Gambling Marketing Strategies and the Internet: What Do We Know? A Systematic Review

There is data collected by business X that helps showcase how interactive twitter has been with sports gamblers. They say that “Seven out of every 10 sports bettors are on Twitter, and 33% of bettors who rely on Twitter for betting information say they wouldn’t make as many wagers if it weren’t for Twitter. Sports bettors who use Twitter spend 15% more on bets annually compared to sports bettors from other platforms. And 62% of bettors on Twitter place wagers weekly, which is more frequent than sports bettors on other platforms.

• One of the most concerning aspects of social media marketing for online gambling is the potential to target vulnerable populations, such as underage individuals or people struggling with gambling addiction.
• In addition, when relatively inactive community members increased their community activity, it was related to increased money consumption, while already active members’ increase in community engagement was related to decreased spending (Kaptein et al. 2015).
• New users are welcomed with a generous bonus package, daily rewards, and exclusive first-purchase offers, ensuring plenty of opportunities to extend gameplay without breaking the bank.
• MMORPGs and their guild-systems are characterized by shared roles (Rapp 2018) and mutual norms and policies concerning acceptable gaming behaviors.
• The aim of this review was to summarize research on online gambling and gaming communities and their role in gambling and monetary gaming behaviors.

Problem Gamblers

Beyond the evaluation of influence and content analysis, there is no data on the exposure to digital gambling marketing stimuli, in terms of modalities, frequency, time, or potential influence. Secondly in the case of digital alcohol marketing, participatory forms generated by users but driven by the industry’s marketing have been described (101). These strategies mobilize intermediaries (influencers) who disseminate messages in favor of the industries within the framework of remunerated partnerships. In addition, industries also encourage Internet users themselves to interact with the official pages of their brands (follow, like, comment, identify a friend, share, re-tweet, etc.) via the humorous content of quizzes and riddles, or contests. There is also little research on the impact of gambling advertising online, on inducements or on loyalty programs (102). It has designed gambling experiences to stimulate the human senses, by creatively integrating audio-visual technology, such as touch screens, surround sound, augmented reality, haptic actuators etc. (14).

The Big Players in Social Media Based Online Gambling

The analysis of these articles enabled identification of themes and characteristics of digital gambling marketing. One limitation is the focus on only two databases (Pubmed and SCOPUS), which could limit the results. In addition, the results of this review are subject to two biases limiting the generalizability of the data. There is firstly a cultural bias, in that a majority of studies concerned Australia or New Zealand. There is also a selection bias since a majority of the studies selected focused on digital strategies in https://bauhutte-g.com/en/sheesh-casino sports betting. We did not include studies concerning gambling marketing on traditional media (television, radio, press).

Most social casinos integrate a sweepstakes model to offer players the chance to win real prizes like cash or gift cards. When players use Sweeps Coins, they are entering a sweepstakes rather than gambling, and they can redeem these coins for prizes once enough are accumulated. This model is legal under U.S. law because it aligns with sweepstakes regulations, which are permitted in most jurisdictions. The platform’s welcome package currently includes 10,000 Gold Coins and 2 Sweeps Coins, with optional Gold Coin bundles starting at around $20. Sweep Coins, which can be redeemed for cash prizes, require a $100 minimum redemption and a 3x playthrough before withdrawal. Redemptions are available via bank transfer, ACH, or instant debit, with processing times ranging from same-day payouts to 1–3 business days, depending on the method.

One consistent finding was the reach that gambling companies can have across social media platforms, often having hundreds of thousands of followers 7••, 24, 28. Research also suggests that some betting companies post frequently throughout the day, although there is considerable variability between companies 7••, 9••, 36, 37. Despite this observation that young people are particularly prominent consumers on digital media platforms, very few studies have focused on this topic (45, 83). There is still very limited information about the promotion of gambling on these media and on how it influences the exposure of young people to gambling advertising (45, 83). Deans et al. interviewed a sample of young male gamblers, and the majority believed that young men were the key target for gambling companies (36). Influencers also promote sports betting through content like “Top 5 Sports Betting Strategies” or “Turn $10 into $1000 with These Tips.” While these videos present betting as a skill-based activity, they often ignore the fundamental truth that sports betting is ultimately a game of chance.