Sports and Race Betting

Challenge

Explore the impact of marketing on gambling behavior and intention among Australians; particularly on specific population subgroups (including problem gamblers and adolescents).

Solution

We conducted several iterative research elements. They included the following:

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.

Impact

Revealed a direct correlation between increased sports and race betting and higher exposure to wagering advertising.

Identified many negative viewpoints towards wagering marketing saturation, particularly regarding exposure to children.

Informed policy and legislation in relation to marketing by the gambling industry.