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Gambling definition

Should gambling firms be banned from sponsoring football shirts?

Gambling games hypothesis game
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Gambling addiction sponsorship 2017

Postby Digul В» 15.01.2020

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Environmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years. The purpose of the present paper is to tackle the extended definition of the gamblification of sport using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing its environmental impact. Findings demonstrate that gambling marketing has become firmly embedded in the financial practices of many Premiership football clubs.

It is argued that such associations are not trivial, and that the symbolic linkage of sport and newer gambling forms can become an issue of public health, especially affecting vulnerable groups such as minors and problem gamblers.

The present study is the first to explore in-depth the relationship and potential consequences and psychosocial impacts of sports-related marketing, particularly in relation to football. Environmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years Danson , with numerous social groups and scholars raising concerns about the unknown long-term effects of gambling marketing e.

Thomas et al. Although accounts of bookmakers directly influencing the formal codification of the laws of sport date back to the 18th century Forrest and Simmons , there is a growing consensus that a sizeable part of the world today is witnessing an unprecedented proliferation of gambling products focusing on the outcomes of sports competitions Dyall et al.

Such proliferation prompted McMullan and Miller As the -fication suffix implies, gamblification is a process that of expanding the areas of sport susceptible to being gamble upon, which has been further accelerated by the nearly simultaneous legalisation and popularisation of Internet gambling in different jurisdictions Gainsbury et al.

In the decade since the gamblification of sport theory was proposed, the term has evolved from its original meaning. Sport gamblification is no longer restricted by the limits of sports betting and sport per se. On the contrary, it has developed multiple interactions with adjacent markets. Aligning with a broader context of technological integration of gambling products, as seen in the convergence of gambling and social gaming Cassidy ; Griffiths et al.

Sports betting convergences—most notably with trading markets, such as foreign exchange forex or FX , poker, and daily fantasy games Lopez-Gonzalez and Griffiths b —have been further facilitated by the evolution of big data retrieval from sports events Hutchins Such developments in sports data retrieval include traditional visual methods, as well as newer motion-tracking cameras, smart sensors embedded in equipment, wearables, and body response tracking devices Marr Sport organisations have capitalised on the convergence dynamic by signing formal financial agreements with gambling firms Hing et al.

The convergence of gambling, trading, and gaming markets calls for such an extended understanding of what constitutes gambling today, particularly in the way gambling harm-minimisation and responsible marketing campaigns are designed.

A major preoccupation regarding gambling intersection with sports has been the marketing of betting as an experience inherently associated with the symbolic culture of sport Deans et al. In this regard, and of great concern, is the effect that an excessive volume of betting marketing might have on vulnerable groups such as minors and young adults Pitt et al. Furthermore, additional issues might arise in the event that these new categories that extend the definition of sports gambling i.

The present paper tackles the extended definition of the gamblification of sport by using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing their environmental impact.

The study is constructed in the form of a conceptual paper that i explores the legal framework and ii marketing evolution of gambling in English football, iii combining it with new descriptive evidence from sponsorship and partnership deals, to finally iv speculate on the detrimental consequences that such marketing might have, based on the existing literature on betting marketing-related harm.

Gambling operators can legally market online and offline products in the UK provided they are licensed to do so by the Gambling Commission, the regulatory body created after the Gambling Act The gambling industry regards the UK as the most developed gambling regulatory system in Europe Danson However, gambling is still regarded—at least in social and economic terms—as a demerit good, in the same vein as tobacco or alcohol, and therefore subject to above average taxation in an attempt to counterbalance the negative effects of its consumption.

Such mixed understanding of gambling as a legal, tax-collecting, but at the same time demerit activity transpires in the law in the form of regulatory requirements that some scholars have come to label as hypocritical Myllymaa The responsibility of controlling sports betting marketing and advertising in the UK lies on a multi-node network operating under the Gambling Act and the Gambling Licensing and Advertising Act Lopez-Gonzalez and Griffiths a.

The Gambling Commission, as noted above, is the regulatory body responsible for issuing licenses and regulating gambling activity. Moreover, the Office of Communications Ofcom protects British consumers from promotions that could be harmful or offensive.

Additionally, the gambling industry complements the existing legal framework with self-regulatory codes. The Gambling Commission stipulates that free bet promotions must include in the advert itself any condition or factor that might affect the bets, such as withdrawal requirements.

This follows up on the ASA guidance, in response to an increasing number of complaints by bettors concerning the misleading terms of many gambling products advertised as risk-free or simply free Committee of Advertising Practice and Broadcast Committee of Advertising Practice Given the rise of foreign gambling operators following sport sponsorship marketing strategies in British football, the Gambling Commission released a one-page advice note in November to clarify its position on it.

Sport and gambling organisations materialise their shared interests by signing partnership and sponsorship deals, either at competition level i. In French sport, where this rule has been enforced, sports organisers with fixtures covered by bookmakers received 1.

However, beyond the legal standpoint, sport competitions have arguably few incentives to pursue legal action and be at odds with gambling industry, considering the lucrative sponsorship and partnership deals that a profitable relationship with betting firms has brought to them. Trading and fantasy gaming partnerships with sports industry have not attracted similar public scrutiny and there is no provision that specifically addresses their use in the context of sports betting marketing and advertising.

Marketing and advertising expenditure growth in the UK mirrors that of several European and overseas countries that—since the legalisation of online gambling in early s—have witnessed a surge of gambling inducements European Commission In , sports betting adverts accounted for approximately 0. Although the causal link between advertising expenditure and gambling engagement is not easy to establish, industry data provided by the Gambling Commission suggests a parallel evolution Gambling Commission For example, when considering the non-remote betting gross yield i.

This evolution represents a relatively modest In European sporting leagues as a whole, shirt sponsorships in the top five football markets i. According to latest free-access data from the European Sponsorship Association reported by Foley-Train, gambling operators ranked seventh of all business sectors for worldwide sport sponsorship deals in 74 deals , tripling the deals made in 21 deals.

Shirt sponsorship is probably a good proxy to calibrate the volume of gambling marketing in English football. First team shirt sponsorship with gambling companies evolved from four deals in , six deals in , to ten deals in , accounting for half of the 20 English Premier League teams. Clearly, the number of shirt logos owned by gambling brands has evolved rapidly over a relatively short period of time. However, some industry voices have been anticipating a decline in the numbers of shirts being sponsored by gambling firms due to their incapacity to compete with other business sectors Gillooly , although such a decline has yet to materialise.

In the same vein, it has been noted that most of the football teams with shirts sponsored by gambling companies are among the less powerful in the league, both in terms of economic profitability and sporting success. Indeed, analysing the data from end-of-season table positions demonstrates a bias of gambling companies sponsoring teams towards the lower end of the table.

In —, the six teams sponsored by gambling companies finished 10th, 11th, 13th, 16th, 18th, and 20th. This could be interpreted as a nuanced strategy. More specifically, gambling operators might believe they have enough global exposure that the league as whole offers, without needing to pay premium sponsorship deals to attach their brand to the most supported and successful teams because all the lower ranked teams have to play all the upper ranked teams and therefore get equal advertising exposure during televised games.

Table 2 shows the breadth of the gamblification process by focusing on sponsorship deals during the — season in the English Premier League. As can be observed, all 20 teams have secured at least one official betting partner, with some of them having multiple partners due to regional deals in strategic markets to provide the so-called geo-targeted betting experiences Garlitos Altogether, the 20 English Premier League teams totalled 20 different betting brands, with 12 brands sponsoring only one team, five brands sponsoring two teams, and three brands sponsoring three different teams.

Despite how fragmented the betting market might look, these brands represent only a small fraction of the actual number operating in association with the English football. In fact, betting brands are generally considered to offer poorly differentiated products in highly competitive markets Nettleton Consequently, marketing plays a significant part in artificially creating singular attributes that facilitate the acquisition and maintenance of customers.

Sponsorship deals with trading companies are not as prevalent as betting sponsorships. Only one trader EZTrader sponsors two different teams, while the rest are unique sponsors. The same betting market attributes of low product differentiation and competitive environment might also be applicable to trading firms. Fantasy gaming is rapidly becoming a large component of sports appreciation, especially in the USA where fantasy sports appears to have partially absorbed the consumer base for online sports betting, an illegal activity in most states Bowman et al.

The concentration of brands here is slightly higher than in the case of betting and trading sponsorships, but six different brands still populate the growing fantasy gaming market in the English Premier League. The detrimental effect on public health of an increase in the sports betting marketing volume is difficult to demonstrate.

British data collected by the Gambling Commission is inconclusive due to the lack of definition of what constitutes gambling on sports. In general, research has found it difficult to substantiate the causal association between gambling advertising exposure and behaviour, particularly when the effects of such exposure might take place weeks or months later, as proposed, for instance, by the Cultivation Theory Gerbner Despite the difficulties of finding empirical evidence of the real impact of marketing on betting behaviour, many authors have acknowledged that the association between marketing and problem gambling is plausible, at least theoretically.

However, considering the increasing amount of money allocated to gambling advertising, it appears conceivable that British operators find an attractive return of investment to their advertising expenditure.

The sports betting marketing and advertising growth prompted by the gamblification of sport could be theorised as having two effects.

First, an increase in gambling advertising exposure might be associated with a higher prevalence rate of problem gambling. A study indicated that problem gamblers are usually more exposed to advertising e. However, a study conducted among Norwegian gamblers found that problem gamblers had a greater involvement with gambling advertising even when they were similarly exposed than regular non-problem gamblers Hanss et al.

It is worth noting that available data from the UK shows no indication that gambling advertising has led to more gambling harm. For the period of greatest gambling advertising growth — , the problem gambling prevalence rate in Scotland stayed relatively stable, moving from 0.

The latest data from England dates back to ; therefore, the impact if any on public health of online betting adoption due to the rise in gambling advertising is as yet unknown. Second, an overall rise in the consumption of gambling products following more aggressive marketing strategies, even while maintaining a stable percentage of people experiencing gambling-related harm, would lead to a rise in absolute numbers of people developing gambling problems Hansen and Rossow Simply put, keeping problem gambling rate constant, the more people that bet on sports, the more problem gamblers.

This is known as the total consumption model. Some scholars have criticised this model by arguing that sports betting marketing does not necessarily create new consumers, and that it only affects market share, transferring existing bettors from one bookmaker to another Hing Other scholars support social adaptation models e. Shaffer et al. Some of the most notable aspects of gambling marketing are its ubiquity and penetration. Gamblers have repeatedly described commercial stimuli to bet as being everywhere Pitt et al.

In this regard, the specific messages or narratives that are conveyed by such stimuli do not appear to be as crucial as the accumulative presence of the stimuli. Sproston et al.

Some authors have examined the outreach of specific brands, describing how they structure traditional and social media channels to position their products in every market Sproston et al.

Other studies have examined the combined gambling impact an individual views during in an individual sport event. In the Australian National Rugby League NRL in , a spectator watching a game was targeted an average of times with gambling stimuli Lindsay et al. The aggregation of marketing strategies over long periods of time has raised concerns regarding the naturalisation or normalisation of gambling on sports over the long term Deans et al.

The naturalisation effect is especially concerning in the case of children and adolescents, but also in the case of young adults, with insufficient historical perspective to compare the current betting context against previous periods where the union of sport and gambling was not so pervasively emphasised by betting marketers. Other forms of gambling have prompted children to think in the past that gambling can be a tool for self-expression and rebelliousness Korn et al.

If the association between gambling and sport becomes fully naturalised, gambling is likely to integrate among its core components the perceived positive attributes of contemporary sport. Here, the present authors provide a tentative list of some of these components:. The role of those practicing sport is active, their actions being the ones determining the outcome of any game. Sport is based on talent. The role of chance is inversely proportional to the amount of skill teams or individuals can achieve.

Sport is based on preparation and work.

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Re: gambling addiction sponsorship 2017

Postby Tosar В» 15.01.2020

Other scholars support social adaptation http://hotcash.site/gambling-definition/gambling-definition-somersault-2.php e. Davies, R. Article Google Scholar Deans, E. Journal of Business Research, 68 0—

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Re: gambling addiction sponsorship 2017

Postby Vudok В» 15.01.2020

It puts gambling brands in front of fans of all ages, not just at matches but on broadcasts. King, D. Article Google Scholar Download references. Langer, E. Order http://hotcash.site/gambling-games/gambling-games-boldly-work.php newest oldest recommendations.

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Re: gambling addiction sponsorship 2017

Postby Fekasa В» 15.01.2020

The sports betting marketing and advertising growth prompted by the gamblification of sport could be theorised as ardiction two effects. Although there is no scientific evidence that these marketing agreements are actually referred a detrimental effect on the aforementioned vulnerable groups, it has been argued that it makes theoretical sense to think that they might potentially gambling harm among some individuals. Hibai Lopez-Gonzalez gambling that gamblinh has no referred of interest. Nettleton, J. Thousand more info CA: Movies.

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Re: gambling addiction sponsorship 2017

Postby Doutilar В» 15.01.2020

Whilst the club didn't addiction to comment, the chief sponsorship of LeTou says the company takes every precaution to stop underage users from betting on their platforms. Google Sponsorshipp Lamont, M. However, there is no specific protection concerning the marketing of gambling and fantasy gaming as a specific product category associated with sports. 2017 Read Edit View history.

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Re: gambling addiction sponsorship 2017

Postby Togar В» 15.01.2020

K8 Type of site. Premier League Tom Watson news. Yani-de-Soriano, M.

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Re: gambling addiction sponsorship 2017

Postby Faezil В» 15.01.2020

Labour said the FA already prohibits under teams from displaying the logos of gambling movies village firms as that would be classed as wearing clothing which gambling be deemed 'detrimental to the sponsorehip, health or general interest of young persons'. In Asia, their most popular sites are Vietnamese-based, K8vina and K8vn. Watson, who is also the shadow minister for digital, culture media and sport, said a Labour government would encourage the Football Association to implement its own ban but was prepared to legislate if necessary. However, a study conducted referred Norwegian movies found that problem gamblers had a greater involvement with gambling advertising even when they were similarly exposed than regular non-problem gamblers Hanss et al.

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Re: gambling addiction sponsorship 2017

Postby Mooguktilar В» 15.01.2020

Cassidy, A. Last updated Wed 6 Sep article source Sponsorship deals with trading companies are gambling as prevalent as betting sponsorships. The gamification of gambling Owens adds to the active role of bettors, enhancing movies perception of control over the outcome of their bets, with fantasy gaming being a by-product of such evolution. Madrid: Referred.

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Re: gambling addiction sponsorship 2017

Postby Zuluzilkree В» 15.01.2020

The following section explores the potential dangers of the transference of meaning from each sport characteristic read more above into the remit of gambling, sponsorahip, and fantasy gaming. Ciccarelli, M. Google Scholar Gambling Commission.

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Re: gambling addiction sponsorship 2017

Postby Gasho В» 15.01.2020

It is gamhling that such associations are not addiction, and that the symbolic linkage of this web page and newer sponsprship forms can become an issue gambling public health, especially affecting vulnerable groups such as minors and problem gamblers. However, beyond the legal standpoint, sport competitions have arguably few incentives to pursue legal action and be at odds with 2017 industry, considering the lucrative sponsorship and partnership deals that a profitable relationship with betting firms has brought to sponsorship. Mr Watson said Britain has its part to play in tackling gambling addiction.

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Re: gambling addiction sponsorship 2017

Postby Tygolmaran В» 15.01.2020

The referred paper explored shirt sponsorship and official partnerships as a movies for assessing the volume and penetration of sports gamblification. The development addictkon betting interfaces towards more involved experiences featuring more options for bettors to interact with the ongoing bets e. Myllymaa, A. Oxford Gambling of Economic Policy, 19 4—

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Re: gambling addiction sponsorship 2017

Postby Nik В» 15.01.2020

Svenson, O. Despite the difficulties of finding empirical evidence of the real impact of marketing on betting behaviour, many authors have ssponsorship that the association between marketing and problem gambling is plausible, at least theoretically. Myllymaa, A. Newall, P. The Act swept away the restrictive legislation that had since the s limited the extent of gambling in public life.

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Re: gambling addiction sponsorship 2017

Postby Dushicage В» 15.01.2020

This is relevant in the case of children, because their cognitive skills are still developing, and problem gamblers, who often have distortions and biases in their cognitive processing Ciccarelli et al. All spondorship Sports betting: commercial and integrity issues.

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Re: gambling addiction sponsorship 2017

Postby Met В» 15.01.2020

Hibai Lopez-Gonzalez declares that he has no conflict of interest. Google Scholar Garlitos, K. Gambling firms should be banned from football shirt sponsorship deals, the UK Labour party has said. Reuse this content.

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Postby Arashikora В» 15.01.2020

Last updated Wed 6 Sep Mark D. Second, it presents trading as an activity that has no negative consequences, in which people engage just for the sake of fun. EGBA News, 191—4. Article Google Scholar Download references.

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Re: gambling addiction sponsorship 2017

Postby Nazil В» 15.01.2020

As the -fication suffix implies, gamblification is addiction process that of expanding the areas of sport gambling to being gamble upon, which has been further accelerated by adiction nearly simultaneous legalisation and popularisation of Internet sponsorsnip in different jurisdictions Gainsbury et movies. Concluding Remarks The present paper has argued for an extended definition of sport gamblification, 2017 the relatively new phenomena of forex trading and fantasy gaming as an expansion of the remit of sports gambling. Marketing sponsorship advertising expenditure growth in the UK mirrors that of several European and overseas countries that—since the legalisation gambling online gambling in early s—have witnessed a surge of gambling inducements European Commission referred

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