CHALLENGE
Explore the impact of marketing on gambling behaviour and intention among Australian; particularly 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.
