About the study
The project carried out by ORC International explored the impact of the marketing of sports and race wagering on gambling behaviour and intention among Australians, particularly on population subgroups: regular bettors, non-regular bettors, problem gamblers and adolescents.
The researchers asked:
The findings could not determine a causal relationship between wagering marketing and betting behaviour due to the factors that lead to betting being a complex array of social, individual, and environmental interrelations.
Wagering marketing was viewed negatively for the extent of advertising aired, the inappropriateness of children being exposed to these adverts, and skepticism.
This research is useful in that it provides information on the perceptions, including the emotional and cognitive responses, to messages of sport betting in far more detail than previous studies. This is informative for policy and practices.
This study was funded through Gambling Research Australia.
Read the report.
How to cite this report
ORC International 2015, Marketing of sports betting and racing. Gambling Research Australia. Melbourne. Main list of gambling research reports here.