Sports betting marketing strategies involve different promotional and marketing strategies to promote gambling products. Many advertising campaigns for gambling products are designed to target young males. These adverts have been criticised by some participants as intrusive and annoying. Other participants have expressed their concerns about the exposure of young people to such adverts. However, the popularity of social media platforms and the nature of targeted advertising makes it difficult for people to avoid these advertisements.
In this study, we investigated how sports betting marketing strategies influence betting attitudes and consumption behaviours. In addition, we considered potential marketing strategies that could help reduce risks. In particular, we drew attention to the relationship between sports betting marketing strategies and the gambling culture. The findings suggest that the marketing of sports betting may influence the attitude and consumption of young people, while increasing their likelihood of betting.
A study was conducted in the UK to examine the influence of gambling marketing on UK sports bettors. We found that advertising for enhanced/custom sports bets and in-play betting odds were influential in enhancing gambling attitudes. These marketing strategies could influence sports betting behavior by reducing the feeling of risk and increasing the sense of control. Moreover, the study found that sports betting marketing strategies were ubiquitous, being offered on online gambling operators’ websites, television advertisements, and social media sites.
In addition, we found that there were several observable variables that improved the outcomes of professional basketball games. For example, a team with a winning streak receives better point spreads than a team with a losing streak. This suggests that sportsbooks would want to see equal action on both sides of the bet.
