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Types, frequency, and success of bets advertised by gambling operators and affiliates on Twitter

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View Open Access Article View Snapshot Back to Search Results

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Author(s): Houghton, Scott Peter Benjamin ; Moss, Mark

Journal: International Gambling Studies

Year Published: 2022

Date Added: November 25, 2022

The researchers examined the frequency, types, and success of bets advertised on Twitter by gambling operators versus their affiliates. The researchers examined 10 Twitter accounts that represented five British gambling operators and five affiliates with the highest reach on Twitter. The researchers ran four sets of simulations. The simulations examined returns for the advertised bets. Both operators and affiliates advertised around 140 bets per day. On average, bets from operators and affiliates had decimal odds of 6.0. The affiliates posted each bet three times more than the operators. Only one in five advertised bets won. Bets advertised by the affiliates led to a 12% loss of the original stakes. Operator bets led to a 20% loss. Only 30% of the 10,000 simulations of 14 randomly chosen bets led to a profit. This decreased to 19% when the number of bets included in the simulation increased to 140.


Citation: Houghton, S. P. B., & Moss, M. (2022). Assessing the bets advertised on Twitter by gambling operators and gambling affiliates – an observational study incorporating simulation data to measure bet success. International Gambling Studies. Advance online publication. https://doi.org/10.1080/14459795.2022.2114527

Article DOI: https://doi.org/10.1080/14459795.2022.2114527

Keywords: advertising ; gambling ; marketing ; social media

Topics: Gambling Exposure ; Information for Operators

Conceptual Framework Factors:   Gambling Types ; Types - Structural Characteristics ; Exposure - Marketing and Messaging ; Gambling Exposure

Study Design: Media Analysis

Geographic Coverage: United Kingdom, Great Britain

Sampling Procedure: The researchers selected 10 Twitter accounts to examine. These accounts represented five British gambling operators and five affiliates with the highest reach on Twitter. Bets advertised by the 10 accounts were tracked over two weeks in 2019.

Study Funding:

This study was funded by GambleAware as part of the lead author’s PhD studies.

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