; Hing, Nerilee ; Russell, Alex M. T.

Journal: Journal of Gambling Studies

Year Published: 2020

Date Added: November 26, 2019

In this study, the researchers explored the content of direct messages (i.e., text messages and emails) that players received from betting operators. Participants were sports and race bettors in Australia who placed at least one bet every two weeks. Participants completed one survey every day for seven days. They also sent the researchers any direct messages they received from betting operators. The results showed that betting operators regularly sent incentives and reminders to bet, to both sports and race bettors, by email and text message. Policy makers could use this research to regulate advertisements in direct messages so that they are subject to the same laws as other forms of gambling advertising.

Citation: Rawat, V., Hing, N., & Russell, A. M. T. (2020). What’s the message? A content analysis of emails and texts received from wagering operators during sports and racing events. Journal of Gambling Studies, 36(4), 1107-1121. https://doi.org/10.1007/s10899-019-09896-3

Article DOI: https://doi.org/10.1007/s10899-019-09896-3

Keywords: betting inducements ; content analysis ; incentives ; racetracks ; sports betting

Topics: Sports Betting

Conceptual Framework Factors: Gambling Types ; Cultural - Gambling Cultures ; Exposure - Gambling Setting ; Exposure - Marketing and Messaging ; Gambling Exposure

Response Rate: Over 50% for the baseline surveys

Study Design: Observational: Cohort

Geographic Coverage: Australia

Study Population: Adults who bet on sports and racing events at least once every other week and had accounts with major betting operators in Australia.

Sampling Procedure: The researchers selected participants from a larger study using purposeful sampling.

Study Funding:

This research was funded by the Victorian Responsible Gambling Foundation.