1 in 5 College Students Are Gambling on Sports Betting Apps Intelligent

1 in 5 College Students Are Gambling on Sports Betting Apps

The use of sports betting apps has been legalized in many states in recent years, and some universities have partnered with these companies to spread their services to students.

NCAA's 2023 survey has shown that sports betting is gaining in popularity among college students, and young people are particularly concerned about gambling addiction.

In July, one in five college students, which was implemented last year, has been spending more than 700 U. S. university students in July as a sequel to a survey that one in five university students has spent a lot of student loan money for gambling. We investigated gambling habits in detail.

The main survey results are as follows:

54 % of students have gambling while in college.
One in three students gambling online, and one in five is gambling with the sports betting app.
He believes that one in four online gamblers is gambling addiction.
8 % of online gamblers traveled across the state border to gamble in a legal state.
One in seven online gamblers spend more than $ 1, 000 a month gambling.
On e-third of the online gamblers answered that advertising in the app has a strong effect on gambling.
One in five students responded that the school is affiliated with the gambling company
Four in 10 respondents answered that the school has not been educated on responsible gambling.

54% of Students Have Gambled While in College

More than half of the university students who were investigated have said they have participated in some gambling while in college. This number is higher for men (60 %) than women (49 %). On e-third of the students participated in online gambling, and one in five has used a sports betting app.

When asked about the frequency of gambling online, 6 % answered that "daily", 20 % "several times a week", 30 % "several times a month", and 44 % "hardly do" Ta.

4 in 10 Online Gamblers Started Before College

Most of the U S-based gambling apps need to prove that they are 21 years old, but there are also ways to avoid age conditions, such as using offshore apps.

Of the university students who are online gambling, 5 % of junior high school students, 36 % of high school students, and 59 % of them started from college students. 11 % of online gamblers say that gambling is most of their lives.

In addition, 95%of the respondents in the group said they were at least interested in watching sports, and 47%are active or former university players.

1 in 5 Students Say Their School Has Partnered With Sports Betting Companies

Partnerships between sports betting companies and college athletic departments typically involve these companies paying schools for the right to promote their services to students, often via promo codes on apps related to the school's team. 20% of students surveyed said their school has such a partnership.

Also, two-thirds of students said they know at least one student who participates in sports betting, and 24% know six or more. In addition, 31% of students said they have a policy prohibiting gambling on campus, 21% said they do not have a policy, and 48% said they are not sure.

4 in 10 Say Their School Does Not Provide Education on Responsible Gambling

22% of students said their school provides education about responsible gambling habits, 41% said they do not provide education, and 37% said they are not sure. However, 57% of students said their school provides counseling for gambling addiction, 13% said they do not, and 31% said they are not sure.

1 in 4 Online Gamblers Believe They Are Addicted

26% of students who gamble online say they have or definitely have a gambling problem. Of these 26%, more than one-third say they have sought help for their addiction.

Of all student online gamblers, 15% say gambling has had a negative impact on their mental health, 66% say it has not affected their mental health, and 19% say it has had a positive impact on their mental health.

21% of students who gamble online say gambling has had a positive impact on their social life, 70% say it has not affected their social life, and 9% say it has had a negative impact on their social life.

Furthermore, 8% of students who gamble online say gambling has had a negative impact on their academic performance, 81% say it has no impact on their academic performance, and 11% say it has had a positive impact on their academic performance.

1 in 7 Online Gamblers Spend $1,000+ on Gambling Each Month

14% of student online gamblers say they spend more than $1, 000 a month on gambling every month. 52% say they have won more money from gambling than they have spent so far, 30% say they have spent more money than they have earned, and 18% say they are not sure. The majority of students in both groups have won or lost less than $500 total.

1 in 5 Online Gamblers Have Used Student Loans and/or Financial Aid Money to Gamble

When asked about the sources of income they use for gambling, most students said they use their personal savings or credit cards. However, 20% of students admitted to using student loan or financial aid money to gamble.

One-Third of Online Gamblers Say App Promos Strongly Influence Them to Gamble

Asked about the most affected factors on gambling, 34%of the student online gamblers answered that the promotion of the sportsbook would have a strong effect, and 26%had the need to regain the money lost in gambling.

8% of Online Gamblers Have Driven Across State Lines in Order to Gamble

Among the surveyed online gamblers, 86%of the online gambling responded that they were legal in the state where they go to school, while 14%are illegal. Of the 14 % of these 14 %, more than half (8 % of the entire student online gamblers) have crossed the border by car to legally access the gambling app.

Methodology

The online poll was commissioned by Intelligent. com and conducted at SurveyMonkey Audience on July 20, 2023. Respondents are composed of national samples randomly extracted from US panels. A 18-2 5-yea r-old ful l-time or par t-time college student answered the questionnaire. For more information about the SurveyMonkey survey method, please contact Email Protected.

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Sports Betting Advertising: A Systematic Review of Content Analysis Studies

We conducted a systematic review of empirical research using quantitative, qualitative, or mixed methods for the content analysis of sports betting ads. The attributes of the research were examined, including main knowledge, major themes, research design, analysis focus, interpretation type, the use of theory, measuring inte r-coder reliability, and proposals for future research. As a result, all research (n = 15) were all published relatively recently (after 2012), and are generally reported mainly on the content of TV ads and reliability inte r-coders. It was shown that it was lacking. The most commonly confirmed Nalatives in Sports Betting's advertisements was friendship and humor. It turned out that ads were embedded during professional sports games, and this type of advertisement was more frequent compared to commercial advertisements during television sporting events. In order to enhance the literature on sports betting ads, researchers need to confirm that they meet scientific standards, especially reliability indicators. These studies deepen their understanding of how sports betting ads are presented to the general public, and speculate that the possibility of the use of these ads and the potential impact of these ads. can.

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

Article Open Access on October 30, 2017

The Relevance of Marketing in Sports Betting Perceptions and Behaviors Across Different age Groups

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A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

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Avoid mistakes that are common in manuscripts

The growth of the gambling industry is driven by changes in consumer behavior that are also due to evolving technological advances. The global online gambling market is estimated to be worth approximately $40 billion annually (Edison Investment Research, 2019). Sports betting is a gambling activity with increasing online participation (Gambling Commission, 2018) and is currently the most popular online gambling activity in Europe, accounting for 41% of total online gambling revenues (European Gaming & Betting Association, 2020). The increasing availability of online gambling has been accompanied by an increase in the frequency of advertising for online sports betting, especially television advertising, sponsorship (Lamont et al., 2011;) and marketing content distributed through social media platforms (Torrance et al.). In the UK, the introduction of the Gambling Act 2005 in 2007, which allows television advertising for sports betting, online casinos and online poker, has contributed to this increase (Gambling Act, 2005). Gambling advertising, including sports betting advertising, is no longer limited to gambling-only environments, and marketing of these products now occurs in everyday community and media spaces (Deans et al.). A recent survey by the Gambling Commission found that 81% of UK respondents (n = 6258) reported seeing traditional gambling advertising (e. g., TV, billboards, newspapers, radio), 78% reported seeing sponsorship (association with sports venues, sports merchandise, and sports events), and 68% reported seeing online advertising (advertising sent directly to them on websites, social media, live streaming and video sharing platforms, in-app games, and via text, email, and app push notifications) (Gambling Commission, 2021). The growth of the gambling industry is driven by changes in consumer behavior, also due to evolving technological advancements. The global online gambling market is estimated to be worth approximately $40 billion annually (Edison Investment Research, 2019). Sports betting is a gambling activity with increasing online participation (Gambling Commission, 2018) and is currently the most popular online gambling activity in Europe, accounting for 41% of total online gambling revenue (European Gaming & Betting Association, 2020). The increasing availability of online gambling has been accompanied by an increase in the frequency of advertising for online sports betting, particularly television advertising, sponsorship (Lamont et al., 2011;) and marketing content distributed through social media platforms (Torrance et al.). In the UK, the introduction of the Gambling Act 2005 in 2007, which allows television advertising for sports betting, online casinos and online poker, has contributed to this increase (Gambling Act, 2005). Gambling advertising, including sports betting advertising, is no longer limited to gambling-only environments, and marketing of these products now occurs in everyday community and media spaces (Deans et al.). A recent survey by the Gambling Commission found that 81% of UK respondents (n = 6258) reported seeing traditional gambling advertising (e. g., TV, billboards, newspapers, radio), 78% reported seeing sponsorship (association with sports venues, sports merchandise, and sports events), and 68% reported seeing online advertising (advertising sent directly to websites, social media, live streaming and video sharing platforms, in-app games, and via text, email, and app push notifications) (Gambling Commission, 2021). The growth of the gambling industry is driven by changes in consumer behavior, also due to evolving technological advancements. The global online gambling market is estimated to be worth approximately $40 billion annually (Edison Investment Research, 2019). Sports betting is a gambling activity with increasing online participation (Gambling Commission, 2018) and is currently the most popular online gambling activity in Europe, accounting for 41% of total online gambling revenue (European Gaming & Betting Association, 2020). The increasing availability of online gambling has been accompanied by an increase in the frequency of advertising for online sports betting, particularly television advertising, sponsorship (Lamont et al., 2011;) and marketing content distributed through social media platforms (Torrance et al.). In the UK, the introduction of the Gambling Act 2005 in 2007, which allows television advertising for sports betting, online casinos and online poker, has contributed to this increase (Gambling Act, 2005). Gambling advertising, including sports betting advertising, is no longer exclusive to gambling-specific environments, with marketing of these products now occurring in everyday community and media spaces (Deans et al.). A recent Gambling Commission survey found that 81% of UK respondents (n = 6258) reported seeing traditional gambling advertising (e. g. television, billboards, newspapers, radio), 78% reported seeing sponsorship (association with sports venues, sports merchandise, or sports tournaments), and 68% reported seeing online advertising (advertising sent directly to them on websites, social media, live streaming or video sharing platforms, in-app games, or via text, email, or app push notifications) (Gambling Commission, 2021).

The content, frequency, and possibilities of gambling advertisements have been discussed for a long time that gambling behavior and individuals can affect the possibility of gamblin g-related issues (håkansson & amp; Widinghoff, 2019) 。 Studies show that ads can affect gambling attitudes, intentions, and behavior (hing et al.) The effects of this marketing seem to be different among different population subgroups. For example, male gamblers have a survey that the overall recognition of gambling advertising is high (Gambling Commission, 2021). Gambling literature shows that young men are the target audience of sports betting operators (Deans et al., 2016), and the contents of the ads are generally young, male, and familiar with technology. It often matches the general features of online sports betors, which are professionals (Hing et al., 2016). According to a qualitative survey, men themselves seemed to have been targeted by sports betting ads, and as a result, they felt that they were encouraged to gamble (Thomas et al., 2012; Deans et al. , 2017).

Gambling marketing and advertisements have been concerned about the development of technology, as well as the potential adverse effects on marketing and advertisements to children, young, and vulnerable (IPSOS MORI, 2020). It has been reported that the adverse effects of exposure to sports betting advertisements have been reported in problem gamblers (hing et al.) In addition, the gambler responds to the promotion of sports betting compared to no n-problem gamblers. It has been confirmed that there is a high possibility of impulsive beds (Hing et al. 2014b, 2015, 2018a). The content, frequency, and possibilities of gambling advertisements have long been discussed that gambling behavior and individuals may affect the possibility of gamblin g-related issues (håkansson & amp; Widinghoffffffff , 2019). Studies show that ads can affect gambling attitudes, intentions, and behavior (hing et al.) The effects of this marketing seem to be different among different population subgroups. For example, male gamblers have a survey that the overall recognition of gambling advertising is high (Gambling Commission, 2021). Gambling literature shows that young men are the target audience of sports betting operators (Deans et al., 2016), and the contents of the ads are generally young, male, and familiar with technology. It often matches the general features of online sports betors, which are professionals (Hing et al., 2016). According to a qualitative survey, men themselves seemed to have been targeted by sports betting ads, and as a result, they felt that they were encouraged to gamble (Thomas et al., 2012; Deans et al. , 2017).

Gambling marketing and advertisements have been concerned about the development of technology, as well as the potential adverse effects on marketing and advertisements to children, young, and vulnerable (IPSOS MORI, 2020). It has been reported that the adverse effects of exposure to sports betting advertisements have been reported in problem gamblers (hing et al.) In addition, the gambler responds to the promotion of sports betting compared to no n-problem gamblers. It has been confirmed that there is a high possibility of impulsive beds (Hing et al. 2014b, 2015, 2018a). The content, frequency, and possibilities of gambling advertisements have been discussed for a long time that gambling behavior and individuals may affect the possibility of gamblin g-related issues (håkansson & amp; Widinghoff, 2019) 。 Studies show that ads can affect gambling attitudes, intentions, and behavior (hing et al.) The effects of this marketing seem to be different among different population subgroups. For example, male gamblers have a survey that the overall recognition of gambling advertising is high (Gambling Commission, 2021). Gambling literature shows that young men are the target audience of sports betting operators (Deans et al., 2016), and the contents of the ads are generally young, male, and familiar with technology. It often matches the general features of online sports betors, which are professionals (Hing et al., 2016). According to a qualitative survey, men themselves seemed to have been targeted by sports betting ads, and as a result, they felt that they were encouraged to gamble (Thomas et al., 2012; Deans et al. , 2017).

Research also shows that exposure to gambling advertising is significantly associated with children’s likelihood of gambling in the future (Ipsos MORI, 2020). Ipsos Mori (2020) conducted a quantitative study of children and young people in the UK (n = 1091; 11-24 years old) and reported that susceptibility to gambling was particularly prevalent among children with high brand awareness and exposure to advertising, as well as those who participated in gambling operators’ marketing activities. A further concern is that some gambling advertisements appear to be child-directed (Derevensky, 2008; Monaghan et al.). Advertisers often employ techniques and themes that appeal to children. For example, some sports betting advertisements have been found to incorporate humor, celebrity endorsements, memes, and animations (Pitt et al., 2018; Thomas et al., 2015). Other studies have shown that young people who have positive feelings toward sports betting advertisements are more likely to perceive betting as a risk-free way to win money (Djohari et al.).

Studies of messages within gambling advertisements typically employ content analysis methods. Content analysis is usually defined as a reproducible, valid, and systematic technique for compressing multiple words into fewer content categories according to clear coding rules established by the method (Berelson, 1952; Krippendorff, 1980). It can also be used to synthesize large amounts of data, make inferences from observed communication, and extract overt as well as latent content (Krippendorff, 2004). Overt content describes the directly visible evidence (i. e., the overt components), while latent content analyzes the underlying meaning of such content (Downe-Wamboldt, 1992). There are various ways in which content analysis can be applied. Researchers examining sports betting advertising, especially in the past decade, have begun to evaluate the frequency of different messages, advertising channels, target audiences, and the specific themes and narratives portrayed within the ads. Although content analysis does not (and cannot) evaluate the direct impact that advertising has on individuals, it can provide insight into where potential impacts may occur.

Methods

Design

Inclusion Criteria

To date, previous reviews of gambling advertising have mentioned the use of content analysis methods in research (Binde, 2007; Binde, 2014; Newall et al.). However, no studies have systematically analyzed the content of sports betting ads. A recent rapid review of gambling marketing, content, delivery, and structural features by Torrance et al. (2021) concluded that there is a lack of research and methodological diversity on gambling advertising characteristics. The authors argued that a more thorough understanding and additional research on the characteristics of gambling ads is needed to develop appropriate advertising regulations, promote more ethical marketing, and effectively minimize potential harms. Furthermore, it is important to look at not only the results but also what methods researchers are using so that findings for future regulations of gambling advertising are supported using evidence-based empirical research (Binde, 2014). Therefore, in this paper, we surveyed studies reporting on content analysis studies of sports betting advertising in the media, (i) identifying studies that examined the content of sports betting ads, (ii) reporting on the attributes of these studies, (iii) identifying gaps and making recommendations for future content analysis research.

Search Strategy

(iv) only investigated sports betting advertising messages and not other "risky" products (e. g., alcohol and tobacco) or gambling products (e. g., poker and bingo), (v) collected primary research data, and (vi) used a content analysis design, either alone or as part of a mixed-methods approach. There was no date restriction, as no previous systematic reviews on this topic were identified.

Quality Assessment

From September to October 2021, we searched for documents using Psycinfo, Pubmed, and Scopus. Various search words were used to capture various types of ads (sponsorship, marketing, promotion, advertising), sports betting (gambling, sports betting, online gambling), and content analysis. In addition, we performed further manual searches on Google School to identify additional research that could not be searched from the aforementioned database. After removing the duplication, the first author reviewed the title and abstract in light. The full text review was performed by the first author. I also searched for references in all subjects.

Data Analysis

The methodological quality of ful l-text research is the Mixed Methods APPRAISAL TOOL (Hong et al. Head author (Hong et al. Table 2 was assessed to the second author in terms of quality assessment.

Sample size, research design, analysis focus, analysis unit, interpretation type, the use of theory, main research results, coders, and reliability between coders (Table 1, 2). Since there is a remarkable difference between the sample configuration and the content analysis method, the reflective subject analysis has been performed to identify and emphasize the important theme that emerged from each study (Brava & amp; Clarke, 2006, 2012). In this process, the six stages of the subject analysis of the subject analysis of the BRAUN AND CLARKE (2006) are applied: (i) used to (II) to generate (II) initial code, (III) theme, (IV). Rewrite the theme, define and named the theme (v), and write down the (VI) result. The obtained knowledge is (i) provision method and time, (II) frequency and period, (III) advertised product, (IV) Responsible gambling, and (v) A remarkable theme. It was classified as a theme. The analysis was conducted by the first author and discussed with the second author to confirm the application of the final theme.

Table 1 Sample characteristics and covers information included in systematic reviews From September to October, 2021, we searched for documents using electronic database PSYCINFO, PUBMED, and SCOPUS. Various search words were used to capture various types of ads (sponsorship, marketing, promotion, advertising), sports betting (gambling, sports betting, online gambling), and content analysis. In addition, we performed further manual searches on Google School to identify additional research that could not be searched from the aforementioned database. After removing the duplication, the first author reviewed the title and abstract in light. The full text review was performed by the first author. I also searched for references in all subjects.

Results

The methodological quality of ful l-text research is the Mixed Methods APPRAISAL TOOL (Hong et al. Head author (Hong et al. Table 2 was assessed to the second author in terms of quality assessment.

Table 1 The company searched using the electronic database PSYCINFO, PUBMED, and SCOPUS from September to October, 2021, using electronic database PSYCINFO, PUBMED, and SCOPUS. Various search words were used to capture various types of ads (sponsorship, marketing, promotion, advertising), sports betting (gambling, sports betting, online gambling), and content analysis. In addition, we performed further manual searches on Google School to identify additional research that could not be searched from the aforementioned database. After removing the duplication, the first author reviewed the title and abstract in light. The full text review was performed by the first author. I also searched for references in all subjects.

Characteristics of Included Studies

The methodological quality of ful l-text research is the Mixed Methods APPRAISAL TOOL (Hong et al. Head author (Hong et al. Table 2 was assessed to the second author in terms of quality assessment.

Table 1 Table 1 Systematic sample characteristics and coder information of research included in reviews

Table 2 Research subjects, use theory, main results included in systematic reviews

Main Findings

FIG. 1 is a summary of the search results. A total of 2189 papers were searched by the search strategy shown in Fig. 1. After removing the duplication, 2132 papers were left for screening the title and abstract. As a result of the abstract search, 28 studies were subject to ful l-text reviews. As a result of the ful l-text review, a total of 15 papers were identified as the target. Furthermore, after searching for the reference list of the researched research, two studies were identified (Newall et al.).

Method and Timing of Delivery

Figure 1

Systematic review Prisma flow chart

Frequency and Duration of Advertisements

The final sample includes five studies using Australian samples (Deans et al., 2016; pitt et al., 2018; Rawat et al., 2020; stadder & amp; Naraine, 2020; 2019 ; Killick & amp; Griffiths, 2020; Lopez-Gonzalez et al., 2018a; Newall, 2015, 2017; Newall et al., 2019b; Purves et al., 2020）、英国とスペインの複合サンプルを用いたものが 3 (Lopez-Gonzalez et al.) The paper included in this review was published between 2012 and 2020, and 12 out of 15 studies have been published in the past five years. 。 Nine studies adopt the approach of the mixing method (Deans et al., 2016; 2019; Killick & amp; griffiths, 2020; Lopez-Gonzalez et al., 2018; NEWALL T Al., 2019b; Pitt et al, 2018; Stadder & Amp; Naraine, 2020; Thomas et al. 2012), three studies adopted (Lopez-Gonzalez et al. 2018a, B, D), 3 The research adopted a quantitative approach (NEWALL, 2015; Purves et al.)

According to some research, researchers say the theory (Lopez-Gonzalez et al., 2018D), existing literature and past evidence (Deans et al., 2016; Pitt et al., 2018; Purves et al., 2020) Developed a coding category based on or in a deductive way. For example, Lopez-Gonzalez and others (2018D) have developed a coding schedule led by conceptual metaphor theory (CMT) to examine structural metaphors in online sports and betting ads. Other studies have developed coding schedules based on evidence discovered in advance research on alcohol, cigarettes, and gambling (eg, DEANS, 2016; PITT et al. 2018; Purves et al., 2020). One study adopted a schema adopted by other gambling researchers (Killick & Amp; Griffiths, 2020), and the rest of the research adopted a induced approach to develop a unique coding schema.

11 of the research surveyed the advertising content of the advertisement and 4 (Deans et al., 2016; Lopez-Gonzalez et al. Three of these studies are theory to guide the advertising content. Used Deans (2016), how to adjust the marketing of products that have a cultural and socially valued meaning, and how the symbolic consumption process is. In order to investigate whether it is used, the study of the coding framework was applied to the social representation theory of the bookmaker (SRT) to understand the social representation of the betmaker. Finally, Lopez-Gonzalez and others (2018D) contributed to the understanding of online sportsbetting using Lakoff's conceptual metaphor theory (CMT; Lakoff and Johnson). some research (Lopez-Gonzalez et al., 2018D), the existing documents and past evidence (Pitt et al. Based on the Purves et al., 2020), for example, the coding category (2018D), for example, develops structural metafers in Lopez-Gonzalez (2018D). This has developed coding schedules based on evidence of alcohol, cigarettes, and gambling, which have been developed in the conceptual metaphor theory (CMT). : DEANS, 2016, PITTs, Purves and other researches are used by other gambling researchers (Killick & Amp; 2020). A induction approach was adopted to develop a coding schema.

Product Advertised

11 of the research surveyed the advertising content of the advertisement and 4 (Deans et al., 2016; Lopez-Gonzalez et al. Three of these studies are theory to guide the advertising content. Used Deans (2016), how to adjust the marketing of products that have a cultural and socially valued meaning, and how the symbolic consumption process is. In order to investigate whether it is used, the study of the coding framework was applied to the social representation theory of the bookmaker (SRT) to understand the social representation of the betmaker. Finally, Lopez-Gonzalez and others (2018D) contributed to the understanding of online sportsbetting using Lakoff's conceptual metaphor theory (CMT; Lakoff and Johnson). In some research, researchers (Lopez-Gonzalez et al., 2018D), existing documents and past evidence (Deans et al., 2016; Pitt et al., 2018; Purves et Al., 2020) developed a coding category in a deductive way, for example, to examine the structural metaphor in Lopez-Gonzalez (2018D). Other studies have developed coding schedules led by conceptual metaphor theory (CMT) in advance of alcohol, tobacco, and gambling. , 2016, 2018; 2020) adopts a schema adopted by other gambling researchers (Killick & Amp; 2020). A induction approach was adopted to develop.

Four studies report the coefficient coefficient (Houghton et al.) In the three studies, the reliability between the coders is calculated using Krippendorrf α. Clippendorf's Alpha (Kalpha) is the most appropriate coefficient of reliability (Hayes & amp; Krippendorfff, 2007; Riffe et al., 2005). One study shows the unacceptable level agreement (K = 0. 67, which is a substantial agreement, is required to be classified as a substantial agreement. It exceeds 0. 61 of the match). Four studies (Deans et al. 2016; Houghton et al. 2019; Lopez-Gonzalez et al. 2018b, C) mentions the ratio of sub-samples that tested reliability (10%, 10%, 17. 03 %, 17. 03%). Purves et al. (2020) specify the amount of data that verifies reliability in time (30 minutes of video).

Table 2 shows the main findings of the recorded research. The results of the survey are discussed in (i) distribution method and timing, (II) frequency and time, (III) advertised product, (IV) responsible gambling information, and remarkable themes and talks. There is.

Responsible Gambling Information

The data collection date is as follows: The 2011 Australian Football League Rounds 12 (2018), during the 2014 Soccer World Cup period (NEWALL, 2015), 2018 Soccer World Cup period (NEWALL ET AL. 2019b), the opening weekend of the English Soccer Premier League (August 8-10, 2018) (Killick & Amp; Griffiths, 2020), during the English Soccer Premier League (January and February 2016) , 2017), during the English Soccer Premier League (June 14-27, 2018) (Houghton et al.) Four studies selected TV advertisements broadcast between 2014 and 2016 ( Lopez-Gonzalez et al.) Purves and others (2020) have recorded sports (soccer, tennis, F1, rugby union) broadcast between February and November 2018. According to one study, there was one study that did not report the data collection period, which collected texts and email messages between September 26 and October 2, 2017 (Rawat et al.). Stadder & amp; naraine, 2020).

Themes or Narratives Within the Advertisement

Publicly available advertising was the most common form of data reviewed. Of the 15 studies reviewed, data sources included television ads obtained from YouTube (Lopez-Gonzalez et al., 2018), ads recorded on YouTube and during televised football matches (Lopez-Gonzalez et al., 2019b), and two from televised sporting events (Purves et al., 2020).

Of the studies that examined Twitter posts, two investigated the frequency of posts within a period of time. Houghton et al. (2019) examined 5, 029 tweets posted by five sports betting operators within a 14-day period. The number of tweets ranged from 416 to 1472 across different sports betting operators. Similarly, Killick and Griffiths (2020) examined 3375 tweets from 10 betting providers, ranging from 33 to 398 tweets per day. Stadder and Naraine (2020) collected the latest tweets (n = 16, 466) from six sports betting operators, ranging from 1496 to 3171 tweets per operator. The time when the tweets were posted was analyzed, and the authors reported that Australian sports bookmakers usually post between 6:00 pm and 5:59 am, which is the time when Australian sports are often held, and many tweets are also posted after the events have ended (Stadder & Naraine, 2020). The authors argued that operators focus their attention on sporting events and the times when their users are most active. Publicly available advertisements were the most common form of data identified. Of the 15 studies reviewed, data sources included television ads obtained from YouTube (Lopez-Gonzalez et al., 2018), ads recorded on YouTube and during televised football matches (Lopez-Gonzalez et al. 2019b), and two from televised sporting events (Purves et al., 2020).

Of the studies that examined Twitter posts, two investigated the frequency of posts within a period of time. Houghton et al. (2019) examined 5, 029 tweets posted by five sports betting operators within a 14-day period. The number of tweets ranged from 416 to 1472 across different sports betting operators. Similarly, Killick and Griffiths (2020) examined 3375 tweets from 10 betting providers, ranging from 33 to 398 tweets per day. Stadder and Naraine (2020) collected the most recent tweets (n = 16, 466) from six sports betting operators, ranging from 1496 to 3171 tweets per operator. The time the tweets were posted was analyzed, and the authors reported that Australian sports bookmakers typically post between 6:00 PM and 5:59 AM, which is when Australian sports are often held, and many tweets also occur after the events have ended (Stadder & Naraine, 2020). The authors argued that operators focus their attention on sporting events and the times when their users are most active. Publicly available advertising was the most common form of data identified. Of the 15 studies reviewed, data sources included television ads obtained from YouTube (Lopez-Gonzalez et al., 2018), ads recorded on YouTube and during televised football matches (Lopez-Gonzalez et al. 2019b), and two from televised sporting events (Purves et al., 2020).

Of the studies that examined Twitter posts, two investigated the frequency of posts within a period of time. Houghton et al. (2019) examined 5, 029 tweets posted by five sports betting operators within a 14-day period. The number of tweets ranged from 416 to 1472 across different sports betting operators. Similarly, Killick and Griffiths (2020) examined 3375 tweets from 10 betting providers, ranging from 33 to 398 tweets per day. Stadder and Naraine (2020) collected the most recent tweets (n = 16, 466) from six sports betting operators, ranging from 1496 to 3171 tweets per operator. The time the tweets were posted was analyzed, and the authors reported that Australian sports bookmakers typically post between 6:00 PM and 5:59 AM, which is when Australian sports are often held, and many tweets are also posted after the events have ended (Stadder & Naraine, 2020). The authors argued that operators focus their attention on sporting events and the times when their users are most active.

RAWAT and others (2020) collected advertising data directly from 102 sports betters and 110 horse racing betters samples using an ecological instant evaluation (EMA). The authors report that the participants received a total of 931 direct advertisement messages in a week. Regarding the frequency of TV betting ads, Newall (2017) reported that 63 advertisements were displayed in 28 soccer games (average value per game = 2. 25). In subsequent research, NEWALL and others reported that 32 live oddsbetting ads were displayed by five bookmakers during the 2018 Soccer World Cup period (average per game = 2. 16). I'm doing it.

Discussion

There are two studies that investigate the amount and form of marketing strategies (Purves et al.) Thomas et al. (2012) reported that if the simultaneous promotion was calculated separately, the fans of the sporting event had an average of 341 minutes of gambling advertisements. I'm doing it. Purves et al. (2020) examined the gambling advertising series for various professional sporting events, including soccer, boxing, formula 1, rugby union, and tennis (n = 9) broadcast in the UK. It turned out that the scope and frequency of the analyzed marketing method vary depending on the sports. In soccer, there are many shirts sponsorship, so it turned out that brand products were the most popular advertising form. Overall, only a small amount of marketing was seen in advertising breaks and sponsorship lea d-in, and more than 70 % of gambling marketing was held during sporting events.

Studies Examining Sports Betting Advertising Content

Twitter is often used for direct advertising purposes, and it turns out that operators are posting their own gambling odds using this platform and linked to their betting websites (Houghton et al.) Sports. Betting operators often used Twitter to post customized beds (Houghton et al.) Free beds (HOUGHTON ET AL. It turns out that it has been posted regularly (Killick & Amp; Griffiths, 2020). In addition to posting specific odds and promotions, gambling operators often posted sport s-related content, such as news, game commentary, and quotes from athletes (Houthton et al.).

Attributes of Gambling Advertising Studies

Other studies have looked more closely at the types and odds of bets advertised in these ads (Newall, 2015, 2017; Newall et al.). Advertisements often promoted complex bets (with longer odds) rather than outcome bets. These ads often featured content that emphasized the “complex” bet types (Newall, 2015). Newall (2017) reported that first or next goal bets (in soccer) were the most commonly advertised in-play betting odds (39. 7%). The authors also reported that new customer enhancement odds were often advertised, and these bets offered higher than normal returns as a potential reward for new customers. In a later study, Newall et al. (2019b) reported that gambling companies used tactics to make bets appear more “urgent” than they needed to. First, 25% of advertised bets were labeled as having recently improved or “boosted” odds. Secondly, 39. 1% of odds were advertisements for bets that could be decided before the end of the match, which may have led to repeated in-play betting.

Text and email messages sent to bettors were most often about the Australian Football League, National Rugby League and horse racing (Rawat et al., 2020). The messages most often contained specific promotions about betting (74. 2% of sports bettors and 88. 2% of horse racing bettors), followed by reminders and prompts about betting (16. 3% of sports bettors and 6. 5% of horse racing bettors). These reminder messages did not contain specific inducements, but provided tips and guidance for placing bets and information about upcoming sporting events. Outcome bets (bet directly on the outcome of a match) were the most commonly promoted bet type in direct messages. Bonus bets (also known as "free bets") were the most commonly promoted form of inducement (offered 57. 5% of the time to both sports and racing bettors). Other studies have looked more closely at the types and odds of bets advertised in these ads (Newall, 2015, 2017; Newall et al.). Advertisements often promoted more complex bets (with longer odds) than outcome bets. These ads often featured content that emphasized the “complex” bet types (Newall, 2015). Newall (2017) reported that first or next goal bets (in soccer) were the most commonly advertised in-play betting odds (39. 7%). The authors also reported that new customer enhancement odds were often advertised, and these bets offered higher than normal returns as a potential reward to new customers. In a later study, Newall et al. (2019b) reported that gambling companies used tactics to make bets appear more “urgent” than they needed to. First, 25% of advertised bets were labeled as having recently improved or “boosted” odds. Secondly, 39. 1% of odds were advertisements for bets that could be decided before the end of the match, which may have led to repeated in-play betting.

Text and email messages sent to bettors were most often about the Australian Football League, National Rugby League and horse racing (Rawat et al., 2020). The messages most often contained specific promotions about betting (74. 2% of sports bettors and 88. 2% of horse racing bettors), followed by reminders and prompts about betting (16. 3% of sports bettors and 6. 5% of horse racing bettors). These reminder messages did not contain specific inducements, but provided tips and guidance for placing bets and information about upcoming sporting events. Outcome bets (bet directly on the outcome of a match) were the most commonly promoted bet type in direct messages. Bonus bets (also known as "free bets") were the most commonly promoted form of inducement (offered 57. 5% of the time to both sports and racing bettors). Other studies have looked more closely at the types and odds of bets advertised in these ads (Newall, 2015, 2017; Newall et al.). Advertisements often promoted complex bets (with longer odds) rather than outcome bets. These ads often featured content that emphasized the “complex” bet types (Newall, 2015). Newall (2017) reported that first or next goal bets (in soccer) were the most commonly advertised in-play betting odds (39. 7%). The authors also reported that new customer enhancement odds were often advertised, and these bets offered higher than normal returns as a potential reward for new customers. In a later study, Newall et al. (2019b) reported that gambling companies used tactics to make bets appear more “urgent” than they needed to. First, 25% of advertised bets were labeled as having recently improved or “boosted” odds. Secondly, 39. 1% of odds were advertisements for bets that could be decided before the end of the match, which may have led to repeated in-play betting.

Lopez-Gonzalez et al. (2018b) reported that in-play betting was prevalent in over half of the TV ads they surveyed, with mobile betting being the predominant betting method advertised. Additionally, just over one-third (36. 6%) of the ads advertised free bets or cashback promotions for new customers. Thomas et al. (2012) identified various marketing strategies for in-play sports betting, including: (i) signs and billboards encouraging “live betting” during Australian Football League matches, (ii) betting odds announced by the broadcast team, and (iii) odds displayed in “pull-through banners” or “pop-ups” in stadiums. Integrated advertising, especially dynamic advertising (advertising on rotating or electronic banners in the stadium), was the most commonly reported marketing strategy for televised sports (87%). Seven of the studies investigated responsible gambling content in the ads (Houghton et al., 2019; Killick & amp; Griffiths, 2020; Pitt et al., 2018; Purves et al., 2020; Rawat et al.). One notable finding reflected in this theme was that sports betting ads on Twitter typically did not include information about responsible gambling. For example, Houghton et al. (2019) reported that tweets categorized as safer gambling made up 0. 78% of all tweets. Similarly, Killick and Griffiths (2020) noted that less than 10% of tweets contained responsible gambling messages, and a study by Stadder and Naraine (2020) found that only one of the six gambling operators’ Twitter accounts they examined consistently included responsible gambling messages in its tweets. Conversely, advertising sent via text messages and emails was found to contain information about responsible gambling in 97. 6% of messages sent to sports bettors and 95. 5% of messages sent to horse racing bettors (Rawat et al., 2020). Two studies examining embedded sports betting advertising found that responsible gambling messages were present during television breaks (Purves et al., 2020) and live odds announcements (Thomas et al., 2012), but no indications of responsible gambling messages were present on sponsors' shirts and only occasionally in stadium banner advertisements (Purves et al., 2020; Thomas et al., 2012).

Many content analysis emphasizes themes and potential messages used in sports betting ads in order to describe sports betting as a social and risky fun activity, and participating in it has to go to the sports team. You can show your loyalty. For example, Lopez-Gonzalez and others (2018B) mentioned the framework (Moscovici & amp; néve, 1973) in the Social Style Status (SRT), and that the social expression is "value, ideas, and practice system" (p. 8). I am claiming. The gambler was depicted as a socially surrounded before betting. Similarly, Lopez-Gonzalez and others (2018c) have more common sports ads displayed in advertisements, and the bonds and drinking of friendship and drinking in sports betting context. I found that I was there. In this review, two more studies (Lopez-Gonzalez, 2018a; Deans, 2016) have identified friendship and mateships as a remarkable theme promoted in advertising.

Gaps and Recommendations for Future Content Analysis Studies

Deans et al. (2016) is a symbolic to adjust the degree of symbolic appeal strategy in Australian Sports Betting Ads (n = 85), and to adjust the marketing of products that have a cultural and socially valued meaning. The coding framework was applied to investigate how the consumption process is used. The most obvious appeal strategy was that sports gambling was built into sports rituals and customs. In other words, the sports gambling was linked to (supporting) the loyalty to the team. Similarly, metaphors used by gambling operators, such as "Betting as Love" (Lopez-Gonzalez et al., 2018D), deepen this relationship, and the emotional connections that Better has with sports teams and athletes. Used to use. By dealing with the bonds of existing sports fans, Better may recognize himself as a dishonest person (Lopez-Gonzalez et al.) in many content analysis. In order to describe sports betting as a social and risky fun activity, the theme and potential messages used in Sports Betting ads are emphasized, and the participation will show Better loyalty to the sports team. You can do it. For example, Lopez-Gonzalez and others (2018B) mentioned the framework (Moscovici & amp; néve, 1973) in the Social Style Status (SRT), and that the social expression is "value, ideas, and practice system" (p. 8). I am claiming. The gambler was depicted as a socially surrounded before betting. Similarly, Lopez-Gonzalez and others (2018c) have more common sports ads displayed in advertisements, and the bonds and drinking of friendship and drinking in sports betting context. I found that I was there. In this review, two more studies (Lopez-Gonzalez, 2018a; Deans, 2016) have identified friendship and mateships as a remarkable theme promoted in advertising.

Deans et al. (2016) is a symbolic to adjust the degree of symbolic appeal strategy in Australian Sports Betting Ads (n = 85), and to adjust the marketing of products that have a cultural and socially valued meaning. The coding framework was applied to investigate how the consumption process is used. The most obvious appeal strategy was that sports gambling was built into sports rituals and customs. In other words, sports gambling was linked to (supporting) the loyalty to the team. Similarly, metaphors used by gambling operators, such as "Betting as Love" (Lopez-Gonzalez et al., 2018D), deepen this relationship, and the emotional connections that Better has with sports teams and athletes. Used to use. By dealing with the bonds of existing sports fans, Better may recognize himself as a dishonest person based on betting behavior (Lopez-Gonzalez et al.) Many analysis, sports betting. In order to describe as a social and risky fun activity, the theme and potential messages used in sports betting ads are emphasized, and participating in it can show Better loyalty to the sports team. 。 For example, Lopez-Gonzalez and others (2018B) mentioned the framework (Moscovici & amp; néve, 1973) in the Social Style Status (SRT), and that the social expression is "value, ideas, and practice system" (p. 8). I am claiming. The gambler was depicted as a socially surrounded before betting. Similarly, Lopez-Gonzalez and others (2018c) have more common sports ads displayed in advertisements, and are more commonly generated, and fuse friendship bonds and drinking in sports betting context. I found that I was there. In this review, two more studies (Lopez-Gonzalez, 2018a; Deans, 2016) have identified friendship and mateships as a remarkable theme promoted in advertising.

Many studies have identified the humorous strategies used by gambling operators (Deans et al., 2016; Houghton et al., 2019; Killick & Amp; GRIFFITHS, 2020; Lopez-Gonzalez et al. Pittt et al.) For example, it turns out that gambling operators on Twitter regularly post messages containing humor elements (Houghton et al., 2019; Killick & Amp; Griffiths, 2020). This social media strategy is more than half of more than half of TV advertisements that have been adopted to increase brand awareness and create a clear brand personality that promotes involvement in social media posting to Better. Appearance (Lopez-Gonzalez et al., 2018a; Pitt et al., 2018) is one of the themes used by the operator to reduce the perception risk of the burning. I suggested that. Deans et al. (2016) reported that humor in sports betting advertisements can fulfill different purposes. Men are drawn in humorous scenes, women often appear in secondary roles in advertising, and are often objectively visible in swimsuits and fantasy situations. The authors discover that humor is used for specific messages excuses, and if the use of humor is accompanied by a specific depiction, and the sports industry contains humor or comedy in advertising. It suggests that you can avoid accountability (Deans et al.)

Other wel l-known themes include the appointment of celebrities and famous athletes, fun, and the use of mobile technology. For example, Lopez-Gonzalez (2018a) confirmed that at least a quarter (23 %) of betting ads contains at least one celebrity character. Similarly, PITT (2018) stated that celebrities and famous sports teams often appear in ads (30. 8 %, 25. 3 %). Deans et al. (2016) suggested that celebrities could be used to strengthen loyalty to sports teams and related rituals. Betting to sports was also fun and depicted as an activity to make individuals happy (Deans et al.) Lopez-Gonzalez and others (2018a) loses betting on betting as a fun and exciting activity. He emphasized the lack of negative results due to the fact that it was often used as a risk reduction strategy in gambling ads.

The last important theme was the use of mobile and betting technology new features. PITT et al. (2018) discovered that the use of fasting technologies such as mobile smartphones and tablets will appear in more than 60%of advertisements. Similarly, Lopez-Gonzalez (2018B) found that mobile betting technology appeared in 92. 4%of betting ads and presenting gambling accessibility and aveneability in this form. The authors also report that Impreveting was displayed in less than half of the whole advertisement.

Policy Implications

This systematic review contributes to international literature by thoroughly understanding the content of sports betting ads in various distribution methods. As a result, some important factors such as information on gambling advertising methods, frequency of these advertisements, specific products and features to be advertised, information about responsible gambling, and duplicate stories confirmed in the ads. Ta. The results of these surveys are associated with these main themes.

Limitations

Systematic reviews of sports betting advertising research using content analytical approaches identified 15 studies that meet the comprehensive standards. As a result, the research so far has been conducted only in the past decade, (ii), which was mainly investigated TV ads, (III), Australia, Spain, and the UK. It was confirmed that it was implemented using (IV) that there were almost no gambling messages on Twitter, (v) humor, friendship, fun, etc. It was pointed out that some of the advertisements were duplicated. The last important theme was the use of new features of mobile and betting technology. PITT et al. (2018) discovered that the use of fasting technologies such as mobile smartphones and tablets will appear in more than 60%of advertisements. Similarly, Lopez-Gonzalez (2018B) found that mobile betting technology appeared in 92. 4%of betting ads and presenting gambling accessibility and aveneability in this form. The authors also report that Impreveting was displayed in less than half of the whole advertisement.

Conclusions

Systematic reviews of sports betting advertising research using content analytical approaches identified 15 studies that meet the comprehensive standards. As a result, the research so far has been conducted only in (i) that has been conducted in the past 10 years, (II), which was mainly investigated TV ads, (III), Australia, Spain, and the UK. It was confirmed that it was implemented using (IV) that there were almost no gambling messages on Twitter, (v) humor, friendship, fun, etc. It was pointed out that some of the advertisements were duplicated. The last important theme was the use of mobile and betting technology new features. PITT et al. (2018) discovered that the use of fasting technologies such as mobile smartphones and tablets will appear in more than 60%of advertisements. Similarly, Lopez-Gonzalez (2018B) found that mobile betting technology appeared in 92. 4%of betting ads and presenting gambling accessibility and aveneability in this form. The authors also report that Impreveting was displayed in less than half of the whole advertisement.

References

References marked with an asterisk indicate studies included in the systematic review. Please note that in-text citations for these references are not preceded by asterisks.

This systematic review contributes to international literature by thoroughly understanding the content of sports betting ads in various distribution methods. As a result, some important factors such as information on gambling advertising methods, frequency of these advertisements, specific products and features to be advertised, information about responsible gambling, and duplicate stories confirmed in the ads. Ta. The results of these surveys are associated with these main themes.
Systematic reviews of sports betting advertising research using content analytical approaches identified 15 studies that meet the comprehensive standards. As a result, the research so far has been conducted only in the past decade, (ii), which was mainly investigated TV ads, (III), Australia, Spain, and the UK. It was confirmed that it was implemented using (IV) that there were almost no gambling messages on Twitter, (v) humor, friendship, fun, etc. It was pointed out that some of the advertisements were duplicated.
Similarly, as in advance research, the results here indicate that the Sports Betting ads are not distributed only through traditional formats such as commercial TV breaks. Sportsbetting operators embed advertisements in sports events and make them harder to ignore (Purves, 2020; Thomas et al., 2012). As various marketing methods to embed sports betting during the game, Twitter hashtags (Killick & Amp; Griffiths, 2020) used to link advertising tweets to sporting events, banners around the sports stadium, commentary during the game. Time on TV broadcasting, sponsorship of shirts, live odds announcements, display on building boards (Thomas et al.) Advertisements embedded during live sporting events, often the form of sponsorship of pitch sides and shirts. Then, during such a hal f-time discussion, the audience appeared in a highly attractive place (Purves, 2020; Thomas, 2012).
It turned out that the content confirmed in this review varies depending on the type of advertising. The interactive social media marketing has revealed that sports betting operators have adopted different advertising content on Twitter compared to conventional advertising formats. Twitter was used as a platform for promoting specific guidance and betting odds, but was also used as a platform for brand engagement with customers (Houghton et al, 2019; Killick & amp; Griffiths, 2020; Stadder & amp; naraine, 2020). In many cases, the content is posted with the nature of reporting and information provision (Stadder & Amp; Naraine, 2020), and a strategy to encourage followers has been used (Houghton et al.) Because of the large number of retweets of customers. It turns out that gambling content is easily shared by the customer's own followers (Stadder & Amp; Naraine, 2020). When gambling content is posted along with news and events of other sports, gambling is normalized in a wider social context (Gainsbury et al., 2015), and the integrated relationship between gambling and sports is further supported. It has been discussed for a long time (Houghton et al., 2019). Such a form of marketing is concerned that a risky group will touch these products (Houghton et al., 2019), and may attract individuals who had not intended to gamble before ((). Thomas et al., 2015).
One of the reviews of the reviews was the use of a marketing strategy that prompted Sportsbetter to perform the impression. In Australia, the odds of liv e-burned were found in several ways in the stadium, such as "Purus Routhern Banner" and "Po p-up" (Thomas et al. 2012). However, it is important to add that online Impinseportsbetting has become illegal in Australia. In the UK, Impreveting is displayed in half of the advertisements (Lopez-Gonzalez, etc., 2018b), often contained "improved" or "flash odds", and the bet looks more urgent. I did (NEWALL and 2019a). The advertising impressions can also be determined before the game ends, and may be promoting the repetition of Impreveting (Newall et al.) On Twitter, Imprevet and enhanced odds are. , One of the most frequently tweeted promotions (Killick & Amp; Griffiths, 2020). Infreveting has been discussed for a long time that it may be more harmful than other formal gambling due to its unique structural features (Killick & Amp; Griffiths, 2019; Lopez-Gonzalez et al.
According to the three studies in this review, there is almost no message on Twitter (Houghton et al. 2019; Killick & Amp; Griffiths, 2020; Stadder & amp; 2020). Deble Messe He pointed out that he rarely visible or heared (Purves et al. 2020; Thomas et al. 2012). However, the positive depiction of gambling is claimed that it is not necessarily harmful if the person who gambles the appropriate and accurate information (PLANZER AND WARDLE, 2012) is received and needs sel f-control. (PARKE et al., 2014). Drawing advertisements as an activity with positive properties (humor, excitement, fun, etc.) may contribute to the fact that society has a positive attitude toward gambling (Binde, 2014). Advertisements that appeal to children can also affect the sports betting attitude and the intention of betting (Pitt et al.)
Among the studies included in the review, several notable themes were identified that complemented previous research (i. e., friendship, humor, fun, and excitement). One theme present in several studies was the narratives that involved expressions of friendship (Deans et al., 2016; Lopez-Gonzalez et al.). Additionally, camaraderie and friendship were found to be factors that may encourage individuals to bet on sports (Deans et al., 2016; Thomas et al., 2015). Previous research has identified male friendship as a prominent aspect in sports betting narratives (e. g., Gordon et al., 2015; Lindsay et al., 2013; Sproston et al., 2015) and other types of gambling advertisements (McMullan & Miller, 2008). In the current study, these displays were found to be targeted at young male sports fans (Deans et al. Deans et al. (2016) suggested that sports betting companies may have used this specific appeal strategy because the act of friendship creates a familiar, comforting setting, which in turn reinforces the behavior through imitation. Gordon and Chapman (2014) previously suggested that sports betting websites use marketing strategies to enhance the brand community experience, promoting a sense of belonging among gamblers.
Humor was one of the most commonly identified types of stories found in reviewed research. Humor in gambling advertisements are to work as a normalization strategy for sports betting behavior to reduce the risk of gambling (Korn et al., 2005) (mcullan & amp; Miller, 2008) (Monaghan et al.) When the story of humor is combined with friendship in a sports betting ad, a comprehensive safety story to promote risky betting is born (Lopez-Gonzalez et al.) Part of the content is that there is a possibility that children can attract children due to the information aspects of advertising that indicate the method of sports betting through the process of observation learning (Pitt et al.) And the sports betting industry is a sports gambling. Using a large number of symbolic consumption strategies to affect social acceptance, using a strategy similar to the cigarette and alcohol industry by specific groups affect the cultural meaning of gambling and sports. It is argued that it is (Deans et al.)
Based on this review result, some gaps have been confirmed, and suggestions for future content analysis can be made. First, one study that investigates the contents of direct advertising messages sent by sports betting operators (Rawat et al. In advance, it has shown that direct messages have a strong effect on betting behavior, which is a marketing of this format. The sending messages sent through the guidance message are more likely to have a larger better (hing et al.) And direct messages such as emails and text messages are impulsive online sports betting. It is argued that there is a possibility of gender (Hing and other 2018b; Russell and others (2018), as a result of receiving text messages. He reports that it is likely to be a characteristic, and concludes that direct messages are effective, but they may be a harmful marketing tool. Therefore, it is important to verify both the main characteristics of these messages and the relationship between the gambling of such messages and the gambling of the problem in future research.
In the review, only four studies (Deans et al., 2016; Lopez-Gonzalez et al., 2018a, b, d) used theory to inform the meanings contained in sports betting advertisements. The use of theory provided a foundation for considering the deeper meanings of themes and narratives contained in the advertisements and allowed for inferences to be made about how sports bettors perceive those messages. It is important to consider potential narratives (e. g., being in control) to explore whether they may influence sports bettors' attitudes and concept formation (Lopez-Gonzalez et al.). Gaining a deeper understanding of this content is essential to conceptualize how the content of sports betting advertisements is received by specific populations, and as Lopez-Gonzalez et al. (2018d) argue, analyzing the use of specific metaphors may help understand why gambling on sporting events has become such a widely accepted activity. Future content analysis studies may therefore benefit from a more comprehensive exploration of different theories. This is important to allow policymakers and regulators to address specific metaphors and symbols that may encourage risky betting behaviors, as well as to consider the appeal of such content to children.
Three studies (Houghton et al, 2019; Killick & amp; Griffiths, 2020; Stadder & amp; Naraine, 2020) that analyzed the content of sports betting Twitter posts were identified. All three studies noted a high amount of direct and indirect marketing strategies used by sports betting operators. Responsible gambling-related content was also largely absent in all studies. This is likely due to the lack of constraints on social media offers that traditional media formats face. It also supports Gainsbury et al.'s (2016) findings on the limited use of responsible gambling information identified across gambling products and social media platforms. As reported by Gainsbury et al. (2015), gambling operators also make significant use of Facebook, YouTube, and Google+. However, none of the studies investigated the content of advertising messages on additional social media platforms, so this is a further area for future content analytic research.
It has been confirmed that research design has several remarkable problems. The approach of data analysis in the research contained may be a survey result that is likely to underestimate the actual exposure level of gambling ads. Chambers and others (2017) argued that the brands can be distinguished if only half of the brand name and brand logo are displayed on the screen for alcohol ads during sporting events. Multiple research was selected based on the purpose sampling, which is probably the incomplete subset of such an ad (for example, a sports betting advertisement uploaded by an individual or organization to YouTube). Also, among the samples selected for this systematic review, it was common to adopt such no n-random sampling. Most studies include the standards to include which advertisements to be included, but the generalization of the generalization is limited, and the relationships identified from the data source are applied to content other than specific sporting events. I couldn't do that. Note that many researches have used relatively small sample sizes, but multiple studies have adopted a searc h-qualitative approach that is more flexible than content for statistical analysis. Is important. Half of the research has downloaded videos from YouTube, and the date stamp of the video may not accurately represent the actual day of the advertisement first aired on TV.
The research included in this review is from only three countries (Australia, Spain, UK). In addition, most of the research was using television advertising, and only three researched social media marketing (Houghton et al 2019; Killick & Amp; GRIFFITHS, 2020; STADDER & AMP; Naraine, 2020). Considering the increase in gambling ads in social media platforms, there is an opportunity to make further research on the content analysis of these social media ads, which has been expressed earlier (eg: Newall et al (eg: Newall et al It was confirmed that research design has some remarkable problems. The approach of data analysis in the research contained may be a survey result that is likely to underestimate the actual exposure level of gambling ads. Chambers and others (2017) argued that the brands can be distinguished if only half of the brand name and brand logo are displayed on the screen for alcohol ads during sporting events. Multiple research was selected based on the purpose sampling, which is probably the incomplete subset of such an ad (for example, a sports betting advertisement uploaded by an individual or organization to YouTube). Also, among the samples selected for this systematic review, it was common to adopt such no n-random sampling. Most studies included the standards to include which advertisements to be included, but the generalization of the generalization is limited, and the relationship identified from the data source is applied to content other than specific sporting events. I couldn't do that. Note that many researches have used relatively small sample sizes, but multiple studies have adopted a searc h-qualitative approach that is more flexible than content for statistical analysis. Is important. Half of the research has downloaded videos from YouTube, and the date stamp of the video may not accurately represent the actual day of the advertisement first aired on TV.
The research included in this review is from only three countries (Australia, Spain, UK). In addition, most of the research was using television advertising, and only three researched social media marketing (Houghton et al 2019; Killick & Amp; GRIFFITHS, 2020; STADDER & AMP; Naraine, 2020). Considering the increase in gambling ads in social media platforms, there is an opportunity to make further research on the content analysis of these social media ads, which has been expressed earlier (eg: Newall et al (eg: Newall et al It was confirmed that the research design had several noticeable problems. The approach of data analysis in the research contained may be a survey result that is likely to underestimate the actual exposure level of gambling ads. Chambers and others (2017) argued that the brands can be distinguished if only half of the brand name and brand logo are displayed on the screen for alcohol ads during sporting events. Multiple research was selected based on the purpose sampling, which is probably the incomplete subset of such an ad (for example, a sports betting advertisement uploaded by an individual or organization to YouTube). Also, among the samples selected for this systematic review, it was common to adopt such no n-random sampling. Most studies included the standards to include which advertisements to be included, but the generalization of the generalization is limited, and the relationship identified from the data source is applied to content other than specific sporting events. I couldn't do that. Note that many researches have used relatively small sample sizes, but multiple studies have adopted a searc h-qualitative approach that is more flexible than content for statistical analysis. Is important. Half of the research has downloaded videos from YouTube, and the date stamp of the video may not accurately represent the actual day of the advertisement first aired on TV.
The research included in this review is from only three countries (Australia, Spain, UK). In addition, most of the research was using television advertising, and only three researched social media marketing (Houghton et al 2019; Killick & Amp; GRIFFITHS, 2020; STADDER & AMP; Naraine, 2020). Considering the increase in gambling ads in social media platforms, there is an opportunity to make further research on the content analysis of these social media ads, which has been expressed earlier (eg: Newall et al (eg: Newall et al ...)
In this review, less than half of the research contained in the systematic review reported the reliability between the coders, and no one discussed the training of the coder. Insufficient training, the coordinates of the coder do not understand their roles, or the accidental error as the coder may result in a coincidence error. Since the incorrect match cannot be evaluated, it is important to use the coefficient that calculates the coincidence as an estimated value of the matching error (LACY et al., 2015). At least, the content analysis should contain inte r-coder reliability reported and tested in the research (LACY et al.) Finally, the future content analysis is the trend of gambling advertising and the frequency and content over time. In order to understand how it changes, it should carry out vertical research designs to analyze different times (seasonal changes, weekends and weekdays, broadcast channels, broadcasting methods, etc.). 。
Other marketing methods adopted during sports matches (Purves et al. These findings are the 2019 "whistl e-t o-whistle" ban (gambling industry broadcasts British gambling advertisements (excluding horse racing) It is important for the British television to decrease by 85 % (SCOTT, 2020), but gambling sponsorship and social. Promotions distributed through the media still have a large presence, and the size and diversity of sports viewers have been implemented. Many of the sports events in this review are more than half of the 2019-2020 Soccer. Given that the gambling logo is displayed, the sponsorship has spread to both the sports betting advertising content on Twitter and during sporting events. In this review, there are less than half of the research between the coders. Sufficient training may not be able to evaluate the uniform error due to the fact that the covers do not understand their roles, or as a result of the coordinates of the coder. Therefore, it is important to use the coefficient of coincidence as an estimation of the match (LACY ET AL. Finally, the future content analysis is different (seasonal changes, weekends, weekends (seasonal changes, weekends, on weekends, to understand how the tendency of gambling ads and the frequency and content will change over time. In order to analyze weekdays, broadcast channels, broadcasting methods, etc.), a vertical research design should be implemented.
Other marketing methods adopted during sports matches (Purves et al. These findings are the 2019 "whistl e-t o-whistle" ban (gambling industry broadcasts British gambling advertisements (excluding horse racing) It is important for the British television to decrease by 85 % (SCOTT, 2020), but gambling sponsorship and social. Promotions distributed through the media still have a large presence, and the size and diversity of sports viewers have been implemented. Many of the sports events in this review are more than half of the 2019-2020 Soccer. Given that the gambling logo is displayed, the sponsorship has spread to both the sports betting advertising content on Twitter and during sporting events. In this review, less than half of the research in the system's reviews, there are no more than half of the training. The coordinates may not be able to evaluate the incorrect error because the coordinates of the coder do not understand their roles or as a result of the covers. It is important to use the coefficient of the error as an estimation of an error (LACY et al. LACY et al.) Finally, the content analysis is different (seasonal changes, weekends and weekends to understand how the tendency of gambling ads and the frequency and content changes over time. In order to analyze the match, broadcast channel, broadcasting method, etc., it should be a vertical research design.
Other marketing methods adopted during sports matches (Purves et al. These findings are the 2019 "whistl e-t o-whistle" ban (gambling industry broadcasts British gambling advertisements (excluding horse racing) It is important for the British television to decrease by 85 % (SCOTT, 2020), but gambling sponsorship and social. Promotions distributed through the media still have a large presence, and the size and diversity of sports viewers have been implemented. Many of the sports events in this review are more than half of the 2019-2020 Soccer. Given that the gambling logo is displayed, the sponsorship has spread to both the sports betting advertising content on Twitter and during sporting events. It doesn't.
This systematic review is not without limits. First, the only search target was to be recipiented in academic journal thesis. The gray documents may include further evidence related to the topics under investigation. There was only one reviewer used for ful l-text screening, but strict standards were set to reduce potential bias. No n-English papers whose titles and abstracts are not translated into English may have been missed. Finally, when comparing the contents of the advertising messages used in different media formats, there were several issues because the communication type was unique. Despite these limits, this study was the first to make comprehensive systematic reviews of sports betting advertising research using content analysis.
Gambling advertisements and marketing seem to be increasing in various forms of media, including the UK. The purpose of this review is to explore research that investigates the content of sports betting ads. The research on content analysis is still relatively new, and has been focused on TV advertising surveys. Although there are regulations on TV ads during sporting events, sponsorship of soccer shirts and pitch side advertisements means that bookmakers will continue to maintain a large amount of exposure during live sporting events. 。 Due to the popularity of the popular sports broadcast, it requires regulations on gambling marketing in all forms and content distributed on social media platforms. This systematic review is not without limits. First, the only search target was to be recipiented in academic journal thesis. The gray documents may include further evidence related to the topics under investigation. There was only one reviewer used for ful l-text screening, but strict standards were set to reduce potential bias. No n-English papers whose titles and abstracts are not translated into English may have been missed. Finally, when comparing the contents of the advertising messages used in different media formats, there were several issues because the communication type was unique. Despite these limits, this study was the first to make comprehensive systematic reviews of sports betting advertising research using content analysis.
Gambling advertisements and marketing seem to be increasing in various forms of media, including the UK. The purpose of this review is to explore research that investigates the content of sports betting ads. The research on content analysis is still relatively new, and has been focused on TV advertising surveys. Although there are regulations on TV ads during sporting events, sponsorship of soccer shirts and pitch side advertisements means that bookmakers will continue to maintain a large amount of exposure during live sporting events. 。 Due to the popularity of the popular sports broadcast, it requires regulations on gambling marketing in all forms and content distributed on social media platforms. This systematic review is not without limits. First, the only search target was to be recipiented in academic journal thesis. The gray documents may include further evidence related to the topics under investigation. There was only one reviewer used for ful l-text screening, but strict standards were set to reduce potential bias. No n-English papers whose titles and abstracts are not translated into English may have been missed. Finally, when comparing the contents of the advertising messages used in different media formats, there were several issues because the communication type was unique. Despite these limits, this study was the first to make comprehensive systematic reviews of sports betting advertising research using content analysis.
Gambling advertisements and marketing seem to be increasing in various forms of media, including the UK. The purpose of this review is to explore research that investigates the content of sports betting ads. The research on content analysis is still relatively new, and has been focused on TV advertising surveys. Although there are regulations on TV ads during sporting events, sponsorship of soccer shirts and pitch side advertisements means that bookmakers will continue to maintain a large amount of exposure during live sporting events. 。 The popularity of sports broadcasting television requires regulations on gambling marketing in all forms during sports and content distributed on social media platforms.
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Elim Poon - Journalist, Creative Writer

Last modified: 27.08.2024

There's been a surge in young gambling addicts in the last five years, with mobile sports betting enticing fans to wager often. Three out of four college students gambled last year according to the National Council on Problem Gambling, and online betting sites are. Media Center 5/17/ 1 student-athletes compete in a safer college sports atmosphere. gambling for all who consume and participate in.

Play

accepted

1 in 5 College Students Are Gambling on Sports Betting Apps Intelligent

1 in 5 College Students Are Gambling on Sports Betting Apps

54% of Students Have Gambled While in College

4 in 10 Online Gamblers Started Before College

1 in 5 Students Say Their School Has Partnered With Sports Betting Companies

4 in 10 Say Their School Does Not Provide Education on Responsible Gambling

1 in 4 Online Gamblers Believe They Are Addicted

1 in 7 Online Gamblers Spend $1,000+ on Gambling Each Month

1 in 5 Online Gamblers Have Used Student Loans and/or Financial Aid Money to Gamble

One-Third of Online Gamblers Say App Promos Strongly Influence Them to Gamble

8% of Online Gamblers Have Driven Across State Lines in Order to Gamble

Methodology

Sports Betting Advertising: A Systematic Review of Content Analysis Studies

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

The Relevance of Marketing in Sports Betting Perceptions and Behaviors Across Different age Groups

A Thematic Analysis of Sports Bettors’ Perceptions of Sports Betting Marketing Strategies in the UK

Methods

Design

Inclusion Criteria

Search Strategy

Quality Assessment

Data Analysis

Results

Characteristics of Included Studies

Main Findings

Method and Timing of Delivery

Frequency and Duration of Advertisements

Product Advertised

Responsible Gambling Information

Themes or Narratives Within the Advertisement

Discussion

Studies Examining Sports Betting Advertising Content

Attributes of Gambling Advertising Studies

Gaps and Recommendations for Future Content Analysis Studies

Policy Implications

Limitations

Conclusions

References

References marked with an asterisk indicate studies included in the systematic review. Please note that in-text citations for these references are not preceded by asterisks.