Sports and Betting Client

Customer
Insights

Challenge

In the context of increased marketing activity associated with the expansion of the sports and race betting (wagering) industry, the study aimed to explore the impact of this marketing on gambling behaviour and intention among Australians; particularly on specific population subgroups (including problem gamblers and adolescents).

Data

Several iterative research elements were conducted:

  • A literature review.
  • An environmental scan which examined recent increases in sports betting marketing. This scan included a case study of six wagering companies, focusing on their business growth and marketing activity.
  • A qualitative study involving 10 focus groups with different research audiences.
  • An online survey of 3,200 respondents from six different research segments.

Results

The study found that greater engagement with sports and race betting was associated with higher exposure to wagering advertising, as well as greater likelihood of betting for adults. Many negative views were expressed around the extent of marketing ‘saturation’, particularly regarding the extent of advertising and its inappropriateness due to children being exposed to this, as well as skepticism.

The results from this study will be used to inform policy and legislation in relation to marketing by the gambling industry.

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